CARES Act Marketing Packages

Tennessee CARES Act Campaign

Marketing Buy-In Packages

The Tennessee Department of Tourist Development received $25 million in federal CARES Act funding to remarket the severely devastated tourism industry and, promote safe travel. $15 million in grants has been allocated for Destination Marketing Organizations (DMOs) in all 95 counties for this purpose.

TN Cares Act funding is available to eligible DMOs in the form of 100% reimbursable grants for tourism marketing related expenses incurred in response to the effects of COVID-19 between March 1 – December 30, 2020. DMOs must submit a narrative of what eligible expenses will be used for by November 2, 2020 through the HORNE grant administration website.

Tourism partners can choose to work with any vendor they like when determining how they will use their funding. The State does not endorse any one vendor. For partners seeking suggestions, TDTD is providing the following marketing programs for consideration.

Facebook/Instagram Ad

These ads are paid messages from organizations, where rich targeting capabilities are used in order to reach audiences that are most interested in travel and the activities offered within your destination.

Partners can choose to do Facebook ads only, Instagram only, or both Facebook and Instagram ads (recommended for best performance). The buy-in range is $10,000 - $25,000 and includes one static post (image + copy) using content provided by the partner. DMOs can select up to 2 audiences (i.e. interests, demographics), 5 markets (cities) to promote within and the website to drive traffic.

To get started, partners will complete TDTD’s form with their buy-in preferences and upload their content.

Sojern Banner Ad

Specializes in reaching consumers that are most likely trip planning. The buy-in range is $10,000 - $25,000. DMOs select up to 2 audiences (i.e. interests, demographics), 5 markets (cities) and the website to drive traffic.

Partners in need of assistance with banner design may use a pre-formatted “For the Love of Tennessee,” template that TDTD designers will localize with partner-provided photo and copy. This one static banner will be formatted into 4 sizes. There is no charge for this service and no CARES funding will be used.

To get started, partners complete TDTD’s form with their buy-in preferences and content. Information completed in the form will be provided to Sojern by TDTD. If you wish to use your own creative design, you can work directly with Sojern on your campaign.

MiQ

A programmatic media company that has built a system of connected programmatic tech that lets them access the right data, unearth the smartest insights, then activate them across all the platforms and channels you need.

Partners can utilize negotiated rates on campaigns for standard display banners, digital video (desktop and mobile pre-roll, connected TV), native advertising and more. Contact the MiQ rep, Cassie Musfeldt, to get this buy initiated and discuss ad format and targeting options.

MobileFuse

A leading, mobile-first advertising company focused on delivering real-time insights and results to agencies and brands. Through cutting-edge analytics, precision targeting capabilities, and sophisticated proprietary technologies, MobileFuse delivers unique and impactful campaigns for DMO clients. Partners can utilize negotiated rates on campaigns for standard mobile banners, mobile rich media and mobile video. Contact the MobileFuse rep, Lauren Brickley, to get this buy initiated and discuss ad format and targeting options.

Strike Social

Harness the power of artificial intelligence to drive the best outcomes in YouTube and social media advertising. Through media-buying software and service, Strike Social helps agencies and brands scale their campaigns by 25x while achieving 30–70% better performance. Partners can take advantage of their Campaign Lab to optimize campaign performance and utilize negotiated rates for YouTube advertising and social media advertising (Facebook, Instagram, Twitter, Pinterest, LinkedIn, Snapchat). Contact the Strike Social rep, Cameron Wallin, to get this buy initiated and discuss ad format and targeting options.

Optional Photographers

Tourism partners can choose to work with any photographer they like. If searching for photographers, partners can always reference the state’s vendor website; however, a few photographers have created packages for consideration. Each offers an estimate of 40 photos that will be retouched and edited and owned by the partner for use in perpetuity. Specifics vary by each photographer so please contact the photographer directly to get started and/or to discuss details:

Silas Miller | shotsxsi@gmail.com | 615-500-3866
Ed Rode | photorode@gmail.com | 615-300-5684
Sean Fisher | seanfisher11@gmail.com | 615-838-8808

Print + Digital Advertising

Print and digital vendors are providing specific opportunities for partners to reach their individual audiences meeting the TN CARES Act criteria and timeline requirements.

Options, pricing and deadlines for print and digital vary by vendor. See individual options for details. Contact individual representative to participate.

PPE Masks

Join the State’s TN Strong Mask Movement by ordering branded masks featuring your community’s name or preferred logo. This is a great way to build community pride amongst both local residents and visitors. The State has negotiated special rates for branded masks with multiple suppliers so partners can buy masks now.

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