KENTUCKY DEPARTMENT OF TOURISM FY22 CO-OP PLANNING & OPPORTUNITIES
MAY 12, 2021 Markets & Research market selection
Arrivalist Origin Markets, July 1, 2019 – June 30, 2020 market selection
Arrivalist Origin Markets, July 1, 2020 – April 20, 2021 Metro FY19 Sessions FY20 Sessions FY21 Sessions* Louisville, KY 230,729 305,480 169,286 Lexington, KY 204,056 260,422 164,543 Nashville, TN 152,850 131,985 53,839 Cincinnati, OH 108,799 119,649 85,014 Atlanta, GA 136,091 100,158 80,855 Chicago, IL 106,155 73,400 49,527 Indianapolis, IN 55,990 47,742 81,948 Washington, DC 30,849 35,757 17,521 website Evansville, IN 31,459 34,555 24,526 Detroit, MI 46,638 34,266 20,728 traffic Charleston-Huntington, WV 34,792 33,611 21,422 Columbus, OH 35,541 30,767 52,449 Bowling Green, KY 24,882 30,154 20,669 New York, NY 32,003 27,361 14,784 Memphis, TN 24,421 24,651 16,567 Cleveland-Akron, OH 22,006 22,967 14,710 Paducah KY- 21,215 22,275 13,910 Cape Girardeau MO St. Louis, MO 36,568 22,112 9,926 Knoxville, TN 22,215 18,133 17,851 *FY21 through April 21, 2021 REGIONAL DATA PULL
Bluegrass, Bluegrass, Horses, Bourbon, Horses Caves, Lakes Daniel Boone Kentucky Northern Kentucky Southern Western Blues & BBQ Bourbon & Boone & History & Corvettes Country Appalachians River Region Kentucky Vacations Waterlands
Lexington, KY 6% 25% 18% 8% 15% 14% 11% 11% 6% Louisville, KY 13% 14% 20% 11% 9% 7% 15% 12% 9% Cincinnati, OH 10% 14% 25% 6% 12% 15% 24% 7% 1% Nashville, TN 11% 11% 29% 21% 9% 2% 7% 10% 15%
Charleston- 9% 20% 14% 15% 10% 31% 15% 10% 0% Huntington, WV Indianapolis, IN 9% 17% 36% 10% 10% 5% 18% 5% 3% Chicago, IL 7% 12% 40% 12% 10% 5% 17% 5% 10%
Paducah- 4% 8% 26% 17% 7% 6% 1% 2% 35% Cape Girardeau
Cleveland, OH 6% 18% 34% 7% 4% 14% 34% 4% 3% Evansville, IN 18% 14% 44% 11% 3% 2% 10% 3% 9% Knoxville, TN 4% 18% 10% 9% 22% 27% 8% 7% 7% Atlanta, GA 5% 19% 32% 6% 9% 16% 17% 18% 9% Columbus, OH 8% 14% 12% 11% 1% 22% 41% 4% 2%
Longwoods, KY Regional Data Pull, Travel USA 2019 MRI DATA: MAGAZINE USAGE
Index for KY Index for KY Index for KY Category Magazine Title Magazine Title Traveler Traveler Traveler Dwell 177 AARP 124 Airline 140 Game & Fish 177 Good Housekeeping 123 Boating 72 Southern Living 177 Ducks Unlimited 122
Business / Finance 108 Veranda 174 Outdoor Sportsman 122
Epicurean 111 Travel & Leisure 167 Country Living 121
Fishing / Hunting 116 Midwest Living 164 Taste of Home 121 Health 98 Magnolia Journal 163 Conde Nast Traveler 119 Birds & Homes 158 Outdoor Life 119 Home Service 124 American Hunter 155 Bicycling 118 Men 83 Real Simple 145 Hearst Design Group 118 News & 102 Traditional Home 139 House Beautiful 118 Entertainment InStyle 138 Road & Track 115 Outdoor Recreation 114 Field & Stream 134 Guns & Ammo 114 Sport 104 Country Sampler 133 US Weekly 113
Travel 102 Elks Magazine 133 Better Homes & Gardens 111
Women 100 Golf Digest 131 Woman’s Day 111 Shape 127 Golfweek 110 Consider for Smithsonian 127 HGTV Magazine 110 FY22
Source: MRI Doublebase 2020 Oprah Magazine 125 Martha Stewart Living 110 Package Opportunities Comprehensive & Flexible Options
• KDT packages provide a balanced mix of print, digital and owned assets • FY22 advertisers may select the vendors that best package match their target and goals – through city, regional structure or lifestyle publications • Advertisers will receive added-value opportunities (when available) from media vendors • All third-party media is also available a la carte • KDT will provide a 50% buy-down of third-party media in packages What’s New?
Product Offerings & Packages • Packages remain, but there are more options and some print publications previously sold separately have been added co-op program • Introducing (and re-introducing) owned digital and asset development options highlights • Social media takeovers include new options and more exclusive guidelines for participation Pricing • Most pricing remains consistent YoY • Social media takeover pricing has increased given popularity and limited availability Components Investment
Print – 1/4 Page [You pick: City Publication] $1,167
Print – 1/4 Page Kentucky Monthly $800 bronze packages OVG – 1/4 Page $3,855
eNews (Row 3) $750
Programmatic Display (one-month) $1,000
Est. TOTAL $7,572 Components Investment Print – 1/4 Page [Chicago Magazine] $2,640 Print – 1/4 Page Kentucky Monthly $800 bronze OVG – 1/4 Page $3,855 packages eNews (Row 3) $750 Programmatic Display (one-month) $1,000 TOTAL $9,045 KDT Buy-Down $1,720 Qualified Advertiser Investment $7,325 Components Investment Print – 1/4 Page [Hour Detroit] $1,763 Print – 1/4 Page Kentucky Monthly $800 bronze OVG – 1/4 Page $3,855 packages eNews (Row 3) $750 Programmatic Display (one-month) $1,000 TOTAL $8,168 KDT Buy-Down $1,281.50 Qualified Advertiser Investment $6,886.50 Components Investment Print – 1/4 Page [Atlanta Magazine] $1,331 Print – 1/4 Page Kentucky Monthly $800 bronze OVG – 1/4 Page $3,855 packages eNews (Row 3) $750 Programmatic Display (one-month) $1,000 TOTAL $7,736 KDT Buy-Down $1,065.50 Qualified Advertiser Investment $6,670.50 Components Investment Print – 1/4 Page [St. Louis Magazine] $1,247 Print – 1/4 Page Kentucky Monthly $800 bronze OVG – 1/4 Page $3,855 packages eNews (Row 3) $750 Programmatic Display (one-month) $1,000 TOTAL $7,652 KDT Buy-Down $1,023.50 Qualified Advertiser Investment $6,628.50 Components Investment Print – 1/4 Page [Indianapolis Monthly] $1,072 Print – 1/4 Page Kentucky Monthly $800 bronze OVG – 1/4 Page $3,855 packages eNews (Row 3) $750 Programmatic Display (one-month) $1,000 TOTAL $7,477 KDT Buy-Down $936 Qualified Advertiser Investment $6,541 Components Investment Print – 1/4 Page [Cleveland Magazine] $1,058 Print – 1/4 Page Kentucky Monthly $800 bronze OVG – 1/4 Page $3,855 packages eNews (Row 3) $750 Programmatic Display (one-month) $1,000 TOTAL $7,463 KDT Buy-Down $929 Qualified Advertiser Investment $6,534 Components Investment Print – 1/4 Page [Cincinnati Magazine] $972 Print – 1/4 Page Kentucky Monthly $800 bronze OVG – 1/4 Page $3,855 packages eNews (Row 3) $750 Programmatic Display (one-month) $1,000 TOTAL $7,377 KDT Buy-Down $886 Qualified Advertiser Investment $6,491 Components Investment Print – 1/4 Page [Blue Ridge Outdoors] $930 Print – 1/4 Page Kentucky Monthly $800 bronze OVG – 1/4 Page $3,855 packages eNews (Row 3) $750 Programmatic Display (one-month) $1,000 TOTAL $,7335 KDT Buy-Down $865 Qualified Advertiser Investment $6,470 Components Investment Print – 1/4 Page [Nashville Lifestyles] $790 Print – 1/4 Page Kentucky Monthly $800 bronze OVG – 1/4 Page $3,855 packages eNews (Row 3) $750 Programmatic Display (one-month) $1,000 TOTAL $7,195 KDT Buy-Down $795 Qualified Advertiser Investment $6,400 Components Investment Print – 1/4 Page [Knoxville Cityview] $625 Print – 1/4 Page Kentucky Monthly $800 bronze OVG – 1/4 Page $3,855 packages eNews (Row 3) $750 Programmatic Display (one-month) $1,000 TOTAL $7,030 KDT Buy-Down $712.50 Qualified Advertiser Investment $6,317.50 Components Investment Print – 1/4 Page [Columbus Monthly] $403 Print – 1/4 Page Kentucky Monthly $800 bronze OVG – 1/4 Page $3,855 packages eNews (Row 3) $750 Programmatic Display (one-month) $1,000 TOTAL $6,808 KDT Buy-Down $601.50 Qualified Advertiser Investment $6,206.50 Components Investment
Print – 1/2 Page [You pick: Regional Publication] $3,400
Print – 1/4 Page Longweekends $1,613 silver packages OVG – 1/2 Page $7,705
eNews (Row 2) $1,000
Programmatic Display (one-month) $2,500
Est. TOTAL $16,218 Components Investment Print – 1/2 Page [AAA World] $4,381 Print – 1/4 Page Longweekends $1,613 silver OVG – 1/2 Page $7,705 packages eNews (Row 2) $1,000 Programmatic Display (one-month) $2,500 TOTAL $17,199 KDT Buy-Down $2,997 Qualified Advertiser Investment $14,202 Components Investment Print – 1/2 Page [AAA Living - Tennessee] $3,760 Print – 1/4 Page Longweekends $1,613 silver OVG – 1/2 Page $7,705 packages eNews (Row 2) $1,000 Programmatic Display (one-month) $2,500 TOTAL $16,578 KDT Buy-Down $2,686.50 Qualified Advertiser Investment $13,891.50 Components Investment Print – 1/2 Page [Ohio Magazine] $2,049 Print – 1/4 Page Longweekends $1,613 silver OVG – 1/2 Page $7,705 packages eNews (Row 2) $1,000 Programmatic Display (one-month) $2,500 TOTAL $14,867 KDT Buy-Down $1,831 Qualified Advertiser Investment $13,036 Components Investment
Print – 1/2 Page [You pick: Lifestyle Publication] $4,500
OVG – 1/2 Page $7,705 gold packages eNews (Row 1) $1,250
Digital Package: Display, Native & Rich Media $8,000
Est. TOTAL $21,455 Components Investment Print – 1/2 Page [Good Housekeeping] $6,618 OVG – 1/2 Page $7,705 gold eNews (Row 1) $1,250 packages Digital Package: Display, Native & Rich Media $8,000 TOTAL $23,573 KDT Buy-Down $6,059 Qualified Advertiser Investment $17,514 Components Investment Print – 1/2 Page [Women’s Day] $4,523 OVG – 1/2 Page $7,705 gold eNews (Row 1) $1,250 packages Digital Package: Display, Native & Rich Media $8,000 TOTAL $21,478 KDT Buy-Down $5,011.50 Qualified Advertiser Investment $16,466.50 Components Investment Print – 1/2 Page [Country Living] $2,405 OVG – 1/2 Page $7,705 gold eNews (Row 1) $1,250 packages Digital Package: Display, Native & Rich Media $8,000 TOTAL $19,360 KDT Buy-Down $3,952.50 Qualified Advertiser Investment $15,407.50 Components Investment
Print – 1/4 Page $7,900 [You pick: Lifestyle Publication - Premium]
OVG – Full Page $13,255 platinum packages eNews (Row 1 & Segmented Custom) $3,250
Digital Package: Display, Native & Rich Media $8,000
Est. TOTAL $32,405 Components Investment Print – 1/4 Page [Southern Living] $10,550 OVG – Full Page $13,255 platinum eNews (Row 1 & Segmented Custom) $3,250 packages Digital Package: Display, Native & Rich Media $8,000 TOTAL $35,055 KDT Buy-Down $8,025 Qualified Advertiser Investment $27,030 Components Investment Print – 1/4 Page [Garden & Gun] $7,831 OVG – Full Page $13,255 platinum eNews (Row 1 & Segmented Custom) $3,250 packages Digital Package: Display, Native & Rich Media $8,000 TOTAL $32,336 KDT Buy-Down $6,665.50 Qualified Advertiser Investment $25,670.50 Components Investment Print – 1/4 Page [Martha Stewart Living] $5,281.25 OVG – Full Page $13,255 platinum eNews (Row 1 & Segmented Custom) $3,250 packages Digital Package: Display, Native & Rich Media $8,000 TOTAL $29,786.25 KDT Buy-Down $5,390.63 Qualified Advertiser Investment $24,395.63 PLANNED PRINT INSERTIONS*
FY22 Kentucky Department of Tourism Media Plan Partner Fall Deadlines August September October November December January February March April May June
Kentucky Monthly 1-Sep AAA Living - Tennessee AAA World Country Living 22-Jul Good Housekeeping Longweekends 13-Jul Ohio Magazine Woman's Day 27-Jul Martha Stewart Garden & Gun Southern Living Atlanta Magazine Chicago Magazine 15-Jul Cleveland Magazine Regional (BHBB Regional
Cincinnati Magazine & CLC) (BBB & CLC) Regional (NKY &
Columbus Monthly BHBB Hour Detroit Magazine Regional Regional 16-Aug Indianapolis Monthly (NKY & CLC) (BBB & CLC) Knoxville Cityviews Regional 20-Aug Regional (CLC) Nashville Lifestyles (BBB & CLC) St. Louis Magazine Blue Ridge Outdoors Magazine 2-Aug *May be adjusted based on final KDT print buy and partner interest / participation A La Carte Media Opportunities City & Regional Publications* Publication Full-Page 1/2 Page 1/4 Page
Columbus Monthly $1,610 $805.00 $402.50
Knoxville Cityview $2,500 $1,250.00 $625.00
Nashville Lifestyles Magazine $3,159 $1,579.50 $789.75
Kentucky Monthly $3,200 $1,600.00 $800.00 print Blue Ridge Outdoors Magazine $3,720 $1,860.00 $930.00 a la carte Cincinnati Magazine $3,888 $1,944.00 $972.00
Cleveland Magazine $4,232 $2,116.00 $1,058.00
Indianapolis Monthly $4,288 $2,144.00 $1,072.00
St. Louis Magazine $4,987 $2,493.50 $1,246.75
Atlanta Magazine $5,325 $2,662.50 $1,331.25
Hour Detroit Magazine $7,053 $3,526.50 $1,763.25
Chicago Magazine $10,560 $5,280.00 $2,640.00
*Options for Bronze Packages Regional Publications* Publication Full-Page 1/2 Page 1/4 Page print Ohio Magazine $4,098 $2,049.00 $1,024.50 Longweekends $6,451 $3,225.50 $1,612.75 a la carte AAA Living - Tennessee $7,520 $3,760.00 $1,880.00 AAA World $8,762 $4,381.00 $2,190.50
*Options for Silver Packages Lifestyle Publications Publication Full-Page 1/2 Page 1/4 Page General Lifestyle* Country Living $4,810 $2,405.00 $1,202.50 Woman's Day $9,045 $4,522.50 $2,261.25 Good Housekeeping $13,235 $6,617.50 $3,308.75 print Premium Lifestyle* a la carte Martha Stewart $21,125 $10,563 $5,281 Garden & Gun $31,324 $15,662 $7,831 Southern Living $42,200 $21,100 $10,550 Outdoor-Specific – not in packages ROVA $5,100 $2,550.00 $1,275.00 Outside Magazine $15,000 $7,500.00 $3,750.00 Group-Specific – not in packages Group Travel Leader $3,600 $1,200 $900 *Options for Gold & Platinum Packages Publications not in packages will be coordinated directly with the publication, and applicable for 90% match Options Investment
Audience Extension & Retargeting $2,500 / mo. (Basis) digital Native (Sojern) $2,500 / mo. a la carte Rich Media (Undertone) $3,000 Runs 3 months (April – June) Video (MediaOne) Work directly Various options starting at $3,000 with vendor
SEM (Miles) $1,000 / mo. Min. 3 months
Options – NEW! Investment
TV – Louisville 8-minute in-studio segment on Listens Live! with WAVE3 $1,200 (M-F, 12-1PM) television TV – Lexington TBD a la carte In-studio segment with WKYT (details TBD) Owned Opportunities OVG – Print & Digital Placement Investment Premium - Inside Front Cover $17,255 Premium - Facing Inside Front Cover $17,255 Premium - Inside Back Cover $17,255 Premium - Facing Inside Back Cover $17,255 owned Premium - Back of tear-out map (NEW!) $17,255 Full Page (Front of Book) $14,540 options Full Page $13,255 1/2 Page $7,705 1/4 Page $3,855 1/8 Page $1,945 Interstitial (digital only)* (NEW!) $200 Tall Page (digital only)* (NEW!) $450 Native Content (digital only)* (NEW!) $750 Banner Ad (digital only)* (NEW!) $1,000 *Restrictions apply. Talk to Miles for more details. KDT eNews Monthly eNews Investment Sponsored Row 1 $1,250 Sponsored Row 2 $1,000 Sponsored Row 3 $750
Segmented Custom eNews – NEW! Investment owned Full database $3,680 options Outdoor Adventure & Sports $1,980 Food & Drink $1,980 Arts & Culture $1,980 Horses & Other Attractions $1,980 KDT Website & Digital Website Advertising Investment Leads $3 / lead Special Alerts – Sitewide, excluding home page* (NEW!) $2,500 / mo
Audience Extension & Retargeting Investment Tier 1 $15,000 / mo owned Tier 2 $6,000 / mo options Tier 3 $2,500 / mo
*Restrictions apply. Talk to Miles for more details. KDT Social Media Placement Investment 3-Day Takeover + Boost* $825 Story Takeover (NEW!) $500 Event Amplification (NEW!) $500
*Limited opportunities. Must be approved by KDT. owned options Content Creation Content Creation Investment Article – New $2,140 Article – Renewal $1,070 Video – New (with shoot) $7,000 Video – New (existing footage) $1,500 owned Video – Renewal $2,110 Video – Re-edit $900 options Storytelling Package (NEW!) Includes video and photo shoot, as well as dedicated page on KDT $13,800 website for 12 months with custom advertiser content Arrivalist Research – NEW! Research Programs – NEW! Investment Visitation Report $3,000 research Daily Travel Index* $1,000 / mo. options Visitation Dashboard $12,000 (annual) POI Dashboard $12,000 (annual) A3 Visitation Plus Platform $28,000 (annual) *6-month minimum Participants receive 10% discount with contract of 3 or more products. Next Steps Elijah Zimmerman Contact: KY Tourism Co-Op Marketing Manager [email protected] 859-469-2721 Thank You!