1. 2011/2012 Display Co-Op Program
Gatlinburg Department of Tourism
Wednesday, June 22, 2011 1

2. Display Program
The Gatlinburg Department of Tourism
would like to introduce to you the new
Display Co-Op Program that has been
created to help you reach potential
visitors who have specifically requested
information about vacationing in
Gatlinburg.
This comprehensive program will help
you position your destination,
attraction, or business to millions of
potential visitors on national websites
like TripAdvisor.com and Orbitz.com.
Gatlinburg Co-Op Program - DISPLAY
Wednesday, June 22, 2011 2

3. About The Program
Display (banner advertising) extends your reach to people who are
not actively searching for you. It generates awareness for your
destination, attraction, or business.
Gatlinburg already has a substantial display campaign for this year.
Their annual commitments will be increased on the chosen sites from
the existing display media plan to accommodate your messaging.
You will benefit from:
• Record low cost-per-thousand rates negotiated with partner sites
on behalf of Gatlinburg
• Avoiding expensive site campaigns and monthly minimums.
• Gatlinburg will pay for 25% of the impressions and you cover the
remaining 75%.
Gatlinburg Co-Op Program - DISPLAY
Wednesday, June 22, 2011 3

4. a Co-Op Display
One Site | Three logos | Three Click Throughs
■ In this first scenario your brand will be
represented on one Gatlinburg banner ad.
■ There will be another advertiser/partner whose
logo will also be on this banner ad with
Gatlinburg’s branding.
■ The site where your ad will run can be
selected on a first come, first serve basis.
■ Site selection is also dependent on having
another partner willing to participate at this
level.
■ The month in which this ad can run will be
determined on a first come, first serve basis.
■ Month selection is also dependent on
having another partner willing to Your Ad Here Your Ad Here
participate at this level.
■ The banner ad will click through to
Gatlinburg’s website, the other partner’s
website through their logo, and will also click
through to your website through your logo.
■ $500 a month per partner.
Gatlinburg Co-Op Program - DISPLAY
Wednesday, June 22, 2011 4

5. b Co-Op Display
One Site | Two logos | Two Click Throughs
■ In this second scenario your brand will be
represented on one Gatlinburg banner ad.
■ There will be the only advertiser/partner who’s
logo will also be on this banner ad with
Gatlinburg’s branding.
■ The site where your ad will run can be
selected on a first come, first serve basis.
■ The month in which this ad can run will be
determined on a first come, first serve basis.
■ The banner ad will click through to
Gatlinburg’s website, and will also click
through to your website through your logo.
■ $750 a month per partner.
Your Ad Here
Gatlinburg Co-Op Program - DISPLAY
Wednesday, June 22, 2011 5

6. Available Sites for the Display Co-Op
Gatlinburg Department of Tourism
Wednesday, June 22, 2011 6

7. Available Sites
About TripAdvisor.com
TripAdvisor is an unbiased website
property that consumers visit specifically
when planning travel.
It is the world’s largest travel community
with over 10 million monthly unique users.
Banners running on Tennessee and
competing destination pages (TN, SC, NC,
GA, AL, VA, OH, KY, IN, FL).
Gatlinburg Co-Op Program - DISPLAY
Wednesday, June 22, 2011 7

8. Available Sites
About TravelChannel.com
TravelChannel.com is a premiere travel site
dedicated to supplement the TV Travel
Channel with additional information.
The Travel Channel site has additional
niche target content sections that appeal
to specific travelers.
Our ad space includes the sponsorship of
the family travel section.
Gatlinburg Co-Op Program - DISPLAY
Wednesday, June 22, 2011 8

9. Available Sites
About Orbitz.com
Orbitz is one of the top 3 full service online
travel agencies in the world.
We will have geo-targeted placements on
destination pages (Nashville, Cincinnati,
Knoxville, Louisville, Tri-Cities, Chattanooga,
Lexington, Greenville/Spartanburg,
Birmingham, Dayton, Indianapolis, Atlanta).
The campaign will include retargeting on the
Yahoo network (Facebook, eBay) to anyone
that has searched Tennessee content on
Orbitz.com.
Re-targeting is a form of targeted online
advertising in which the ad is delivered to
consumer based on their previous internet
actions, like showing an interest in travel.
Gatlinburg Co-Op Program - DISPLAY
Wednesday, June 22, 2011 9

10. Available Sites
About Away.com
Away.com is a travel site that specializes in
users that are passionate for travel and are
seeking unique experiences and activities.
Away.com focuses on providing
inspirational travel options to their users.
Ads will run on the “Family Travel Guide”
and “Romantic Getaway Travel Guide”.
Gatlinburg Co-Op Program - DISPLAY
Wednesday, June 22, 2011 10

11. Available Sites
About The Travel Ad Network
Rand McNally is an online mapping/directions
site with a unique “Plan a Trip” option.
We will target the travel path of the consumer.
We will target the shopping path of Gatlinburg
competitive destinations.
Our ads will include Mapvertising on Rand
McNally to competing Gatlinburg destinations;
content targeting to Tennessee and competing
destinations (TN, SC, NC, GA, AL, VA, OH, KY,
IN, FL).
Gatlinburg Co-Op Program - DISPLAY
Wednesday, June 22, 2011 11

12. Available Sites
About BudgetTravel.com
BudgetTravel.com is a small, unique site
where travelers go to stay connected
with a community of travel experts in the
industry.
Budget Travel has a dedicated editorial
staff with expert travel opinions. User
reviews and booking tools are just some
of the reasons travelers visit the site daily.
Ads will run on the dedicated “Girlfriend
Getaways” and “Family Travel Trip Ideas”
site sections.
Gatlinburg Co-Op Program - DISPLAY
Wednesday, June 22, 2011 12

13. Available Sites
About SouthernLiving.com
SouthernLiving.com is the online resource
for people who love the Southern lifestyle.
43% of SouthernLiving.com users have
traveled to the southeast in the last two
years (142 Index Score).
SouthernLiving.com has a dedicated travel
section.
Geo-targeted banner placements run of
site (TN, SC, NC, GA, AL, VA, OH, KY, IN,
FL).
Gatlinburg Co-Op Program - DISPLAY
Wednesday, June 22, 2011 13

14. Available Sites
About BridalGuide.com
Caters to newly engaged couples
with 1.2 million monthly unique
users.
Over 1% click through rate (10x
above industry average.)
Geo-targeted run of site and ads
on the“Honeymoon and Travel”
section (TN, SC, NC, GA, AL, VA,
OH, KY, IN, FL).
Gatlinburg Co-Op Program - DISPLAY
Wednesday, June 22, 2011 14

15. Available Sites
About NationalGeographic.com
A popular outdoors website that
has a significant travel following -
most site visitors are seeking
online research and
recommendations.
Banners will run in the
“Adventure Travel” and “Travel”
sections.
Gatlinburg Co-Op Program - DISPLAY
Wednesday, June 22, 2011 15

16. Available Sites
About Gospel Music Channel
GMCLife.com has a strong presence in all
Gatlinburg target market cities and states
as well as a highly engaged audience, and
high average click-through-rates (0.55%).
The ministry network includes 100,000
church leaders who are influencers when it
comes to church and youth group travel.
Geo-targeted run of site display
advertisements in target market states (TN,
SC, NC, GA, AL, VA, OH, KY, IN, FL).
Gatlinburg Co-Op Program - DISPLAY
Wednesday, June 22, 2011 16

17. Available Sites
About AJC.com
AJC.com is the #1 local site in Atlanta for
reach.
Custom targeting capabilities to those that
fit in a specific travel behavioral category.
Travel behavioral targeted to those
interested in: family vacations, romantic
vacations, girlfriend vacations.
Gatlinburg Co-Op Program - DISPLAY
Wednesday, June 22, 2011 17

18. Sign Me Up
Your Name
Your Contact Information and
Date
Requested Display Co-Op
Requested Display Co-Op Type(s)
Month(s)
July, 2011 a b
August, 2011 b c
September, 2011 c d
October, 2011 d e
November, 2011 e f
Fax to: (xxx) xxx-xxxx or Email to (info@xxx.com)
Wednesday, June 22, 2011 18

19. Who is Paramore?
Paramore is the interactive agency of record working for the Gatlinburg
Department of Tourism. Our main initiative is to promote Gatlinburg tourism.
You may recognize us from our work with the Tennessee Department of
Tourist Development. We are taking our experience from the state’s
successful Co-Op campaigns to Gatlinburg!
Find out more about us at http://www.Paramore.is
Book Now
Contact Walter Yeldell at 865.430.1052 or waltery@ci.gatlinburg.tn.us
Gatlinburg Co-Op Program
Wednesday, June 22, 2011 19