The annual co-op marketing program provides all tourism partners the opportunity to leverage TDTD media investments to extend the reach of their budgets through discounted rates on marketing programs. The collective push from the state and other partners results in greater media exposure with higher impact and broader reach.
The following co-op programs will be offered for the next three years. Partners will work directly with the provider of the co-op offering(s) they wish to participate in. All programs include campaign management, reporting and support from the provider. Partners will have access to these plans from January 1, 2020 – December 31, 2022 unless otherwise noted.
Click below to download the presentation deck that provides full details on the co-op offerings, including how to take advantage of the offers and contact information for each provider. See below for a quick overview of each co-op offer.
Southern Living* celebrates the essence of life in the South, covering the best in Southern food, home, travel and style. It is the 7th largest paid monthly title in the country and reaches nearly 3 in 4 southerners. TDTD is investing in a full-page ad in Southern Living’s April 2020 “South’s Best” issue as part of a Tennessee in-book Travel Guide section. This co-op will provide a 15-30% discounted ad space for partners. TDTD’s brand ad will open the section, with partner ads running adjacently for a larger presence in the issue. This is offered once a year, in the spring edition, for three years. Note: The deadline for the April 2020 edition has passed. TDTD will communicate 2021 cut-off dates later in the year.
The National Geographic Traveler offering is no longer available due to the fact that the publication is being retired.
Arrivalist* has the ability to measure offline responses to online advertising by measuring device location changes to determine which paid and owned digital assets (cross-device) have the greatest influence on travel to and within Tennessee. This coop program provides a 25% discount on annual subscriptions; additionally the POI set-up fee has been waived (a $5,000 value) for Tennessee tourism partners. DMOs, hotels and attractions can participate and have access to program through June 30, 2020. Partners can participate at any time during this timeframe and the contract will remain active for one (1) year upon sign-up. *One year/one time offering.
CrowdRiff is a visual influence platform that inspires new and returning interest to travel brands. CrowdRiff’s Partner Network provides the unique ability for tourism partners to discover, share, explore and distribute the best curated visuals. The Partner Network was built to unlock the expertise of local tourism partners and allow users to effectively discover and activate the most engaging visual content from the social web. The platform delivers real-time content and provides the ability for users to publish both owned and user-generated content across their social channels. All partners can participate; however, only DMOs can participate in the free “Collaboration” tier. Depending on the tier, features may include web galleries, photo storage, hashtag management and social tracking terms. Partner investment levels range from $0 to $13,000 per year.
Expedia connects brands with travelers through advertising solutions, and allows advertisers to reach travelers as they are planning for their next vacation. The program provides 1:1:1 value match between Tennessee, its’ partners and Expedia Media Group. Utilizing Expedia Group’s first-part data, the campaign will encourage travelers to book a trip to Tennessee on Expedia and Expedia Group properties (hotels.com, travelocity.com, etc.). Creative support/development are provided at no additional cost from Expedia (if needed). Plans can be initiated in the spring of each year and are available first-come-first-serve, based on TDTD matching up to $150,000 per year. Partner investment levels range from $5,000 to $25,000.
Matcha specializes in storytelling — creating and distributing content for brands through content networks for state and local DMOs. Matcha’s Digital Content program allows for easy content sharing and partners will have the ability to leverage the state's article library to distribute content through their owned and operated channels at no cost. Partners can share this content on websites as well as distribute via email and socials. Matcha offers additional content marketing services to DMOs including original content creation and managed distribution across multiple platforms, including paid social. This co-op is limited to 15 partners and is awarded on a first-come-first-serve basis. Partner investment levels range from $0 to $7,500 per year.
Orange142 specializes in digital media solutions, offering expertise in social, lead generation and awareness tactics to drive marketing goals. The co-op provides partners with discounted rates for paid social, lead generation, paid search and streaming radio campaigns. Media management, reporting and billing are all handled by Orange142. Paid search plans are across Google and Bing. Social media plans are across Facebook, Instagram, Twitter, Snapchat, LinkedIn and Pinterest. Streaming radio inventory is available across Spotify, Pandora, iHeartRadio, local streaming radio channels, Sound Cloud and more. Partner investment levels range from $1,000 to $10,000. Orange142 has recorded a presentation and created a landing page explaining all their offerings. You can view both here.
Sojern is a digital media partner specializing in “traveler path to purchase” data across display, native and video executions. The co-op program provides a 1:1:1 value match between Tennessee, its partners, and Sojern and reflects a 33% discount. DMOs, hotels, attractions and restaurants/restaurant groups can participate and plans can be customized based on available assets and funds for each co-op participant. Plans can be initiated any time and offerings range from $1,000 to $10,000 monthly. The TDTD and Sojern match offering of $85,000 per year has been fully allocated and is no longer available; however, partners can still take advantage of the 33% discount that is reflected in the listed pricing.