The 2018-2019 Official Media Kit
Monday, August 27, 2018, 7am by Karen DeSollar
We have just released the 2018-2019 Official Media Kit, a collection of GRCVB-sanctioned avenues to promote your business or organization to potential visitors.
Every hospitality partner in the county already gets free, year-round exposure from the CVB, including an ever-present listing on visitRaleigh.com. Many partners are also highlighted each year in visitRaleigh.com articles, mentions or likes through our social media accounts, destination-themed advertisements and in PR pitches/earned media.
The supplemental channels outlined in the Media Kit provide you with additional ways that you can get your attraction, restaurant, hotel, festival/event or service in front of visitors who are soon arriving or still planning a trip to Raleigh, N.C.
We wrap all of GRCVB's officially-approved advertising opportunities into this Official Media Kit, so you will know which vendors have entered into working relationships with us and can easily compare the programs side-by-side. We realize you get offers from many different outlets to promote your business, but only the paid promotions included in the kit are approved by GRCVB.
Let’s look at them:Official Visitors Guide (OVG):
Ads in the OVG are managed by Compass Media, a company which specializes in visitors guide publications. The staff from Compass is also instrumental in the development of the editorial content and design of the annual guide. We're projecting the printed version of the 2019-2020 guide will reach 145,000 readers and the online version an additional 40,000+. The OVG is the most effective and targeted way to place your business in front of nearly 200,000 people that we know are interested in visiting Raleigh or have already arrived and have picked up the OVG on-site. Print guide users want to know which restaurants and other businesses cater not only to locals but welcome them as visitors; the quickest way to tell is through the display ads.
Check pages two-four of the Media Kit for specifics related to OVG ads. The sales season for the 2019-2020 edition is open, so now’s a great time to contact the reps from Compass (John Balhouse or Casey Hough) to get more information and reserve space.Advertising opportunities on visitRaleigh.com:
Ads on visitRaleigh.com are managed by Destination Travel Network; DTN specializes in online ad sales for destination marketing organizations. If you look at pages five-nine of the Media Kit, you will see there are many options for ad placements on visitRaleigh.com, from homepage sponsor slots to run-of-site banners.
Consider this—in 2017-2018, visitRaleigh.com had 2.5 million visitor sessions, which is good. Since the redesign of visitRaleigh.com debuted in Dec. 2017, organic bounce rate has decreased by 19 percent, session duration (average time spent by users) has increased by 28 percent, and article views have increased 56 percent--which is great! That insight makes an investment in an online ad right now seems like a wise one indeed.
- Check page 10 for information about placing banner ads in visitRaleigh, the E-magazine, with a distribution to 40,000+ consumer subscribers bimonthly;
- Or if your business is interested in targeting the meetings market, check page 11 for banner ad pricing in the Meetings Watch e-newsletter, sent to over 4,000 meeting planners and event professionals every other month;
- If you have a specific attraction, program or event you want our business and leisure visitors to be aware of in-person, think about purchasing electronic messaging in the official Visitor Information Center, which directly assists around 1,000 visitors each month.
While area hotels know that nearly all of their guests arrive from out of town, we like to remind our restaurant partners that county tax data tells us, on any given day, some 23 percent of your clientele is visiting. All of these resources that we have noted here are great ways for you to intentionally target advertising to the visitor channel, beyond garnering sales from the residential channel alone.
Author: Karen DeSollar
Karen DeSollar is creative director at the Greater Raleigh CVB and has worked for over 10 years in the tourism sector. She started her career as an editor and earned a bachelor's degree in speech communications and English and a master's in journalism. She added graphic design to her bag of tricks when she spent 13 years as director of communications at a university in San Diego.