Partner programs are designed to provide opportunities at various budget levels, from small-space units in the strongest lead-generating print titles to custom-designed opportunities. In addition, to showcase each participating partner and drive traffic to partner sites, this year each print co-op will be paired with a custom e-blast.

*VisitNC's second annual Fall Promotion will take over the homepage during the season (six weeks in Sep/Oct), offering consumers the chance to win destination packages each week, with one grand prize. As a partner in this program, your destination will be the featured prize package for one week, generating consumer interest and the resulting leads. In conjunction with the Fall Promotion on VisitNC, participating partners will have their full-page ad featured in AirTran Airway's in-flight Go Magazine in October. In this issue, NC will receive a 30+ page special section (noted on the issue's cover) featuring editorial about the entire state, and highlights of the participating partners. Each partner will receive its own reader service listing in-book and the resulting leads.

Deadline for space reservation for fall 2010 program is July 15, 2010. For the spring 2011 program, deadline for space reservation is October 2010.

To participate, download and submit the electronic to Nina Holbrook:

 10-11 Partner Program Order Form

For questions, contact:
Nina Holbrook, Partner Programs Manager, LKM
nholbrook@lkmideas.com
704-364-8969

In honor of the Sesquicentennial, the Division has increased the number of publications relating to Civil War for 2010/2011.

Deadline for space reservation for fall 2010 program is July 9th, 2010. For the spring 2011 program, deadline for space reservation is October 2010.

To participate, download and submit the electronic 2010-2011 Partner Program Order Form to Nina Holbrook at nholbrook@lkmideas.com

 10-11 Partner Program Order Form

For questions, contact:
Nina Holbrook, Partner Programs Manager, LKM
nholbrook@lkmideas.com
704-364-8969

In 2009, VisitNC.com had more than 3.5 million visits (as measured by Google Analytics), generated over 3.4 million consumer inquiries and sent North Carolina partners over 1.1 million visits directly to their site.

Advertising opportunities on VisitNC.com were created as a cost-effective outlet to help industry partners extend marketing messages while creating synergy with the North Carolina brand.

The VisitNC.com partner programs include the following:

• Display Advertising
• Virtual Rack Brochures
• Feature Event Listings
• Sweepstakes
• Video & Video Sponsorship
• Travel Offers/Travel Packages

Display Advertising

"Journey" sections are designed to offer specific information to visitors based on theme, activity or geographic location. There are sixteen "umbrella" Journeys that are then broken down into sub-journeys (over 70). The sub-journeys are where display ads reside within very relevant content, and as added value, display ads also run in even rotation in the related "umbrella" Journey. In 2009, the average click-thru rate doubled from 2008, which is attributed to the focused placement of the ads.

Display Advertising Pricing

Participation in the VisitNC.com display advertising program will continue to be available on an annual, semi-annual and quarterly basis. In addition to offering three distinct time frames, partners can choose the Journeys that are most appropriate for their properties.

To maintain the value of the VisitNC.com partner programs, a limited number of display advertising positions will be available to partners on a first-come, first-served basis. Partners will receive monthly reports detailing the activity of their display advertising program.

 10-11 Display Advertising Order Form

Virtual Rack Brochures

The VisitNC.com Rack Brochure program gives industry partners the ability to expand the distribution of their printed rack brochures beyond traditional boundaries. Brochures are offered via the Brochure Download page and, as added value, will be positioned strategically within Journeys, offering multiple opportunities to instantly download North Carolina travel information. To participate in the popular program, partner brochures must be easy for site visitors to download and print 8.5 x 11" brochures. Materials will be reviewed by the VisitNC.com team prior to activation.

 10-11 Virtual Brochure Order Form

Featured Event Listings

On VisitNC.com, featured listings for upcoming events and festivals are available to tourism industry partners for paid advertising placement. The opportunity to provide site visitors timely event information in prominent positions, including the homepage and from journeys has made this program one of the most popular and cost-effective for partners. Listings are available in 30-day increments at a cost of $150 per event.

 10-11 Featured Event Order Form

Sweepstakes

In 2009, VisitNC.com collaborated with 15 North Carolina destinations offering 16 sweepstakes prizes to interested visitors. With over 233,828 total entries, 39,077 qualified leads were delivered to participating partners, an average of 2,445 per destination.

With the success of this program, the Division will continue to offer partner-specific sweepstakes promotions on VisitNC.com. Participants will receive brand exposure with compelling copy describing the selected North Carolina destination on the primary sweepstakes page plus qualified leads from visitors requesting additional partner information. Partners will also receive additional exposure via graphical ads that link from the "Thank you for entering" page directly to their website. As is true to all VisitNC.com programs, sweepstakes will be supported via the Division's aggressive online media programs, special promotions and public relations.

Cost for a 30-day sweepstakes is $3,000 plus the travel prize package. Sweepstakes prize values should be between $2,500 - $5,000. Accommodations for a minimum of three nights must be part of the package. Prizes should also include two or more major local attractions and/or dinners to promote your area. Sweepstakes partners are responsible for securing the prize from their local partners. VisitNC.com will host the program, develop the design and copy, manage and promote the sweepstakes, provide leads on a weekly basis, plus provide wrap-up reporting upon conclusion of the sweeps.

 2010 Sweepstakes Order Form

Video

The Division has an ever-growing library of videos placed strategically throughout VisitNC.com. Partners have the opportunity to sponsor select Division and Journal Communications videos or create and sponsor their own custom video.

Short Format Videos - Created by LKM -- LKM will produce short-format, entertainment news-style videos with interested partners. These videos are meant to convey a brief glimpse of a partner attraction or event. In addition to the video, partners receive the following on VisitNC.com:

• Headline and 55-65 words of copy directly below the video on the multimedia tab in the collections
• Billboard at the end of the video with advertiser information
• Cost: $4,500 + Digital Property Sales & Use Tax (8.25%)

Sponsorship of LKM's Short Entertainment Videos - Partners may sponsor video created by LKM provided there is no partner associated with the video. Sponsorship includes:

• Headline and 55-65 words of copy directly below the video on the multimedia tab in the Journey
  
• Billboard at the end of the video with advertiser information
  
• Cost: $1,000 for a one-year sponsorship

Sponsorship of existing Journal Communications Videos - Partners may sponsor existing Journal Communications videos currently live on VisitNC.com. Sponsorship consists of the following:

• :30 pre-roll advertisement for the sponsor
  
• Headline and 100-150 words of copy directly below the video on the multimedia tab in the collection
  
• One URL link in the copy, linking to partner website
  
• One logo in the copy
  
• Cost: $6,500 for one-year sponsorship
  

Special Offers

Special Offers on VisitNC.com are now available! Designed to promote North Carolina travel offers and packages to interested visitors, this program is offered from the homepage, on a dedicated "all offers" page, as an RSS feed, as a dedicated monthly eNewsletter. Sign up and payment is available through a simple online form. Cost is $250 for a 60-day posting.

For questions about any of these VisitNC.com partner programs, contact:

Nina Holbrook, LKM
nholbrook@lkmideas.com
704-364-8969

In 2010, the Golf site will officially be folded back in to the main VisitNC site. The golf.visitnc.com URL will still be used for promotion and it will contain all of the same information and tools - but it will be enhanced with the look and feel of VisitNC.com.

Sponsored Golf Sub-Journeys

Sponsored Golf sub-journeys will be very similar to the golf collections on golf.visitnc.com. This is the most comprehensive golf package for golf advertisers and is available only to a limited number of destinations, regional golf associations, golf resorts and other cooperative groups promoting multiple courses. With this opportunity, select partners can buy into a highly integrated program including:

• 10 course listings
• 10 offers
• Exclusive display ad in sub-journey
• One golf-focused sweepstakes for two consecutive months
• One-time Featured Destination in the monthly golf eNewsletter
• Unlimited course photos

Sub-Journey sponsors may purchase additional course profiles and offers separately. Cost for the Sponsored Golf Sub-Journey programs begins at $10,000 annually. Custom packages for partners desiring to highlight more than 10 courses are available.

Golf Display Advertising & Golf Offers

With the integration of the golf site with VisitNC.com, the golf display advertising and golf offers will be treated the same as all VisitNC programs. To find out more, please reference the Display Advertising and Special Offers sections above.

If you are interested in any of the programs above, please contact the following:

Nina Holbrook, Partner Programs Manager, LKM
nholbrook@lkmideas.com
704-364-8969

Division Press Releases

The Division's PR department regularly sends out press releases to media throughout the nation and to outlets in Canada, the UK and Germany. Partners are welcome to submit news on their products and events to be included in releases. Releases are distributed electronically to more than 3,000 media outlets.

 

Release: Newspaper and Calendar editor information
Date: Monthly - Info should be on events/news occurring in the following month
Theme: Event - or news-based
Goal: Promote upcoming events and new offerings to short-lead publications such as newspapers and web outlets

 

Release: Long-lead releases
Date: Monthly - Info should be on events/news occurring in 4-6 months
Theme: Event - or news-based
Goal: Promote upcoming events and new offerings to long-lead publications such as magazines

 

Release: "What's New" releases
Date: Quarterly
Theme: New products, events and renovations
Goal: Promote new and upcoming major product additions throughout the state

 

Release: Press Kit updates
Date: Ongoing
Theme: Based on content (wine, golf, etc.) or location (Coast, Piedmont, Mountains)
Goal: Provide content-based information to media

Media Room on VisitNC.com
Media.VisitNC.com, the Division's media room, contains the most current releases, images and contact information for media outlets. Partners are welcome to submit their press releases for possible inclusion on the site; select releases will be used to fuel the Division's RSS feeds.

 

Date: Ongoing
Theme: Contains news releases from partners throughout the state
Goal: Provide outlet for news releases from partners on media site

North Carolina Photography/Video
Throughout the year, the Division shoots updated images of the tourism product throughout the state. Partners are able to host photo shoots and assist with logistical arrangements.

 

Date: Ongoing
Theme: Based on tourism product
Goal: Provide images for media outlets to use in writing about the state

Group Media Trips (Familiarization Tours)
The Division's PR department hosts several group media familiarization tours in North Carolina to generate positive editorial placement. Interested partners can co-host these trips with the Division by coordinating the local hosting of the groups. Trips sponsored by the state must include more than one county and would preferably have three counties represented.

Trip: German Press Group
Date: Spring 2010
Theme: Focus on Blue Ridge Parkway anniversary or other destinations with new events/attractions or anniversaries
Goal: Generate editorial coverage in key international markets

 

Trip: UK Press Group
Date: Summer/Fall 2010
Theme: Focus on destinations with best news angle for international media outlets
Goal: Generate editorial coverage in key international markets

 

Trip: Canadian Press Group
Date: Summer/Fall 2010
Theme: Focus on Blue Ridge Parkway anniversary or other destinations with new events/attractions or anniversaries
Goal: Generate editorial coverage in key international markets

 

Trip: Domestic Press Groups
Date: Ongoing
Theme: Focus on destinations with new events/attractions or anniversaries
Goal: Generate editorial coverage in key domestic markets

Individual Media Visits
Each year the Division's PR department hosts more than 50 individual domestic and international journalists in North Carolina to generate positive editorial placement. Interested partners can co-host these individual journalists with the Division by coordinating their local hosting needs. Visits sponsored by the state must include more than one county and would preferably have three counties represented.

Date: Ongoing
Theme: Focus on Blue Ridge Parkway anniversary or other destinations with new events/attractions or anniversaries
Goal: Generate editorial coverage in key domestic and international markets

Media Missions
The Division will host a media event in a major market each year to educate the media about travel to North Carolina. These missions include a reception where partners can get to know media from the location as well as desk-side visits to other media outlets. Partner costs TBD.

Location: Charlotte
Date: August 2010 (tentative)
Theme: Promote NC tourism product to national media outlets
Goal: Host a special event with key travel editors and writers

 

Location: New York
Date: January 2011 (tentative)
Theme: Promote NC tourism product to national media outlets
Goal: Host a special event with key travel editors and writers

 

Location: Raleigh
Date: March 2011 (tentative)
Theme: Promote NC tourism product to national media outlets
Goal: Host a special event with key travel editors and writers

For questions, contact:

Program Manager
Margo Metzger, Public Relations Manager
(919) 733-7420
mmetzger@nccommerce.com