VANCOUVER ISLAND Vacation Guide Program OFFICIAL THE ONLY VANCOUVER ISLAND VACATION GUIDE

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1 VANCOUVER ISLAND 2014 Vacation Guide Program Parksville Qualicum Beach sees a major presence in the Vacation Guide as the best way to capitalize on Tourism Vancouver Island s year-round marketing efforts. The broader awareness generated by the guide is quantified by the highly targeted and measurable VancouverIsland.travel exposure. Blain Sepos, Executive Director Parksville Qualicum Beach Tourism Association THE ONLY OFFICIAL VANCOUVER ISLAND VACATION GUIDE

2 Here s your opportunity... The Vancouver Island Vacation Guide is one of the most successful regional tourism programs in British Columbia for well over 15 years. The program is an innovative multi-media marketing solution, combining print, online, social & search engine marketing to ensure maximum exposure for your marketing dollars. The printed guide, website and virtual guide, offer you the best possible connections to your target market. KEY FACTS 125,000 PRINTED GUIDES ARE DISTRIBUTED YEAR-ROUND AT OVER 500 LOCATIONS Social Media We actively pursue strategic social media marketing to drive visits to the online Vancouver Island Vacation Guide. We increased our Facebook fanbase by over 90% from last year and added over 73%to our Twitter followers. +50% INCREASE +26% INCREASE WE RE EXPECTING MORE THAN 225,000 UNIQUE VISITORS TO THE WEBSITE THIS YEAR

3 provides a wealth of psychographic research on traveler types to the Region. The content and The Vacation Guide Program Overview: Example from 2013 Vacation Guide Tourism Vancouver Island has invested in the CTC s EQ (Explorer Quotient) program, which design of the print and online components will speak directly to these travelers and appeal to their decision making styles. 1: PRINT The 2014 Vacation Guide Design Highlights The Vancouver Island Vacation Guide... is Tourism Vancouver Island s flagship publication is used extensively throughout the tourism industry plays a major role in Tourism Vancouver Island s marketing program ensures exposure to over 350,000 visitors is the official guide used by Destination British Columbia in promoting Vancouver Island Visitor-Centric Design Stakeholder opportunities More totally fantastic photos Content and design will target key EQ visitor types (Authentic Experiencer, Cultural Explorer and Free Spirit) Clear Call to Action Focus on Things to Do & Things to See Easy-to-follow map with sponsorship opportunities Full-colour, glossy paper Designed with the web site in mind

4 2: DISTRIBUTION Tourism BC The Vancouver Island Vacation Guide is the Destination British Columbia s official publication for the region. Distribution includes: Six Super Centres, attracting more than 3 million visitors annually Direct to visitors through mail fulfillment Overseas offices in Australia, Germany, the U.K., Japan, and Taiwan TOURISM VANCOUVER ISLAND distributes the guide at 115 visitor centres throughout the province, as well as more than 194 AAA and CAA offices in Canada and the U.S. New this year: Distribution aboard the M.V. Coho ferry (Port Angeles to Victoria) Tourism Vancouver Island exit survey - 94% were from North America Tourism Victoria exit survey - 91% were from North America. Consumer Shows Short Haul Markets Edmonton, Calgary & Seattle Long Haul Markets Florida & California Follow-Up Fulfillment for Travel Trade Shows and Media Appointments NORTH AMERICA REPRESENTS MORE THAN 90% OF THE TOTAL TOURISM MARKET FOR VANCOUVER ISLAND Of readers surveyed... 88% used the guide as a travel planning tool 58% made a trip to the Vancouver Island region SUPPORT & PROMOTION Support Advertising Tourism Vancouver Island invests 2.1 million dollars to promoting the Vancouver Island region. The Vancouver Island Vacation Guide is promoted in all advertising initiatives undertaken by Tourism Vancouver Island. 3: FIRST IMPRESSIONS 2014 Vacation Guide Envelopes & Bookmarks! The Vancouver Island Vacation Guide has an exciting touchpoint for qualified visitors. Enquiries for the guide received by Tourism Vancouver Island will receive them by mail and see one of four full colour printed envelopes. Stakeholder advertising opportunities on the back make a great first impression. With each envelope advertisers receive up to 2 bookmark designs, one of which will be put inside their envelope with the guide requested. You also receive 2,000 of each bookmark for your own advertising and distribution. BE FIRST to greet your visitors! 2,500 envelopes of each design available and you receive 500 of them for your own use.

5 4: ONLINE 2014 Vacation Guide Website Not only will the content of the guide be online but there will be more linking of editorial & stakeholder listings. Readers will be able to search the site for activities, attractions and accommodations of all participating stakeholders. Our search engine marketing program, including search engine optimization, Adwords campaigns and promotion via our social media channels, has increased traffic to the website by over 200%. KEY FACTS DIRECT VISIT UP TO 20% FROM 9% LAST YEAR AVERAGE VISITATION TIME: 4:30 min BOUNCE RATE IS ONLY 36.3% Mobile Browsers have increased to 24.4% up 5% from last year RESPONSIVE DESIGN The website will be designed using Reponsive Design technology making the site adapt to different screen sizes including mobile browsers like iphones, ipads, Android platform devices and other smart phones. Photo slide show animations and content will all be adaptable, and more importantly, completely searchable by all major search engines.

6 5: BASIC LISTING Online Component for 2014 Vacation Guide Site! For every ad purchased in the print edition of the Vancouver Island Vacation Guide, advertisers will also receive a basic listing on the Vacation Guide website. EACH ADVERTISER GETS A FREE BASIC LISTING ON THE VACATION GUIDE WEBSITE THIS YEAR Photo Logo Up to 100 words Web link 1 Social Media Button Contact info Select up to 3 categories for your listing to appear

7 6: Enhanced Listings UPGRADE OPTION for 2014 Vacation Guide Website! UPGRADE TO AN ENHANCED LISTING For only $500 you can upgrade to an enhanced on-line listing for your business. EXPECTED TO DRIVE MORE THAN 120,000 UNIQUE VISITATIONS DIRECTLY TO STAKEHOLDERS WEBSITES Enhanced Listing will expand within the page to showcase more information Your listing will be rotated with other Enhanced listings at the top of the relevant category page above Basic listings. Photo Gallery - up to 12 photos Photo Slide Show of Gallery Your Logo Up to 600 words Web link Up to 3 Social Media Buttons Contact info Google Map Flag Up to 2 embedded youtube Videos Select up to 5 categories for your listing to appear (if applicable to your business). 7: ONLINE DISPLAY ADS UPGRADE OPTION Your display ad will run in rotation through the entire VancouverIsland.travel site (excluding the Monthly Specials page). Save 15% by booking your Online Display Ads at the same as the Vacation Guide program. Over 100,000 average pageviews per month on VancouverIsland.travel $ per month (regularly $125 per month) OR $1,100 per year (regularly $1,295 per year) Premium Ads: Limited opportunity for up to 8 stakeholders. Your ad will be in rotation throughout the entire site PLUS appear as one of only two ads appearing on the homepage. $1,530 per year. Ad dimensions: 200 pixels wide x 300 pixels high JPG, GIF (animation permitted), PNG or SWF 60kb max *Ads must be supplied web-ready

8 2014 Advertising Sizes & Rates EACH ADVERTISER GETS A FREE BASIC LISTING ON THE VACATION GUIDE WEBSITE THIS YEAR For every ad purchased in the print edition of the Vancouver Island Vacation Guide, advertisers will also receive a basic listing on the Vacation Guide website. BONUS SAVE 20% Book your ads in both the Vacation Guide & the Outdoor Guide and save 20% on the cost of the Outdoor Guide ad. Space Deadline: September 27, 2013 Ad Material Deadline: October 11, 2013 DELIVERY DATE DECEMBER 10, 2013 PRINT EDITION WEBSITE DIMENSIONS DIMENSIONS regular STAKEHOLDER AD SIZE (inches w x h) (PIXELS w x h) rates rates Full Page 8 x X 90 Leaderboard $18,600 $10,765 + Basic listing 2/3 Page Horizontal 7.3 x Basic listing 13,900 7,950 1/2 Page Horizontal 7.3 x Basic listing 10,750 6,195 1/3 Page Vertical 2.25 x 10 Basic listing 7,500 4,325 1/3 Page Square 4.75 x Basic listing 7,500 4,325 1/6 Page Vertical 2.25 x Basic listing 4,600 2,650 1/12 Page Square 2.25 x Basic listing 2,300 1,340 Inside Back Cover 8 x X 90 Leaderboard 22,000 12,705 + Enhanced listing Outside Back Cover 8 x X 90 Leaderboard 25,000 14,595 + Enhanced listing Map Sponsor (Formatted) One Only Basic listing 10,750 6,195 Envelopes & limited quantity 4,395 3,150 Bookmarks 2 x 7 Listing Upgrade Enhanced Listing 1, Online Display Ad 200 x 300 available only with program participation Monthly $125 $ annually $1,295 $1,100 Premium Ad $ 1,800 $ 1,530 *Each Envelope sponsorship purchased includes up to 2 unique bookmarks and 1,000 of each bookmark for your distribution & advertising. EARLY BIRD BONUS BOOK BY JULY 31 Book your ad by July 31, 2013 and receive the following bonus; 1/6 or smaller: 1 month online display ad on VancouverIsland.travel OR 1 month in the Monthly Specials 1/3 or larger: 2 months online display ad OR 2 months in the Monthly Specials CONFIRM YOUR SPACE IN THE 2014 EDITION Please contact your area advertising representative Oceanside & Pacific Rim: Susan Webster Tel: Fax: susan@tourismvi.ca South Island, Cowichan & Nanaimo: Victoria Graham Tel: Fax: vicky@tourismvi.ca Gulf Islands, North Central Island & North Island: Karen Bonell Tel: Fax: karen@tourismvi.ca The Official Vancouver Island Vacation Guide is published by Tourism Vancouver Island in partnership with Primal Communications Ltd. Concept Designs for the Tourism Vancouver Island Vacation Guide, the website, on-line listings, enhanced on-line listings, envelope, bookmark are all copyright protected Tourism Vancouver Island & Primal Communications Ltd.

9 2014 Artwork Specification Artwork deadlines: Ad Space Booking: September 27, 2013 Artwork material submission: October 11, 2013 Please forward all digital artwork materials directly to Kumiko Kagita-Torrance at Primal Communications. - please include in subject line: 2014 Vacation Guide or call to arrange an FTP transfer: The 2014 Tourism Vancouver Island Guide is 100% digital workflow. The publication is built in Mac InDesign CS5.5. Acrobat PDF/X-1a files required. Acceptable formats for print ad: PDF File: Supplied artwork must be CMYK and 400 dpi preferred. Tourism Vancouver Island Guide is printed in 200 lpi PDF files will not be checked and errors will be the responsibility of the supplier. Tips: Before PDF is Exported (from Distiller, InDesign, Quark, etc), make sure PDF/X-1a setting is used and all types are outlined to avoid any font problems. Adobe InDesign CS5.5, Adobe Illustrator CS5.1 -.AI or EPS (all fonts converted to outlines), Adobe Photoshop CS5.1 - CMYK PSD, Tiff or JPEG Acceptable formats for web ad: Adobe Photoshop - RGB JPEG, PNG, GIF or Adobe Flash - SWF Advertising artwork must be provided with the following: For Display Ad: PDF/X-1a preferred. InDesign or Illustrator - All artwork at dpi CMYK images (RGB not acceptable), include Mac Fonts only - PC fonts are not accepted (convert to outline if possible), all associated/linked files (scans, etc.) sized at 100%, PC formatted files, Microsoft files and Corel files are not acceptable. For Formatted Ad: Photo must be in original JPEG or 400 dpi TIFF / Logo must be in EPS or AI / Text can be in DOC or within body. For Leaderboard Ad and Online Display Ad: Must be JPG, PNG, GIF (Animation permitted), or SWF (Flash) format. File should be no bigger than 60 kilobytes. The Official Vancouver Island Vacation Guide is published by Tourism Vancouver Island in partnership with Primal Communications Ltd. Concept Designs for the Tourism Vancouver Island Vacation Guide, the website, on-line listings, enhanced on-line listings, envelope, bookmark are all copyright protected Tourism Vancouver Island & Primal Communications Ltd.

10 Official Vacation Guide Advertising Agreement Company... Date... Contact Name... Sales Rep... Billing Address... Regular Ad Rate... City... P.C.... Your Co-op Savings... Phone... Your Partnered Rate... Fax Ad Size EARLY BIRD BONUS ENHANCED LISTING (+$500) ONLINE DISPLAY AD (+$ ) ENVELOPES & BOOKMARKS (+$3,150) GRAND TOTAL... Plus Production and GST (5%) Production Charges I understand that: 1. If I supply a complete advertisement, that meets digital requirements, no production charges are incurred. If the advertisement does not meet digital requirements, a charge may apply; 2. If Primal Communications Ltd. prepares my advertisement, I will be invoiced for all production charges*; 3. No production charges are incurred for pick up of a previous advertisement (if no changes are required). *Note: Production charges are calculated to cover only the cost for insertion into this publication. Advertisers requesting art for other purposes may be charged additional duplicating costs. Material Deadline: October 11th, 2013 Advertising/Material Proofs Advertisements are required to be signed off/approved by the date indicated on the Advertising Proof Form supplied by Primal Communications Ltd. If the ad is not signed off by that date, it will be considered approved. credit Existing Account New Account All new accounts must complete this section for approval of credit. Bank reference... Address... Phone... Please list two established suppliers with whom you presently have credit: Name... Address... Phone... Fax... Name... Address... Phone... Fax... For office use only: Credit approved Post-dated cheques required Cash with order PAYMENT SCHEDULE 50% payment with signed agreement payable to Tourism Vancouver Island and 50% payment with approved proof. Production will be billed separately by Tourism Vancouver Island. Interest shall be charged at a rate of 2% per month on all overdue accounts. TERMS & CONDITIONS I have read the attached Stakeholder Category Criteria form and meet all the applicable criteria required for my stakeholder category with Tourism Vancouver Island. Please include the Stakeholder Category Criteria form with your contract. I re-affirm that I am in compliance with the eligibility criteria that I have previously confirmed. Refer to previously completed Stakeholder Category Criteria form. GENERAL 1. Customers and advertising agencies agree that Tourism Vancouver Island will be under no liability for its failure to insert advertisement. 2. Customers and advertising agencies assume liability for all content of advertisements and also assume responsibility for any claims arising therefrom against the publisher. 3. Cancellations will only be accepted within 7 days of signing this agreement. 4. I understand my advertisement cannot be cancelled or altered after final proof. 5. All advertising copy is subject to approval of publisher. 6. The limit of liability for publisher s errors is the cost of the advertisement. 7. Applicable PST/GST will be charged on all advertising space and production costs. 8. This agreement is not valid until accepted by the publisher. right to publish 1. I do hereby certify that I am authorized to make and execute this contract for advertising on behalf of the Customer named above. 2. Personal Guarantee when customer is a limited company. In consideration of the Company agreeing to provide advertising as herein set out, I personally guarantee payment to the Company of all monies which are now.or which shall be at any time hereafter due to the company by the customer. 3. I am the lawful owner of the materials (image(s), artwork and wording) used in my advertisement and/or have obtained authorization for the use of the materials in my advertisement. Tourism Vancouver Island will not be held responsible for the usage of these materials if the proper authorizations were not obtained.the Customer acknowledges that Tourism Vancouver Island shall at all times be entitled to publish, print, display or distribute the advertisement or a portion thereof, in print, in media or on the Internet, as Tourism Vancouver Island deems necessary for promotional or other purposes. Signed by... Title... Print name... Direct... Tourism Vancouver Island Front Street, Nanaimo, B.C. V9R 5H9 Tel: Fax: PRIMAL COMMUNICATIONS LTD Wesley Street, Nanaimo, B.C. V9R 2T9 Tel: Fax:

11 Stakeholder Category Criteria **Please ensure you comply with all criteria listed prior to initialling your appropriate category. Accommodations (Hotels, Motels, Hostels, B&Bs, Resorts, Lodges & Campgrounds) Transportation Vacation Home Rentals, House Boats Tourism Associations, DMOs Incorporated Community Attractions & Recreation Operators The stakeholder must be a minimum of one of the following (Please check all applicable): Tourism BC Approved Accommodation AAA rated/approved Canada Select rated/approved Coast Guard Certified (House Boats only) Incorporated under the Societies Act or Board of Trade Act Community is incorporated as a municipality or is within a regional district or Islands Trust area Incorporated under the Societies Act or Board of Trade Act Parks Must be either: Municipal Regional Provincial Federal Festival & Events Venues Food & Beverage, Retail Education & Training Tourist Services Travel Wholesalers & Receptive Operators Appropriate Insurance Tourism purchases must be a component of the business/service (Retail only) Accredited provincial educational organization or; Legally registered or incorporated training company Appropriate Insurance R Licensed and compliant with the Business Practices & Consumer Protection Act Travel Industry Regulations - B.C. Reg 296/2004 Special approval may be obtained on a case by case basis for tourism based businesses who do not fall under any of the the criteria. I have read the Stakeholder Criteria form above and meet all applicable criteria required for my stakeholder category. Print Name: Signature: