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									Prince William County/Manassas
 Convention & Visitors Bureau



           2007-2008 Cooperative Advertising Plan
“Alone we can do so little; together we can do so much.”
~ Helen Keller


Dear Prince William County/Manassas Tourism Partner,
The Convention & Visitors Bureau is pleased to present our 2007-2008 Cooperative Advertising Plan.
We reviewed participation in last year’s co-op ads and the publications that were utilized. We tailored
this year’s plan to maximize on the most used mediums.
We also added something new this year: online advertising. Increasingly, consumers research travel
plans on the web. According to Travel Industry of America, approximately 101 million travelers are
already on the Internet, and a majority of them (78%) are looking at a variety of online resources when
researching, planning and booking trips.
We welcome suggestions and recommendations for our co-op advertising. Please contact me if you are
interested in advertising in a publication that will attract visitors to Prince William County and I will
disseminate the information to our tourism partners.
We are looking forward to another successful cooperative program. Thank you to all who participated
last year. We look forward to a busy tourism season for 2008.
If you have any questions, please feel free to contact Esther M. Turner at (703) 396-7130 ext. 18 or
eturner@visitpwc.com.


Best,
Esther M. Turner
Tourism Marketing Manager
Prince William County/Manassas CVB

    The Prince William County/Manassas Convention and Visitors Bureau (CVB) is the destination
    marketing organization for Prince William County and Manassas. Through targeted marketing efforts
    the CVB promotes the region to potential visitors, tour groups, and media representatives for the
    purposes of increasing tourism and economic growth. The CVB is an independent, not for-profit
    organization funded by Prince William County.


     Cooperative: Owned collectively by members who share in its benefits.
      This partnership program is designed to help your advertising dollars reach more people
      and places and to generate an overall awareness and business for your attraction/property
      and Prince William County/Manassas, Virginia. When several businesses partner on an ad,
      they have a larger ad space in prominent publications. This allows you to reach more
      people than if each business advertised independently.

     How the Co-op works
      The co-op advertising program is a tool used by the CVB to allow our tourism partners in
      the community to advertise together and promote the diversity that the county offers. Funds
      have been allotted by the Board of County Supervisors of Prince William County that allows
      the CVB to subsidize 50% of each co-op ad.
Participating in the Co-op
   Participating in the Co-op
    Please review the following advertising opportunities contained in this packet. I will send
    information prior to the reservation date for each co-op for you to sign up. If you already
    know which opportunities you would like to participate in, please email or fax me the
    publication and dates found on the sign up form on the last page. Send all information to:

           Esther M. Turner
           Tourism Marketing Manager
           Prince William County/Manassas CVB
           8609 Sudley Road, Suite 105
           Manassas, VA 20110
           703.396.7160 fax
           eturner@visitpwc.com

   Ad Costs and Requirements
    Ad costs vary depending upon how many partners are participating in the ad. The CVB
    reserves the right to adjust the overall ad space to a smaller or larger size, adjust the rate
    to accommodate fewer partners or cancel the ad. At least two partners are required to
    make a co-op work. One partner cannot dominate more than 75% of the ad space.
Limits on Ad Space

   Prince William County and the City of Manassas Park
    The maximum amount that may be invested by each partner at the subsidized
    rate is $15,000 per partner annually. The partner still may choose to participate
    in the co-op program at the point this amount is achieved, but at the
    unsubsidized rate.

   The City of Manassas
    The maximum amount that may be invested by each partner at the subsidized
    rate is $2,500 per partner annually for all businesses within the city combined.
    The partner still may choose to participate in the co-op program, but at an
    unsubsidized rate.

     –   Subsidized Rate: The total cost to each partner for its share of a co-op ad. The
         subsidized rate is a price that has already been discounted and then further
         subsidized by 50% for a savings of more than half.

     –   Unsubsidized Rate: The total cost to each partner for its share of the co-op ad. The
         unsubsidized rate is a price that has already been discounted for but is NOT
         subsidized by the CVB by 50%. It is usually only applicable if the maximum annual
         advertising investment already has been met.
Inquiry Fulfillment

   Inquiry Fulfillment Following the Ad
    The CVB will handle the mailing of information (fulfillment) following inquiries
    from potential visitors who request more information about the tourism partners
    featured in the ad. This is at no additional cost to you. Please provide the CVB
    with rack cards, brochures or relevant materials prior to the date the ad is
    scheduled to run. If you do not have printed collateral, please let us know as
    soon as possible and we will help you prepare a promotional piece. All
    participants may receive the inquiries that generate leads.

   Payment
    The Convention & Visitors Bureau will invoice you after the run date of your
    ad(s) or when we are invoiced from the publication. Payment is due within 30
    days. Make checks payable to: Prince William County/Manassas Convention &
    Visitors Bureau.

   Art Work
    If you do not have a graphic designer to layout your ad, the CVB can design the
    ad for you at no additional cost. Send us your 300 DPI JPEG or TIF photos with
    the text and we will design your ad.
Newspapers


The Washington Post                  Co-op Insertion Dates: October 7, 2007, May 22, 2008, June 5,
                                     2008, July 12, 2008 & September 25, 2008
The Washington Post is the best-
selling daily newspaper in the DC    Circulation: 783,933
Metropolitan area. Special tabloid
sections like the Weekend,           Demographics: Educated, Affluent (49% of Washington’s adults
published on Fridays, and the        are in $75k + income households -79% above U.S. average.),
Express, a free daily paper          Ranks #1 among top 10 DMAs in proportion of 40-59 boomers.
provide a way to reach the
weekend market for things to do.     Highlights: Reach local and regional metro market.




 The Winchester Star                    Co-op Insertion Dates: June 6, 2008, July 25, 2008, &
                                        September 26, 2008
 Reach your Blue Ridge
 neighbors in The Winchester            Circulation: 22,500 M-F, 26,800 Sat (no Sunday paper)
 Star. The Star is the main daily
 paper covering the City of             Demographics: Main newspaper covering the City of Winchester,
 Winchester and the surrounding         counties of Frederick and Clarke and serves portions of Shenandoah,
 areas.                                 Warren Counties and nearby West Virginia.

                                        Highlights: Reach regional market for day trippers.
Newspapers


The Baltimore Sun                    Co-op Insertion Dates: March 23, 2008

Baltimoreans consistently rank       Circulation: 273,976
in Prince William County’s top
10 feeder markets for visitors       Demographics: Reaches 1.1 million adults in the Baltimore
to our area. Reach this              Designated Marketing area. In the past year, 25% of Baltimore
audience in The Sun’s special        adults took 3-4 domestic personal/vacation trips.
sections, “Visit Virginia”.
                                     Highlights: “Visit Virginia” showcases the best things to see
                                     and do in Virginia.




The New York Daily News            Co-op Insertion Dates: April 23, 2008

The number one daily in New        Circulation: 800,000
York’s 29-county market. The
New York Daily News publishes      Demographics: Covers 29 counties including all of New York
a Travel Virginia Magazine every   City (5 boroughs), Long Island, NJ, Westchester County,
year. The Virginia Travel          Rockland, Dutchess, Putnam, Orange, Sullivan, Ulster, Fairfield
Magazine also includes a           County, CT and Pike County, PA. #1 ages 35-54, #1 $75-$100k,
sweepstakes and reader             more than 340,000 readers traveled to Virginia in past year.
response.
                                   Highlights: Virginia specific, lead generator for partners.
Magazines

                                           Co-op Insertion Dates: 2008
       2008 VA Golf Guide
                                           Circulation: 175,000
       The Virginia Tourism
       Corporation’s Golf Guide,           Demographics: Distributed at consumer golf
       published annually, serves as the   shows in Philadelphia, Pittsburgh, Rochester,
       VTC’s primary fulfillment piece     Toronto and other northeastern cities, all key
       for consumers who want              markets in Virginia. Also distributed at Virginia
       comprehensive info on Virginia’s    highway welcome centers.
       outstanding golf product.
                                           Highlights: The guide will be polybagged with the
                                           March issue of GolfStyles magazines in Ohio, New
                                           Jersey and metropolitan Philadelphia.




       AAA World                           Co-op Insertion Dates: 2008

       AAA World is the membership         Circulation: 1,041,000 Philly/NJ region
       publication for AAA Mid-Atlantic.
       In 2005 over 970,000 of AAA         Demographics: 86% of AAA members have
       world’s 2.1 million households      taken a trip more than 100 miles away from home
       visited Virginia.                   in the past 12 months. Readership: 56% female,
                                           HHI $90k, 46% travel with children.

                                           Highlights: Lead generator for partners
Magazines

      Northern Virginia                      Co-op Insertion Dates: June/July 2008

                                             Circulation: 46,000 (30,000 residents in Northern Virginia,
      Regional magazine that delivers
      news and views of Northern Virginian   11,000 newsstands & retailers, 5,000 medical offices, spas &
      communities. Covers great places to    salons, restaurants and cafés)
      shop, dine, exercise and play along
                                             Demographics: Average household income $200k+, 88%
      with a steady diet of profiles and
      features.                              homeowners, 150,000 total readership

                                             Highlights: June/July 2008 issue will feature “The Best of
                                             Northern Virginia”
Online


Philly.com                                Co-op Insertion Dates: November 5-18, 2007;
                                          January 14-28, 2008, May 19-June 1, 2008
Philadelphia, PA is always in Prince
                                          Circulation: 145,000 impressions (a single view of a page
William County’s top 10 feeder
markets. They rank fourth in the          or banner ad by a visitor.)
nation in population, households, and
                                          Demographics: 1.7 million unique monthly visitors
effective buying income. Skyscraper
ads are a cost effective way to reach
                                          Highlights: Internet advertising has excellent measurable
the Philadelphia market. Animated
skyscrapers allow multiple partners       results. 72% of consumers look online to book their travel.
prominent ad space.                       Skyscraper ad will click thru to visitpwc.com.




                                          Co-op Insertion Dates: November 2007;
Baltimoresun.com                          January 2008, May 2008

Baltimoresun.com is the number one        Circulation: 50,000 impressions (impressions = a single
local online source for news and          view of a page or banner ad by a visitor.)
information in Maryland.* 44% of
baltimoresun.com users who visited        Demographics: 2+ million unique users per month.
Virginia in the past year, are families
with children.                            Highlights: Internet advertising has excellent measurable
                                          results. 72% of consumers look online to book their travel.
*Nielsen/NetRatings                       Skyscraper ad will click thru to visitpwc.com.
                                                Prince William County/Manassas Convention & Visitors Bureau
                                                            2007-2008 Cooperative Advertising Plan

                                                                        Space & Material Due Dates
                                                                                                                                                    Total Ad      CVB        Sign
Publication                       Special Section                 Issue Date               Space Due                   Material Due                 Cost          Pays        Up
Newspapers*                                                                                                                                                                   X
The Washington Post               Museums & Galleries             7-Oct-07                 Mon, Sept 17, 2007          Fri, Sept 21, 2007              7,411.32   3,705.66
The Washington Post               Express - Weekend Pass          22-May-08                Mon, May 12, 2008           Wed, May 14, 2008               1,330.72     665.36
The Washington Post               Express - Weekend Pass          5-Jun-08                 Mon, May 26, 2008           Wed, May 28, 2008               1,330.72     665.36
The Washington Post               Express - Weekend Pass          12-Jul-08                Mon, July 7, 2008           Wed, July 9, 2008               1,330.72     665.36
The Washington Post               Express - Weekend Pass          25-Sep-08                Mon, Sept 15, 2008          Wed, Sept 17, 2008              1,330.72     665.36
The Winchester Star               Friday Main News                9-May-07                 Wed, April 30, 2008         Fri, May 2, 2008                1,044.75     522.38
The Winchester Star               Friday Main News                6-Jun-08                 Wed, May 28, 2008           Fri, May 30, 2008               1,044.75     522.38
The Winchester Star               Friday Main News                25-Jul-08                Wed, July 16, 2008          Fri, July 18, 2008              1,044.75     522.38
The Winchester Star               Friday Main News                26-Sep-08                Wed, Sept 17, 2008          Fri, Sept 19, 2008              1,044.75     522.38
The Baltimore Sun                 Visit Virginia                  23-Mar-08                Tues, March 11, 2008        Wed, March 12, 2008             6,410.04   3,205.02
The New York Daily News           Travel Virginia                 23-Apr-08                Tues, March 3, 2008         Thurs, March 6, 2008            4,590.00   2,295.00

Magazines
2008 Virginia Golf Guide                                          2008                     Fri, Oct 5, 2007            Wed, Oct 24, 2007              11,117.50   5,557.75
AAA World                                                         March/April 2008         Tues, Jan 15, 2008          Fri, Jan 18, 2008               9,700.00   4,850.00
AAA World                                                         May/June 2008                                                                        9,700.00   4,850.00
Northern Virginia                 Best of Northern VA             June/July 2008           Tues, April 15, 2008        Fri, April 18, 2008             5,100.00   2,555.00

Online
Philly.com                        Skyscraper Ad                   Nov 5-18, 2007           Tues, Oct 23, 2007          Thurs, Oct 25, 2007             2,000.00   1,000.00
                                                                  Jan 14-28, 2008          Tues, Jan 2, 2008           Thurs, Jan 4, 2008              2,000.00   1,000.00
                                                                  May 19-June 1, 2008      Tues, May 5, 2008           Thurs, May 8, 2008              2,000.00   1,000.00

Baltimoresun.com                  Cube Ad                         Nov-08                   Tues, Oct 16, 2007          Thurs, Oct 18, 2007             1,000.00    500.00
                                                                  Jan-08                   Tues, Dec 18, 2007          Thurs, Dec 20, 2007             1,000.00    500.00
                                                                  May-08                   Tues, April 15, 2008        Thurs, April 17, 2008           1,000.00    500.00

*2008 newspaper rates are estimated with a 5% increase over 2007.

For ad sizes and costs see second spreadsheet.
Place an X in the last column for your ad selection and fax it back to Esther Turner 703.396.7160, mail it or email your ad selection to eturner@visitpwc.com.

Your Contact Information:



Company Name                                                                                           Name                                         Signature


Address Street                                                                                         Email                                        Date


Address City, Zip                                                                                      Telephone
                                     Prince William County/Manassas Convention & Visitors Bureau
                                                 2007-2008 Cooperative Advertising Plan


                                                Partner Ad Costs & Material Specifications
                                                                                                                      Partner Ad       Minimum
Publication                Special Section              Total Ad Size        Color           Partner Ad Size          Cost             Partners
Newspapers*
The Washington Post         Museums & Galleries         3c x 7" (5.96"x7")   Black & White    1/4 page (2.5"x2.75")          $926.41          4
                                                                             Black & White    1/2 page (5.25"x2.75")       $1,852.83
                            Express - Weekend
The Washington Post         Pass                        3c x 7" (5.96"x7")   Four Color       1/4 page (2.5"x3.25")          $221.79          3
The Winchester Star         Friday Main News            3c x 7" (5.75"x7")   Four Color       1/4 page (2"x3.25")            $174.13          3
The Baltimore Sun           Visit Virginia              3c x 7" (5.75"x7")   Black & White    1/4 page (2"x3.25")          $1,068.34          3

                                                                                              25 words, address,
                                                        1/4 pg (4 5/8"x 4                     website, one horizontal
The New York Daily News     Travel Virginia             5/8")                Four Color       photo                          $573.75          4

Magazines
2008 Virginia Golf Guide                                2008                 Four Color       1/6 page (2.25"x4.5")          $694.84          8
                                                                                              1/4 page (4.65"x4.5")        $1,389.68
                                                                                              1/2 page (7"x4.5")           $2,084.52
AAA World                                               Full Page            Four Color       1/6 page (2"x4.3")             $970.00          5

Northern Virginia           Best of Northern Virginia   Full Page            Four Color       1/6 page (2.25"x4.5")          $511.00          5
                                                                                              1/4 page (4.65"x4.5")        $1,022.00
                                                                                              1/2 page (7"x4.5")           $1,533.00

Online
Philly.com                  Skyscraper Ad               160x600 pixels       Four Color       160x600 pixels                 $500.00          2
Baltimoresun.com            Cube Ad                     300x250 pixels       Four Color       300x250 pixels                 $250.00          2

*2008 newspaper rates are estimated with a 5% increase over 2007.

								
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