washington tourism alliance membership & marketing...

Washington Tourism Alliance Membership & Marketing Opportunities

2 WASHINGTON TOURISM ALLIANCE MARKETING OPPORTUNITIES

WASHINGTON TOURISM ALLIANCE MISSION STATEMENT To advocate, promote, develop and

sustain the economic well being of the Washington tourism industry.

$17.6 Billion: Annual visitor spending (+3.2% YOY)$1.1 Billion: State and local taxes generated (+4.5% YOY)155,000+: Jobs supporting $5 billion in earningsInternational: $2 billion, representing 14% of visitor spendingAverage Spending for Accommodations Segment: $207 per person, per day

37.2Million Overnight

Visitors!

$17.6Billion in Visitor

Spending!

Tourism is Important…and Growing!

Organizational Structure: The WTA is a 501 (c)(6) organization. Member support has been instrumental in the accomplishments of the WTA and the work that we do for the tourism industry. In the future, the WTA will transition into a sustainable, industry-led and industry-funded tourism promotion organization.

WTA Leadership: The WTA Board of Directors represents industry stake-holders who invest in statewide tourism marketing and industry advocacy efforts and who have direct investment in, or concern for, Washington State tourism programs. Directors represent specific geographic regions within Washington State and/or tourism industry segments.

Products and Services of Washington Tourism Alliance

BRAND Advertising and brand materials, including any trade names or trademarks associated with “Washington, the State”

TRAVEL WEBSITE ExperienceWA.com, the official travel and tourism website for the state of Washington

INDUSTRY WEBSITES WAtourismalliance.com and Whytourismmatters.com

TRAVEL GUIDE Official Washington State Visitors’ Guide; printed by Saga City Media in partnership with the Washington Lodging Association: 375,000 copies distributed throughout the United States

CALL CENTER 800-544-1800 Washington State travel information hotline.

MEDIA & TOUR OPERATOR INQUIRIES Point of contact for inquiries

RESEARCH Access to Washington State data from Smith Travel Reports and Dean Runyon Associates travel research

SOCIAL MEDIA Facebook and Twitter accounts featured on ExperienceWA.com and WAtourismalliance.com

3WASHINGTON TOURISM ALLIANCE MARKETING OPPORTUNITIES

2014 Key Website Accomplishments:

• Traffic grew by 26% to more than 580,000 visitors annually.

• Page views increased by more than 11%, resulting in more than 1.7 million page views in 2014.

Membership Program:

Memberships start at only $500.

Diamond Investor ($150,000): Bronze Investors ($25,000):

WTA MembershipTop Reasons to Join Washington Tourism Alliance:

1 Support the coordination of statewide marketing that benefits your interests and the entire state.

2 Join the collective, industry-wide voice of tourism.

3 Be a part of developing the future of tourism promotion in the state.

4 Support an industry that stimulates new business development and supports the quality of life in Washington.

WTA PARTNERS organizations and businesses that invest $5,000 a year or more

Partners ($5,000):

• Alaska Airlines• Holland America Line• Puyallup Fair and Events Center• Three Rivers Convention Center• Visit Spokane• Washington Lodging Association• WA State Destination Marketing Organizations• Best Western Hotels of WA State

• Lucky Eagle Casino• Marriott Hotels and Regional

Council• Tulalip Resort Casino• Washington Indian Gaming Association• Washington Restaurant Association• Food Services of America – Seattle• Northern Quest Casino

Silver Investor ($50,000):

Corporate Investors ($10,000):


Membership Options

Basic Membership:$500 per year Basic membership benefits include:

Company/Name listing on the ExperienceWA website

Preferred rates at WTA events

New member listing with hyperlink in the WTA e-newsletter during your first month of membership

All WTA member communications

Preferred advertising rates for: • The ExperienceWA website• The Official Washington State Visitors’ Guide• The WTA e-newsletter• The ExperienceWA.com e-newsletter

Partnership:$5,000 per year Partnership benefits include:

Banner Ad on WTA website

Name recognition on WTA collateral

ExperienceWA.com value: • Featured business listing• $500 towards a campaign of $2,000 or more

All benefits of an Associate Partner

Name recognition during WTA events

Lunch with the executive director and/or WTA board member

1 complimentary admission to the annual WTA Tourism Summit

Corporate Investor:$10,000 per year Corporate investor benefits include:

Signature Sponsorship of the Annual WTA Tourism Summit, including 2 complimentary admissions

ExperienceWA.com value: • Featured business listing• $1,000 towards a campaign of $2,000 or more

on ExperienceWA.com

All benefits ofa Partner

Invitation to present at a WTA board meeting

Logo recognition on all WTA collateral and communications

Complimentary display table at WTA events

WTA Membership list in excel format Preferred rates for display tables at WTA events

All benefits of Basic Membership

Premium Membership:$1,000 per year Premium membership benefits include:

Distribution of materials at WTA events A business spotlight in the WTA newsletter

All benefits of Premium Membership

Associate Partner:$2,500 per year Associate partner benefits include:


ExperienceWA.com Marketing Programs

Position your business, destination or event as a not-to-be-missed experience in front of our most targeted audience on the site. Our Fea-tured Listing program places your business in our premium listing tier on all relevant pages, ensuring that you are top of mind when visitors are looking to convert.

FEATURED BUSINESS & EVENT LISTINGS

Reach your most targeted

audience.

Top-tier sort, photo and description.

Featured Business Listing Profile Page

Featured Business and Event Listings Program:

Paid Listings Receive:• Description and highlight• Top-tier sort on all relevant pages• Free video and up to 6 photos• Enhanced description

Every tourism business in the state is entitled to a free business and/or event listing on the site.

Business Listings:Member: $650/year Non-Member: $715/year

Event Listings:Member: $330/year Non-Member: $363/year

Paid Deals Receive:

• Placement in the deals vault where users can sort and view them on a map.

• Notifications when deals expire so that you can stay current and continuously utilize your space.

• Promotion of your offer through the site-wide Deals section and qualification for possible exposure in the Deals section of the monthly e-newsletter (as inventory allows).

Drive immediate conversion by broadcasting your offer to visitors with the ExperienceWA.com Deals program!

DEALS

43% of American

travelers seek deals*

*2014 State of the American Traveler Research

Rates: Member Non-Member

3 months $300 $363

12 months $1,000 $1,100

Example of Deal Page


Deals

Example of Leads Display

Grow Your

Opt-in Database!ExperienceWA.com

Lead-Generation ProgramGrow your opt-in database!

• When site visitors sign up to receive information from the state, they can request to receive information directly from you. • Upon selecting your business, users receive an in-

stant auto-generated email from you (where you can direct them to your site or provide them an offer).

• We send your leads to you in a weekly email.

LEAD-GENERATION PROGRAM

Lead Rates (Rack Rate):

Member: $5 CPL or $3 CPL after $5,000

Non-Member: $5.50 CPL or $3.30 CPL after $5,000

Bulk Rate: Lower your cost-per-lead with a bulk buy. $500 minimum.

Introductory Rates!


Confirmation Page

Opt-In Email

Leverage our extremely qualified and engaged audience with targeted and guaranteed exposure. Banner ads allow you to expand your reach and to target your message contextually and by timeframe.

• Sold on an impression-over-timeframe basis, with guaranteed exposure. • Free monthly reporting, creative testing and optimization.

ExperienceWA.com is the premier online travel-planning resource for Washington travelers.

Example of Interest Landing Page

Banner Rewards =

Free Advertising!

BANNER ADVERTISING

Advertising Channels:

Your run-of-site banner can be additionally fo-cused on as many of the below channels as you like, for free!

• Things to Do • Attractions and Dining • Outdoors & Natural Beauty • Events • Plan Your Trip • Lodging • Regions • Metro Seattle • Gorge • Peninsula & Coast • North Central • Islands • North East • Volcanoes • Wine Country • Northern Cascades • South East

Formatted Banner: 3-frame unit with photo, advertiser name, tag line and description

Large Rectangle: 300 x 250 display unit, animated .gifs allowed

FREE ADVERTISING

Ask about ourVolume Discount

REWARDSProgram!


*The REWARDS program uses open inventory on the site and is not a guaranteed number of impressions. Your campaign will either run until your end date has been reached, or, your purchased number of impressions has been reached, whichever occurs first.

Banner advertisers qualify for the Rewards Program and receive additional run-of-site impressions from inventory.

Total Impressions

20,000 8,000 12,000 $580 $656 20,000*

50,000 20,000 30,000 $1,350 $1,540 50,000*

125,000 50,000 75,000 $3,125 $3,600 125,000*

250,000 100,000 150,000 $5,750 $6,700 250,000*

Formatted Banner Impressions

Large Rectangle Impressions Member Rate Non-Member Rate

Potential Rewards Impressions*

Monthly Email: Take advantage of integrated advertising opportunities designed to fit your specific goals and your budget. Target your message by month, or align your message with our editorial.

Sponsor: Position your experience as a leader. Premium placement with a 728 x 90 leaderboard display ad and formatted messaging below including business name, headline and body copy.

180 x 150: Tailor your approach with two different options! This flexible unit allows you to choose between two ad types; a branded display unit or a formatted ad.

Featured Content: Tell your story with a Featured Content unit. This unit is integrated into the editorial articles on the newsletter, positioning your offering as a not-to-be-missed experience.

Deals & Events: Drive conversion with our Deals & Events program and broadcast your packages or offers.

The WTA news & custom emails are received by more than 18,000 opt-in subscribers monthly. The monthly Washington Visitor newsletter and Custom Emails reach an engaged, active travel-planning audience.

Rates Per Month: Member Non-Member

Sponsor $750 $825

Featured Content $600 $660

180 x 150 $400 $440

Deals & Events $300 $330

Reach

a loyal audience

Monthly Email

Monthly NewsletterEMAIL ADVERTISING

180 x 150

Featured Content

Sponsor

Deals & Events


The Custom Email is sent out to Washington Tourism Alliance’s database in a WTA-branded template. Users respond incredibly well to this single focused message, and our diversified options allow you to tailor your approach. Simply submit photo, headline, body copy and your desired call-to-action and we’ll both build your personalized email and blast it out to the entire database.

100% Share of Voice (SOV): It’s all about you. The 100% SOV Custom Email focuses solely on your business, destination or event, driving all clicks to your website.

Co-Op: Perfect for destinations, statewide interest (find ski or winery parters), or event-driven offers, a Co-op Email allows you the opportunity to participate at a co-op rate and to align your message with key umbrella messaging around your city, region, interest or events.

Custom Email, 100% Share of Voice

Custom Email Co-Op

100% Share

of Voice!

Co-Op

Monthly Custom & Co-Op Newsletter Program

Rates: Member Non-Member

Custom Email $1,795 $1,975


Engage qualified visitors on ExperienceWA.com and drive additional search engine organic traffic directly to your site with our Custom Content creation program. Our editors will craft a custom article about your destination, business or event, which will remain heavily promoted on the site for one year. You also own this content for distribution on your site, which will continue to drive organic traffic directly to your site indefinitely.

Custom Content Includes:Ownership of all ad units on your article, allowing you to change messaging. Robust Content-Distribution Strategy: • Your articles and/or itineraries will rotate in premium-content tier throughout the site • Promoted through banner ads on ExperienceWA.com • WTA social media promotion

Custom Content Creation – Articles & Itineraries

Member Rates: Non-Member Rates:

Annual Rate: $2,500 Annual Rate: $2,750

Renewal Rate: $1,000 Renewal Rate: $1,100

Custom Article

Top-Tier Rotation on the Articles Page

Drive organic traffic

to your siteCUSTOM CONTENT CREATION

Own all adson your article


Mike MoeDirector of Business Development & Media Sales

Cell: [email protected]

Lisa SchwartzMiles Account Executive

Cell: [email protected]

Washington Tourism Alliance Marketing Opportunities

2015

washington tourism alliance membership & marketing...

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