Charlesnyangiti kentucky department of travel

Kentucky Department of Travel and Tourism

Tourism Marketing Incentive Program

2012-2013 Cooperative Marketing
Opportunities

TABLE OF CONTENTS

• Tourism Marketing Incentive Program (TMIP) Reimbursement Overview................................... 3

• TMIP Important Dates .................................................................................................................. 4

• 2012 - 2013 Cooperative Marketing Overview and Strategies .....................................................5

• 2013 Kentucky Official Visitor’s Guide and Online eGuide ..........................................................7

• Cooperative Marketing Opportunities Detail ..............................................................................11
o Television .................................................................................................................12
Broadcast ......................................................................................................13
Cable ............................................................................................................17
Video on Demand .........................................................................................18

o Radio ........................................................................................................................19

o Print ..........................................................................................................................20
Family Audience ...........................................................................................21
Culinary Audience .........................................................................................30
Outdoor Enthusiasts Audience ..................................................................... 32
Arts & Heritage Audience .............................................................................33
Group Travel Audience .................................................................................35

o Online Opportunities .................................................................................................36

• Additional Approved Marketing Opportunities ............................................................................45

• Target Audiences Profiles ..........................................................................................................46

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TOURISM MARKETING INCENTIVE PROGRAM REIMBURSEMENT OVERVIEW

In 2005, the Kentucky General Assembly enacted a statewide 1% lodging tax on all hotel and motel
room charges, with generated funds dedicated to marketing the Kentucky Travel and Tourism
industry. The Kentucky Tourism Marketing Incentive Program utilizes the revenues collected to
provide local and regional non-profit tourism organizations with financial assistance to promote
tourism in their areas. Funding available to industry partners is determined based on a formula to
calculate county allotments. The formula factors are economic impact and county population. Once
the county allotment is determined, CVBs and Tourist Commissions are eligible to receive up to 70%
of the county allotment; applicants other than CVBs and Tourism Commissions are eligible to
receive up to 30% of the county allotment.

For the 2012 – 2013 fiscal year, the reimbursement percentages have been revised so Kentucky
Travel and Tourism Industry applicants receive a higher percentage of marketing fund dollars if they
participate in state approved co-ops. Should industry partners decide to advertise with media outlets
or in initiatives not part of the state approved co-op program, they can still apply for reimbursement
from the state, however, the amount of potential funding match they are eligible to receive is
reduced.

Following is a breakdown of reimbursement percentages:

Applicant Percentage based on Percentage based on Percentage based on
participation in the participation in other programs* selected by
Official Visitors Guide state approved co-op applicant outside of
(Only Premium & programs state approved co-ops
Regular Ads)
Regional Committees
(as designated by the 100 100 80/20
Kentucky Department
of Travel)

CVB or Tourist 100 90/10 50/50
Commission

Other non-profit
organizations 100 70/30 50/50
(attractions, festivals,
etc.)

* To be eligible for reimbursement, all programs must fall within allowable projects guidelines, as
outlined by the Kentucky Department of Travel & Tourism. Industry partners can get a complete
description of allowable projects at www.kentuckytourism.com/industry.

Tourism Marketing Incentive Program Contacts:

Rhonda Nix, Branch Manager
Mary Boden, Assistant Manager
Kentucky Department of Travel and Tourism
(502) 564-4930

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2012 – 2013 TMIP IMPORTANT DATES

May 7, 2012 Cooperative Marketing Opportunities presented

May 16 – 17, 2012 Media tradeshow at the KTIA Tourism Development Symposium

June 1, 2012 FY 2013 marketing plans submission deadline

February 1, 2013 Reimbursement request forms due for first cycle projects completed
July 1 – December 31, 2012

August 1, 2013 Reimbursement request forms due for second cycle projects
completed January 1 – June 30, 2013

Forms and additional information about the Tourism Marketing Incentive Program are available at
www.kentuckytourism.com/industry.

.

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2012 – 2013 COOPERATIVE MARKETING OVERVIEW AND STRATEGIES

KDT Mission: To promote the Commonwealth as a travel destination, generate revenue, and create
jobs for Kentucky’s economy.

Goal:
Increase tourism visitation and spending in Kentucky through an integrated cooperative marketing
campaign that leverages lodging tax funds in a cost-effective manner to reach maximum potential
target audience penetration.

Target Audiences:
The following audiences were identified utilizing research data from the U.S. Travel Association
(USTA), DK Shifflet, and Mediamark Research and Intelligence (MRI).

• Families – specifically targeting moms: women 25 – 54, household income of $50,000+, with
children in the household.
• Culinary Travelers – travelers who indicate they “enjoy trying different types of foods.”
• Outdoor Enthusiasts – targeting “soft adventures” including camping, hiking, hunting and sports
fishing.
• Arts & Antiques – travelers who engage in collecting arts and antiques, and/or attend cultural
activities or events, and who traveled domestically one to three times in the last 12 months.
• Group Travel – specifically targeting group travel planners.

Geography:
The following markets were determined utilizing research data from Certec, Inc, and DK Shifflet.

• Core states – IL, IN, KY, MI, MO, OH, TN, WV.
• Feeder markets/DMAs (television advertising) – Charleston-Huntington, Cincinnati, Evansville,
Hazard, Indianapolis, Lexington, and Louisville.

Strategies:
• Provide a television cooperative advertising program to enable industry partners to advertise in
key feeder markets.
• Offer industry partners print advertising options to reach audiences referenced above.
• Offer industry partners online advertising opportunities, targeting primarily travel planning sites.

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Evaluation Criteria:
Requests for Proposals (RFP’s) were distributed to numerous media outlets. Proposals were
reviewed utilizing the following criteria:

Print
• Must be willing to sell the section to industry partners and invoice partners separately for their
participation.
• Experience with selling and producing cooperative advertising opportunities.
• Commitment to sell a minimum two-page section and agreement to potential cancellation of the
co-op if minimum page criteria are not met.
• Must be willing to produce the section, including collection of partner ad materials and layout of
the section utilizing header, footer and background graphic elements provided by KDTT.
• Audience reach/circulation to identified target states.
• Target state banner cost per thousand (CPM); partner cost and CPM.
• Sections must provide matching advertorial along with standard ad placement, and/or formatted
ad layout.
• Bonus circulation.
• Added value opportunities and cooperative approaches that extend beyond traditional formatted
and/or advertorial approach.
• Placement within publication.

Television
• Must be willing to sell the co-op to industry partners and invoice partners separately for their
participation.
• Must be willing to produce partner television spot, utilizing 15-second “donut” commercial
provided by KDTT and materials (footage, photos, logo, and copy) provided by partner for the
remaining available time. Production cost for partner must not exceed $250.
• Prepare two-week packages for both fall 2012 and spring 2013 flights, including three defined
price tiers.
• Reach, frequency and programming during flight (target audience: women ages 25-54).
• Added value opportunities.

Online
• Must be willing to sell the co-op to industry partners and invoice partners separately for their
participation.
• Experience with selling and producing cooperative advertising opportunities.
• Partner cost and CPM.
• Ability to create and execute a program including multiple industry partners.
• Must be willing to produce the co-op, including collection of partner ad materials and
incorporation of graphic elements provided by KDTT.
• Audience reach to core states.
• Added value opportunities.

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2013 KENTUCKY OFFICIAL VISITOR’S GUIDE AND ONLINE EGUIDE

• The complete guide to all the great activities and attractions in Kentucky.
• Distribution of approximately 400,000.
• Supported by the Kentucky Department of Travel & Tourism marketing and advertising efforts.
• Includes inclusion in the eGuide on KentuckyTourism.com, with direct links to your own site.
• Year-round exposure for your business and area.
• Exclusive 100% TMIP reimbursement rate for participation in the Official Visitors Guide
(Premium and Regular Ads).

Ad Size Net Rate
Premium Positions
Back Cover $16,200
Inside Facing Front Cover $15,695
Inside Facing Back Cover $15,695
Facing Inside Front Cover $15,695
Facing Inside Back Cover $15,695
Full Page Premium $13,300
Regular Positions
Full Page $11,750
1/2 Page $ 7,050
1/4 Page $ 3,525
1/8 Page $ 1,775
1/16 Page $ 895

Additional Advertising Opportunities:

Electronic – Email and Website:
Several options are available. Please see information following.

Additional listing in the Visitors Guide: $199
Available only with purchase of an online Enhanced Listing

Packaging:
10% discount on each ad purchase when combining a print buy with any online buy.

Contact:
Pat Attkisson
Miles Media
859 699-8325
Pat.Attkisson@milesmedia.com

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COOPERATIVE MARKETING OPPORTUNITIES DETAIL

• In order for each of the following co-ops to be implemented, a certain level of industry partner
participation is required. Any co-ops that do not receive sufficient partner participation will be
canceled.

• Partner pricing is gross unless otherwise noted. Must contact rep for confirmation of pricing;
KDTT is not responsible for unintentional errors on pricing included in this document.

• The following information is an overview of the opportunities available. Partners are encouraged
to contact the media reps listed for more information about co-ops of interest.

• It is recommended that applicants allocate a percentage of their plan/budgets for use on
opportunistic projects that might become available later in the year. The Department has
compiled and reviewed all the proposals that were provided to date. If new opportunities are
available, we will make them available to everyone as soon as possible.

• Once a partner commits to advertising in an approved co-op, he/she can implement additional
advertising by extending their campaign within the particular publication (ex: print advertising in
additional issues beyond the co-op issue) and the additional advertising is then eligible for
maximum level of matching funds reimbursement. Reimbursement is not automatically extended
to affiliate programs of that publication. NOTE: If a partner chooses not to participate in a co-op
but advertises with one of the following media outlets, it will not be eligible for maximum
reimbursement levels. You must participate in the co-op opportunity to potentially receive
maximum level funding for additional advertising initiatives with a given media outlet.

• Kentucky Unbridled Spirit logo usage – The Kentucky Department of Travel & Tourism will take
care of placing the Kentucky Unbridled Spirit (KUS) brand on all approved print and television
co-ops; partners will not need to additionally include the KUS logo on these co-ops. HOWEVER,
partners must ensure all online or additional advertising opportunities include the Kentucky
Unbridled Spirit logo. Failure to include the KUS logo on advertising materials could result in
application for reimbursement being denied. Please refer to the “Graphic Standards for Kentucky
Unbridled Spirit” located at www.kentuckytourism.com/industry for details on proper brand
usage.

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TELEVISION

Timing: August – October 2012; April – June 2013
(Advertising outside these dates will be considered with prior approval)

Pricing: Partner gross pricing is based on two-week packages, with varying reach,
frequency and programming based on DMA and three package tiers:

Tier 3 $3,750
Tier 2 $5,625
Tier 1 $7,500

Partners have the option to purchase multiple television co-op packages in
each DMA.

Production: Each station below will provide production of a 15-second commercial
segment for participating partners. Production cost is $250 and is NOT
included in package pricing outlined above. Partner’s spot will be inserted into
the Kentucky Department of Travel & Tourism commercial “donut,” consisting
of a 10-second open and 5-second close. Partner will be responsible for
providing station with footage and/or photos plus copy points. The Kentucky
Department of Travel & Tourism will provide partner assistance with sourcing
footage and photos, if needed. Both the industry partner and the Kentucky
Department of Travel & Tourism will review and provide final approval on
completed spots prior to airing.

Television Glossary

Reach – the percent of target audience exposed at least once to a television schedule during a specific
time period.

Frequency – the number of times the target audience is exposed to the schedule among those reached
during the specified time period.

Gross Rating Points (GRPs) – are the sum of all ratings of all purchased programs.

GRPs = Reach x Frequency
Reach = GRPs/Frequency
Frequency = GRPs/Reach

Cost Per Rating Point (CPPs) – overall measure of cost efficiency

Dayparts
• Early Morning (5 – 9 am)
• Daytime (9 am – 3 pm)
• Early Fringe (4 – 7 pm not incl. news)
• Early News (5 – 7 pm)
• Prime Access (7 – 8 pm)
• Primetime (8 – 11 pm)
• Late news (10 – 11:30 pm)
• Late fringe (11:30 pm – 1:30 am)

Rotators – spots will air during a certain daypart, rather than during specific programming

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BROADCAST TELEVISION

Gross pricing based on two-week packages.
Additional production cost of $250 per station (if spot is needed)

Charleston – Huntington, WV DMA - WOWK (CBS)

Fall 2012 Reach Frequency GRP’s CPP’s
$3,750/67 spots 50.1 3.4 122 $30.74
$5,625/80 spots 58.6 4.6 153.6 $36.62
$7,500/93 spots 65.9 6.1 202.6 $37.02
Dayparts included are Early Morning, Daytime, Early Fringe, Prime and Late News

Spring 2013 Reach Frequency GRP’s CPP’s
$3,750/67 spots 50.1 3.4 122 $30.74
$5,625/80 spots 58.6 4.6 153.6 $36.62
$7,500/93 spots 65.9 6.1 202.6 $37.02
Dayparts included are Early Morning, Daytime, Early Fringe, Prime and Late News

Added Value: Partners will receive 25% in bonus that can be used in bonus spots, billboards,
internet, or news sponsorships.

Contact:
Melanie Boss
304-412-5514
mboss@wowktv.com

Cincinnati, OH DMA – WXIX (Fox)

$3,750/81 spots 38.0 2.2 84.0 $44.64
$5,625/103 spots 47.0 2.3 109.9 $51.18
$7,500/120 spots 54.0 2.6 141.3 $53.08
Dayparts included are Early Morning, Daytime, Early Fringe, Late News, and weekend rotators.

$3,750/81 spots 38.0 2.2 84.0 $44.64
$5,625/103 spots 47.0 2.3 109.9 $51.18
$7,500/120 spots 54.0 2.6 141.3 $53.08
Dayparts included are Early Morning, Daytime, Early Fringe, Late News, and weekend rotators.

Additional Information: Includes 70,000 impressions+ on Fox 19.com (there is a cost associated with
this inclusive to the package). About half of the spots will run on WXIX.2, one of their additional
digital channels.

Contact:
Cindy Swinney
513-207-4746
cswinney@fox19.com

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Evansville, IN DMA

WFIE (NBC)

$3,750/50 spots 69.2 2.2 151.0 $24.83
$5,625/76 spots 78.3 2.6 206.4 $27.52
$7,500/88 spots 85.6 3.2 276.8 $27.09
Dayparts include Early Morning, Daytime, Early Fringe, Early News, Prime Access, Prime Rotators
and Late Fringe

$3,750/50 spots 69.2 2.2 151.0 $24.83
$5,625/76 spots 78.3 2.6 206.4 $27.52
$7,500/88 spots 85.6 3.2 276.8 $27.09
Dayparts include Early Morning, Daytime, Early Fringe, Early News, Prime Access, Prime Rotators
and Late Fringe

Added Value: Each partner will get their logo on “Visit Kentucky” web page. They can post their :30
commercial on the site and will receive 50,000 impressions from a 300 x 150 online ad. They will
also receive 50,000 impressions on WFIE’s mobile site using a banner ad.

Contacts:
Dan Ausenbaugh
812-433-3425
dausenbaugh@14news.com

Lisa Teague
812-759-7250
lteague@14news.com

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Hazard, KY DMA

WYMT (CBS)

$3,750/42 spots 64.5 3.4 220.6 $17.00
$5,625/63 spots 72.9 4.5 328.1 $17.14
$7,500/87 spots 75.8 5.5 417.3 $17.97
Dayparts included are Early Morning, Daytime, Early Fringe, Early News, Late News and Late
Fringe

$3,750/40 spots 72.7 4.1 301.2 $12.45
$5,625/60 spots 79.8 5.7 451.8 $12.45
$7,500/80 spots 84.9 7.1 602.4 $12.45
Dayparts included are Early Morning, Daytime, Early Fringe, Early News, Prime, Late News and
Late Fringe

Added Value:10% no charge bonus to TV and internet, at time of placement. Each package includes
online impressions (varies by package size).

Contact:
Brenda Davenport
606-438-7344
Brenda.davenport@wymtnews.com

Indianapolis, IN DMA

WTHR (NBC)

$3,750/11 spots 23.4 1.7 39.0 $96.15
$5,625/16 spots 30.6 2.0 58.6 $82.00
$7,500/19 spots 36.3 2.0 73.8 $101.90
Daypart mix is Early Morning, Early News and Prime Access.

$3,750/11 spots 22.0 1.7 37.7 $99.47
$5,625/15 spots 24.6 1.9 47.9 $117.43
$7,500/19 spots 29.3 2.1 60.5 $123.97
Daypart mix is Early Morning, Early News and Prime Access.

Added Value: Online impressions with Island Ad. Total impressions vary according to partner
package.

Contact:
Angela Goodwin-Volpert
317-655-5632
agoodwin@wthr.com

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Lexington, KY DMA

WLEX (NBC)

$3,750/27 spots 62.3 2.0 112.1 $33.45
$5,625/31 spots 73.8 2.3 159.5 $35.27
$7,500/41 spots 81.7 2.7 206.1 $36.39
Daypart mix is Early Morning, Daytime, Early News & Prime rotators.

$3,750/28 spots 59.5 1.9 104.5 $35.88
$5,625/32 spots 70.1 2.0 144.9 $38.82
$7,500/46 spots 79.1 2.6 192.8 $38.90
Daypart mix is Early Morning, Daytime, Early News & Prime rotators.

Added Value: Each package receives a minimum of 20 broad rotators, :30 spots, on METV
(WLEX’s over digital signal). Link on the Kentucky Tourism page on LEX18.com. Facebook
promotion, differs by package (see rep for details). They receive an appearance on LEX18NEWS
@12:30pm

Contact:
Laura Foret @ 859-226-7661 or
Gail Branham @ 859-226-7463
lforet@wlextv.com, gbranham@wlextv.com

Louisville, KY DMA

WAVE (NBC)

$3,750/30 spots 34.2 2.0 68.8 $54.50
$5,625/44 spots 42.0 2.4 102.8 $54.72
$7,500/56 spots 46.8 2.8 131.6 $56.99
Daypart mix is Early Morning, Daytime RT, Early News RT, Late News and Prime RT.

$3,750/30 spots 68.4 2.0 68.4 $54.82
$5,625/44 spots 44.4 2.3 104.0 $54.09
$7,500/56 spots 50.8 2.7 135.6 $55.31
Daypart mix is Early Morning, Daytime RT, Early News RT, Late News and Prime RT.

Added Value: With the first two packages, the travel partners will receive 50,000 online impressions
and with the largest package they will receive 75,000 impressions.

Contact:
Steve Hensley
502-561-4133
shensley@wave3tv.com

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CABLE TELEVISION

Time Warner (Formerly Insight Cable Advertising)

Commercial schedules to target in-state travelers

Insight Cable Advertising can customize an advertising package to fit your needs. They will
customize by market and by network in order to reach the audience that is most important to you.

Media Markets:

Lexington 216,332 households
Louisville 384,267 households
Cincinnati/No KY 488,297 households

Target: Families/Women 25-54
Networks: ABC Family, Animal Planet, Cartoon, Discovery Fit & Health, DIY, E!, Food, Hallmark,
HGTV, Lifetime, Lifetime Movie Network, Planet Green, & Travel.

Market Package Total Co-op Your Cost Total Commercials
Cincinnati A $5,000 $1,250 $3,750 50
B $7,500 $1,875 $5,625 75
C $10,000 $2,500 $7,500 100

Lexington A $5,000 $1,250 $3,750 175
B $7,500 $1,875 $5,625 300
C $10,000 $2,500 $7,500 500

Louisville A $5,000 $1,250 $3,750 50
B $7,500 $1,875 $5,625 75
C $10,000 $2,500 $7,500 100

Contact:
Dan Williams
859-422-1553
daniel.williams3@twcable.com

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CABLE TELEVISION – VIDEO ON DEMAND

Time Warner (Formerly Insight Cable Advertising)

Your destination point will be seen in over 700,000 digital homes.

On Demand TV 24 hours a day: Your destination featured, the right message to the right people

• A :30 TV Schedule that will air in Cincinnati, Lexington, & Louisville (schedule will be equally
divided in all three markets) – ($18,000 Value)

• A 2-4 minute Vignette featuring your location or destination points, production discounts
available.

• Your Vignette will be promoted over 1,200 times between Cincinnati, Lexington and Louisville.

• Your web site will be featured on our internet home page

• The State will include two (2) 10-second commercials within each vignette.

* Production discounts are available; costs are based on project length and time required

Contact:
Dan Williams
859-422-1553
daniel.williams3@twcable.com

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RADIO

Into the Blue
Into the Blue is a commercially syndicated Bluegrass Music radio program. Now in its fifteenth year,
the program is the longest running syndication of its kind, airing weekly on more than150 affiliated
stations across the nation. Sponsorship opportunities are available and include both on-air, and
added-value website recognition. Please contact rep for details.

Note: in order to be eligible for the highest level reimbursement, call to action messaging must
include “www.kentuckytourism.com” and mention of “Kentucky’s Unbridled Spirit.” Website
recognition must include the Kentucky Unbridled Spirit logo.

Added value: Banner ad on BluegrassRadio.com at no additional cost.

Contact:
Terry Herd
800-991-2008
615-377-7077
brn@bluegrassradio.com

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PRINT

Our print cooperative opportunities provide one of two ad formatting options. Please reference the
following pages for information about each print co-op’s format and confirm with your rep what you
are purchasing before you sign an insertion order.

Formatted ad – You provide the publication with copy, photo and logo (number of words of
copy, and photo and logo types and size will be provided by your rep). The publication will
then layout your information in a clean and uniform manner to give the co-op section a
cohesive look.

Formatted ads example

Display ad with matching advertorial – You provide the publication with a camera-ready ad,
as well as guidance for advertorial copy (if needed), which will accompany your ad.

Display ads with advertorial example

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PRINT – FAMILY AUDIENCE

AAA
AAA publications are distributed to American Automobile Association members and feature travel
stories, consumer interest, consumer products, auto and recreation vehicles, safety, camping,
retirement vacations, and cruising, plus articles for today’s people “on the go,” including travel
agency details and information.

Option #1 – AAA Home & Away
• Section: Formatted ads (copy, logo, and photo)
• Sept/Oct 2012 & March/April 2013
• Region: Columbus, Ohio
• Circulation: 474,172

Partner Size Options/Cost:
• 1/8 Page $ 1,841
• 1/4 Page $ 3,682
• 1/2 Page $ 8,234
• Full Page $14,944

Option #2 – AAA Home & Away
• Region: Indiana

• 1/8 Page $859
• 1/4 Page $1,716
• 1/2 Page $4,353

Option #3 – AAA Journeys
• Region: Cincinnati

• 1/8 Page $1,069
• 1/4 Page $2,139
• 1/2 Page $5,104

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Option #4– AAA Home & Away
• Region: Lexington, KY; SW VA

• 1/8 Page $ 645
• 1/4 Page $1,289
• 1/2 Page $2,448

Option #5 – AAA Midwest Traveler
• Region: eastern MO, southern IL, and southern IN

• 1/8 Page $ 883
• 1/4 Page $1,766
• 1/2 Page $4,576

Partner Added Value:
• Reader service to full circulation of each publication
• Free on-line events(s) listing with photo on www.eventsanddestinations.com

Contact:
Leah Koch
402-384-4722
lkoch@hamediagroup.com

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Country Living/Good Housekeeping/Woman’s Day
Editorial covers issues common to all women. From health to fashion, home decorating to food,
family to fitness, relationships to entertaining, the magazine provides women with information they
can use to enhance the quality of their lives.

• Section: Formatted Ads

• Fall Region: KY, IN, OH, TN
• Fall Circulation: 1,134,716
• Fall Issue Date: October

• Spring Region: KY, IN, OH, TN, IL WV, MI & MO
• Spring Issue Dates: Woman’s Day (April), Country Living (May), Good Housekeeping (June)
• Spring Circulation: 2,275,204

Partner Size Options/Cost (gross):
• 1/6 Page (Fall) $ 5,562
• 1/6 Page (Spring) $10,900
• If fall & spring are purchased, combined total rate of $14,710 (a 12% discount).

• In Book and online reader service

Contact:
Rocky Kurland
770-441-2406
rocky@themagazineguys.com

Country Music Highway Travel Guide
Publication dedicated to the sights, sounds, and special people that make up the culturally rich area
along the National Scenic Byway, US 23 “Country Music Highway” in eastern Kentucky.

• Section: Traditional ads with advertorial (advertorial for full page ads only)
• Spring 2013 (Annual)
• Region: KY, VA, WV

• 1/4 Page $ 775
• 1/2 Page $1,350
• Page $2,450

• Matching advertorial for full page ads
• Entire magazine will be up on www.countrymusichighway.com

Contact:
Ken Carriere
888-790-2365
ken@goodtyme.com

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Endless Vacation
Endless Vacation is a vacation-idea source for people with a passion for travel. Each issue features
exciting and diverse destinations for America’s most avid travelers. Publication showcases domestic
and international travel experiences from cultural, historical and culinary delights to beach, ski, golf,
and family getaways.

• Summer 2013 (Published Quarterly)
• Region: National
• Circulation: 1,864,125

• 1/6 Page $2,941
• 1/3 Page $5,647
• 1/2 Page $8,471
• Page $17,941

• In-book and online reader service listing.

Contact:
Jerry Greco
847-925-9300
jerru@jerrygreco.com

Family Circle/Family Fun/Parents
This combination reaches the family market. Family Circle’s focus is moms of tweens and teens.
Family Fun aids moms by providing creative and actionable ways to enrich family time. Parents
reaches the moms with younger children in the household.

• Section: Ads with matching advertorial
• May 2013
• Region: KY, OH, IN, TN, IL, WV, VA, MI, & MO

• Large Brochure (2 ¼” X 3”) $19,500

• Matching Advertorial
• Inclusion in Travel Guide on TravelMeredith.com (May)
• National in-book and online reader service

Contact:
Brenda Hart
678-507-0110 ext. 112
bhart@navigate-media.com

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Garden & Gun
Garden & Gun combines sporting life with the arts, culture, cuisine, and landscape shaping each
destination. Editorial explores Southern and Caribbean adventures, resorts, lodges, and must-visit
cities.
• Issue: April/May

• ¼ Page $ 5,653
• ½ Page $11,437
• Page $22,612

• Live the Life Online Directory presence, exact exposure varies by ad size
• Online banner ad impressions, exact exposure varies by ad size

Contact:
Tim Derr
847-615-1921
derrmediagroup@comcast.net

GuestQuest
GuestQuest offers Multi-Media Marketing campaigns three times a year that includes, print
magazines that are delivered to higher income Suburban homes, E-letter Blasts sent to our readers
twice a week, optimized internet presence with active links plus on drop down “visitors information”
from every page on www.GuestQuest.com along with the Ad, contact info, Web Photo and article
information, Reader Response Lead Service once a week, Automatic Social Networking, Facebook,
Blogs and Twitter, Placement of the Area’s video on GuestQuest Travel You Tube Channel. Ad
design and seasonal edits.

Selected Market Area’s choices:
Alabama/Georgia, Illinois/Indiana, New York, North Carolina, Ohio, Pennsylvania, Tennessee
/Kentucky and Virginia/Washington D.C..

Choose one, two or all three campaigns for 12 full months of promotion.
Fall/Winter campaign is active from October 28, 2012 until mid March 2013
Spring campaign runs from mid March until mid May, 2013
Summer campaign stays active from mid May until end of October 2013

Pricing varies by ad size and number of markets purchased. One market for a 2” X 3” ad can be as
low as $410.00 gross. Please see sales rep for customized packages, as numerous sizes are
offered; as are discounts for purchasing multiple markets.

Contact:
Janeen DeGeronimo
800-644-8460
Janeen@GuestQuest.com

- 25 -

Kentucky Living
Kentucky Living is edited for non-urban homeowners and focuses on the four primary lifestyle
categories of travel, food, garden and home. It contains feature articles, reviews and interviews, as
well as the most comprehensive statewide events listing available. Regular departments also include
health, conserving energy and personal finance.

• Section: Formatted ad (copy, logo, and photo)
• April 2013 issue
• Region: Primarily in-state Kentucky

• 1/6 Page $1,290
• 1/4 Page $1,770
• 1/3 Page $2,275
• 1/2 Page $3,300

• Reader response, and online exposure

Contact:
Lynne Christenson
800-595-4846 or 502-815-6337
lchristenson@kentuckyliving.com

Kentucky Monthly
Kentucky Monthly is a general interest magazine that celebrates the people, places, events and
culture of the Commonwealth including tourism, the arts (performing and visual), education,
economic development and agriculture

• Section: Formatted ad (copy, logo, and photo)
• June/July 2013
• Region: Primarily in-state Kentucky

• 1/8 Page $ 340
• 1/4 Page $ 660
• 1/2 Page $1,310

• Discounted rates on additional ad purchases (10-20%)
• Loyalty renewal rates on Travel Kentucky
• 10% off all online purchases 7/1/12-6/30/13
• Comparable ad space in digital version

Contact:
Julie Moore
270-485-4098
Julie@kentuckymonthly.com

- 26 -

Kentucky Travel Guide
Kentucky Travel Guide, is a guidebook to the state of Kentucky containing listings for 175 cities
including National Parks; State Parks; Lakes; Points of Interest; Special Events; Lodging;
Restaurants; Shopping & Entertainment; Boating & Camping; Golf & Tennis; and Outdoor
Adventure. The guide also contains a state map, maps of the four regions of the state and maps of
36 travel areas.
• Section: No section, entire publication devoted to Kentucky editorial, traditional ads
• January 2013 (annual)
• Region: Distributed primarily in-state Kentucky but also at AAA offices around the region.

• 1/8 Page $1,420
• 1/4 Page $2,650
• 1/2 Page $4,930
• Page $8,915

Contact:
Sally Reisz
502-584-2720
sally@integratedmediacorp.com

LongWeekends
LongWeekends Magazine was created to address the hottest trend in the travel industry, the long
weekend. People are taking shorter trips, closer to home, more frequently. The publication reaches
a travel-loving, well-heeled audience that comes from the major metropolitan areas of the Tri-State
region.
• Fall/Winter 2012 & Spring/Summer 2013
• Region: OH, KY, IN, IL, MI, PA, NY (Western), West Virginia & Ontario
• Circulation: 160,000 Fall/Winter & 175,000 Spring/Summer

Partner Size Options/Cost (gross) – (Pricing is per issue):
• 1/6 Page $1,340
• 1/3 Page $2,680
• 1/2 Page $4,020

• Free listing for events on long-weekends.com
• Rotating banner ad for publication shelf life
• Electronic version allows for click through to home page
• Advertiser index & reader response
• Opportunity to submit sweepstakes giveaway package for additional exposure

Contact:
Marilyn Tanious
614-717-6709
mtanious@ohiomagazine.com

- 27 -

Midwest Living
Midwest Living magazine is a regional publication that celebrates the richness of life in the Midwest.
The magazine provides region-specific information and inspiration, focusing on travel and events,
food and dining, home and garden, as well as other editorial content categories.
• May /June 2013

• Small Brochure (1 1/8” X 3”) $ 6,694
• Large Brochure (2 ¼” X 3”) $13,688
• 1/3 Page $26,776

• Inclusion in one Travel Guide on TravelMeredith.com
• National in-book and online reader service

Contact:
Brenda Hart
678-507-0110 ext. 112
bhart@navigate-media.com

Ohio Magazine
Ohio Magazine reaches the Ohio based travel audience with a lively mix of stories and user-friendly
information. The magazine provides award-winning stories and photos of Ohio’s most interesting
people, arts, entertainment, history, homes, dining, family life, festivals and regional travel.
• Section: Display ads within Kentucky Editorial (not matching, nothing to supply)
• October 2012 & March 2013 (pricing is per issue)
• Region: Ohio

• 1/6 Page $1,004
• 1/3 Page $2,008
• 1/2 Page $3,012
• 2/3 Page $4,016
• Page $6,024

• Reader response
• One or two free events in calendar of events at the end of section
• Opportunity to submit sweepstakes prize for additional exposure
• Opportunity to purchase Travel Resource Directory ads at reduced cost.

Contact:
Marilyn Tanious
614-717-6709
mtanious@ohiomagazine.com

- 28 -

Reader’s Digest
Reader’s Digest puts the world in perspective through a fusion of timely original editorial and select
excerpts of the best journalism in print. It is a vital resource which informs, entertains and inspires
Americans to take action at a time when mass media prominently shapes the culture.

• Section: Formatted ads (copy, logo, and photo), larger sizes may display ads
• Region: IN, KY, MI, OH, PA, WV, CO, IA, IL, KS, MO, MN, ND, NE, SD, WI, & WY

Partner Size Options/Cost (Gross):
• 1/6 Page $ 4,195
• 1/3 Page $ 8,389
• 1/2 Page $12,584
• Page $25,167

• Online and in-book reader service. Online links to partner website.

Contact:
Jerry Greco
847-925-9300, Ext. 221
jerry@jerrygreco.com

Southern Living
Southern Living covers today’s South. Through a comprehensive editorial package highlighting
foods, travel, homes and gardens, it addresses the bond between the South’s traditional and
cosmopolitan attitudes. It is a lifestyle guide for the ever-changing, ever-expanding South.

• Section: Traditional ads with matching advertorial
• Region: KY, IN, OH, TN, IL,WI, WV, & MI

• 1/6 Page $7,412

• In-book (national) and online reader service

Contact:
Cyndi Ratcliff
404-888-1951
Cyndi_Ratcliff@timeinc.com

- 29 -

PRINT – CULINARY AUDIENCE

Cooking Paula Deen
This is a food/lifestyles magazine which includes flavorful recipes, cooking tips, entertaining
inspiration, travel suggestions, home decorating, and much more.

• Region: National with a strong Southeastern presence
• Issue Date: May/June

• 1/6 Page $2,800
• 1/3 Page $5,200
• 1/2 Page $7,900

Partner Added-Value:
• Online reader response

Contact:
Stephanie Tidwell
205-978-8273
Stephanie.tidwell7@gmail.com

Taste of the South
Publication celebrates the flavors of the South, inviting readers to enjoy the region’s distinct
offerings. Each issue features over 60 recipes savoring the unique dishes and cooking personalities
of the South. Also includes hot cooking trends and tools, entertaining tips and culinary destinations
you don’t want to miss.

• March/April 2013 issue
• Region: National with a strong Southeastern presence

• 1/6 Page $ 840
• 1/3 Page $1,550
• 1/2 Page $2,300

Partner Added-Value:
• Online reader response

Contact:
Desiree Burtis
205-262-2102
dburtis@hoffmanmedia.com

- 30 -

The Bourbon Review
The Bourbon Review covers the people, the culture, the science, and the art of bourbon.

• Section: Formatted Ad Section
• Winter 2011 & Summer 2012 (pricing is per issue)


1/4 Page $ 580
1/2 Page $1,050
Full Page $1,800

• Banner advertising, part of rotating banner on TBR’s website

Contact:
Eric Lukehart
859-273-6464
eric@goxmedia.com

- 31 -

PRINT – OUTDOOR ENTHUSIASTS AUDIENCE

Blue Ridge Outdoors
The publication is an outdoor sports and adventure travel magazine dedicated to Appalachia and the
Southeast. Readers are devoted travelers and athletes, and spend their weekends and off days
running, hiking, paddling, biking and traveling to outdoor adventure destinations. Every issue
contains information on adventure destinations.
• Issue Dates: October 2012 & June 2013 (Costs are per issue)
• Region: Full Circulation (VA, NC, TN, GA, & WV)

• 1/4 Page $2,290
• 1/2 Page $3,590
• Page $5,690

• Web Ads
• Mobile presence on BaseCamp mobile app

Contact:
Charles Leonard
Blue Ridge Outdoors
(434) 817-2755 X25
Cell (434) 962-2202
charles@blueridgeoutdoors.com

Kentucky Outdoors
This publication is an outdoor magazine, primarily focused on hunting and fishing in Kentucky.

• Issue Dates: October 2012 & April 2013 (Costs are per issue)
• Region: Full Circulation (IN, OH, IL, TN, MO, KY, & WV)

• 1/6 Page $250
• 1/3 Page $460
• 1/2 Page $565
• 3/4 Page $780
• Page $970

• Discounted pricing with contract for multiple issues (see rep for details). For a 6X commitment,
partners get a free ad (equivalent to size purchased) in the two Kentucky Sections.

Contact:
Doug Moutardier
502-966-3661
doug.kyoutdoors@insightbb.com

- 32 -

PRINT – ARTS & HERITAGE AUDIENCE

America’s Civil War & Civil War Times
This magazine explores the rich texture of the American Experience through engaging writing and
outstanding photography and artwork. Lively storytelling, thought provoking essays, eyewitness
accounts, and more bring America’s fascinating past alive in each entertaining issue.
• Section: Display Ads, editorial at ½ the size of the ad
• ACW – May 2013 issue, CWT – April 2013

• 1/6 Page $ 907
• 1/3 Page $1,800
• 1/2 Page $2,300
• 2/3 Page $3,100
• Page $4,000

• Link under travel tab on www.historynet.com for one year
• Reader Service
• Free equivalent ad in “1863” coffee table book.

(contact information at bottom of page)

American History
From biographies to battle stories, eyewitness accounts to period photographs and drawings, travel
guides to insight book review, Civil War Times delivers the thrilling living history of American’s
greatest internal struggle.
• Section: Display Ads, editorial at ½ the size of the ad
• May 2013 issue, CWT – May/June 2013 issue

• 1/6 Page $ 460
• 1/3 Page $ 921
• 1/2 Page $1,222
• 2/3 Page $1,594
• Page $2,125

• Link under travel tab on www.historynet.com for one year
• Reader Service
• Free equivalent ad in “1863” coffee table book.

Contact for America’s Civil War, Civil War Times, and American History:
Terry Jenkins
865-247-7026
terry.jenkins@weiderhistorygroup.com

- 33 -

History Channel Magazine
The History Channel Club in a national membership based organization designed exclusively for
history enthusiasts. History Channel Magazine editorial focuses on American culture and heritage,
bringing to the reader all things historic.

• Section: Display ads (see editorial mention in Added-Value)
• March/April 2013 issue

• 1/6 Page $3,180
• 1/3 Page $5,830
• 1/2 Page $6,891
• Page $10,580

• Online and in-book reader service
• Partners will be mentioned in the free full page advertorial that will lead into the section opposite
the state of Kentucky full page ad.

Contact:
Jerry Greco
847-925-9300, Ext. 221
jerry@jerrygreco.com

- 34 -

PRINT – GROUP TRAVEL AUDIENCE

The Group Travel Leader
The Group Travel Leader is mailed to more than 20,000 qualified readers and emailed to more than
8,000 qualified readers including GLAMER-member group leaders, NTA-member tour operators,
ABA-member bus companies and unaffiliated tour operators.

• Issue Dates: September 2012, January 2013, & March 2013 (Costs are per issue)
• Circulation: 20,000 print, 8,000 online

• 1/6 Page: $650

• One year weblink
• If you purchase in all three co-ops issues you will receive up to 5 free itinerary listings that runs
on www.grouptravelleader.com, www.banktravelmanagement.com and www.goingonfaith.com
for 1-year.

Contact:
Kelly Tyner
Niche Travel Publishers
(888) 253-0455
kelly@grouptravelleader.com

- 35 -

ONLINE OPPORTUNITIES

Collinson Ad Network

The Collinson Ad Network – filled with quality websites that span a variety of travel content –
including trip planning, destination news and reviews, tips for traveling with children, and ideas for
stretching travel dollars. The Collinson Ad Network delivers an audience of savvy consumers
seeking travel information.

We bring years of experience to the table when optimizing your campaigns for travel. We are
performance and ROI-focused so we typically build ad network packages based on click-through
metrics, not just impressions. Our campaign will drive high-quality traffic directly to your partners’
websites without all the waste. We guarantee your partners a minimum number of clicks and all ads
will be co-branded with the Kentucky Department of Travel logo built into every partner’s ad. This
allows the state office to have a presence in every impression of the campaign as well as get their
own clicks. Our average CTR from our spring campaigns is .36%, which is 4X the national average
of .09%).

Collinson Mobile Ad Network – Through our partner relationships, Collinson Digital has built a
substantial mobile ad network. Our advertising network dynamically delivers full screen ads with
100% share of voice in mobile games and applications on the iPhone and Android platforms.

Our mobile ad network is fully targetable on both geo and demo targets. The standard 8 state
regions will be isolated for a very concentrated media buy. We guarantee your partners a minimum
number of clicks and all ads will be co-branded with the Kentucky Department of Travel logo built
into every partner’s ad. This allows the state office to have a presence in every impression of the
campaign as well as get their own clicks.

Campaign Details:
• Behavioral Targets – Women 25-54, HHI $50k+, children in household
• Geo-targets – KY, IN, OH, TN, IL, WV, MI, MO
• Flight Dates: Fall – August 15, 2012 – October 1, 2012
Spring – April 1, 2013 – May 15, 2013

Package available Fall and/or Spring:
• Online Banner Clicks: 1,000
• Mobile Banner Clicks: 2,000
• Cost-per-click: $2.35
• Partner Cost: $4,705

Contact:
Jenni Coleman
678-987-9946
jcoleman@collinsonmedia.com

- 36 -

ITI Marketing Inc

Online Multi-Media Channel Marketing Campaign Coop

Campaign Objectives:
Branding and interaction
Reach and convert new visitors
Email lead generation
Increase website traffic

Timing: Spring April-June 2013 (8 Partners)

Campaign Targets:
• Geographic - KY, IN, OH, TN, IL, WV, MI and MO
• Demographic - Families; Women 25-54; HHI 50,000+; with children.
• Lifestyle emphasis: Culinary travelers, outdoor enthusiasts, arts and antiques.

Partner Package Includes:
• Email: Custom researched and written content blasted to 100,000 opt-in subscribers (4
partners per newsletter)
• Social Media: Facebook-2 specific postings; Twitter-6 specific tweets; Pinterest-2 specific
pins
• Facebook Display ads: 1 million specific impressions
• Blogs: 2 Custom Blogs research, written and posted specific to your destination assets.
Partner owns the content.
• Vacations2Discover: up to 2 Listings on www.Vacations2discover.com
• Mobile: featured on KY custom designed mobile landing page
• Added Value: Graphic Design, content written by professional travel writers, listing with
hyperlink on vacations2discover, QR Codes, opt-in email leads, complete analytics report,
partner owns content to extend the campaign on your managed sites.

Guaranteed Impressions: 1,613,984*
Partner Buy-in $4471 Gross

Contact:
Lynn Talbert, Interactive Account Manger
Email lynn@iti-marketing.com
Phone 410.635.6648
Cell 443.974.6892

- 37 -

eBrains’ NetSeer - Targeted Online Display
NetSeer provides the most advanced targeting capabilities available online for online display. Each
and every client ad is placed adjacent to content relevant to visiting their destination, eliminating
wasted impressions. Co-op Package Details:
• Partners will receive a distinct and individual online banner display program targeted exclusively
to consumers who reveal their interest via the content they are viewing at the moment the ad is
served. Along with contextual targeting, geo-targeting to include KY, TN, IN, IL, OH, WV, MI,
MO.
• Core Driver: Family Travel Interests; Targeted to Women 25-54, HHI $50,000+, children in
household
• eBrains/NetSeer will consult with each Partner on banner ad creative that eBrains will create
(parameters to be provided, but largely within three banner sizes and using flash technology
which allows eye catching animation). We will provide initial mockups based on input and allow
for a round of revisions with no additional charge.
• Banners will include links to your desired landing page, for example your home page or site page
with content related to family travel.
• Partners will be consulted regarding placement of tracking pixels which allow for tracking of
resulting site visitors.
• Partners will be provided with retargeting pixels allowing you to reach back out to previous site
visitors with ad placements to build message frequency and bring many back to your site.
• Throughout a flight, program will continually be optimized, based on rate of site visitors from ads,
plus desired actions they take once on your site.
• Detailed reporting to be provided monthly including: ad impressions; site visitor rate (ratio of
visits vs. impressions served) and total actions on your sites (number of pages viewed, etc.).
Bounce rates and time on site if eBrains has access to your Google Analytics.

Partner Buy Options:
Minimum partner buy-in $9,500 (gross)
Guaranteed Impressions $700,000
Up to 30% retargeting impressions (normally at higher rate, premium
waived)
Guaranteed site visitors Desired participation of 6 partners guarantees 7,000 visits to your site
and/or to KentuckyTourism.com; 4,000 guaranteed w/minimum
participation of four partners. If not reached, impressions will be
delivered until guarantee is met (assumes 30% of impressions are
from retargeting efforts using either partner retargeting pool and/or that
from Kentucky)
Timing: April – June 2013
Summary:
Partners will affordably experience the best targeting technology currently available. Your ads will be
targeted both by defined geography and by ad viewer pre-disposition to visit, based on the online
content they are reading at the time your ad is served, and at CPM’s equal to or lower than less
targeted alternatives. Your impressions and base level results of site visitors are guaranteed.
Note: State will get 300,000 bonus retargeting impressions with 4 partners.

Contact:
Larry Dickerson, eBrains Inc.
248-613-1984
ldickerson@ebrainsinc.com

- 38 -

Madden CEO Campaign
A cooperative online branding campaign that will include the Kentucky partners in reach media,
expanding banner ads. Customized and Executed Online (CEO) campaign gives all participants
cost-effective access to premium websites and targeted networks while providing measurable
results.

• Creative: Your customized panel features only your message and a direct link to your site
and can include video
• Banners will link to participant’s websites.
• Additional campaign exposure will be provided through creation of a customized landing
page on Vacationfun.com, a top 5% U.S. travel website.
• Each advertiser will received spotlight pixels for their site to track post-impression and post-
click-through traffic for up to 30 days following the live campaign and can be added by your
web administrator.
• The campaign is optimized daily to ensure maximum success.
• Madden Media’s targeted CEO programs are 100% turn-key and provide partners with the
following serviced throughout the life of the online campaign:
o Materials collections
o Media research & placements
o Daily optimization
o Complete Reporting
o Design and programming
o Website negotiations and contract
o Ad tagging and routing
o Individual partner invoices
o Sweepstakes management with weekly lead delivery.

Target Audience: Family travel within the states of KY, IN, OH, TN, IL, WV, MI, & MO; particular web
sites will be customized per campaign, based on timing and partners.

Guaranteed Impressions: 1.5 million targeted rich media impressions on sites such as Trip Advisor,
USA Today, and a highly-targeted premium network.

Timing: September 2012 & April 2013

Cost: $4,412 per partner, per campaign
Your panel will feature your message exclusively and can include video.

Contact:
Tricia Wisbrock, Madden Media
Office: (314) 925-7297
Cell: (314) 882-0276
twisbrock@maddenmedia.com

- 39 -

Vacation Fun Lead Generator-Madden Media
Generate leads with the Power of Vacationfun.com, a top 5% U.S. Travel website as ranked by
Hitwise. This turn-key VacationFun Lead Generator online campaign will engage your best
prospects and all you to continue the dialogue. This scalable, cooperative format used the
tremendously popular consumer travel website VacationFun.com and an iBrochure to reach your
ideal audience. Reach select, targeted subscribers with geotargeted email blasts. As the campaign’s
centerpiece, Kentucky’s iBrochure will be hosted on VacationFun.com throughout the campaign’s
four month duration. Each partner will receive their own individual page to promote their business or
destination, including hyperlinks to their website.

Target audience: Within the states of KY, IL, IN, MI, TN, MO, OH, and WV
Demographic Targets: Women, Age 25-54, HHI $50,000+, Children in HH

Components:
• Kentucky iBrochure (interactive flash brochure) with individual pages for each partner
• 4 email blasts targeted to a total of 100,000 VacationFun.com opt-in subscribers
• 400,000 targeted Google Search impressions
• 500,000 targeted display ad impressions
• 4 months VacationFun.com promotion
• Lead management tools
• Estimated 3,500 - 4,5000 leads per partner
• Email opt-in leads for all partners
• Sweepstakes management and fulfillment. (We recommend each partner provide an
individual prize package to take advantage of the added value and impressions that are
served supporting the sweepstakes. It is best to offer modest items, max value of $2500,
that do not cover transportation costs and leave additional trip expenses to the winner. This
ensures that sweepstakes entrants have a genuine interest in visiting Kentucky.)

Timing: 4 month Campaign: March – June

Cost: $3,088 (gross) per partner

Contact:
Tricia Wisbrock, Madden Media
Office: (314) 925-7297
Cell: (314) 882-0276
twisbrock@maddenmedia.com

- 40 -

SpotXchange Video Pre-Roll Kentucky Tourism Co-Op
SpotXchange is a video advertising network, providing advertisers with the most effective video ad
opportunities on premium sites today. SpotXchange was the first network to provide a ‘wired’
network by having the publishers (sites) integrated into our platform thus providing real time
campaign optimization to reach your targeted customers while keeping your brand safe.
Some of the largest brands are using SpotXchange to deliver their video ads with the latest targeting
methods, in real time. American Express, Proctor & Gamble, Kraft, Disney, Holiday Inns, many
states and DMO’s.

What is Video Pre-Roll?
Google Foxnews.com and click on Video. Watch the commercial before the content (pre-roll) and
the companion banner to the right.
Both are clickable and will take the consumer to your site, Face book page or to a special offer you
choose.

Why use Video pre-roll? You get the sight, sound motion and emotion of TV and unparalleled
targeting by geography, demo, and behavior and all with a guaranteed performance and on premium
sites. With SpotXchange advertisers gain piece of mind knowing that their experience is totally
transparent and they have control as their campaign performs.

Pre-roll :30 video targeted to Women 25-54, HHI $50,000+ in KY, IL, IN, MI, TN, OH, WV, and MO.

Option 1 Packages (Available fall or spring)
Partner can use their own :30 spot, with no state dollars invested upfront.
$6,000 2,609 Clicks Guaranteed

Option 2 Packages (Available fall or spring)
Partners use the state donut spot, and rates reflected below are reduced by 25% to reflect the states
upfront investment.

Contact:
Jim Reagan
770-982-5701
jreagan@spotexchange.com

- 41 -

TravelGuidesFree.com
TravelGuidesFree.com is a lead generation travel website where consumers can go to request free
travel information from the popular destinations in the U.S. and Canada.

• $.99 per lead net (you are charged only if someone wants information from you)
Leads include name, mailing address and email address
• Monthly $500 cap on billing each month.
• Website listing
• Toll free number listed
• Up to 40 words of text on main listing
• Leads sent weekly via excel format
• Listings can be updated as often as you like
• Added Value: If you get more leads that exceed the cap on billing per month, these leads are
free.
• This is an annual program
• ROI Email
• 3 Months Display Ad Re Targeting included as added value!

Total Cost: $6,000 net

Contact:
Christopher Brown
866-386-5627 x129
chris@travelguidesfree.com

- 42 -

TripAdvisor.com
TripAdvisor is the world's largest travel community where users can get real information, advice, and
opinions from millions of travelers to help plan and take the perfect trip.

• A combination of web ads – leader boards, large rectangles, and wide skyscrapers – placed to
appear ROS (run of site) targeting travelers living in IL, KY, IN, OH, TN, WV, MI, & MO.
• A combination of leader boards, large rectangles, and wide skyscrapers, placed to run inside KY,
WV, TN, OH, MO, MI, IN, and IL content.
• A combination of leader boards, large rectangles, and wide skyscrapers placed to appear ROS
for the duration of the campaign.

Timing: Packages may run August – October 2012 or April-June 2013

909,013 Impressions Package
• 277,778 Impressions to targeted states
• 588,235 Impressions to targeted to KY and competing states content
• 43,000 Bonus Impressions to post run of site

Cost: $17,647.06


Cost: $8,823.53


Cost: $5,882.35

Contact:
Mark Preston
617-795-7951
mpreston@tripadvisor.com

- 43 -

Travel Kentucky iPhone and Google Android Smartphone App
Kentucky Monthly has developed Travel Kentucky, a statewide tourism application for smartphones
that serves as an interactive visitor resource, and is a free download on iPhone and Android
technology.

The app serves as a one-stop-shop guide for visitors to discover and explore Kentucky’s unique
destinations, including historic sites, attractions, lodging, dining, shopping, and much more. It assists
users in finding locations with turn-by-turn directions using Google maps and GPS tracking; learning
about attractions with web links, photos, and videos; and exploring entire regions with walking tours
and city guides.

Rates listed are for annual participation from July 1, 2012 through June 30, 2013.

City Guide
A City Guide showcases destinations across an entire city, county, or tourism region. The city guide
provides an in-depth profile of a location’s attractions, dining options, shopping, lodging, and more.
The city guide includes a combination of points of interest (detailed listings including web site, video,
and much more), spots (basic listings with name, photo, address, and phone number only) and 10
events.

Number of Spots/POIs Price
30 Spots/ 10 POIs $2,500
40 Spots/ 20 POIs $4,000
50 Spots/30 POI’s $6,000

Walking Tours
Available as a stand-alone tour or in addition to a city guide, walking tours are designed to showcase
a smaller, specific section of a local area. Walking tours are an ideal way to build a self-guided
sequential tour of historic homes or locations your downtown area, themed scavenger hunts that end
at your local tourism office, and much more.

Number of Spots/POIs Price
20 Spots/ 5 POIs $1,500
30 Spots/ 10 POIs $2,500
40 Spots/ 15 POIs $3,500

Additional Opportunities
Point of Interest $ 500
Includes destination name, address, phone number, web site, email address, 2000 character
description, photo, video, category search tags, GPS triggered destination alert “buzz,” content
management option, and 10 event listings. Additional events can be purchased for a nominal fee.

Spot $ 200
Includes destination name, address, phone number, 500 character description, and photo

Contact:
Amy Walker
502-227-0053
amy@kentuckymonthly.com

- 44 -

ADDITIONAL APPROVED MARKETING OPPORTUNITIES

Travel Shows, Sponsorships and Sales Missions
• National Tour Association (NTA) Convention: Orlando, January 20 – 24, 2013
• American Bus Association (ABA) Charlotte: January 9 – 13, 2013
• Heartland Travel Showcase Sponsorship, Toledo, February 15 – 17, 2013
• U.S. Travel Association’s International Pow Wow, Las Vegas, June 8 – 12, 2013
• Travel South Showcase, Little Rock – February 17 – 20, 2013

For details regarding the above opportunities, please contact:
Hank Phillips, Deputy Commissioner
Kentucky Department of Travel
502-564-4930

Industry Partnerships
• TEAM Kentucky Annual Partnership

TEAM Kentucky is a statewide initiative designed to collectively market Kentucky to the
sports events industry. Benefits include inclusion in comprehensive TEAM Kentucky
guidebook distributed at trade shows; trade show participation opportunities; and
individual partner, events and facilities promotion via teamky.com website. The Kentucky
Sports Authority also serves as a liaison for TEAM Kentucky partners with national rights
holders (NGBs) and encourages collaboration among TEAM Kentucky partners.
$5,000 per partner (Note: Reimbursement for CVBs, DMO’s and Tourist Commissions is
90/10; Sports Commissions will be reimbursed at 70/30 rate)

Contact:
Kevin Marie Nuss
Kentucky Sports Authority
502-564-4270

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TARGET AUDIENCES PROFILES

Families

Meet Cynthia Wade and her family – husband, Rick; daughters Megan (age 10) and Abby (age 8);
and their dog, Tink. Cynthia is 38 years old, with a part-time job (which often becomes almost a full-
time job) with the public schools system. She finds time for fulfilling her personal passion by
volunteering at the local riding stables for a few hours on the weekends, but finds herself more often
than not acting as taxi driver, chef and housekeeper. Cynthia and Rick have a combined yearly
income of $68,000.

The Wades used to take a week-long vacation to Florida every year, but the challenging economy
and concern over the stability of Rick’s job as a salesman for a construction machinery and supply
company, has forced Cynthia to rethink her family’s vacation plans. Because of busy day-to-day
routines, Cynthia realizes the importance of spending time away to reconnect as a family. She’s
looking for some fun and inexpensive ideas for long weekend adventures close to home. And, if their
budget will allow it, she’d love to try and extend one of those long weekends into a week-long
vacation.

Culinary Travelers

Rebecca and Greg Dodge, both 26 years old, are always looking for an excuse to entertain their
friends and show off their cooking skills. Rebecca is a lawyer and Greg is a computer software
engineer, but they prefer to define themselves more by what they do outside of their work lives.
They frequent their local farmers market, but Greg also has an organic vegetable garden of his own,
and Rebecca recently signed up for a wine-tasting class at the nearby university. Rebecca is an avid
reader and Greg is a music buff, and both enjoy exploring restaurants around town and eat out once
or twice a week.

Whenever they can find the time, Rebecca and Greg love to travel. They actually prefer to travel by
car, as Rebecca has always felt, “the journey is just as fun as the destination.” They enjoy city
experiences, as the dining options are usually diverse, however, they also love the thrill of finding
that unique out-of-the-way shop, restaurant, winery or even agritourism adventure.

Outdoor Enthusiasts

Meet Tony Schultz, a 43 year-old graphic designer, husband and father. In his twenties and early
thirties, Tony enjoyed both kayaking, mountain biking and backpacking, but in recent years has
found a lot more joy in sharing his love of the outdoors with wife Jeanine and their three kids, Karen
(age 15), Angie (age 12) and Michael (age 7). The family enjoys hiking, fishing and camping
together (although Jeanine prefers overnighting in a lodge or cabin rather than a tent so the family
compromises from time to time).

The Schultz’s usually take a week long vacation each year, sometimes during spring break, but
more often in the summer. With such a large family and a household income of $45,000 a year,
value is always on their minds when Jeanine and Tony make their trip plans. While the vacation
typically centers on outdoor activities, they enjoy breaking up the trip with what Angie calls more
“civilized” activities like shopping and checking out nearby local attractions. Tony also enjoys an
annual long weekend getaway with his old college buddies to return to his more rugged outdoor
roots.

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Arts & Heritage

Alison Longfield, age 50, is a happily divorced records retention manager at the corporate office of a
popular restaurant chain. She is a season subscriber to the local symphony and often frequents
productions at the community theatre, but also enjoys exploring museums and historic attractions.
But Ali’s favorite pastime is antiquing.

Ali and her best friend, Jenny, travel together 6 or 7 times a year, most often taking day-trips, but
also enjoying a long weekend getaway every so often. They love checking out special festivals and
cultural events and never miss the opportunity to scour the local antique shops for that hidden gem
that might one day land them as a featured guest on Antiques Roadshow. While both Ali and Jenny
must keep an eye on their spending (especially in these uncertain times), they do enjoy staying at
bed & breakfasts and have also been known to indulge from time-to-time on that must-have antique
or luxury spa getaway.

Group Travel

Ellen Verse is a group travel planner. While her main focus has always been bus tours for a
predominantly retiree-aged audience, Ellen realizes it makes good business sense to expand her
repertoire to include offerings for student group tours and those looking for family reunion and faith-
based group trips. Ellen’s main source of trip ideas comes from attending group travel trade shows,
however, she’s also been relying more on trade publications (both in print and online) recently to
keep her costs down.

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