SOUTH CAROLINA DEPARTMENT OF PARKS, RECREATION AND TOURISM
DOMESTIC CO - OP RECOVERY CAMPAIGN
Proposal by Miles Partnership
SEPTEMBER 2020
1. Objective and Strategy
2. Program in Brief 3. Co-Op Model 4. Program Details 5. Q&A
objective
Launch a cohesive full funnel co-op marketing campaign that generates results across all aspects of the travel planning cycle (includingmeasurable bookings)for South Carolina destinations and their industry partners. Campaign
STRATEGY Resultsateverystageofthejourney
INSPIRATION
KPIs: Awareness Inspire travel through captivating short-form video content
CONSIDERATION
KPIs: Engagement Showcase South Carolina destinations through experiential storytelling to influence decisions
BOOKING
KPIs: Conversion Capture measurable and attributable hotel bookings
Programin brief
DOMESTIC CO-OP RECOVERY CAMPAIGN
A full funnel program for South Carolina and its partners that serves up destination inspiration through custom storytelling, engages a targeted audience through high impact media, and delivers on ROI through detailed conversion reporting.
o Co-op infused to increase impact and offset investment by 50% for South Carolina partners
o Customized targeting to fit South Carolina destinations’ needs
o Turnkey approach for ease of participation and speed to market
SOUTH CAROLINA | CO-OP MODEL
South Carolina investment: $75,000
• Includes turn-key program production and media management for South Carolina and (3) co-op participants
• South Carolina led campaign creative and branding integration
Partner contribution: $25,000 per partner
o Co-op programming for (3) key South Carolina target partners
o Includes dedicated media and media, per partner
STRUCTURE
CUSTOM VIDEO
PLACES, TRAVEL EXPERIENCES & PROMOTIONS
CUSTOM VIDEO CONTENT
Telling unique South Carolina stories and welcoming back visitors
• Flexible messaging to build the right story for each destination
• Showcase that South Carolina is safe, open and ready to welcome visitors
• Built in distribution targeted to interested travelers
• Leverages existing footage for quick to market promotions and use on destination’s own channels
CUSTOM VIDEO CONTENT
Video storytelling for each destination includes:
o (1) :15 teaser video; (1) :30 hero video
o 250,000 pre-roll video views via geo-targeted media promotion
o Full rights to use assets on own channels and in other promotions
ViewSampleVideos
:15 Social Cut 1X1 (St. Pete)
:30 Social Cut 1X1 (St. Pete)
Password=miles
PLACES, TRAVEL EXPERIENCES & PROMOTIONS
Custom crafted experiences for travelers
• Thematic long-form articles invite travelers to dive in and learn more about each South Carolina destination and safe experiences
• Feature up to (15) points of interest per article, including:
• WheretoStay
• ThingsToDo
• WheretoEat
• WhattoSee&Do
• Opportunity to integrate and promote travel and industry partners including local hotels, restaurants and attractions
• All articles are promoted through paid media promotions with:
• 140,000impressions
• 5,000guaranteedclicks
• Detailed performance and engagement metrics included for all partners
HIGH IMPACT AD CAMPAIGN
Programmatic Ad Campaign
Drive traffic directly to each destination’s site through a highly targeted state-led ad campaign promoting unique South Carolina experiences.
o Carousel unit exclusively features South Carolina destinations
o Links to preferred content on each destination’s own channels
o Participants benefit from over 2,000,000 highly qualified impressions
o Aligns with key South Carolina targeting parameters for markets, demographics and intent to travel
EXPEDIA MEDIA & BOOKINGS CAMPAIGN
Strategic activation through Expedia to drive bookings
o Custom landing pages for each destination
o Co-branded Expedia display ad campaigns driving to the destination dedicated landing pages for each participant
o 700,000 dedicated impressions
o Attribution and YoY post-view/post-click campaign reporting
ViewSampleCustomLanding Page
IfcommitmentmadepriortoOctober2020,SouthCarolinaqualifiesfor theExpediaRevive&Recoverycampaign(mediamustrunbyMarch31, 2021).
Co-op deliverables
SOUTH CAROLINA PARTNER PACKAGES
Partner Investment: $25,000
CUSTOM VIDEO CONTENT
• (1) 15-second teasers
• (1) 30-second hero videos
• 250,000 pre-roll video views
Only(3)opportunitiesavailable
PLACES, TRAVEL EXPERIENCES & PROMOTIONS
• (2) Experience page articles
• 140,000 total impressions
• 5,000 guaranteed clicks HIGH - IMPACT AD CAMPAIGN
• Ad campaign with Centro
• 2 million impressions (unit)
DEDICATED EXPEDIA BOOKINGS CAMPAIGN
• Custom landing page + promotion
• 700,000 impressions
Program recap
• SouthCarolina
• Charleston
• Hilton Head
• Myrtle Beach
DOMESTIC CO-OP RECOVERY CAMPAIGN
CUSTOM
VIDEO CONTENT
• (3) 15-second teasers
• (3) 30-second hero videos
• 750,000 pre-roll video views
Total Investment: $150,000
PLACES, TRAVEL EXPERIENCES &
PROMOTIONS
• (6) long-form travel articles
• 438,000 total impressions
• 15,000 guaranteed clicks
HIGH - IMPACT AD CAMPAIGN
• South Carolina dedicated carousel ad unit
• 1.8 million impressions
DEDICATED EXPEDIA BOOKINGS CAMPAIGN
• South Carolina dedicated landing page
• (3) destination landing pages
• 2.8 million impressions
