Partner Participation Opportunity: Brand USA Co-op

TDTD has invested in several Brand USA co-op programs for FY16-17 and invites partners to participate.

In most cases, Brand USA invests 40-60 percent of the programs with Tennessee Department of Tourist Development buying down the remaining investment by 25-50 percent to make our collective dollars go further internationally.

Overview
Brand USA is offering an international marketing multi-tiered co-op to TDTD and its industry partners that will continue to build foundational content promoting Tennessee and its cities/regional destinations both inside and outside of Brand USA’s marketing channels. There will also be some niche focus with culinary and outdoors programs. Participation gives DMOs rich, immersive content on Brand USA’s VisittheUSA.com international websites along with a targeted program that will market back to current Brand USA In-Language video content, for those partners who have video. TDTD will continue the Official "Travel USA" Inspiration Guide co-op participation by anchoring with a full page in the guide within the Tennessee co-op section in the Southeast region. Travel South also utilizes the Southeast section by doing overprints of the section in specific languages using the guide for promotion with Travel Trade Missions. Some of the programs listed below are aligned with the Travel South/Brand USA initiatives, furthering a cohesive plan to increase international market share to the South. The program is cost-effective and results-focused and provides Tennessee with a 4 to 1 dollar value proposition.

Goals & Benefits
The co-op provides Tennessee and its state partners the ability to reach new international markets while expanding their reach in key existing markets for a special value proposition. The co-op aligns Brand USA with industry brands while efficiently leveraging Brand USA’s $230 million international marketing budget. Whereas Brand USA’s goal is to create inspiration to visit the United States, TDTD will benefit from leveraging these marketing funds to uniquely qualify their audience by reaching interested consumers and trade that have already been inspired to come to theUnited States by driving them to Tennessee.

2016-17 TDTD Brand USA Co-op Opportunities:

Travel USA Inspiration Guide 2017 Tennessee Co-op section (TSUSA co-op)
Final deadline: 10/7
Full page: early bird rate:  $25,500
Half page: early bird rate: $12,750
Quarter page: early bird rate: $6,375
Link to 2016 "Travel USA" Inspiration Guide (Canada Edition) http://smsepub.com/publication/?i=289652

Market back to your in-language videos through Rocketfuel (TSUSA initiative)
TDTD is buying this rate down by 1/3: only 12 spots available
+ Rocketfuel targeting (behavioral and geo-targeted)
+ Take your 2.5-minute video and edit down to 30 second pre-roll video
+ 125,000 full 30 seconds of video views in market of your choice
+ pre-roll edit is included in cost
Special TDTD discounted partner price: $4,883 per video

Great Outdoors Co-op
TDTD is buying this rate down by 1/2: only 3 spots available
+ 3 partners will split a Tier 1
+ Targeted Content and Traffic Generation (Rocketfuel, Outbrain, FB)
+ Dedicated Content pages on VisittheUSA.com (2 webpages ea. Partner)
+ Video Production for each partner
+ Social: Facebook and Twitter (UK, Canada, Australia, Germany)
Special TDTD discounted Co-op partner price: $12,500

Culinary Co-op 2017
TDTD is buying this rate down by 1/2: only 3 spots available
Special TDTD discounted Co-op partner price: $7,992

GOUSA China City Page (TSUSA initiative)
Connect to Tennessee’s state campaign page and Travel South navigation
TSUSA Discounted Partner Co-op rate: $9,000

TDTD Co-op Multi-channel programs (TSUSA initiative)
State will anchor the section with a full page in print for each multi-channel.
(All partners will then benefit from Tier 1 status with dedicated
Tennessee hotel landing page on Expedia.)

UK Winter 2017 Multi-channel: Deadline: Sept. 9 (includes print, digital and activation with Expedia)
Tier 2: full page in print: $25,140
Tier 3: half page in print: $12,720
Tier 4: quarter page in print: $6,360

Germany Spring 2017 Multi-channel: Deadline: Dec. 2  (includes print, digital and activation with Expedia)
Tier 2: full page in print: $20,500
Tier 3: half page in print: $11,660
Tier 4: Tier 4: quarter page in print: $5,830

Australia Spring 2017 Multi-channel: Deadline Dec. 2 (includes print, digital and activation with Expedia)
Tier 2: full page in print: $21,850
Tier 3: half page in print: $12,540
Tier 4: quarter page in print: $6,270

To access the marketing sheets providing all of the details for the above programs, visit
https://drive.google.com/folderview?id=0B_tr-H7UP2CPRWRHbFhpMmhqS1k&usp=sharing

To participate, please contact Angie Zok at 904-429-7264 or angie.zok@milespartnership.