annual visitorsindustry.visitmaryland.org/wp-content/uploads/2020/06/2021-dmm-media-kit.pdfcarly...

2021 DESTINATION MARYLAND OFFICIAL VISITORS GUIDEMEDIA KIT

41MANNUAL VISITORS

$18MVISITOR

SPENDING

1CARLY STEDMAN NOROSKY | 202-681-8169 • [email protected]

TABLE OF CONTENTSDestination Maryland: At A Glance ................................................... 2.

Paid Marketing .............................................................................................. 3

Traveler Research .........................................................................................4

Visitors Guide .................................................................................................. 5

Product Offerings ........................................................................................ 6

Display Advertising ..................................................................................... 7

Native Advertising ....................................................................................... 8

Listings ................................................................................................................ 9

Rate Card ......................................................................................................... 10


AT A GLANCEDESTINATION MARYLAND:

500K*Reach

1.5X Pass-along Readership

250KCirculation

EGUIDEAvg. Session: 00:06:2.1

Pageviews: 197,396

TOURISM NUMBERS

TARGET MARKETSWEBSITE VISITORS

AUDIENCE PROFILE ENEWS SUBSCRIBERS

SOCIAL MEDIA

DESTINATIONMARYLAND GUIDE

Age25-64

2.6 MillionUnique Visitors

Mean HHI$75,000+ 105,000

41 MillionAnnual Visitors

$18 Billion Visitor Spending

337,578 Visitorsto eight

Welcome Centers

Baltimore, Cleveland, Harrisburg, Pittsburgh,New York, Philadelphia, Washington, D.C.

61.9K+ 47.6K+ 72.K+ 3.2.K+

*Delivered through a combination of Circulation, eGuide Downloads, and Pass-along Readership


Maryland’s multi-million dollar marketing effort to promote Maryland to potential visitors drives demand for print and digital travel guides.

The Destination Maryland guide is the official fulfillment vehicle of the Maryland Office of Tourism.

The Destination Maryland guide is the #1 fulfillment piece for all advertising. Consumers are still using print plus other resources for trip planning.

The guide is the best opportunity for those wanting to promote their business, attraction or service to visitors actively planning their Maryland vacation. Be open for consumers looking for official expertise on trip tips to Maryland.

Maryland Office of Tourism’s multi-million dollar marketing effort promotes the state to potential visitors.

No hard hats required. Come see why Maryland is a seafood lover’s delight. Plan your trip

today and be open to cracking into hot steamed crabs and sampling freshly shucked oysters,

rockfish and more. We’re open for you. As long as you’re 2 0 1 9 D i g i t a l A d C a m p a i g n I O T D 4

OPEN FOR IT I WATER BANNER ADS I PHASE 1

2 0 1 9 D i g i t a l A d C a m p a i g n I O T D 4






2 0 1 9 D i g i t a l A d C a m p a i g n I O T D 1 2

OPEN FOR IT I 720x90 BANNER ADS

$3M ANNUAL SPEND

$18M+ EARNED MEDIAGENERATED ANNUALLY

BY THE MARYLAND OFFICE OF TOURISM

DESTINATION MARYLAND: MARYLAND’S OFFICIAL VISITORS GUIDE

The Maryland Office of Tourism’s answer to thosewanting Maryland travel information.

PAID MARKETINGMARYLAND TOURISM:


TRAVELER RESEARCH

Source: Destination Analysts (State of the American Traveler); Expedia (Path to Purchase)

For more research and whitepapers, visit milespartnership.com/research

Travel Planning Process

Media usage

DREAM PLAN BOOKZMOTZero Moment of Truth: When Consideration

becomes Action

SHARE REPEAT

PRINT49%

SOCIAL MEDIA

55%

TABLET36%

DMO WEBSITE

33%

MOBILE59%

REVIEWS AND UGC

58%

140+ visits to travel websites in the 45 days prior to booking


EGUIDEAvg. Session: 00:06:2.1

Pageviews: 197,396

250K CIRCULATION500K REACH*

QUICK FACTS

*Delivered through a combination of Circulation, eGuide Downloads, and Pass-along Readership*All other Premium Positions are the Standard Rate +10% / *50% Discount only available with a purchase of a Display Ad*50% Discount only available with a purchase of a Display Ad

ADVERTISING RATESITEM RATE

REGULAR (DISPLAY + NATIVE)Full Page $10,5901/2. Page $6,5901/3 Page $4,5601/6 Page $2.,42.0

PREMIUM*Back Cover $14,2.80Inside Back Cover $12.,2.00

LISTINGSFeatured Photo Listing $950Featured Photo Listing Add-On* $475Digital Enhanced Listing Add-On $400

VISITORS GUIDE

View the 2020 eGuide at: www.visitmaryland.orgAd Reservation Date: 8/31/2.02.0Materials Due: 9/11/2.02.0

IMPORTANT DATES

#1FULFILLMENT

PIECE FOR ADVERTISERS


PRODUCT OFFERINGS

DISPLAY ADVERTISING$2.,42.0-$14,2.80

page 7

HIGHLIGHTED LISTINGIncluded with Advertising Purchase

page 9

PHOTO LISTING$475-$950

page 9

DIGITAL ENHANCED LISTING$400page 9

NATIVE ADVERTISING$2.,42.0-$10,590

page 8

EGUIDE INCLUSIONIncluded with Advertising Purchase

All Products

ATTRACTIONS & RECREATION

128 ✥ VISITMARYLAND.ORG | 1-877-333-4455 KEY TO SYMBOLS = Disability Accessible = Admission = Maryland Green Travel Partner$d c

CENTRAL MARYLAND

ATTRACTIONSBaltimore Civil War Museum President Street Station601 S President St, Baltimore, 443-220-0290www.baltimorecivilwarmuseum.comSite of a pivotal moment before America’s Civil War, where Frederick Douglass escaped slavery in 1838; on Maryland’s Frederick Douglass Driving Tour. Fri-Mon, 10am-4pm. d$

Baltimore Spirits Company

1700 W 41st St, Ste 430, Baltimore, 443-687-9099www.baltimorespiritsco.comBaltimore Spirits Co. is a premier distillery experience in Baltimore, with medal-winning Whiskey, Gin and Brandies. Tastings from Wednesday to Sunday. Full tours on Saturdays at the distillery in the Union Collective. Private tours upon request. d

Baltimore-Washington Beer Works401 E 30th St, Baltimore, 410-467 7837www.ravenbeer.comRaven Beer brewed in the honor of Baltimore’s literary genius, Edgar Allan Poe. “The Taste is Poetic.” Wed & Fri, 5-9pm; Sat, 11am-5pm.

Charm City Meadworks407 E Preston St, Ste B, Baltimore, 610-724-1981www.charmcitymeadworks.comBaltimore City’s first commercial meadery specializing in still and carbonated dry meads. Sat, 1-5pm; Sun 12N-4pm. d$

Chesapeake Shakespeare Company7 S Calvert St, Baltimore, 410-244-8570www.chesapeakeshakespeare.comTheater company showcasing Shakespeare and other classics with year-round performances in Baltimore (indoor) and Ellicott City (outdoor in summer). Box Office: Tues-Fri, 11am-3pm. d$

Cruise Maryland2001 E McComas St, Baltimore, 1-800-638-7519www.cruisemaryland.comCruise Maryland offers year-round cruises to the Bahamas, Bermuda, the Caribbean, Canada and New England. d$ c

See ad on page 7.Cylburn Arboretum4915 Greenspring Ave, Baltimore, 410-367-2217www.cylburnassociation.orgMore than 200 acres of gardens and trails painting a tranquil place for an afternoon stroll, photography outings or a nature hike. Tues-Sun, 8am-5pm. d

Diamondback Beer1215 E Fort Ave, Baltimore, 443-827-8385www.diamondbackbeer.comLocal craft brewery with a mission to bring great beer to great people and sacrifice nothing along the way. Wed-Thur, 4-9pm; Fri, 4-11pm; Sat, 12N-11pm; Sun, 12N-6pm. d

Historic Annapolis Museum99 Main St, Annapolis, 410-267-6656www.annapolis.orgDiscover new exhibition Freedom Bound: Runaways of the Chesapeake and learn the story of resistance to servitude and slavery in the Chesapeake region. Mon-Sat, 10am-5pm; Sun, 11am-5pm.

Hogshead43 Pinkney St, Annapolis, 410-267-7619www.annapolis.orgLearn about the Maryland Colonial frontier in this fully interactive hands-on experience. Apr-Nov: Sat-Sun, 12N-4pm.

Maryland State House100 State Cir, Annapolis, 410-946-5000www.statehouse.md.govThe oldest American state house in continuous legislative use and U.S. Capitol from 1783 to 1784 with an exhibit on General George Washington. d

Matthew Henson PlaqueState House, Annapolis, 410-974-3400www.msa.md.govPlaque inside the State House rotunda honoring Matthew Henson, the African-American explorer who discovered the North Pole (1909) with Admiral Peary. 9am-5pm.

The Stanton Community Center92 W Washington St, Annapolis, 410-295-5519www.annapolis.govBuilt in 1898 and listed on the National Register of Historic Places, this center once served as the first African-American school in Annapolis. Mon-Sat, 8:30am-5pm. d

Thomas Point Shoal LighthouseMouth of the South River, Annapoliswww.thomaspointlighthouse.orgOne of the last manned lighthouses (1875) and surviving screwpile offshore lighthouses on the Chesapeake Bay; a national landmark best seen by boat.

Thurgood Marshall MemorialLawyer’s Mall, Maryland State House, Annapolis, 410-974-3400www.mdarchives.state.md.usMemorial for the first African-American Supreme Court Justice, who served for 24 years with a famous case ending racial segregation in public schools.

Wiley H. Bates Legacy Center, Inc1101 Smithville St, Annapolis, 410-263-1860www.whbateslegacycenter.orgThis 1932 high school on the National Register of Historic Places served black students from Annapolis and Anne Arundel County for over three decades. Wed-Fri, 10am-3pm. d

William Paca House and Garden186 Prince George St, Annapolis, 410-990-4543www.annapolis.orgTour inside a Colonial mansion of signer of the Declaration of Independence, William Paca, walking through his luxurious two-acre colonial garden. Mon-Sat, 10am-5pm; Sun, 12N-5pm; Jan-Feb: call for schedule. d$

OUTDOOR RECREATIONAnnapolis Sailing Cruises: Schooner Woodwind

80 Compromise St, Annapolis, 410-263-7837www.schoonerwoodwind.comSail away on the Chesapeake Bay on a 74-ft. wooden schooner. Raise the sails, steer the boat or sit back and relax. Public cruise and private events. $cCoastal Properties Management, Inc.1819 Bay Ridge Ave, Ste 400, Annapolis, 410-269-0933www.coastal-properties.comVaried marina facilities throughout Maryland and specialists in the sale and management of marinas and boatyard services with slips to lease or own. Mon-Fri, 8:30am-5pm. d

Down Time Sports� shing Charters1000 Fairwinds Dr, Annapolis, 443-949-8030, 443-995-8666www.downtimecharters.comChesapeake Bay sportfishing charters for private groups and USCG licensed charter boats for up to six guests; all licenses and bait are included. Call for schedule.

Liberte, The Schooner, Inc.222 Severn Ave, Annapolis, 410-263-8234www.theliberte.comSail aboard a magnificent three-masted, 74-ft. schooner, USCG certified for 49 guests and offering private charters, full bar, stereo and catering. Apr-June; Sept-Oct. $

Sandy Point State Park1100 E College Pkwy, Annapolis, 410-974-2149www.dnr.maryland.gov/publiclands/pages/southern/sandypoint.aspxSwimming, fishing and boating on the shores at a 786-acre park featuring a large beach, boat ramps, a marina and views of the Chesapeake Bay Bridge. Call for schedule. d$

Annapolis JunctionHISTORY & HERITAGENational Cryptologic Museum8290 Colony 7 Rd, Annapolis Junction, 301-688-5849www.nsa.govCollection contains thousands of artifacts depicting the history of cryptology (codes and cyphers) and its importance to U.S. security. Mon-Fri, 9am-4pm; 1st & 3rd Sat, 10am-2pm.

BaltimoreARTS & CULTUREAmaranthine Museum2010 Clipper Park Rd, Baltimore, 410-523-2574www.baltimoreculture.org/users/ama-ranthine-museum#.WzKIs1VKjRYLabyrinthine of more than 200 pieces of art by Les Harris. Exhibit walks through time from the contemporary mind to the origin of consciousness. d$

American Visionary Art MuseumBaltimore Inner Harbor, 800 Key Hwy, Baltimore, 410-244-1900www.avam.orgAmerica’s official national museum and education center for self-taught, intuitive artistry transforming ideas into powerful art works. Tues-Sun, 10am-6pm. d$

Arena Players801 McCulloh St, Baltimore, 410-728-6500www.arenaplayersinc.comThe oldest, continually performing, historically black community theater since 1953 bringing quality theater to Baltimore. Sept-June: call for schedule. d

Baltimore Center Stage700 North Calvert St, Baltimore, 410-332-0033www.centerstage.orgKnown as the State Theater of Maryland, a professional, nonprofit company serving as a leader for provocative and entertaining theater for 50 years. Sept-June: Tues-Sat, 8pm; Sun, 2pm & 7:30pm. d$

Baltimore Museum of Art10 Art Museum Dr, Baltimore, 443-573-1700www.artbma.orgWorld-renowned collection of Matisse, Picasso and Cezanne and 19th-century to contemporary works, plus special exhibits and scenic sculpture garden. Wed-Sun, 10am-5pm. d

Baltimore Symphony OrchestraJoseph Meyerhoff Symphony Hall, 1212 Cathedral St, Baltimore, 410-783-8000, 1-800-442-1198www.bsomusic.orgAn internationally recognized orchestra performing more than 150 concerts annually including classical, pops, family concerts and special events. Ticket office: Tues-Fri, 10am-6pm; Sat-Sun, 12N-5pm. d

Maryland Art Place218 W Saratoga St, Baltimore, 410-962-8565www.mdartplace.orgCenter for contemporary arts that inspires, supports, and encourages artistic expression through galleries, studios, free events and workshops. Gallery: Tues-Sat, 12N-4pm. d

Patricia & Arthur Modell Performing Arts Center at the Lyric140 W Mount Royal Ave, Baltimore, 410-900-1150www.modell-lyric.comTheater in Baltimore hosting many traveling Broadway musicals and productions.

Peabody Institute of The Johns Hopkins University1 E Mount Vernon Pl, Baltimore, 667-208-6500www.peabody.jhu.eduStages more than 800 music and dance performances in historic Mt. Vernon as Maryland’s major source of professionally trained musicians and dancers. Call for schedule. d$

Station North1 W North Ave, Baltimore, 410-962-7075www.stationnorth.orgThe first area in Baltimore to receive the State designation as an Arts & Entertainment District in 2002.

The Eubie Blake National Jazz Institute and Culture Center847 N Howard St, Baltimore, 410-225-3130www.eubieblake.orgThe life and music of Baltimore musician Eubie Blake, Billie Holiday, Cab Calloway and others. d



CENTRAL MARYLAND





































ABOUT

DISPLAY ADVERTISING

*All other Premium Positions are the Standard Rate +10%

• Varied ad sizes allow advertisers to speak to customers with a variety of calls to action

• Ad receives click-through link to your site in eGuide

• Ad production assistance available

• Receive a free Highlighted Listing with purchase (see page 9 for more details)

PRICEITEM RATE

REGULARFull Page $10,5901/2. Page $6,5901/3 Page $4,5601/6 Page $2.,42.0



ABOUT

NATIVE ADVERTISING

*Study by Sharethrough and IPG Media Lab in the travel and entertainment industry

ITEM RATEFull Page $10,5901/2. Page $6,5901/3 Page $4,5601/6 Page $2.,42.0

PRICE

STATS*

• Native Ads are looked at 52.% more frequently than traditional Display Ads

• 9% Higher Brand Affinity• 18% Higher Lift for Purchase Intent Responses• 13% more likely to be shared by a Consumer

• Native Advertising provides an in-magazine reader experience that creates a deeper conversation with the reader

• Provide copy & photos to be laid out in a native format to integrate seamlessly into the guide

• Ad receives click-through link to your site in eGuide• Copywriting assistance available• Receive a free Highlighted Listing with purchase

(see page 9 for more details)


ITEM RATEFeatured Photo Listing $950Featured Photo Listing Add-on* $475Digital Enhanced Listing Add-on $400

PRICE

ABOUT

LISTINGS

• Receive a free Highlighted Listing with Display or Native Advertising purchase

• Stand out even more with a Featured Photo Listing that includes a photo and expanded copy (receive 50% off with a Display or Native Advertising purchase)

• Includes page number directing to your ad within the guide

• Upgrade your online Listing with a Digital Enhanced Listing Add-on



CENTRAL MARYLAND




































A

B

Free Highlighted Listing

A



CENTRAL MARYLAND




































Featured Photo ListingB



CENTRAL MARYLAND




































Digital Enhanced Listing

C

C C C

*50% Discount only available with a purchase of a Display Ad


DESTINATION MARYLAND GUIDE RATE SEE PAGE:

REGULAR (DISPLAY OR NATIVE)

7-8

Full Page $10,5901/2. Page $6,5901/3 Page $4,5601/6 Page $2.,42.0


LISTINGS

9Featured Photo Listing $950Featured Photo Listing Add-On* $475Digital Enhanced Listing Add-On $400

RATE CARDAd Reservation Date: 8/31/2.02.0Materials Due: 9/11/2.02.0

IMPORTANT DATES

AD PRODUCTION & COPYWRITING ASSISTANCE AVAILABLE

Contact Taryn Parker [email protected] for more information.

*All other Premium Positions are the Standard Rate +10%*50% Discount only available with a purchase of a Display Ad

TO PARTICIPATE IN THE 2021 PROGRAM CONTACT: CARLY STEDMAN NOROSKYDirect: 2.02.-681-8169Email: [email protected]

As a former CVB Marketing Director with more than two decades of experience in the tourism industry (including work at Yellowstone National Park and a cruise ship), Carly’s passion for travel marketing has inspired successful marketing campaigns for Miles partners for nearly 10 years. Carly is our Travel Media Sales and Marketing Executive for the Capital Region, consulting on integrated domestic and international program strategy.

800-683-0010 • MilesPartnership.com

Miles is a strategic marketing partner that provides services for the Maryland Office of Tourism. Miles is 100 percent travel focused and provides demonstrations with innovative,

forward-thinking content marketing solutions that result in increased visitation and measurable results. Miles is a proud member of the Maryland Office of Tourism marketing team.

annual visitorsindustry.visitmaryland.org/wp-content/uploads/2020/06/2021-dmm-media-kit.pdfcarly...

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