2020-2021 Digital Co-Op Packages

InvestmentFlight OptionsTargetingRateRequired Assets
$10,000 Per Partner, Per Flight* September 1- 30, 2020
March 15 – April 15, 2021
Must have at least three (3) partners to execute each flight
Each partner to customize their audience based on the following target selects**:
  • Up to five (5) geo markets – states and/or DMAs
  • One (1) demo selection (e.g., A25-54)
  • One (1) behavioral selection (e.g., travel enthusiast, history enthusiast)
  • Desired blacklisted programming and / or network
$33.50 eCPMTwo total creative versions – :15 and / or :30 video spots

* This is the campaign minimum. Partners may choose to increase their investment to make their buy more effective.
** Vendor to confirm inventory feasibility upon each partner’s targeting selections, ensuring ample delivery scale.

InvestmentFlight OptionsTargetingRate & Channel(s)Required Assets
$2,500 Per Partner One month (up to partner) Each partner to customize their audience based on the following target selects*:
  • Minimum of three (3) DMAs or states
  • One (1) behavioral selection (e.g., travel enthusiast, outdoor enthusiast)
  • Option to add Inclement Weather trigger (e.g., local conditions are “cold”)
$8.88 - $9.38 eCPM

Standard Display
Standard Display: 300 x 250, 320 x 50, 728 x 90
$5,00 Per Partner One month (up to partner) Each partner to customize their audience based on the following target selects*:
  • Minimum of three (3) DMAs or states
  • One (1) behavioral selection (e.g., travel enthusiast, outdoor enthusiast)
  • Option to add Inclement Weather trigger (e.g., local conditions are “cold”)
$10.16 - $10.73 eCPM

Standard Display + Preroll Video
Standard Display: 300 x 250, 320 x 50, 728 x 90

Preroll Video: :15 and / or :30 video
$10,000 Per PartnerOne month (up to partner) Each partner to customize their audience based on the following target selects*:
  • Minimum of three (3) DMAs or states
  • One (1) behavioral selection (e.g., travel enthusiast, outdoor enthusiast)
  • Option to add Inclement Weather trigger (e.g., local conditions are “cold”)
$9.92 - $10.44 eCPM

Standard Display + Preroll Video + Custom High-Impact Hero Unit
Standard Display: 300 x 250, 320 x 50, 728 x 90

Preroll Video: :15 and / or :30 video

Custom High-Impact Hero Unit (AccuWeather to build):

Logo, imagery, copy, fonts, brand guidelines, standard display PSDs (directional)

* Vendor to confirm inventory feasibility upon each partner’s targeting selections, ensuring ample delivery scale.

Promotional FlightContent SourceRequired AssetsContent Deliverables & Promotional Support
Three Months (exact timing up to partner) Curated by Atlas Obscura’s editorial team, in collaboration with and approved by partner
  • Ideation for Place Page
  • Display creative (300 x 250, 300 x 600, 728 x 90 / 970 x 250)
One (1) custom-curated database addition of a new Place Page:
  • 100% SOV display on newly created Place Page
  • Content lives on site forever
Supporting content promotion via:
  • Organic social media via Atlas Obscura’s owned Facebook and Twitter channels (est. 150k impressions)
  • Sponsored e-newsletter inclusion (est. 75k impressions)

Custom packages available upon request

InvestmentFlight OptionsTargetingRateRequired Assets
$7,500 Per Partner, Per Flight* September 1- 30, 2020
March 15 – April 15, 2021
Max of four (4) partners in each flight
Partner to run across a pre-determined list of premium travel sites
Select any geo(s) from the following list:
FL, GA, MD, NC, NJ, NY, OH, PA, SC, TN, VA, Washington D.C.
TBD CPM Rate Standard Display:
160 x 600, 300 x 250, 300 x 50, 320 x 50, 300 x 600, 728 x 90

* This is the campaign minimum. Partners may choose to increase their investment to make their buy more effective.

These examples above are sample sites that may or may not be included in the program. Final sites will be determined as each buy is conducted.

Partner Opportunities

Gold Level Audit, Activation & Training Program for DMOs

$9,000 Per Partner ($18,000 value; Visit North Carolina will invest $9,000 into each partner program)

This program option is ideal for DMOs representing counties and large destinations. It includes the following:

  • Audit: consumer search behavior analysis and baseline audit of destination’s representation across Google’s travel planning products
  • Activation: Google DMO Partnership Program registration, Google business listing completeness analysis (up to 800 listings) and missing data submission, visual content review and submission (up to 200 images)
  • Training: instruction on tools and resources, detailed action plan and dedicated Google Pixel phone
  • Industry Education Portal: access for all industry businesses to an online library featuring Google My Business Training and other digital marketing resources

Silver Level Activation & Training Program for DMOs

$3,250 Per Partner ($6,500 value; Visit North Carolina will invest $3,250 into each partner program)

This program option is ideal for small markets. It includes the following:

  • Audit: consumer search behavior analysis and baseline audit of destination’s representation across Google’s travel planning products
  • Activation: Google DMO Partnership Program registration, Google business listing completeness analysis (up to 200 listings) and missing data submission, visual content review and submission (up to 75 images)
  • Training: instruction on tools and resources, detailed action plan and dedicated Google Pixel phone
  • Industry Education Portal: access for all industry businesses to an online library featuring Google My Business Training and other digital marketing resources

Bronze Level Industry Education Portal

$100 Activation Fee Per Partner (Visit North Carolina is offsetting the cost of the Local Marketing Education Portal for businesses statewide)

This program option will enable your industry to better understand how to expand their reach in Google travel products. It includes the following:

  • Access for all industry businesses to an online library featuring Google My Business Training and other digital marketing resources

Second Year Partner Opportunities

Ongoing Google Program Activation Support

Gold Level: $5,400 Per Partner ($7,200 value; Visit North Carolina will invest $1,800 into each partner program)

Silver Level: $3,600 Per Partner ($4,800 value; Visit North Carolina will invest $1,200 into each partner program)

DMOs who previously participated in the Google DMO Partnership Program Support Services Audit, Activation & Training may desire additional ongoing support from Miles to maintain the momentum of the efforts in Google. Miles will provide:

  • Access to exclusive quarterly webinars featuring product news and strategic insights related to Google’s travel products and other platforms through the lens of destination marketing.
  • Quarterly call with Miles’ Google team to review support provided and discuss recommendations, next steps
  • Quarterly support hours to provide ongoing activation including:
    • Re-evaluation of business listings to identify key missing data and evaluate changes in completeness over time. Suggesting edits to missing data / locations and assist with business verifications.
    • Reviewing photos galleries of high-visibility attractions and destination galleries and flagging poor /inappropriate images.
    • Uploading DMO-owned images to locations within Google

Additional Program Options

Google My Business Industry Education Program $4,000 Per Partner ($5,500 value, Miles Partnership providing 27% discount)
August 17 – August 21, 2020

  • In-market industry workshop event on Google My Business for your community
  • Organization-branded how-to guides and fact sheets
  • Five positions available. Neighboring partners can share cost of a single event.
  • Includes travel expenses. Participant to provide venue.

Must have at least three (3) partners to execute this program.

360 & Virtual Tour Content Package
$9,000 Per Partner ($11,250 value; Miles Partnership providing 20% discount on each partner program)

One of the key ways a DMO can see trackable results of their reach within Google is by contributing photos and 360 photospheres. This program creates quality content specifically optimized for Google, as well as applications that extend beyond the Google platform.

  • 360 photo shoot of 10 key points of interest in the market
  • Google virtual tours of two locations & two itinerary journeys built in Google Tour Creator
  • Post processing, DMO branding in 360 photospheres, and upload to Google for all images
  • Embed code to integrate tours into website and share links that can be used in social media etc.

If you have questions or would like to participate, please reach out to Kim Palmer, kim.palmer@milespartnership.com.

Contact

Hailey Weddington
hweddington@thinklga.com
(980) 505-7974

Michelle Murdoch
mmurdoch@thinklga.com
(704) 731-8277