Tourism package examples

FY14 CO-OP
OPPORTUNITIES
ADVERTISING

Industry.TravelWisconsin.com 2
Social Media Program . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
Online Display Banner Program. . . . . . . . . . . . . . . . . . . . . . 5
Deals Listing on TravelWisconsin.com. . . . . . . . . . . . . . . . 9
E-mail Blast Program. . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Print Program. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
FY14 CO-OP ADVERTISING OPPORTUNITIES
The Wisconsin Department of Tourism is pleased to continue to offer expanded co-op advertising opportunities through
fiscal year 2014. These programs pool the resources of the Department and individual advertisers to generate a more
powerful Wisconsin travel message. While Wisconsin Tourism’s advertising messages increase the awareness of the state,
your message allows you to “close the sale.” In addition, Wisconsin travel advertisers share in frequency and volume
discounts that translate into dollar savings for each participant.
We’ve taken a close look at the program this year, and we’ve decided to freshen it up. These freshened opportunities
include a NEW social media program, a revitalized e-mail program and refined print options. And as in past years, we’ll
still offer online display banner opportunities, as well as the deals listing on TravelWisconsin.com. Read on for more
information about each of these opportunities.
All programs are facilitated by Laughlin Constable (LC), the Dept. of Tourism’s advertising agency. You’ll work directly with
LC (Sarah Keller, skeller@laughlin.com, 414-270-7145) to place your advertising. The first step for any of these programs
is to fill out the participation agreement. This agreement establishes you as a co-op advertiser and let’s LC know that you
understand the rules of the program. LC reserves the right to require new advertisers to prepay for their ads for the first six
months of participation in the program in order to establish credit.
TABLE OF CONTENTS

SOCIAL MEDIA PROGRAM
Brand new this year is a social media program, allowing advertisers
to buy in to monthly social content posted on Travel Wisconsin’s
Facebook and Twitter pages. You have two options:
A GENERAL FACEBOOK AND /OR TWITTER POST
• Twitter Post: $100
• Facebook Post: $200
• Twitter AND Facebook: $250
• Maximum of 7 advertisers per month per channel,
sold on a first come, first serve basis
A FEATURED FACEBOOK OR TWITTER POST
• Post is anchored to the top of our social channel for one week
for maximum visibility
• Rich media (video / photo) required
No logos. Accepted file formats include .JPG, .GIF, .PNG, .MOV,
.AVI or link to video on YouTube. Please include photo credit.
• Featured Tweet: $200
• Featured Facebook Post: $300
• Featured Tweet AND Facebook Post: $450
• Maximum of 1 advertiser per month per channel, sold on a
first come, first serve basis
BENEFITS TO YOU:
• Drive traffic to your website or social channel
• Increase reach of your message through Travel Wisconsin’s large Facebook and Twitter communities
• 235,000+ Facebook fans
• 43,000+ Twitter followers
• Social participation through best practices and a strategically-driven social approach
• Detailed post performance data from Travel Wisconsin’s paid analytics tools
When selecting a topic, we strongly suggest you consider the following to ensure better results:
• Is the topic of high travel relevance based on proximity, size and appeal?
• Is the topic likely to be of high interest to the general public or only to a niche group?
• Will the topic be of interest to people outside of Wisconsin?
• Does the topic or event have limited tickets or a small venue capacity? Is there a risk of being sold-out?
• Is the topic overly promotional? Will it appear as spam once posted?
• Does the topic have a website or social page to which we can drive consumers?
ONLINE OPPORTUNITIES

Social posts will be drafted with your initial direction. Simply fill out the social media reservation form at
industry.travelwisconsin.com specifying your desired destination, attraction or event to promote (please no product
launches), and e-mail it to Sarah Keller (skeller@laughlin.com). Using your input, Laughlin Constable will draft a post
that follows the Travel Wisconsin brand guidelines while also adhering to social media best practices. We’ll share the
final post and tentative publish date with you ahead of time. Upon completion, you’ll receive a detailed report with
social performance metrics such as clicks, likes, comments or retweets.
All submissions must be received one month prior to the desired post date.
Please note:
1. The Wisconsin Department of Tourism (Travel Wisconsin) reserves the right to refuse any topic at their discretion.
Wisconsin Department of Tourism holds final creative direction on Facebook and Twitter copy and creative.
Desired post dates are subject to availability and are secured on a first come first serve basis, with a maximum
of 7 advertisers per month per channel for general posts and a maximum of 1 advertiser for featured posts.
2. Due to the complexities of dynamic marketing environments, any projections we supply are our best estimates.
We believe the projections are reasonable based on the question(s) framed and the presumptions identified but
do not guarantee actual results. We do not accept any responsibility for any loss or damage that may result from
reliance on projections supplied by us.
3. We may provide you with information from third party analytics or tracking software that measures certain
information related to web traffic. We are not responsible for the accuracy of the information or the metrics used
such analytical or tracking software or any conclusions drawn from such information.
4. Any content posted by us to a third party platform (e.g., Facebook, Twitter or You Tube) shall be subject to the
third party’s terms of service.
5. We will not be responsible for client generated content (“CGC”) or user generated content (“UGC”) on your web
site(s), internet portals such as Facebook, You Tube, Twitter, MySpace, blogs or other internet or wireless sources,
and you shall be responsible for such content. You shall be responsible for any damages, claims or causes of
action resulting from CGC or UGC regardless of the nature of the claim, which may include, without limitation,
trademark or copyright infringement, violations of rights of publicity or privacy, offensive or inappropriate
content, or disclosure of confidential information. You shall be responsible for monitoring or policing your web
site(s), internet portals, blogs, or other internet or wireless sources for any inappropriate UGC.
If you have any questions, please call Sarah Keller at 414.270.7145 or e-mail her at skeller@laughlin.com.

ONLINE DISPLAY BANNER PROGRAM
The online display banner program allows you to purchase advertising packages on many of the Midwest’s major newspaper
websites at rates that have been negotiated on behalf of the WI Dept. of Tourism.
Laughlin Constable (LC), the Wisconsin Department of Tourism’s agency, coordinates the program between you and the sites
to help advertise your message. The objective is to make the program as easy as possible for you. You work directly with LC
(Sarah Keller) to place your ads.
As the advertiser, you have the flexibility to decide which sites you’d like to advertise on and how often. If you do not have
the ability to create your own artwork, LC can create it for you. Package pricing and details are outlined below. After your
campaign runs, you will receive a report that will include delivered impressions and the number of users who clicked your
particular banners.
Space is reserved by filling out an online space reservation form and e-mailing it back to Sarah Keller at LC. If you have any
questions, please call Sarah Keller at 414.270.7145 or e-mail her at skeller@laughlin.com.
ChicagoTribune.com JSOnline.com
StarTribune.com TwinCities.com
Madison.com

PACKAGES & PRICING
Opportunities are available on the sites listed below. All placements are scheduled through Sarah Keller at Laughlin
Constable, skeller@laughlin.com by filling out an online space reservation form. All rates are net and can increase at
any time.
None of these prices include the development of your artwork, should you not have the ability to create it yourself.
Banners can be created by LC, and additional fees may apply.
ChicagoTribune.com
Sizes required: 300x250, 728x90 and 160x600 pixels
Package A - $5,075 (value: $8,450; 400,000 total impressions)
• 80,000 chicagotribune.com travel behaviorally-targeted impressions
• 250,000 chicagotribune.com targeted impressions in News, Travel & Entertainment
• 70,000 ROS geo-targeted impressions
• One listing/link in Travel Deals e-newsletter (approx. 65,000 subscribers)
Package B - $2,550 (value: $4,500; 250,000 total impressions)
Package C - $1,575 (value: $2,520; 140,000 total impressions)
JSOnline.com
Sizes required: 300x250 and 728x90 pixels
Package A - $3,850 (value: $5,440; 480,000 total impressions) *Must run over 4-6 week period
• 150,000 Yahoo travel behaviorally targeted big box & leaderboard banners
• 150,000 jsonline targeted section banners in News, Sports, Lifestyles & Entertainment with big box and leaderboard
ad sizes – section placement based on availability
• 180,000 jsonline ROS banners with big box and leaderboard ad sizes
• One listing/link in Travel Deals e-newsletter
Package B - $2,950 (value: $3,630; 310,000 total impressions) *Must run over 3-4 week period
• 100,000 Yahoo travel behaviorally targeted big box & leaderboard ad sizes
• 100,000 jsonline targeted section banners in News, Sports, Lifestyles & Entertainment with big box and Widesky
• 110,000 jsonline ROS banners with leaderboard and widesky ad sizes
Package C - $1,850 (value: $2,560; 220,000 total impressions) *Must run over 1-2 week period
• 110,000 jsonline ROS banners with leaderboard and widesky ad sizes
Package D - $1,050 (value: $1,590; 130,000 total impressions) *Must run over 1 week period
• 70,000 jsonline ROS banners with big box and leaderboard ad sizes

Madison.com
Sizes required: 300x250 & 728x90 pixels
Package A - $4,100 (value: $15,000) *Must run over 4-6 week period
• 500,000 impressions in News, Sports, Entertainment Lifestyle & Travel
Package B - $2,750 (value: $9,000) *Must run over 4-6 week period
Package C - $1,525 (value: $4,500) *Must run over 2-3 week period
StarTribune.com
Sizes required: 300x250 & 728x90 pixels
Package A - $3,575 (value: $6,630)
• 350,000 impressions in News, Sports, Entertainment and Lifestyle
• 250,000 Run-of-network impressions
Package B - $2,050 (value: $3,510)
Package C - $1,025 (value: $1,750)
TwinCities.com
Required sizes: 300x250 & 728x90 pixels
Package A - $4,075 (value: $8,000; 450,000 total impressions) *Must run over 4-6 week period.
• 150,000 Yahoo travel behaviorally targeted impressions
• 100,000 twincities.com targeted impressions in top sections of Web site
• 50,000 twincities.com travel behaviorally targeted impressions
• 150,000 twincities.com ROS banners
Package B - $2,550 (value: $5,000; 275,000 total impressions) *Must run over 3-4 week period.
• 100,000 Yahoo travel behaviorally targeted impressions
Package C - $1,525 (value: $3,000; 175,000 total impressions) *Must run over 1-2 week period.
Package D - $1,025 (value: $2,000; 105,000 total impressions) *Must run over 1-2 week period.
*Geotargeting means that all delivered impressions will be to those in the specific market.
**ROS refers to “run of site,” which means the ads can appear on any section of the Web site.

SUBMITTING MATERIALS
Once your space reservation has been confirmed, you’ll need to submit materials for your banners. Sizes required depend on the
site you choose to advertise on - please see under “Packages and Pricing” for the sizes required for the package you choose.
If sending Flash, please provide working .FLA and finished .SWF.
File Size: Files (finished .SWF, .GIF or .JPG) cannot exceed 30K.
Version: Flash 8.0 Action Script: 2.0 or 3.0
Please do not embed a clicktag, but submit the URL that the banner should link to in your documentation. We will link the
ad for the final build. Duration of ad may not exceed 10 seconds and cannot loop more than three times.
A .JPG or .GIF of 30k in file size or less of the Flash ad is also required to run as a backup ad for readers who do not have
Flash installed on their computer. Please forward this along with your creative materials. If you do not have a backup, we
will use the very last frame of your submitted Flash banner.
Submit all advertising elements and URLs to skeller@laughlin.com. Destination URL for each ad must be submitted with
creative materials.
After your campaign runs, you will receive a report that will include delivered impressions and the number of users who
clicked your particular banners. Delivered impressions simply refer to the number of instances your online advertisement is
being displayed. Reports will be e-mailed to you as an excel file.
Client
Campaign
Date Range
Site Name Placement Name Impressions Delivered Clicks Click Rate
CT - 300x250 70,262 37 0.05%
CT - 728x90 70,227 65 0.09%
All Placements 140,489 102 0.07%
JS - 728x90 247,196 252 0.10%
ST - 300x250 100,249 86 0.08%
ST - 728x90 100,316 57 0.06%
All Sites 588,250 497 0.08%
WI Co-op Banner
Wisconsin Industry Partner
5/1/13 - 5/12/13
ChicagoTribune
JSOnline
StarTribune

DEALS LISTING ON TRAVELWISCONSIN.COM
The Deals Listing opportunity on TravelWisconsin.com allows you to list your special package, deal or discount on the “Deals”
page of the website. This affordable offering drives interested TravelWisconsin.com consumers to your website to close the sale.
Pricing is as follows:
• $200 for 1/2 month
• $350 for 1 month
Opportunities are available on the site beginning on the 1st and 16th of each month. Listings cannot be added in between these
dates. If the 1st or 16th of the month falls on a weekend or holiday, the page may be updated on the nearest business day.
The order of deals listed on the page will randomly generate for each user. Therefore, each deal has the same probability of being
listed toward the top of the page.
In the past year, this page has seen anywhere from 1,500 to more than 15,000 views per month, with higher numbers typically
in the spring/summer months. After your listing runs, you will receive an e-mail indicating the number of views to the page and
clicks to your site. In order to maintain the credibility and value of the Deals page, all submissions must promote a specific and
compelling offer.
Laughlin Constable (Sarah Keller) coordinates the program between you and TravelWisconsin.com. You’ll simply need to fill out
the deals site listing space reservation form, and e-mail it to Sarah (skeller@laughlin.com) along with your 144x144 pixel image.
Currently, the WI Dept. of Tourism is offering this listing for ½ month at no charge when you run
your package, deal or discount in a WI Traveler e-mail ($250 cost). See the following page for more
information about getting started with the Email Blast Program.

E-MAIL BLAST PROGRAM
Rather than sending out separate e-mails for Events and Packages
& Deals, WI Dept. of Tourism will now be combining both co-op
e-mails with the WI Traveler, and deploying it twice a month. Now
advertisers will have the opportunity to buy space within the WI
Traveler, more than tripling your reach, at the same cost of $250
per deployment.
The WI Traveler e-mail contains essential information for the
Wisconsin traveler. It’s a series of newsletters and other special
e-mails that bring consumers the latest in Wisconsin getaway ideas,
feature stories, sweepstakes and more. Your submission can either
advertise a package/deal OR event. If advertising a package, it must
be a clear and compelling offer.
BENEFITS TO YOU:
• Reach 41,000+ opt-in subscribers
• Reach consumers in a more timely manner, with e-mails deploying
twice per month
• Post-performance reporting
YOUR LISTING WILL INCLUDE:
• Event or Package Headline (limited to 40 characters
including spaces)
• Dates (required for events only)
• Event or Package Description (limited to 140 characters
including spaces)
• Website Link (this will be hyperlinked)
• Photo/image
*Please note, photo should be at least 250 x 250 pixels, but
it may be sized smaller in the actual e-mail. Sending this size
ensures it will be large enough for us to work with.
Limited space is available, so the Dept. reserves the right to review
requested placements for eligibility. The Dept. of Tourism has final
editorial approval and placement control on all submissions.
Sarah Keller (skeller@laughlin.com) coordinates the program. Simply
fill out the e-mail space reservation form and e-mail it to Sarah
along with your image.
1/9/2014 12/26/2013
1/23/2014 1/9/2014
2/13/2014 1/30/2014
2/27/2014 2/13/2014
3/13/2014 2/27/2014
3/27/2014 3/13/2014
4/10/2014 3/27/2014
4/24/2014 4/10/2014
5/8/2014 4/24/2014
5/22/2014 5/8/2014
6/12/2014 5/29/2014
6/26/2014 6/12/2014
7/10/14 6/26/14
7/24/14 7/10/14
8/14/14 7/31/14
8/28/14 8/14/14
9/11/14 8/28/14
9/25/14 9/11/14
10/9/14 9/25/14
10/23/14 10/9/14
11/6/14 10/23/14
11/20/14 11/6/14
12/4/14 11/20/14
12/18/14 12/4/14
2014 WI Traveler Reservation
Deployment Dates Deadline

PRINT PROGRAM
The new print co-op program will offer advertisers a chance to partner in special inserts and supplements sponsored by
WI Dept. of Tourism. Ad sizes and prices will be dependent on publication. Below is a list of the current opportunities.
Opportunities will be added as they are negotiated, so check back often for additional options.
Milwaukee Journal Sentinel / WI Trails “Fun Times”
WI Dept of Tourism has partnered with Milwaukee
Journal Sentinel/WI Trails for several inserts that will
wrap around the Sunday Cue section in 2014 (total
Sunday readership of 722,703). We’ve opened up color
ad space in each issue for the industry, and below are
the remaining opportunities, available at rates more
than 70% off the retail rates offered by Milwaukee
Journal Sentinel.
April 13, 2014 - “Travel Green” Edition
This is a special 6-page insert sponsored by and
containing editorial from WI Dept. of Tourism that
focuses on green travel opportunities in Wisconsin.
Advertising opportunities are currently limited to
Travel Green certified properties only.
Space/Materials Deadline: 3/28
May 25, 2014 - “Summer Bucket List” Edition
This special 6-page insert, sponsored by and contain-
ing editorial from WI Dept. of Tourism, will focus on
all of the summer “musts” to experience in Wisconsin
while the weather is warm!
June 29, 2014 - “The Arts” Edition
This special 6-page insert, sponsored by and contain-
ing editorial from WI Dept. of Tourism, will focus on
the arts in Wisconsin, both indoors and out.
July 27, 2014 - “Agritourism” Edition
This special 6-page insert, sponsored by and
containing editorial from WI Dept. of Tourism,
will focus on agritourism, which involves any
agriculturally based operation or activity that brings
visitors to a farm, and includes a wide variety of
activities. These could include buying produce from a farm stand, navigating a corn maze, picking fruit, feeding animals or
staying at a B&B on a farm, among others.
AD SPACES AVAILABLE:
3 col. x 3” (5.388” x 3”) - $500
3 col. x 5” (5.388” x 5”) - $800
To reserve space, fill out the print space reservation form,
and e-mail it to Sarah Keller (skeller@laughlin.com).
Space is limited and not confirmed until you receive a
confirmation in return.
PRINT OPPORTUNITIES
Co-op ad placements within Fun Times
special insert.
3 col. x 3" (5.388 x 3") - $500
3 col. x 5" (5.388 x 5") - $800
Sample Ad
Sample Ad
FUN
TIMES
MILWAUKEE JOURNAL SENTINEL SUNDAY, JUNE 30, 2013
WAUPACA OCONTO COUNTY
SummerofFun
SWEEPSTAKES
WIN A DOOR COUNTY
WEEKEND PRIZE PACKAGE
Enter at www.Wisconsintrails.com/sweepstakes
Content provided by Travel Wisconsin
This rather jungly corridor
once was a long finger of the
last glacier, curling northward
from Devil’s Lake. When the ice
receded, it left a perfectly flat
path for a railway.
The Chicago and North Western
used it for its best-known
passenger train, the Twin
Cities 400, which traveled the
400 miles from Chicago to
Minneapolis in 400 minutes.
After the line was abandoned,
the 400 became a state trail,
which celebrated its 20th
anniversary in June.
Now bicycle tourists zip along
the trail, which is as straight as
the river is twisting. To get the
full effect of both, many pedal
one way and paddle the other.
Wisconsin’s 2,000 miles of rail
trails often follow rivers, so it’s
easy to make a loop by paddling
downstream and returning by
bicycle. The Baraboo has two
good stretches, one between
Union Center and Wonewoc, and
a longer one between La Valle
and Reedsburg.
Why do just one fun thing when
you can do two?
My friend Sue Ann always is
up for an adventure, so she
met me at the midpoint of the
trail, Wonewoc, whose slogan is
“We’re user friendly.’’
It is, too. The last time I rode
through the town, I was invited
to an ice-cream social in the
bakery, where I paid $1.25 to
have coffee and a superb piece
of blackberry pie with a trio of
sunburned farmers.
This time, I came away with
a long john, a chocolate cake
doughnut, two twists and
a large milk for $2.75, first
checking to make sure the
friendly baker hadn’t made
a mistake.
This is why city folks love
small-town Wisconsin — one
of the reasons, anyway.
We left our bikes at Wonewoc’s
canoe landing in the Lost
District, named because so
few traces remain of the many
tanneries and mills powered
by the local dam, removed in
1996. It took the removal of
four more dams, but in 2001,
the Baraboo River finally
ran free.
Unfortunately, our take-out was
just a sloping slick of mud.
So was the put-in at Union
Center, but a mat covered
the mud. Sue Ann slid me
into the river in my kayak,
then did a daring seal launch
herself that was . . . almost
successful.
Not only did she get wet, she
discovered the lovely clay mud
that early settlers dug out of
the sloughs and used to make
bricks for their downtowns.
Wearing a good bit of it
herself, she pumped out her
boat and then set herself to
wildlife spotting, noting many
places where animals, like
her, had tumbled down the
muddy banks.
First we saw a muskrat,
watching it glide among the
tree roots until it found a den.
Then we rounded a corner and
glided right into a gaggle of
geese and ducks.
The ducks immediately
zigzagged downstream, and
their babies skittered off like
windup toys. But the big geese
started honking indignantly
and the goslings bobbed up
and down in the water,
I
n Wisconsin’s Driftless Area, the 400 Trail and Baraboo
River go together like ice cream and cones. One is good.
Both is better.
They follow each other for 22 miles, the trail only a few feet
above the river and its sloughs. Snapping turtles think the trail
is a beach, depositing their eggs into its crushed limestone.
Fishermen use it as a shortcut to secret fishing holes.
Ride‘n’Glide
on the Baraboo River
See Baraboo, PAGE 3
By Beth Gauper
www.wisconsintrails.com
For more Travel news

Chicago Daily Herald Wisconsin Travel Supplements
WI Dept. of Tourism is again teaming up with the Daily Herald newspaper to release a special travel insert in spring and fall of 2014.
They will highlight outdoor activities, family attractions, special events and more throughout Wisconsin and will be distributed in the
Daily Herald, reaching more than 110,000 households in the affluent suburban Chicago market. Ad prices start at $495, and go up to
$3,995 for a full page ad.
Spring Date: April 27, 2014 Fall Date: September 28, 2014
Space Deadline: 3/28 Space Deadline: 8/29
All reservations and materials are handled directly with Brad Hanahan at Chicago Daily Herald, so please contact him to reserve
space or for more information: bhanahan@dailyherald.com; (847) 680-5607

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