Official Advertising Opportunities

Transcription

1 2018 MEDIA KIT Official Advertising Opportunities With a dedicated team of more than 80 tourism professionals and a total annual budget of $24.4 million (FY2018), Destination DC promotes the nation s capital as a premier destination for domestic and international travelers. Reach millions of highly qualified DC visitors through Destination DC s official advertising programs in both print and online. 22 MILLION ANNUAL VISITORS $7.3 BILLION IN VISITOR SPENDING

2 AUDIENCE & ECONOMIC IMPACT 22 MILLION ANNUAL VISITORS 20 MILLION DOMESTIC VISITORS Top 10 Markets $7.3 BILLION IN SPENDING 2 MILLION OVERSEAS VISITORS Top 10 Markets 1. New York 2. Baltimore 3. Philadelphia 4. Atlanta 5. Boston 6. Los Angeles 7. Chicago 8. San Francisco 9. Richmond 10. Miami 1. China 2. United Kingdom 3. Germany 4. France 5. India 6. South Korea 7. Australia 8. Italy 9. Spain 10. Japan VISITOR ENGAGEMENT 351,000 FACEBOOK FANS WEB REACH 8.07 MILLION 158,000 TWITTER FOLLOWERS REACH 140,000+ SUBSCRIBERS 104,000 INSTAGRAM FOLLOWERS PRINT REACH (MAP & GUIDE) 4 MILLION+ MEDIA & RESULTS DESTINATION DC SPENDS $3.7 MILLION ANNUALLY ON ADVERTISING TO REACH POTENTIAL VISITORS DDC generates more than $73.7 Million (FY2017) annually in earned media including travel articles and editorial coverage about DC as a travel destination. PICTURED: SAMPLES OF 2018 DESTINATION DC ADVERTISING CAMPAIGN CREATIVE

3 1 37.0% 7.4% 9.4% 7.2% 8.7% 8.5% 8.0% 32.2% 37.4% 54.1% 59.8% 9.6% 10.4% 10.2% 9.4% 32.8% 36.5% 36.5% 53.3% 57.7% TM THE HYPER-INFORMED TRAVELER The US traveler is more informed and uses more media and sources of information than ever before in the history of travel. Washington travelers use dozens of digital and print sources over an average 3-6 week trip planning process. That s why Miles funds independent research bi-annually to help our clients reach the right audiences and make the most of their marketing dollars. Sign up for our to stay informed. STATE OF THE AMERICAN TRAVELER RESEARCH HIGHLIGHTS 33% USE DMO * WEBSITES (SUCH AS WASHINGTON.ORG) *Destination Marketing Organization 53% OF TRAVELERS USE PRINT VISITORS GUIDES IN TRAVEL PLANNING 57% USE SOCIAL MEDIA 65% USE USER GENERATED CONTENT (SUCH AS TRIP ADVISOR OR YELP) 36% USE TABLET 62% USE MOBILE STATE OF THE AMERICAN TRAVELER RESEARCH 2018 Quarterly State of the American Traveler Research Topics: Content, Mobile, Innovation and New Technologies & Generations. Generational Planning Information Inside Travel Expectations & Travel Spending Expectations LEISURE TRAVEL EXPECTATIONS continue to be robust, with Americans exhibiting a sustained vigor in their optimism for travel in the near future. In January, Destination Analysts The State of the American Traveler our national tracking survey showed that 37.0 percent of American travelers expect to take more leisure trips for leisure in the upcoming year, on par with the record 37.9 DESTINATIONS EDITION percent who said this one year earlier. Travel spending expectations are also soaring, with 36.5 percent of Winter 2018 Volume 27 travelers expecting to increase their travel budget this year. In this most recent wave of the survey, the typical traveler reported having a maximum annual travel budget of $3,865, up 6.1 percent from a year earlier. THE KEY: expect more expect the same expect less Travel Expectations (Trips) Travel Expectations (Spending) JAN % 54.0% 38.2% 35.8% OCT % 54.6% 32.9% 34.4% Understand your audience: become a tourism-marketing expert get the research and white papers! Free Tourism Research & Resources at JULY % 55.2% APR 2017 JAN 2017 OCT 2016 JULY % 39.3% 52.9% 51.8% 7.4% 8.9% 37.9% 37.5% 54.4% 52.3% 7.7% 10.1% Percentage Q: In the next 12 months, do you expect to travel more or less for leisure than you did in the most recent 12 month period? The Destinations Edition THIS EDITION of The State of the American Traveler TM explores American travelers relationships with destinations. We start with an examination of the current leisure travel landscape, which continues to be supported by an optimistic traveling public. Demand for leisure travel in America remains robust, with sky high travel budgets and near record levels Q: In the next 12 months, do you expect of Americans expecting to increase the number of trips to spend more or less for leisure travel than taken this year. In addition to exploring travel content and you did in the most recent 12 month period? destination selection, this report examines the types of destinations Americans are wanting to explore in the nearterm future with Destination Analysts Travel Excitement Index showing continued strong enthusiasm for beach destinations and urban escapes, with a notable softening this year for visiting National Parks. If you should have questions or ideas for future survey topics, we welcome you to message us: info@destinationanalysts.com SPONSORED BY

4 OFFICIAL VISITORS GUIDE The Official Visitors Guide for Washington, DC is available in both print and digital formats and is published twice a year. PRINT CIRCULATION: 800,000 COPIES ANNUALLY MORE THAN 300,000 MAILED BY REQUEST + 500,000 AT HIGH-TRAFFIC LOCATIONS AROUND THE CITY THE ONLY DC VISITORS GUIDE THAT REACHES BOTH IN-MARKET AND OUT-OF-MARKET TRAVELERS AND IS BACKED BY DESTINATION DC S MULTI-MILLION DOLLAR MARKETING BUDGET 73% OF READERS VISIT DC AFTER ORDERING THE GUIDE THE DC VISITORS GUIDE DIRECTLY INFLUENCES VISITOR SPENDING OF MORE THAN $54 MILLION ANNUALLY 74% SAID THE GUIDE INFLUENCED THEIR DECISION TO VISIT 89% OF PEOPLE WHO ORDERED THE GUIDE TO THEIR HOME TO PRE-PLAN ALSO BROUGHT THE GUIDE TO DC WITH THEM DC VISITORS GUIDE READERS SPEND $683/DAY GOT PRINT? BENEFIT FROM OUR BONUS REWARDS PROGRAM! Advertisers participating in our Official Visitor Guides or Map programs qualify for the Added Value Rewards Program

5 INTEGRATED REACH WITH PRINT AND DIGITAL EXPOSURE TOTAL REACH: 2.77M* *INCLUDES DIGITAL EXTENSION AND PASS-ALONG READERSHIP DC TOUR PACKAGES DC TOUR PACKAGES 1/3 PAGE AD DC tours, sightseeing, convention transportation, group dinner parties and corporate outings. (703) (800) DC Premier Wedding Transportation DC tours, sightseeing, convention transportation, group dinner parties and corporate outings. (703) (800) DC Premier Wedding Transportation 1/6 PAGE AD 1,796,728 ADVERTISER IMPRESSIONS 1/2 PAGE AD 8:50 AVERAGE TIME SPENT ON SITE MORE THAN 4.6 MILLION PAGE VIEWS IN 2017 ALL URLS ARE LINKED IN THE DIGITAL VERSION FALL/WINTER 2018 GUIDE DATES Circulation Dates: Sept Feb Ads Close: June 15, 2018 Materials Due: June 28, 2018 SPRING/SUMMER 2019 GUIDE DATES Circulation Dates: Mar Aug Ads Close: Nov. 30, 2018 Materials Due: Dec. 7, 2018 VOLUME DISCOUNT: Spend $10,000+ and earn an additional 10% discount Spend $25,000+ and earn an additional 15% discount *50% off Logo Listing with purchase of Official Visitors Guide Ad of larger size. 2018/2019 AVAILABLE UNITS & RATES Ad Sizes Standard Rates Member Rates Full Page $14,605 $13,144 Half Page $9,150 $8,235 Third Page $5,925 $5,332 Sixth Page $2,975 $2,677 Back Cover $18,940 $17,046 Inside Front Cover $18,265 $16,438 Page 1 $18,265 $16,438 Inside Back Cover $18,265 $16,438 Logo Listing* $1,045 $950

6 OFFICIAL VISITORS MAP The Official Visitors Map of Washington, DC is produced and distributed annually and backed by Destination DC s multi-million dollar marketing budget. PRINT CIRCULATION 700,000 ANNUALLY IN-MARKET: 450,000 are distributed at high-traffic locations around the city. BY REQUEST: More than 250,000 are direct mailed via requests. Full Panel ad Standard Listing Photo Listing Quarter Panel Ad Half Panel ad AVAILABLE UNITS & RATES FOR MAP 2018/2019 Ad Sizes Standard Rates Member Rates Back Panel $20,025 $18,022 Full Panel $18,395 $16,555 Half Panel $10,230 $9,207 Qtr Panel $5,405 $4,864 Photo Listing $2,485 $2,236 Standard Listing $1,460 $1,314 VOLUME DISCOUNT: Spend $10,000+ and earn an additional 10% discount Spend $25,000+ and earn an additional 15% discount 2018/2019 MAP DATES Circulation Dates: Oct Sept Ads Close: July 16, 2018 Materials Due: July 27, 2018

7 Digital Advertising Opportunities ON WASHINGTON.ORG Reach visitors who are actively planning a trip or are currently visiting DC on all of their devices with our impactful digital advertising programs. 21 MILLION PAGE VIEWS MORE THAN 8 MILLION VISITS IN THE LAST YEAR 2:46 TIME SPENT ON SITE Sponsored Listings Banner Advertising Lead Generation Program Custom Monthly

8 WASHINGTON.ORG SPONSORED BUSINESS LISTINGS Exclusive Member-only Opportunity Stand out among hundreds of other listings on Washington.org with a Sponsored Listing. Our Sponsored Listings place you at the top of all relevant category search pages in our premium listing tier, ensuring that you are top-of-mind when visitors are looking to convert. MOST VIEWED CHANNELS THINGS TO DO Arts & Culture Attractions Entertainment & Nightlife History & Heritage PLACES TO STAY Bed & Breakfasts Boutique Hotels Museums Shopping Sports & Outdoor Rec Tours & Sightseeing Budget Friendly Extended Stay SPONSORED LISTINGS RECEIVE: Top channel placement on your relevant category page based on availability Position your business listing on page one or two of your category for 12 months! REACH OUR MOST TARGETED AUDIENCE UNIT RATES FOR 2018/2019 VOLUME DISCOUNT: Spend $10,000+ and earn an additional 10% discount Spend $25,000+ and earn an additional 15% discount 12 Months $995 Sold on a 12-month basis Only 20 spaces per listing category available, first come, first served.

9 WASHINGTON.ORG BANNER ADVERTISING We offer a multitude of digital advertising reach tactics including: Guaranteed impressions over specific or seasonal timelines Content targeting including Things To Do, Places To Stay, Places to Eat, Events & Neighborhoods Geo-targeting to your specific markets (ex: In-market vs. out-of-market visitors) FORMATTED NATIVE ADVERTISING: 300 x 250px and 465 x 143px 3-frame rotating banner with 3 sets of copy/photos. DISPLAY ADVERTISING: 300 x 250px and 465 x 143px These standard units run across all devices including desktops, tablets and smartphones. DISCOVER SPACE IN 3D Smithsonian National Air & Space Museum Discover objects like the 1903 Wright Flyer and Apollo 11 Command Module Columbia. more> REWARDS PROGRAM GOT PRINT? NOW GET MORE! BENEFIT FROM OUR BONUS PROGRAM! Advertise in our Official Visitor Guides or Map programs and qualify for the ADDED VALUE REWARDS PROGRAM! Receive a run-of-site bonus equal to your paid impressions! Your free campaign will run until either your end date, or until your purchased number of impressions has been reached. 2018/2019 OPTIMIZED BANNER ADVERTISING PACKAGES All packages can be customized to suit your specific budget Impression Goal Standard Rates Member Rates Total Impressions with REWARDS 1,500,000 $18,000 $14,400* 3,000,000 1,000,000 $12,000 $9,600* 2,000, ,000 $9,000 $8,100 1,500, ,000 $6,000 $5,400 1,000, ,000 $3,000 $2, , ,000 $1,800 $1, ,000 50,000 $600 $ ,000 $12 CPM (cost per thousand) VOLUME DISCOUNT: Spend $10,000+ and earn an additional 10% discount Spend $25,000+ and earn an additional 15% discount *extra 10% volume discount

10 MONTHLY Received by more than 140,000 opt-in subscribers monthly with an average 18% open rate, the monthly Destination DC Visitor enewsletter and Custom s reach an engaged, active travel planning audience. 140,000+ SUBSCRIBERS SPONSOR SPONSOR AD Position your business as a leader with the most prominent placement on the . This display banner/formatted unit commands attention and drives results. FEATURED CONTENT Gives prominent exposure to your content. As one of only two sponsored content units in the , your content gets more attention and click-throughs than traditional banner advertising and helps tell your story to consumers. IDEAS FROM OUR PARTNERS Highlight special offers, events or simply tell your brand story with this formatted placement. FEATURED CONTENT MONTHLY UNIT RATES FOR 2018/2019 Ad Spot Standard Rates Member Rates Sponsored Content $1,178 $1,060 Featured Deals $772 $695 Ideas From Our Partners $428 $385 VOLUME DISCOUNT: Spend $10,000+ and earn an additional 10% discount Spend $25,000+ and earn an additional 15% discount IDEAS FROM OUR PARTERS

11 CUSTOM 100 % RECEIVE SHARE OF VOICE 140,000+ SUBSCRIBERS Submit photos, copy and a call-to-action, and we ll blast your message out to our opt-in database, driving all inquiries to your site. Or, co-op with partners in your area or industry. CUSTOM UNIT RATES FOR 2018/2019 Standard Rates Member Rates $4,444 $4.000 *Limited availability at one per month. VOLUME DISCOUNT: Spend $10,000+ and earn an additional 10% discount Spend $25,000+ and earn an additional 15% discount LEAD GENERATION Gain exposure and grow your opt-in database with our Lead Generation program. When visitors sign up to receive the DC Visitors Guide or DC Insider monthly , they can request information about your business. When they do they receive an auto-generated from you that directs them to your site or provides an offer. Leads will be accessible in real-time through digital download for quick response to visitors actively planning their trips. CONFIRMATION Communicate your value proposition and drive traffic to your site. Thank you! Thank you for requesting information about these great businesses! Look for information directly from them in the coming days. See More DCand Spend Less with an Explorer Pass Go City Card You are now signed up to receive s from Go City Card. You ll be the first to know about exclusive deals, fun things to do, and more. Can t wait to explore and save? Start planning your trip now > OPT-IN PAGE: Communicate why you are a not-to-be-missed experience and what the user will receive by requesting information from you. UNIT RATES FOR 2018/ th Street NW, 4th Floor Washington, DC / Fax Lead Generation $3/lead 200 lead minimum

12 22 MILLION ANNUAL VISITORS $7.3 BILLION IN SPENDING ADVERTISE WITH US DC Partners Contact DENNIS KOSTER Travel Media Sales & Marketing Executive MD and VA Partners Contact CARLY STEDMAN NOROSKY Travel Media Sales & Marketing Executive Miles is a strategic marketing partner that has specialized in services for Destination DC since With more than 60 years of experience, Miles is 100% travel focused and provides destinations with innovative, forward-thinking content marketing solutions that result in increased visitation and measurable results. Don t miss out on Destination DC s essential marketing opportunities to reach highly qualified DC travelers as they are actively planning their vacations.