2012 Steuben County Cooperative Program

Transcription

1 2012 Steuben County Cooperative Program OVERALL PROGRAM GUIDELINES Reservations will only be accepted by mail, or fax. Reservations for those programs with limited space will be taken on a first come, first served basis. The CVB is flexible on billing, depending upon your individual business requirements. For those organizations that choose not to pre-pay, the CVB will provide monthly invoices, upon completion of the programs chosen. Participants with outstanding bills will be prohibited from participation in future cooperative programs until the outstanding bill is paid in full. Participants in programs must agree to track and report the level of visitation resulting from each program. We encourage distribution of marketing materials with specific URLs, QR codes, promotional offers or booking codes as the preferred tracking methods. If a sufficient level of the overall costs of any specific program is not covered by participants, then that specific program will be dropped or scaled back. All participants who expressed interest in being involved in the program will be notified of the decision to cancel or reduce participation. Individual participants are responsible for getting their information for the program to the CVB by the deadline shown. This includes brochures, text, pictures, logos, etc. The CVB is responsible for the overall layout and design of the program and ads based on the space requirements shown on the agreement form. There will be a limited amount of creative freedom that will have to be assumed by the CVB; however, necessary changes will be presented to the participant(s) prior to going to the marketplace. The CVB will provide a proof of any digital, print, audio, or visual ad to the participants. The proof will include a deadline for changes. Changes must be received by the deadline or the ad will be assumed to be correct. Participants in advertising programs must supply brochures, flyers, etc. to the CVB for fulfillment. Partners who cancel, or fail to uphold their obligations for content/materials, less than 10 business days out (or after commitment deadline for print advertising) will be billed at full participation. TRADESHOW GUIDELINES The Conference and Visitors Bureau will be responsible for reserving exhibit space and transporting materials to the show. The CVB will also provide directions to the show, a schedule for the show, and show specifications, including proper attire. Participants will be responsible for providing their materials, adhering to the designated schedule, making their own travel arrangements, and covering their own travel costs. In many cases, participants may share transportation with CVB staff at no cost to the participant. Please arrange with CVB office in advance. The exhibit space is reserved to represent Steuben County. Maximum effectiveness will be achieved by promoting the idea of exciting experiences within the Finger Lakes region first, and the individual facility second. All participants will engage in soft-sale techniques; most of these audiences will not respond to pushy salespeople. Unless otherwise noted, attending participants must be present for the duration of the show. Participants will be responsible for maintaining a professional appearance and attitude throughout the show. Participants displaying unacceptable behavior will be verbally critiqued. Continued negative behavior will influence future cooperative program involvement by the participant s organization. Attendance and Brochure Distribution participants will have their brochures displayed throughout the duration of the show. The Conference and Visitors Bureau will notify participants of the brochure quantity needed. All brochures not distributed at a show will either be returned to the participating business or stored for future show use, if applicable. Attendance and Brochure Distribution participants may provide giveaways, door prizes, booth prizes or coupons, at their discretion. The Conference and Visitors Bureau should be notified well in advance if a participant wants to offer any of the above items. Participants are encouraged to be extra creative in planning these promotions, and to include some form of tracking with any promotion or coupon offered. Participants are encouraged to provide product samples of locally unique items for promotional distribution at related consumer and travel trade shows.

2 Your business can choose between two different levels of participation. Attendance 1. Literature distribution (cost includes one brochure type) 2. Providing giveaways or free samples 3. Having a representative from your business promoting at the show Brochure Distribution 1. Literature distribution (cost is per brochure type) 2. Providing giveaways, raffle items, or free samples enewsletter GUIDELINES Strategy: Distribution of visually enticing s featuring unique experiences offered by cooperative program participants to qualified potential visitors from our double opt-in, targeted subscription database. For 2012, we will be delivering enewsletters based on the experience themes (Women Only Weekends, Family Fun, and Wine & Culinary) on a varied schedule, based on events and holidays that happen throughout the year. We will also be sending informational e-blasts to our Hunting & Fishing experience audience at two (2) strategic times during 2012 (spring and fall). We will be limiting participation to the first three (3) partners who sign up each month! The SCCVB will provide statistics on newsletter open-rate and click-thrus to participating partners within 20 business days of newsletter delivery. Content requirements: Description of event, special, or feature SCCVB staff will use this information to create enticing copy Provide full URL or web-site address (i.e. Provide one image of your attraction/property plus your logo graphic via to Erin Cassidy, ecassidy@corningfingerlakes.com FEATURED LISTING GUIDELINES Featured listings will appear as an image and a hyperlink above the search component on in the respective listing pages (Lodging, Camping, Dining, and Attractions). This image and link will direct the visitor to an additional page within where a tagline, image, description, contact information and link to the featured listing s website will appear. Participating partners will be featured on a first requested, first served basis. Featured Partner listings will appear for one (1) month, and no partner may be featured for two consecutive months in any one category. Again in 2012, every month there will be an opportunity for one (1) partner to be featured on the homepage (CorningFingerLakes.com). Since January 2011, our homepage has averaged over 2,503 unique visitors per month.

3 COOP PROGRAM #1 INTERNET PROMOTION Marquee placement for Not-for-Profit Partners Costs: FREE Online consumers Content Deadline: December 16, 2011, January 17, February 15, March 16, April 16, May 17, June 15, July 17, August 17, September 14, October 17, and November 16 Delivery Dates: Posted on the 1 st business day of each month This opportunity will be available to any interested Not-for-Profit partners that want additional advertising to promote something special and unique. Since our website redesign, there is only ONE (1) spot available each month (the same listing will appear in the What s New section on the homepage of CorningFingerLakes.com, as well as the sub-pages for WomenOnlyWeekends.com, 866WineFun.com, and HuntSteubenCounty.com) and will be given to those partners on a first come, first served basis. Each participating partner is limited to a maximum of two (2) marquee listings per calendar year. Content is limited to three lines, 29 characters per line, and logo graphic. Partners should also provide accurate URL for linking. Suggested Partners: Not-for-Profit partners with unique experiences or events COOP PROGRAM #2 INTERNET PROMOTION Featured Partner of the Month listings on Costs: Visual Listing: $ 50 per month per category $100 per month for homepage & category listing Online consumers Recipients: All visitors Content Deadline: Last Monday of each month (for following month listing) Delivery Dates: Posted the first business day of each month One featured listing will appear as an image and a hyperlink above the search component on in each of the Attractions, Lodging, Dining, and Camping pages. Results will be tracked by number of clicks and successful referrals to the featured partners website. No partner may be featured for two consecutive months in any single category. Results will be reported to partners within 10 business days following the end of the month. One of the category featured listing partners will also have the opportunity to be a featured listing on the homepage of CorningFingerLakes.com for a total fee of $100 per month. This is a first come, first served opportunity. Suggested Partners: All Steuben County accommodations, attractions, restaurants, campgrounds, and special events and packages COOP PROGRAM #3 INTERNET MARKETING Google Search Marketing Costs: 30-day search campaign $ 500 online travel consumers worldwide Commitment Deadline: December 30, 2011 Delivery Dates: Ongoing throughout 2012 The SCCVB, in partnership with our website design and hosting company, AdWorkshop, is offering our partners a discounted opportunity to begin or enhance their own search engine marketing campaign(s). The set-up fee would include: one-on-one strategy sessions to determine campaign goals, keyword research, ad copywriting, account setup with Google, $10/day in keyword purchases (for 30 days), and overall campaign management for an initial 30-day period. Participating partners must agree to include reciprocal linking to CorningFingerLakes.com as part of search engine enhancements. Note: Longer length and more aggressive keyword spending campaigns are also available. Suggested Partners: All Steuben County accommodations, attractions, restaurants, and campgrounds with websites

4 COOP PROGRAM #4 INTERNET MARKETING Costs: Enhanced online listing $ 750 AAA members nationwide Materials Deadline: November 30, 2011 Delivery Dates: Ongoing throughout 2012 The SCCVB, in partnership with Sullivan County, Bethel Woods Performing Art Center, and the Corning Museum of Glass, will be taking out a 4-page full-color insert in the AAA New York Tour Book again for Our print advertisement will be promoting driving itineraries along the I-86/Route 17 corridor. Partners who participate will be featured in the driving itineraries developed, and will be offered an enhanced listing through the AAA website. Participating partners must be AAA rated! Bonus Distribution: Driving itineraries will be promoted at all AAA and other consumer shows, international and tour & travel trade shows throughout COOP PROGRAM #5 MEETING PLANNER PROGRAM - ADVERTISING Publication: ESSAE Association Resource Costs: 1/2 page ad $1,200 1/3 page ad $ 900 1/4 page ad $ 750 Upstate New York association meeting planners Circulation: 600+ Materials Deadline: January 4, 2012 Delivery Dates: February, May, September and November Ad size: minimum ½ page Production: B&W As we compete heavily with other upstate New York meeting destinations, this is another method for keeping our name and facilities front-of-mind with these meeting planners. Participation in this program includes design costs and placement in all four (4) issues. Suggested Partners: Accommodation partners with meeting space, unique event venues COOP PROGRAM #6 enewsletter PROMOTION Women Only Weekends: Take a Break and Pamper Yourself Content Deadline: December 23, 2011 Delivery Dates: January 8, 2012 This enewsletter will be used as a kick-off and promotional tool for our Winter WOW Getaways program. Bonus: Any partner who signs up for this enewsletter and submits content by the deadline specified will also be included at no additional charge in a January e-blast sent to over 200,000 Escapemaker.com subscribers. This bonus distribution is a $500 value for no additional charge. In 2011, our distribution was to 1,970 consumers and had an open rate of 15.6%. Suggested Partners: Accommodations with Women Only Weekend packages, wineries/wine tours, B&Bs, spas/spa packages, shopping, antique shops

5 COOP PROGRAM #7 TOUR AND TRAVEL PROGRAM TRADESHOW American Bus Association Marketplace Grapevine, TX Costs (select one): Attendance: $1,295 Mailing list $200 Motorcoach/tour operators throughout the U.S. and Canada Show Dates: January 7-10, 2012 Commitment Deadline: Monday, November 14, 2011 The SCCVB will have over 50 pre-scheduled, one-on-one appointments with interested group tour buyers. Attendance participants will be registered as a representative of the Steuben County CVB to take part in up to 50 appointments of their own, and will receive copies of all appointment notes. Mailing list participants will receive copies of the full appointment list and notes from our meetings for use in normal follow-up and promotions to the group tour market. Suggested Partners: Group-friendly attractions, accommodations, events COOP PROGRAM #8 CONSUMER SHOW AAA Great Vacations Expo Costs (select one): Brochure Distribution: $200 per brochure type (non-flta members) $150 per brochure type (FLTA members) AAA members in the greater Columbus, OH area # in Attendance: 4,000+ Materials Deadline: January 3, 2012 Show Date: January 20-22, 2012 Columbus, OH Consumer attendance at this show is by invitation only. We strongly encourage Show Your Card and Save partners, or AAA-rated accommodation partners to consider sending brochures. Based on regional partner feedback from past shows, the consumers at this show are very eager to learn more about, and visit, the Finger Lakes! Please note: Booth space at this show is booked by Finger Lakes Tourism Alliance no SCCVB representative will be attending, but Steuben County travel guides will be distributed Suggested Partners: All attractions looking for leisure travel business, accommodations with unique getaway packages, events COOP PROGRAM #9 CONSUMER SHOW AAA Mid-Atlantic Travel Expo Costs (select one): Brochure Distribution: $160 per brochure type (non-flta members) $110 per brochure type (FLTA members) AAA members in the greater Scranton-Wilkes Barre, PA area # in Attendance: 4,000+ Materials Deadline: January 13, 2012 Show Date: January 29, 2012 Wilkes-Barre, PA Consumer attendance at this show is by invitation only. We strongly encourage Show Your Card and Save partners, or AAA-rated accommodation partners to consider sending brochures. This is also a wonderful drive market for Steuben County less than 3 hours! Please note: Booth space at this show is booked by Finger Lakes Tourism Alliance no SCCVB representative will be attending, but Steuben County travel guides will be distributed Suggested Partners: All attractions looking for leisure travel business, accommodations with unique getaway packages, events

6 COOP PROGRAM #10 CONSUMER SHOW Eastern Sport, Travel & Outdoor Show Costs: Attendance: FREE (minimum two (2) shifts worked) Brochure Distribution: $200 Outdoor enthusiasts in the Mid Atlantic States, PA, & NY # in Attendance: 110,000+ Materials Deadline: January 13, 2012 Show Date: February Harrisburg, PA This is the largest sport & outdoor show in North America. Steuben County and the Finger Lakes are well known to these outdoorsmen and women. The audience encompasses complete families as well as avid outdoor enthusiasts. Attendees are interested in hunting and fishing opportunities, accommodations and camping, and wine tours! Special Note: Attendance partners are required to work a minimum of two (2) full day shifts. Suggested Partners: Accommodations featuring hunting/fishing packages, hunting guides, fishing charter captains, campgrounds, family friendly attractions, wineries/wine events, outdoor events COOP PROGRAM #11 enewsletter PROMOTION Wine/Culinary: Food, Wine and Romantic Getaways Content Deadline: January 23, 2012 Delivery Dates: February 5, 2012 Bonus: Any partner who signs up for this enewsletter and submits content by the deadline specified will also be included at no additional charge in a February e-blast sent to over 200,000 Escapemaker.com subscribers. This bonus distribution is a $500 value for no additional charge. In 2011, our distribution was to 1,493 consumers and had an open rate of 14.8%. Suggested Partners: Wine-related getaway packages, winery events, wineries, B&Bs, spas, restaurants, romantic Valentine s Day gift and getaway ideas COOP PROGRAM #12 CONSUMER SHOW AAA Southern New England Travel Show Costs (select one): Brochure Distribution: $125 per brochure type AAA members in the MA, CT, RI areas # in Attendance: 14,000 Materials Deadline: February 17, 2012 Show Date: March 2-4, 2012 Gillette Stadium, Foxboro, MA New England provides a very affluent and relatively untapped market for us. Our presence is further enhanced by our booth s location near the Finger Lakes regional booth and New York State Travel & Vacation Association. Please note: The SCCVB will be attending this show as a guest of the Corning Museum of Glass. Since there is a limit of 2 people per booth, we are not able to accommodate any other attendees. Suggested Partners: Women Only Weekends, Wine Lovers/Romance Experiences, unique hands-on experiences, family getaways and experiences, special events (especially spring events!)

7 COOP PROGRAM #13 enewsletter PROMOTION Family Fun: Beat Cabin Fever in Corning & the Finger Lakes Content Deadline: February 27, 2012 Delivery Dates: March 11, 2012 Bonus: Any partner who signs up for this enewsletter and submits content by the deadline specified will also be included at no additional charge in a March e-blast sent to over 200,000 Escapemaker.com subscribers. This bonus distribution is a $500 value for no additional charge. In 2011, our distribution was to 1,096 consumers and had an open rate of 15.1%. Suggested Partners: Events, family-friendly attractions, hands-on/interactive experiences, accommodations, outdoor activities, unique shopping, spring break specials/packages. COOP PROGRAM #14 TOUR AND TRAVEL PROGRAM SALES BLITZ Eastern Pennsylvania (Philadelphia area) Costs (select one): Attendance: $500 Profile Sheet Distribution: $150 Motorcoach/tour operators in Eastern PA (Allentown, Philadelphia) # of appointments: 20+ qualified tour operators Materials Deadline: February 27, 2012 Blitz Dates: March 14-16, 2012 This blitz consists of stopping at pre-scheduled appointments to educate the tour operators about our experiences and new products. Partners who provide group-friendly profile sheets, to be included in the SCCVB sales kits given to each operator, will be provided with the full contact list and notes after the blitz. Note: Cost of attendance includes shared transportation and appointment coordination. Suggested Partners: Group-friendly attractions, accommodations, events COOP PROGRAM #15 enewsletter PROMOTION Spring Hunting & Fishing e-blast Costs: Complete Listing $50 Opt-In profiles from Hunting/Fishing database Content Deadline: March 12, 2012 Delivery Date: March 25, 2012 A great opportunity to advertise for guided spring turkey hunts or early bookings of fishing charters. In 2011, this enewsletter was distributed to 1,220 consumers and had an open rate of 13.5%. Suggested Partners: Fishing charters, hunting/fishing/hiking guide services, outdoor events COOP PROGRAM #16 TOUR AND TRAVEL PROGRAM SALES BLITZ Western/Central PA Costs (select one): Attendance: $500 Profile Sheet Distribution: $150 Motorcoach/tour operators in Western and Central PA markets # of appointments: 20+ qualified tour operators Materials Deadline: March 12, 2012 Blitz Dates: March 28-30, 2012 This blitz consists of stopping at pre-scheduled appointments to educate the tour operators about our experiences and new products. Partners who provide group-friendly profile sheets, to be included in the SCCVB sales kits given to each operator, will be provided with the full contact list and notes after the blitz. Note: Cost of attendance includes shared transportation and appointment coordination. Suggested Partners: Group-friendly attractions, accommodations, events

8 COOP PROGRAM #17 MEETING PLANNER PROGRAM SALES BLITZ Bring Your Reunions Home program Costs (select one): Brochure Inclusion: $150 per brochure type Steuben County military veteran organization members # in Attendance: Approximately sales presentations Materials Deadline: February 20, 2012 Show Date: April-September 2012 Steuben County We are Reunion friendly! After analyzing past military reunion bookings in Steuben County, we have decided to shift our focus towards raising awareness among local veterans about the services and location possibilities for their reunions here in Steuben County. The SCCVB will be scheduling sales presentations at local VFWs, American Legions, and other military service clubs throughout the county. Participating partners will be included in handouts and presentation, and will receive any leads resulting from these sales calls. Suggested Partners: Reunion-friendly accommodations and attractions, especially the aviation museums and historic sites COOP PROGRAM #18 enewsletter PROMOTION Family Fun: Springtime Escapades and Fun Content Deadline: March 26, 2012 Delivery Dates: April 8, 2012 Bonus: Any partner who signs up for this enewsletter and submits content by the deadline specified will also be included at no additional charge in an April e-blast sent to over 200,000 Escapemaker.com subscribers. This bonus distribution is a $500 value for no additional charge. In 2011, our distribution was to 1,116 consumers and had an open rate of 15.9%. Suggested Partners: Family-friendly attractions, hands-on/interactive experiences, outdoor events, accommodations COOP PROGRAM #19 TOUR AND TRAVEL PROGRAM SALES BLITZ Southern Ontario, Canada Costs (select one): Attendance: $500 Profile Sheet Distribution: $150 Motorcoach/tour operators and CAA offices in Ontario, Canada # of appointments: 15+ qualified tour operators Materials Deadline: March 26, 2012 Blitz Dates: April 10-12, 2012 We will be scheduling visits to CAA offices (priority to those with group tour departments) and tour operators in the Toronto metro area and southern Ontario. This blitz consists of stopping at pre-scheduled appointments to educate the tour operators about our experiences and new products. Partners who provide group-friendly profile sheets, to be included in the SCCVB sales kits given to each operator, will also be provided with the full contact list and notes of appointments following the blitz. Note: Cost of attendance includes shared transportation and appointment coordination. Suggested Partners: Group-friendly attractions, accommodations, events and festivals

9 COOP PROGRAM #20 CONSUMER SHOW Ottawa Women s Show Costs (select one): Brochure Distribution: $270 per brochure type (non-flta members) $220 per brochure type (FLTA members) Consumers in metropolitan Ottawa, Canada # in Attendance: 20,000+ Materials Deadline: March 30, 2012 Show Dates: April 14-15, 2012 Ottawa, ON Canada A fantastic day out with girlfriends for our target demographic in Ottawa! With everything from food and wine sampling to fashion shows, free makeovers, tips for staying healthy, home décor and travel options, this is the perfect audience for our Women Only Weekends packages. With the exchange rate being more favorable for Canadians to travel to the USA again, this will continue to be an important market for us. Please note: Booth space at this show is shared by Finger Lakes Tourism Alliance and the SCCVB Suggested Partners: Attractions, events, hands-on experiences, WOW packages, wineries, spas COOP PROGRAM #21 MEETING PLANNER PROGRAM - enewsletter PROMOTION Put Some Spring In Your Meeting in Corning & the Finger Lakes Costs: Complete Listing $100 Association and corporate meeting planners, military reunion planners Recipients: Opt-in meeting and reunion planner databases Content Deadline: April 4, 2012 Delivery Date: April 19, 2012 This enewsletter will highlight special services offered by the CVB, as well as discounted rates or meeting packages offered by Steuben County hotels and event spaces during the offseason times of spring/early summer. Participating partners are encouraged to provide content highlighting a specific offer or discount that will only be available to enewsletter recipients! In 2011 this enewsletter was distributed to 239 planners and had an open rate of 12.4%. Suggested Partners: Meeting-friendly accommodation partners, unique event venues, group-friendly team-building activities, attractions, and sightseeing COOP PROGRAM #22 CONSUMER MARKETING - ADVERTISING Publication: Finger Lakes Wine Country Travel Magazine Costs: ¼ page $750 1/8 page $400 Basic Listing $200 Circulation: 150,000+ Materials Deadline: January 9, 2012 Delivery Date: May 2012 Ad size: Minimum 1 full page Production: 4-color The SCCVB will be sponsoring and designing a full page, 4 color advertisement in the 2012 Finger Lakes Wine Country Travel Magazine, focusing on the unique communities and activities in Steuben County. The ad will be editorial style and tell a narrative story about visiting our county - partners will be given copy equivalent to participation level (i.e. ¼ page participant will have the equivalent of ¼ of our narrative). We may explore booking a 2-page spread, if partner interest warrants. Suggested Partners: Restaurants, shopping, accommodations, attractions, wineries, galleries, historic sites, thematic trails, retail and antique shopping

10 COOP PROGRAM #23 CONSUMER MARKETING PROMOTIONAL WINE TOUR Promotional Wine Tour Costs: Co-Sponsorship $700 Meal Sponsorship $300, or in-kind donation (per meal) Room Sponsorship in-kind donation # in Attendance: consumers from the Harrisburg-Lancaster-York, PA area Date: May 5-6, 2012 Schedule: Arrival Saturday, departure Sunday As part of a radio advertising campaign in one of our key drive markets (Harrisburg-York), we will be offering a promotional tour of Steuben County. Any partner who co-sponsors this promotion (via buy-in or donation) will be featured in the on-air promotions of the contest (equivalent to over $2,000 of advertising), and will have direct access to the attendees during and after the tour. Not only will this promotional tour create buzz before the tour, but the attendees will return home with first-hand knowledge of what a great vacation destination we are! Suggested Partners: All motorcoach-friendly Steuben County partners COOP PROGRAM #24 enewsletter PROMOTION Wine/Culinary: Fabulous Events & Festivals for the Summer Content Deadline: April 23, 2012 Delivery Dates: May 6, 2012 Bonus: Any partner who signs up for this enewsletter and submits content by the deadline specified will also be included at no additional charge in a May e-blast sent to over 200,000 Escapemaker.com subscribers. This bonus distribution is a $500 value for no additional charge. In 2011, our distribution was to 1,559 consumers and had an open rate of 19.2%. Suggested Partners: Wine-related getaway packages, winery events, wineries, restaurants, farm-to-table culinary experiences, farms & farm markets, B&Bs, spas COOP PROGRAM #25 MEETING PLANNER PROGRAM TRADE SHOW Empire State Society of Association Executives Costs: Attendance: $595 Brochures: $100 per brochure type Upstate New York association/corporate meeting planners # in Attendance: 250 Materials Deadline: April 27, 2012 Show Date: May 31, 2012 Saratoga Springs, NY Our area competes heavily with other New York destinations seeking New York State association conferences. We have a very strong presence in this market and interest in our area continues to grow. Booth space is limited to 3 individuals at any given time. Private sector partners wishing to attend this show should notify the SCCVB as soon as possible - if partner interest warrants, we may investigate purchasing double booth space. Suggested Partners: Accommodations with meeting space, unique meeting venues such as museums and wineries COOP PROGRAM #26 enewsletter PROMOTION Women Only Weekends: Immerse Yourself in our Heritage, visitors to the website enewsletter archives Content Deadline: May 28, 2012 Delivery Dates: June 10, 2012 No bonus distribution included. In 2011, this enewsletter was distributed to 1,971 consumers and had an open rate of 14.1%. Suggested Partners: Women Only Weekends packages, wineries, wine trail events, culinary experiences, B&Bs, spa packages, shopping, art festivals, historical societies and events, hands-on experiences

11 COOP PROGRAM #27 TOUR AND TRAVEL PROGRAM - FAMILIARIZATION TOUR Tour Operator FAM Costs: Co-Sponsorship $800 Meal Sponsorship $300, or in-kind donation (per meal) Room Sponsorship in-kind donation # in Attendance: pre-qualified tour operators Date: Sunday, May 20-Tuesday, May 22 Schedule: Arrival Sunday afternoon, departures Tuesday afternoon To build on our efforts with the group tour market, we will be focusing our FAM efforts again this year on group tour operators. Past FAMs continue to produce tours and referrals to our area. We are continuing with the weekday date pattern, to allow operators the weekend for additional exploration! This year, we will be focusing our itinerary and visits on May Is Riesling Month and GlassFest. Suggested Partners: All motorcoach-friendly Steuben County partners COOP PROGRAM #28 TOUR AND TRAVEL PROGRAM TRADE SHOW New York City Tour Operator Sales Exchange Costs (select one): Attendance: $600 Profile Sheet Distribution: $100 Domestic and International tour/receptive operators # in attendance: 30+ qualified tour operators Materials Deadline: June 25, 2012 Date: July 10, 2012 New York City (Manhattan) Hosted and coordinated by Destinations of New York State, this event is a wonderful sales opportunity for upstate New York destinations and attractions to meet one-on-one with domestic and international tour operators in New York City. We will use this sales event to build on the popularity of our destination as a stop en route to Niagara Falls, and convert those tours to overnight visits. Partners who provide brochures or group-friendly profile sheets will be provided with the full contact list and notes of appointments following the show. Suggested Partners: Group-friendly attractions and accommodations interested in international clientele COOP PROGRAM #29 enewsletter PROMOTION Family Fun: Summer Is A Blast! Content Deadline: July 2, 2012 Delivery Dates: July 15, 2012 No bonus distribution included. In 2011, this enewsletter was distributed to 1,131 consumers and had an open rate of 17.2%. Suggested Partners: Family-friendly attractions, hands-on/interactive experiences, outdoor activities, events, accommodations, unique shopping, camping COOP PROGRAM #30 MEETING PLANNER PROGRAM - enewsletter PROMOTION Make It a Cool Meeting in Corning & the Finger Lakes Costs: Complete Listing $100 Association and corporate meeting planners, military reunion planners Recipients: opt-in meeting and reunion planner databases Content Deadline: July 11, 2012 Delivery Date: July 26, 2012 This enewsletter will be highlighting special services offered by the CVB, as well as discounted rates or meeting packages offered by Steuben County hotels and event spaces. Participating partners are encouraged to provide content highlighting a specific offer or discount that will only be available to enewsletter recipients! Suggested Partners: Meeting-friendly accommodation partners, unique event venues, group-friendly team-building activities, attractions, and sightseeing

12 COOP PROGRAM #31 enewsletter PROMOTION Women Only Weekends: Summer Adventures be daring, try something new! Content Deadline: July 30, 2012 Delivery Dates: August 12, 2012 No bonus distribution included. In 2011, this enewsletter was distributed to 1,973 consumers and had an open rate of 15.5%. Suggested Partners: Women Only Weekend packages, wineries, winery tour operators, wine events, outdoor guide services, hiking, nature centers, spa packages, shopping, hands-on experiences COOP PROGRAM #32 enewsletter PROMOTION Wine/Culinary: Brilliant Fall Foliage, Spectacular Views & Harvest Time Wine Content Deadline: August 27, 2012 Delivery Dates: September 9, 2012 No bonus distribution included. In 2010, we distributed this enewsletter to 1,423 consumers and had an open rate of 15.9%. Suggested Partners: Fall events, wineries, wine tour operators, wine events, harvest-themed dinners, Halloween events, overnight packages, B&Bs, sightseeing COOP PROGRAM #33 CONSUMER SHOW AARP Expo Costs (select one): Attendance: $500 Brochure Distribution: $100 per brochure AARP members - nationwide audience draw to this event # in Attendance: 30,000+ Materials Deadline: August 27, 2012 Show Date: September 20-22, 2012 New Orleans, LA This event is open to all AARP members from across the nation (50+ age, babyboomers). The show offers an excellent opportunity to enhance awareness of our area among these key consumers and travelers. The average Expo attendee is 63 years old, and more than half have not yet retired, are college-educated, and have traveled domestically or internationally within the past 12 months. Please note: The SCCVB will again be partnering with Niagara Falls to share a booth and co-promote our attractions and travel destinations. Suggested Partners: Accommodations with overnight packages, wineries, attractions, spas, events, shopping/retail, hands-on experiences, fall events COOP PROGRAM #34 CONSUMER SHOW CT Women s Expo Costs (select one): Brochure Distribution: $200 per brochure type (non-flta members) $150 per brochure type (FLTA members) Women in central and western CT, southern MA Materials Deadline: August 31, 2012 Show Date: September 22-23, 2012 Hartford, CT This will be our 8 th year participating in this show. This year, we will be sharing a booth with the Finger Lakes Tourism Alliance. Research has shown that women make over 70% of their household travel decisions that, coupled with the success of our Women Only Weekends program, makes this a great show for us. Residents of this area also tend to be very affluent. Please note: booth space at this show is shared by Finger Lakes Tourism Alliance and the SCCVB Suggested Partners: WOW packages and experiences, wineries, attractions, spas, events, shopping/retail, Chocolate Trail participants

13 COOP PROGRAM #35 CONSUMER SHOW York Women s Show Costs (select one): Attendance: $300 Brochure Distribution: $100 per brochure Women in Harrisburg/York, PA area # in Attendance: 9,000 Materials Deadline: September 21, 2012 Show Date: October 6-7, 2012 (tentative) York, PA This show offers a targeted audience in a key drive market to build purchases of our Women Only Weekends (WOW) experiences. The CVB was very well received in the last 10 years, with great interest in the WOW experiences offered. Our attendance at this show will be further enhanced by the purchase of radio advertising in the weeks leading up to the show, which will specifically promote our Women Only Weekends. Booth space is limited to 3 individuals at any given time. Additional booth space will be added, if interest warrants. Suggested Partners: Anyone offering experiences for women, wineries, attractions, spas, fall & holiday events, shopping/retail, accommodation packages COOP PROGRAM #36 enewsletter PROMOTION Women Only Weekends: Holiday Shopping Extravaganza With Just the Girls! Content Deadline: September 24, 2012 Delivery Dates: October 7, 2012 No bonus distribution included. In 2010, this enewsletter was distributed to 2,024 consumers and had an open rate of 14.3%. Suggested Partners: WOW packages, attractions, wine events, B&Bs, spas packages, hands-on experiences, holiday events & shopping, gift ideas/certificates COOP PROGRAM #37 enewsletter PROMOTION Fall Hunting & Fishing e-blast Costs: Complete Listing: $ 50 Opt-In profiles from Hunting/Fishing database Content Deadline: October 1, 2012 Delivery Dates: October 14, 2012 Great opportunity to promote availability for turkey/goose/deer guided hunts. In 2010, this enewsletter was distributed to 1,245 consumers and had an open rate of 11.7%. Suggested Partners: Fishing charters, hunting/fishing/hiking guide services, outdoor events COOP PROGRAM #38 MEETING PLANNER PROGRAM - enewsletter PROMOTION Winter Meetings are HOT in Corning & the Finger Lakes Costs: Complete Listing $100 Association and corporate meeting planners, military reunion planners Recipients: opt-in meeting and reunion planner databases Content Deadline: October 10, 2012 Delivery Date: October 25, 2012 This enewsletter will focus on unique and affordable locations for holiday events, as well as off-season meeting discounts available throughout the winter months. Participating partners are encouraged to provide content highlighting a specific offer or discount that will only be available to enewsletter recipients! In 2010, this enewsletter was distributed to 310 planners and had an open rate of 15.8%. Suggested Partners: Meeting-friendly accommodation partners, unique event venues, group-friendly team-building activities, attractions, and sightseeing. This can be especially useful for filling your slow dates!

14 COOP PROGRAM #39 CONSUMER SHOW The Toronto National Women s Show Costs (select one): Attendance: $450 Brochure Distribution: $200 per brochure type Female consumers in metro Toronto # in Attendance: 30,000+ Materials Deadline: October 22, 2012 Show Dates: November 9-11, 2012 Toronto, ONT Canada This will be the sixth (6 th ) year of attendance for our area. Again, we hope to build on the success of our Women Only Weekends program, as well as the familiarity of the Finger Lakes region with this audience. Attendees to this show are precisely in our target demographic (31-45 years of age, college-educated, household income of $80,000+). With the exchange rate being more favorable for Canadians to travel to the USA again, this will continue to be an important market for us. Please note:. The SCCVB will have our booth near the Finger Lakes regional booth. Suggested Partners: Winter/holiday special events, family-friendly attractions, hands-on unique experiences, spas, wineries, Chocolate Trail participants, and Women Only Weekends packages COOP PROGRAM #40 MEETING PLANNER PROGRAM - SALES BLITZ Albany and Capitol District Costs (select one): Attendance: $350 Associations headquartered in Albany # of appointments: qualified meeting planners Blitz Dates: November 2012 (exact dates TBA) This blitz consists of daily pre-scheduled appointments. In the past, we have given each meeting planner an early holiday gift of Steuben County wine, to further cement our name in their minds. Note: Cost of attendance includes appointment scheduling and shared transportation. Suggested Partners: Meeting friendly accommodations, unique meeting venues, wineries COOP PROGRAM #41 enewsletter PROMOTION Family Fun: Last Minute Holiday Escapes Content Deadline: October 29, 2012 Delivery Dates: November 11, 2012 Bonus: Any partner who signs up for this enewsletter and submits content by the deadline specified will also be included at no additional charge in a November e-blast sent to over 200,000 Escapemaker.com subscribers. This bonus distribution is a $500 value for no additional charge. In 2010, our distribution was to 1,085 consumers and had an open rate of 14.3%. Suggested Partners: Family-friendly attractions and events, unique shopping, overnight packages, ski, snowboard, & tubing facilities, hands on experiences COOP PROGRAM #42 enewsletter PROMOTION Wine/Culinary: Give an Edible Finger Lakes Gift This Year Content Deadline: November 26, 2012 Delivery Dates: December 9, 2012 Bonus: Any partner who signs up for this enewsletter and submits content by the deadline specified will also be included at no additional charge in a December e-blast sent to over 200,000 Escapemaker.com subscribers. This bonus distribution is a $500 value for no additional charge. In 2010, our distribution was to 1,560 consumers and had an open rate of 12.5%. Suggested Partners: Wine-related getaway packages, winery events, wineries, B&Bs, spas, restaurants, gift certificates