This year the Gatlinburg Department of Tourism introduced to you the new Email and Display Marketing Co-Op Programs that help you reach potential visitors who have specifically requested information about vacationing in Gatlinburg. Reserve your spot for next Fiscal Year! (Co-Op partnerships subject to change)

1. 2011/2012 Email Co-Op Program
Gatlinburg Department of Tourism

2. Email Marketing Program
The Gatlinburg Department of
Tourism would like to introduce to you
the new Email Marketing 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 the
audience that is most likely to walk
through your door.
Gatlinburg Co-Op Program - EMAIL

3. About Our Database
Our database is over 273,000 email addresses strong. Almost
120,000 of those leads where collected last year, and another
120,000 will be collected in this (2011-2012) fiscal year. Additionally,
we hope to see 60,000 more leads at the end of 2012 (in the
2012-2013 fiscal year).
We have removed our least active email addresses this year to make
sure your destination is in front of the most active and highest quality
leads. We do this on a yearly basis.
All of the individuals in our database requested that Gatlinburg
communicate with them via email about events and attractions in
Gatlinburg, TN.
They live primarily within Gatlinburg’s top 10 DMA’s.
Many have shared their specific interests, such as lodging types and
amenities; attractions, kids; nature,sports and outdoors; arts and
cultural; entertainment and special events; shopping; dining;
wedding/marriage; and transportation.
Gatlinburg Co-Op Program - EMAIL

4. Measurement and Tracking
To help measure the effectiveness of your placement, we will provide
you with a report for each email campaign, including:
■ Number of emails sent
■ Open Rate
(% of people who opened the email)
■ Click Through Rate
(% of people who clicked a link)
■ Which links they clicked
The open rate and click through rate will help you measure the
effectiveness of each email campaign.
Gatlinburg Co-Op Program - EMAIL

5. Co-Op eNewsletter
Every article and navigation link is for
sale in this eNewsletter, which delivers
the second Wednesday in July, August,
September, October, November and
December.
■ (a) Premium Article a
■ 330-by-190-pixel image with paragraph
■ Roughly a 4.5” X 2.5” area
■ 350 - 450 characters
■ $600
■ Receive over 35,000 impressions and as many as
1,000 - 2,000+ click throughs to your website!
b
■ (b) Sponsored Article 1
■ 121-by-87-pixel image with paragraph
■ Roughly at a 1.7” X 1.2” area
■ 300 - 350 characters
■ Receive over 35,000 impressions and as many as
700 - 2,000+ click throughs to your website!
■ $500
Tennessee Co-Op Program - EMAIL
Gatlinburg Co-Op Program - EMAIL

6. c
Co-Op eNewsletter
(c) Sponsored Article 2
d
■ 121-by-87-pixel image with paragraph
■ Roughly at a 1.7” X 1.2” area
■ 300 - 350 characters
■ $400
■ Receive over 35,000 impressions and as many
as 700 - 2,000+ click throughs to your website!
(d) Sponsored Article 3
■ 121-by-87-pixel image with paragraph
■ Roughly at a 1.7” X 1.2” area
■ 300 - 350 characters
■ $300
■ Receive over 35,000 impressions and as many
as 600 - 2,000+ click throughs to your website!
Gatlinburg Co-Op Program - EMAIL

7. Co-Op eNewsletter
e f g h
Receive over 35,000 impressions and
as many as 200 - 700 click throughs to
your website for only $125!
(e) Text Link 1
■ $125
■ Your business name
(f) Text Link 2
■ $125
■ Your business name
(g) Text Link 3
■ $125
■ Your business name
(h) Text Link 4
■ $125
■ Your business name
Gatlinburg Co-Op Program - EMAIL

8. Amazing Benefits
Gatlinburg has already acquired the list of
qualified prospects.
Paramore, Gatlinburg’s digital agency, will
create your placement, or we can use one
you’ve created on your own.
Gatlinburg pays for the cost of getting your
message to the subscribers - a savings of
$500 - $1200 per email!
There are no monthly minimums. Paramore
will help create and manage the media buy.
Gatlinburg will be your billing contact.
Join These Participants!
Gatlinburg Co-Op Program - EMAIL

9. 2011/2012 Display Co-Op Program
Gatlinburg Department of Tourism

10. 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

11. 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.
• Only pay a flat fee with unlimited impressions per month.
Gatlinburg Co-Op Program - DISPLAY

12. a Co-Op Display
One Site | Two Click Throughs
■ Gatlinburg will own 1/2 of the banner
to drive traffic to the Vacation Guide
download form.
■ The advertiser will own the other
portion of the banner.
■ The advertiser will provide their logo,
image, call to action, & click through
URL.
■ Paramore will create a banner that
will run on the selected site.
■ Paramore will deliver screen shots of
the placement as well as monthly
reports with statistics on banner
impressions & clicks.
■ $750 a month per partner.
Gatlinburg Co-Op Program - DISPLAY

13. Available Sites for the Display Co-Op
Gatlinburg Department of Tourism

14. 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).
- Available March, April, May 2012
- Available August, September, October
2012 (*subject to change to another lifestyle
focused site)
Gatlinburg Co-Op Program - DISPLAY

15. Available Sites - Travel Niche
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).
- Available January - December 2012
(*subject to change to another travel
focused site July - December)
Gatlinburg Co-Op Program - DISPLAY

16. Available Sites - Travel Niche
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).
- Available January - December 2012
(*subject to change to another travel focused
site July - December)
Gatlinburg Co-Op Program - DISPLAY

17. Available Sites - Travel Niche
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).
- Available March, April, May 2012
- Available August, September, October 2012
(*subject to change to another navigation focused
site)
Gatlinburg Co-Op Program - DISPLAY

18. Available Sites
Adventure Travel Niche
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.
- Available March, April, May
2012
- Available August, September,
October 2012 (*subject to
change to another outdoor/
adventure focused site)
Gatlinburg Co-Op Program - DISPLAY

19. Available Sites
Family Travel Niche
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.
- Available March, April, May 2012
- Available August, September, October 2012
(*subject to change to another family travel
focused site)
Gatlinburg Co-Op Program - DISPLAY

20. Available Sites
Family & Romance Travel Niche
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”.
- Available March, April, May 2012
- Available August, September, October
2012 (*subject to change to another
Gatlinburg Co-Op Program - DISPLAY

21. Available Sites
Girlfriend Getaways Niche
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”.
- Available March, April, May 2012
- Available August, September, October
2012 (*subject to change to another
girlfriend focused site)
Gatlinburg Co-Op Program - DISPLAY

22. Available Sites - Bridal Niche
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).
- Available March, April, May 2012
- Available August, September,
October 2012 (*subject to change
to another wedding focused site)
Gatlinburg Co-Op Program - DISPLAY

23. Available Sites - Religious Niche
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).
- Available March, April, May 2012
- Available August, September, October
2012 (*subject to change to another
Gatlinburg Co-Op Program - DISPLAY

24. Available Sites - Atlanta Niche
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.
- Available March, April, May 2012
- Available August, September, October
2012 (*subject to change to another
Atlanta focused site)
Gatlinburg Co-Op Program - DISPLAY

25. 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