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MediaPlanOverview07-08

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					To Our Virginia Tourism Industry Partners:

We are very pleased to present the new 18-month Virginia Tourism Cooperative media plan for Virginia Tourism
Corporation and industry partners. This media plan covers July 1, 2007-December 31, 2008.

The goals of VTC for this media plan are:

   •   Create and implement a media campaign that will address the evolution of the media industry as well as
       consumer media habits
   •   Provide Industry Partners with affordable advertising opportunities through sanctioned VTC co-ops
   •   Generate leads for VTC as well as Industry Partners
   •   Increase web traffic to Virginia.org
   •   Leverage funds to generate $3 in value for every $1 spent

We received and analyzed over 100 proposals for this 18 month plan. Each media partner was challenged with
assisting VTC in fulfilling each goal. Ultimately, the media schedule created was based on each media partner’s ability
to ensure a successful 18 month campaign.

In addition to a strategic print plan, we are now introducing new cooperative interactive elements to the media plan that
we hope our industry partners will explore. The opportunities are meant to accommodate budgets of all sizes and give
destinations of all kinds an interactive element to their media campaigns. We hope that you will explore these
opportunities and we welcome any questions about how such cooperative programs will work and how they can benefit
you.

We are now providing our industry partners with several tools to help assist in their media planning. For instance, you
will find easy reference forms outlining opportunities including due dates, costs, etc. You will also find tools showing
discounts received by participating in such opportunities as well as sample media plans that may assist our industry
partners in determining which media opportunities may be relevant for particular marketing goals.

We are looking forward to a successful 18 months and beyond with our industry partners and are here to assist and
answer questions. Please contact Carey Mosser at cmosser@bc-f.com with any questions regarding the media plan.

Best Wishes for a Successful 18 months,


Virginia Tourism Corporation and BCF
                        Media Plan Notes
                        While VTC and BCF strive to provide industry partners with complete up-to-date and
                        accurate information concerning co-op opportunities, we ask that a few notes be
BCF                     considered while referring to these documents:

Carey Mosser               •   Most 2008 rates are estimated. We have asked that our media partners provide us
Contact Strategist             with their best estimate of what rates will be, however, those rates could fluctuate
757.497.4811                   once 2008 ratecards are released.
cmosser@bc-f.com
                           •   Rates specified are net.

                           •   2008 publish and due dates are also estimated. As 2008 ratecards are released we
VTC                            will update our posted information, however, please contact your sales
                               representative to ensure the information you have is up to date.
Jovandra Cox
Advertising Marketing      •   You will find creative ad units, mechanical specifications, costs and due dates on the
Manager                        spreadsheets provided separately from this document.
804.545.5567
jcox@virginia.org
                           •   Please refer to vatc.org periodically to check for any updates made to this document

                           •   If any corrections or updates need to be made to this document that are found by
                               industry or media partners, please contact Carey Mosser immediately so those
                               changes can be confirmed and resolved in a timely fashion.

                           •   The publications will be putting together the finished creative for ALL co-op
                               sections. All partners should send materials to the individual vendors for these
                               sections; please contact your sales rep for specific artwork instructions.

                           •   Please contact your respective sales representatives to inquire about lead delivery
                               and added-value opportunities.

                           •   Internet co-op opportunities are contingent on industry partner participation. While
                               we do not anticipate this happening, any interactive co-op opportunities that do not
                               have sufficient partner participation may be cancelled.

                           •   VTC’s media planner at BCF, Carey Mosser, is available for any questions
                               regarding the rationale behind co-op opportunities.

                           •   If there are any questions at all regarding recommendations or suggestions while
                               developing your own media plan, please feel free to contact Carey.
           Media Plan Table of Contents
           Please take note that the layout of the Virginia Tourism Corporation co-op
           documents have changed. Below, please find a table and description of each
           document so you are able to find the information you are looking for.

CONSUMER   Consumer:
           Consumer Plan Overview Document
TABLE OF      • Consumer plan elements including:
CONTENTS            o Contact information
                    o Circulation
                    o Demographics
                    o Highlights
                    o Savings
              • Media Plan Scenarios
                    o Potential media plan scenarios for industry partners
                           • Family Travel
                           • Boomer Travel
                           • Historical/Heritage/Culture
                           • Epicurean/B&B/Restaurant
                           • Outdoor/Recreation
              • VTC Only advertising
                    o Stand alone opportunities that VTC will be participating in

           Consumer Plan Partner Rates & Specifications
              • Rates for co-op partners per opportunity
              • Mechanical specifications per opportunity

           Consumer Plan Partner Due Dates
              • Publish dates for each opportunity
              • Space and material due dates for each opportunity

           Consumer Plan Flowchart
              • Flowchart including VTC only as well as Co-Op opportunities
               Media Plan Table of Contents
GROUP TOUR &   Group Tour & Meetings:
MEETINGS       Group Tour & Meetings Plan Overview Document
                  • Group Tour & Meetings plan elements including
TABLE OF                o Contact information
CONTENTS                o Circulation
                        o Demographics
                        o Highlights
                        o Savings

               Group Tour & Meetings Plan Partner Rates & Specifications
                  • Rates for co-op partners per opportunity
                  • Mechanical specifications per opportunity

               Group Tour & Meetings Plan Partner Due Dates
                  • Publish dates for each opportunity
                  • Space and material due dates for each opportunity

               Group Tour & Meetings Plan Flowchart
                  • Flowchart including VTC only as well as Co-Op opportunities

				
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