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							                                  Allowable Projects Description

The Tourism Marketing Incentive Program is administered by the Kentucky Department of Travel. This
program offers reimbursement for projects, which are in direct support of the promotion and marketing efforts
of a non-profit tourism event, attraction, or geographic area. Projects eligible for funding consideration include
only those directly related to the promotional efforts targeted to markets outside your immediate area. This
document is only a quick reference guide about the program. Please review the Administrative Regulations 300
KAR 1:010 for complete program guidelines.

                                 Program Cycle July 1, 2009 – June 30, 2010

Application due June 1, 2009 for eligible projects completed July 1, 2009 – June 30, 2010

Reimbursement Request due February 1, 2010 for eligible projects completed from July 1, 2009 – December
31, 2009.

Reimbursement Request due August 1, 2010 for eligible projects completed from January 1, 2010 - June 30,
2010.

Reimbursement Percentages:

                                             Percentage Based on            Percentage Based on Programs
                Applicant                  Participation in Kentucky       Selected by Applicant other than
                                          Department of Travel Co-ops               Travel Co-ops
    Regional Committees                               100                               80/20
    (as designated by Dept of Travel)
    CVB or Tourist Commission                        90/10                              50/50
    Other Non Profit Organizations                   70/30                              50/50
    (attractions/festivals, etc)

Please note - Federal agencies, state agencies, colleges/universities, or statewide promotions are not granted
funding through this program. Non-profit organizations receiving funds from the Department of Travel or the
Kentucky Sports Authority for the purpose of sponsorship and/or advertising are not eligible for additional
marketing funds for projects or events in which already received funding. State or Federal Grants can not be
used to match Tourism Marketing Incentive Program funds.

 Examples of eligible projects include:

              Tourism Publications, Videos, CDs and DVDs
              Media Advertisements
              Billboards and Signage
              Brochure Distribution Services
              Group Tour Marketplace, Meeting & Conventions & Consumer Travel Show Expenses
              Meeting and Convention Advertising Expenses
              Sponsorship/Bid Fee of Tourism Trade Shows, Conventions and Events
              Internet Design Expenses
Funding Factors/Counties with Multiple Tourists Commissions/New Commissions:

Funding is distributed based on a formula to calculate county allotments. The formula factors are economic
impact and county population. Once the county allotment is determined Convention & Visitors Bureau’s and
Tourist Commissions are eligible to receive up to 70% of the county allotment. Applicants other than CVB’s
and Tourist Commission are eligible to receive up to 30% of the county allotment.

If there is more than one Tourist Commission within a county the formula above will be calculated, then
the counties with multiple commissions will be placed into another formula breaking down the 70%
between each commission based on number of rooms located within their city. Example: City A has 40%
of the rooms and City B has 60% then City A will receive 40% of the allotment and City B will receive
60%. If there is not any “other applicants” within a county then the 100% county allotment will be
broken down between the multiple tourist commissions. If a tourist commission does not have any or
very few hotel/motel rooms in their city/county they will automatically be eligible for 25% of the
allotment.

Any new Tourist Commission starting after July 1, 2009 will not be eligible for funding for two years,
must have at least part-time paid director, source of funding, established budget and marketing plan.

Tourism Publications, Videos, CDs and DVDs -
Tourism Marketing Incentive funds are available for the production and printing of travel-related brochures and
videos. Included in definition are area visitor’s guides, general festival brochures, group tour publications, sport
publications, meeting/convention publications, brochures, CDs, DVDs and videos promoting tourist attractions
open to the public for regular hours. When total printing costs of a publication exceed $1,000, three written
bids must be obtained. Layout and design expenses are exempt from the bidding requirement. Applicants are
encouraged to print every other year if possible.

To ensure that publications, videos, CDs and DVDs are of the best possible quality, organizations should solicit
the aid of professional services. Publications must include a (4) color brochure cover. A distribution plan
is required to ensure that brochures are reaching potential tourists. Distribution sources include area
tourist commissions, state welcome centers, inquiries resulting from state, regional, and local advertising
campaigns, brochure distribution services, consumer travel shows, meeting planning expos, and packaged travel
marketplaces. At least three of the distribution sources should be included on your application when requesting
printing expenses. Expenses for printing a tourism publication, DVD, CD or Video without a distribution plan
will be denied.

All publications and videos submitted for advertising & marketing funds must be reviewed and approved by the
Program Manager before going to final print or production. Any item listed above without prior approval
project will be denied. The Department of Travel reserves the right to deny reimbursement for any
brochure submitted that does not follow guidelines or deemed an inappropriate use of State-wide
Transient Room Tax. Visitor Guides/brochures not in accordance to the guidelines or questions about
layout, design or necessity will be reviewed by the Department of Travel for final approval or denial.

NOTE: Only one visitors guide per county is eligible unless there are multiple CVB offices within the
county, if so, one guide per CVB office is eligible. If more than one attraction/festival brochure is
requested on application a detailed explanation as to why individual brochures are printed and the
visitors guide is not the primary information piece.

Printed items not eligible: industrial incentive brochures, general community relocation and development
brochures, city/county maps or directories listing businesses and services, program, playbills, posters, table
tents, membership and subscription solicitation material, registration and entry forms, event and contest
category or regulation materials, and other quick print materials such as flyers, handbills, circulars, bags.
Advertising is allowed in brochures. Only the amount above advertising sales will be eligible for
reimbursement. Ad sales affidavit report will need to be submitted with reimbursement form. Any brochure
listing another state’s attractions, businesses or facilities will only be eligible for 25% reimbursement as long as
the brochure has 80/20 ratios.


              The front or back cover of all brochures must include the current official advertising
              brand of Kentucky (shown below) in accordance to the Kentucky Brand Graphics
              Standard Manual. Videos, CDs and DVDs are included in this requirement. The
              brand must be included in a reasonable proportion to the overall publication or
              project. The Kentucky Brand Graphics Standards Manual is available at
              www.kentuckytourism.com/industry




                          In addition, a tag line stating, “Printed in cooperation with the
                               Kentucky Department of Travel” must be included.



Advertising Media

Tourism Marketing Incentive funds are available for costs incurred for newspaper, magazine, radio, television
tourism advertisements, internet advertising, sports media, meeting/convention media outlets, as well as
videotape travelogue presentations. Charges for media time, production costs, and media placement are
eligible. The department requires the brand to be used on all advertising to remain eligible and size of
brand follows graphic standards.

New for 2009/2010 is a program designed to bring the highest potential of exposure in promoting to and
within Kentucky’s nine tourism regions, while at the same time, creating an overall position for
Kentucky. All applicants will receive a higher percentage of our marketing fund dollars, if they
participate in our State-supported programs (please review percentages on page 1). We are looking for
new and innovative ways to reach potential in a diverse and cost-effective manner. Criteria for co-op
programs should provide the following: Value added, cost efficiency, target audience reach, creativity,
price structure, circulation penetration into key markets and research associated with purchase.

To be eligible for funding, advertising must be directed toward areas other than the immediate location of the
event, attraction, or geographic area being promoted. Advertising placed within a 50-mile radius is not eligible.
However, to prevent penalization to organizations located within close proximity to major media markets,
groups located within a 50-mile radius and advertising in pre-approved media markets will be eligible to submit
25 percent of these costs for funding consideration instead of the 50 percent. Eligible markets are: Cincinnati,
OH; Evansville, IN; Huntington, WV; Louisville, KY; Lexington, KY; Paducah, KY; Owensboro, KY; and
Bowling Green, KY
Consumer Travel Shows, Group Marketplaces, Meeting/Convention Trade Shows and Expos

Tourism Marketing Incentive funds are available for various expenses associated with attendance to applicable
consumer travel shows, group tour marketplaces, sport marketing, meetings/conventions trade shows and expos
to promote an attraction, event, or geographic area. Various local events, such as county fairs, festivals, etc. are
not included in this definition. Also, booth space costs for attendance at industrial solicitation events or
functions are not considered eligible.


A list of the specific shows applicants will be attending must be included in the application for review and
approval by the Program Manager. In addition, before expenses associated with these shows can be submitted
for reimbursement, documentation verifying attendance must be provided. Specific expenses eligible for
reimbursement include:

                Purchase and maintenance of exhibits such as display assembly, artwork, transparencies,
                 photographs, and brochure racks
                Booth space and furniture rental
                Registration fees incurred for the privilege of interviewing perspective group tour operators
                 and promoting attraction, event or destination/geographic area.
                Shipping of displays and promotional material (regional committees only)




Web-site

Tourism Marketing Incentive funds are available for costs associated with the design of tourism related web
site. In order to be eligible for funding, the current state tourism brand/logo and a link to the state tourism web
site and regional tourism web site must be on the home page of the applicant’s web site.

Any web sites that contain paid advertisements will not be eligible for reimbursement. Monthly hosting and
maintenance is not eligible.

Web sites should also include the following information as applicable:

            Description of points of interest, recreational opportunities and services, including food, lodging,
             and camping facilities
            Landmark features should relate to the area’s history of tradition and be of particular
             architectural interest. Examples are buildings listed on the state or national register
            Attractions open to the public, such as theaters and museums, including times and date when
             they are open and the admission fee, if one is charged. Always include a location’s address,
             phone number, and web-site address where more information is available
            Information on recreational activities and attractions, such as fishing, water sports, hiking, and
             golfing. Include up to date information on license fees
            Listing of area or regional tourism-related events
            Current area maps, with major highways and access routes into the area clearly marked, as well
             as mileage from other cities
Billboards and Signage

Rental of billboards, TODS (tourist oriented directional signage) and fifth legends (attraction logo), as well as
artwork, design and production costs for these types of advertising are eligible for submission through this
program. These advertisements should promote specific attractions, events, availability of food, lodging,
camping, or other services as applicable. Photo must be submitted with reimbursement.

Applicants are required to use the state’s official advertising brand according to the Kentucky Brand Graphics
Standard Manual

Eligible advertising includes those placed on interstates or other major access highways. Billboards will need to
have a 20- mile radius.

General “Welcome to our Community” signage, banners, and other directional road signs are not eligible for
reimbursement. In addition, costs associated with construction of any permanent signage structures (other than
state-approved TODS) are not reimbursable.


Sponsorship Bid Fee of Tourism Trade Shows, Conventions and Events

   ALL SPORT RELATED SPONSORSHIP/BID FEES WILL NEED TO BE SUBMITTED TO THE KY SPORTS
                    AUTHORITY OFFICE TO BE CONSIDERED FOR FUNDING

Tourism Marketing Incentive funds are available for sponsoring conferences, trade shows and events that could
create economic impact for the state excluding sporting events. Sponsorship of overall convention partner or
sponsor of total event are eligible (local events are not eligible – only events that have been brought to the
county/state by way of sponsorship)

This program excludes local events or tourism industry events such as; KY Tourism Council, KACVB or in-
state only events. Marketing Funds are based on cash expenditures only of such events and not in kind
amenities. Hospitality events that include alcohol or any sponsorship package are not eligible. Gratuity, service
charges or tips are not eligible.

Any convention sponsorship bid fee that guarantees room nights within the state will be reimbursed
80/20. If the CVB participates in co-ops off by the KY Department of Travel designed to attract
conventions/meetings the advertising will be reimbursed 90/10Bid fees for In-state associations are not
eligible for reimbursement.

The 80/20 match will not be offered for bid fee or sponsorship of events – this category is a 50/50 match
since there is no absolute guarantee of room nights.

Please complete the Sponsorship Request Form section of the application indicating potential economic impact
to the county/ state for securing the event or conference. Reimbursement Request will need to include a Post
Conference/Event Report indicating number of room nights and local economic impact of event/conference.
All sponsorships are subject to denial.

Sponsorship paid for in part with funds provided by the Kentucky Tourism Marketing Enhancement Program
must be present on all signage and visual aides.
Brochure Distribution Services

Tourism Marketing Incentive funds are available for rental of rack space for the distribution of eligible
promotional materials from companies offering these services. There are not location restrictions for
distribution services. A distribution plan has to be in place before costs associated with printing a brochure are
approved.

Postage and Freight –REGIONAL USE ONLY

Tourism Marketing Incentive funds are available for postage costs incurred by a mailing firm when responding
to general tourist requests, media and group tour operator inquiries, and shipping of tourism promotional
literature and displays for use at travel shows and marketplaces.

Research

Tourism Marketing Incentive funds are available for Visaview research information pertaining to international
visitors. This is the only research expense that is covered under the guidelines.