FY12
Media Plan

Key Target Markets - Demographics
Primary Target:
– Affluent Boomers/Empty
Nesters
• Age: mid 40’s to mid 60’s
• HHI: $75,000 +, emphasis
$125,000 +
• Older
Old Children
Child
or No
N Children
Child

Secondary Target:
– Gen X
•
•
•
•

Age: early 30’s to mid 40’s
HHI: $75,000 +
No Children
Subset: Gen X Families with
younger children

Key Target Markets - Psychographics
Lifestyle Characteristics:
– Immersion / Entertainment Tourist
– Outdoor Tourist
– Relaxation Tourist

FY12 Target Cities Selection
Primary
- Chicago
g

- Los Angeles
g

Secondary
- New York City
- Minneapolis
- Seattle

- Denver
- San Diego
- San Francisco

Campaign: In One Word - Arizona

FY 12 Media Plan
FY12 Advertising Mix - Magazine

FY 12 Media Plan
FY12 Advertising Mix – Newsprint, Broadcast, Outdoor

FY 12 Media Plan
FY12 Advertising Mix - Online

FY 12 Media Plan
AAA Living
– Jan/Feb 2012
– Full Page Ad
– Full Page Advertorial
– Geotargeted to IL

•Total Impressions: 525,487

FY 12 Media Plan
AAA Westways
– Jan/Feb 2012
– Full Page Ad
– Geotargeted So Cal

•Total Impressions: 3.8 million

FY 12 Media Plan
AFAR Magazine
– Sep/Oct 2011, Jan/Feb 2012
– Full Page Ad
– National Circulation

•Total Impressions: 375,000

FY 12 Media Plan
Audubon Magazine
– Nov/Dec 2011
– Full Page Ad
– Full Page Editorial
– National Circulation

•Total Impressions: 420,000

FY 12 Media Plan
Budget Travel Magazine
– Oct 2011, Dec/Jan, March 2012
– Full Page Ad, Front and Back
– Custom Illustrated Gatefold Map
– Geotargeted to CA and IL

•Total Impressions: 369,000

FY 12 Media Plan
BudgetTravel.com
– October – March
– Banner Advertising
• Geo-Targeted
Geo Targeted
• Contextual ROS

•Total Impressions: 1 million

FY 12 Media Plan
Chicago Tribune
– Oct 2011- March 2012
– ½ Page Ads, Front Page Strip
– Sunday Travel Section

•Total Impressions: 10 million

FY 12 Media Plan
Chicago Sun-Times
– Oct 2011- March 2012
– ½ Page Ads, Weather Page
Strip
– Sunday Travel Section

•Total Impressions: 6.5 million

FY 12 Media Plan
Conde Nast Traveler
– Oct 2011, Jan, Feb 2012
– Full Page Ad, Front and Back
– Geotargeted to So Cal,
Cal IL
IL, NV
(Jan/Feb includes No Cal, NY)

•Total Impressions: 1.1 million

FY 12 Media Plan
Concierge.com
– October
O t b – March
M h
– Home Page Takeover
– Mobile Ads
– Banner Advertising
• Geo-Targeted
g
ROS
• Destination guide – US Southwest
•Total Impressions: 800k

FY 12 Media Plan
Expedia
– October - March
– Vacation package page
• 20% SOV in primary markets
– Weekly newsletter (4)
• Primaryy markets
– Deals & offers
– Retargeting ROS
•Total Impressions: 1.3 million

FY 12 Media Plan
Fodors.com
– November
N
b - February
F b
– Geo-targeted high impact push
down unit and floating page overlay
– Dedicated Email blast to opted in
database
- Destinations & Trip Ideas

•Total Impressions: 1.1 million

FY 12 Media Plan
Frommers.com
– October
O t b - April
A il
– Banner Advertising
• Geo-targeted to primary and
secondary markets
• Destination Arizona – targeted to
destination searches for AZ
•Total
T t l Impressions:
I
i
1.5
1 5 million
illi

FY 12 Media Plan
Los Angeles
g
Times
– Oct 2011- March 2012
– ½ Page Ads, ½ Page
Ad t i l
Advertorial
– Sunday Travel, Sports Section
– Los Angeles Magazine

•Total Impressions: 7 million

FY 12 Media Plan
Madden Media Inserts
– Jan 2012
– AZ Section inserted Chicago
Tribune Chicago Sun Times
Tribune,
Times,
Los Angeles Times
– Direct Mailed to Households

•Total Impressions: TBD

FY 12 Media Plan
MNI
– October – February
– MNI CPM Network
• Affluent Boomers
Boomers, Empty Nesters
Nesters, Gen-X
Gen X
• In-Market Travel, News/Weather
– Spongecell
p g
banner interactivityy to drive traffic

•Total impressions: 12 million

FY 12 Media Plan
MNI (continued)
– October – February
– Time Access:
• Consists of 35 Time inc magazine websites
websites.
• Behavioral Target: Travel/Vacation
– MNI Mobile Network:
• Weather, The Weather Channel, News, iMap (app),
iLocate (app)

FY 12 Media Plan
National Geographic Traveler
– Oct 2011, Jan 2012
– 12 Page Booklet, Full Page Ad
– Geotargeted to LA and Chicago
DMAs

•Total Impressions: 102,000

FY 12 Media Plan
Orbitz
– October - March
– Homepage
– Centerspot
– Destination targeting
• Top
p 10 competitive
p
set
• Arizona travel search
– Travel interest guides
– Total Impressions: 3.4 million

FY 12 Media Plan
PostMedia
– October - March
– Run of Network
• Geo
Geo-targeted
targeted to Canada
– Travel Channel Impressions would run across
all travel related pages throughout newspaper sites.

•Total
T t l Impressions:
I
i
2.1
2 1 million
illi

FY 12 Media Plan
Sojern
– October
O t b - February
F b
– Online and printed boarding passes
• Primary and secondary markets
– Behavioral Targeting
• Primaryy and secondaryy markets

•Total impressions: 3 million

FY 12 Media Plan
Southwest Airlines

– October
O t b – February
F b
– Boarding Passes
• 20% SOV national
– Online travel guide main pages and
destination pages
p g

FY 12 Media Plan
Southwest Spirit Magazine
– Oct, Dec 2011, Feb 2012
– Full Page Ad
– National Circulation

•Total Impressions: 1.8 million

FY 12 Media Plan
Sunset Magazine
– Sep,
Sep Dec 2011
2011, April 2012
– Full Page Ad
– Geo targeted to LA DMA

•Total Impressions: 3.8 million

FY 12 Media Plan
Travel & Leisure

– October
O t b - Jan
J
– Banner Advertising
• Geo-targeted
Geo targeted to primary and secondary
markets including Canada & International
• Destination Arizona – targeted
g
to
destination searches for AZ
•Total
T t l Impressions:
I
i
360k

FY 12 Media Plan
Tribal Fusion
– October – March
– Run of network
• Demographic targeting
• Behavioral targeting
• Affluent babyy boomers
• Empty nesters
•Total impressions: 26.5 million

FY 12 Media Plan
Trip Advisor

– USA,
USA C
Canada,
d M
Mexico,
i
G
Germany, F
France, UK
– Content integration and direct link modules
within the Visiting Arizona page
– Brochure link
– Promo and events modules
– 100% SOV of the 2 banner ads on the Visiting
Arizona page
•Total Impressions: 2 million

FY 12 Media Plan
Spot Cable & VOD
– October – February
– Los Angeles and Chicago Markets
– Partnered with ABC and local cable networks
– Geotargeted to LA and Chicago DMA
•Total Impressions: 20.6 million

FY 12 Media Plan
:30 On Air Spot
p

VOD Menu

Arizona VOD

FY 12 Media Plan
Outdoor
– Jan - Feb 2012
– 15 high profile
locations
– Chicago Market

•Total Impressions: 20 million

FY 12 Media Plan
FY12 Cooperative Opportunities

FY 12 Media Plan
FY12 Cooperative Opportunities

FY 12 Media Plan
Th k you!!
Thank
Rebekah
R
b k hB
Bell
ll
Advertising Manager
rbell@azot.gov
602.364.3699

Robin
R
bi Garrison
G i
Digital Advertising Manager
rgarrison@azot.gov
602.364.3710

FY 2012 Co‐op Opportunities
AAA Living ‐ Illinois Edition:
Arizona Travel Section Co‐op in January/February 2012 issue targeting Illinois (Total Circulation ‐
525,487, 66% delivered to Chicago DMA). Section length determined by co‐op partners. Rates
include:
• Full Page ‐ $10,220
• 1/2 Page ‐ $5,615
• 1/3 Page ‐ $4,085
Reader Service Listings included in advertised months, and yearlong access to
EventsandDestinations.com for event uploads and posting brochures to AAA members.

Contact
Bonnie Gill
bgill@hamediagroup.com
(402) 384‐4720

Arizona Official State Visitor's Guide & Map:
Produced Annually (February) ‐ 450,000 circulation for the guide, 500,000 for the map
OSVG
• Full Page ‐ $17,280
• 2/3 Page ‐ $13,174
• 1/2 Page ‐ $9,812
• 1/3 Page ‐ $6,688
Map
• Full Panel ‐ $14,113
• ½ Panel ‐ $8,000

Tamah Murphy
tmurphy@maddenmedia.com
(520) 232‐2614

AOT Consumer E‐newsletters:
• AOT’s monthly consumer e‐newsletters
• Distributed to an opted in audience of over 300k
• Cost per partner: $115 ‐ $2,941 per newsletter

Tamah Murphy
tmurphy@maddenmedia.com
(520) 232‐2614

arizonaguide.com banner display advertising:
• Display advertising on interior pages of arizonaguide.com
• For rates and more information please contact Madden Media

Tamah Murphy
tmurphy@maddenmedia.com
(520) 232‐2614

Audubon Magazine:
Arizona Travel Section Co‐op in November/December 2011 issue of Audubon Magazine. Designed,
written and produced by Audubon for each advertiser. Circulation of 420,000. Section length
determined by co‐op partners. Rates include:
• Full Page ‐ $18,090
• 1/2 Page ‐ $10,950.00
• 1/3 Page ‐ $7,300.00
• 1/6 Page ‐ $4,500.00
Section posted on audubonmagazine.com with text links to AOT and co‐op partners.

Frieda Holleran
frieda.holleran@thehollerangrou
p.com
(925) 943‐7878

Madden Media Newsprint Insert Program:
Tamah Murphy
Stand alone insert in the Chicago Tribune, Chicago Sun Times and the Los Angeles Times ‐ January tmurphy@maddenmedia.com
2012. Circulation of 650,000. Section length determined by co‐op partners. Insert also direct mailed (520) 232‐2614
to 30,000 households.
Co‐Op Negotiated Rate Costs:
Ad Unit CVB
Gross Rate CVB
Full Page
$25,735.94
1/2 Page
$13,511.37
1/4 Page
$7,077.38
1/8 Page
$3,699.54
Brochure Ad
$1,930.20

Net Rate
$21,875.55
$11,484.66
$6,015.78
$3,144.61
$1,640.67

NON CVB‐Gross Rate
$32,571.19
$17,099.87
$8,957.08
$4,682.11
$2,442.84

NON‐CVB Net Rate
$27,685.51
$14,534.89
$7,613.51
$3,979.79
$2,076.41

MNI:
• Participation in AOT’s SpongeCell banners on the MNI network
• One tab on the multi‐tab SpongeCell placement will be a “destinations” tab with a slideshow of
destination placements with a link to partner's website.
• Primary and secondary markets
• Impressions: 1,121,795
• Partner Cost: TBD

LIMITED OPPORTUNITY ‐
CONTACT AOT BY AUGUST 3
Robin Garrison
rgarrison@azot.gov
(602) 364‐3710

National Geographic Traveler:
Arizona mini guidebook inserted in the October issue targeting the LA and Chicago DMAs. Total
Circulation ‐ 51,150. Two pages of the mini guidebook will be available for interested Arizona
partners. Rates below:
• Full Page ‐ $4,250

LIMITED OPPORTUNITY ‐
CONTACT AOT BY AUGUST 3
Rebekah Bell
rbell@azot.gov
(602) 364‐3699

Overruns will also be supplied.

Southwest Spirit Magazine:
Arizona Travel Section Co‐op in February 2012 to run on all Southwest flights. Total Circulation ‐
464,592. Section length determined by co‐op partners. Rates include:
• Full Page ‐ $17,578
• 1/2 Page ‐ $11,000
• 1/4 Page ‐ $6,000
Added value benefits also offered. Contact Southwest Spirit for additional details.

Ellyn Adoue
ellyn.adoue@paceco.com
(940) 483‐9223

TripAdvisor.com Arizona Page Co‐op:
• 3 participants (maximum) per month to run banner advertising in conjunction with the other
participants, along with AOT on the Visiting Arizona page on TripAdvisor.com
• Participants will receive 160x600 and 300x250 placements.
• $1,850 / month
• The page receives an estimated 185,000 visitors per month
• Available July 2011‐June 2012. Months reserved first come first served on an ongoing basis by
AOT.
• Specifications: http://www.tripadvisor.com/pages/ad_specs.html
• Cost per partner: $1,850 per month

LIMITED OPPORTUNITY ‐
CONTACT AOT BY AUGUST 3
Robin Garrison
rgarrison@azot.gov
(602) 364‐3710

Video on Demand Promos:
• Partners offered the opportunity to utilize one 3 minute segment per inclusion in the Chicago
Market. Video on demand pieces run on a per month basis.
• Allows advertisers to showcase their products and services in an uncultured environment with no
time constraints to consumers that opt‐in to see the spots
• $5,000 per month per video inclusion (available in Chicago)

LIMITED OPPORTUNITY ‐
CONTACT AOT BY AUGUST 3
Rebekah Bell
rbell@azot.gov
(602) 364‐3699

Robin Garrison
Virtual Brochure Rack:
• If CVB/Chamber has existing online tourism collateral piece, AOT will link to it from the following rgarrison@azot.gov
(602) 364‐3710
page on arizonaguide: http://www.arizonaguide.com/arizona‐travel‐info/arizona‐brochures‐
resources
• Piece must already be hosted on a webpage in a digital magazine format (not as a .pdf or .doc or
any other document download). AOT will link to the online location of that piece.
• AOT will not create the digital magazine / brochure for the partner.
• Free