COOPERATIVE ADVERTISING PROGRAM
The Cooperative Advertising Program is a public-private partnership program that allows industry partners to tap into state advertising funds and resources to promote their destinations, attractions and events.The Cooperative Advertising Program makes it possible for partners in West Virginia to thrive in the tourism industry. Through joint advertising campaigns, partners are invited to build off the momentum of the Department’s brand efforts and steer prospective travelers in their direction.
Program Goals
The Goal
The goal is simple: We want to keep West Virginia top-of-mind for travelers as they dream about, consider and book their next vacation.
Through these joint advertising campaigns, we’re reaching these travelers with the message of Almost Heaven and leading them to the folks who make our visitors’ experiences so memorable — our industry partners.
What This Looks Like
- Increasing awareness of the West Virginia brand, products and partners
- Creating a positive shift in travelers’ attitudes and perceptions
- Providing measurable advertising outcomes for every dollar spent
- Leveraging state resources and partner budgets to maximize industry’s overall economic impact
Process Overview
To kick off each advertising flight, the WV Tourism Team holds an industry webinar with our agency partners to review the year’s plans, goals and ad offerings. All the media is hand-picked by our team to align with industry and media trends to deliver our partners top-of-the-line opportunities, and all at a matched cost.
Partners can request advertising opportunities online in our Partner Portal. Openings will be announced through our Industry Newsletter beforehand.
Every step of the way, the Cooperative Advertising Program is a highly involved and collaborative effort between the Department and participating partners. From individual planning sessions to creative development, the WV Tourism team will work with each participant/group to employ an effective ad campaign.
Eligible Partners & Groups
Partnerships can include individual destination marketing organizations, tourism-related businesses, government partners or coalitions of regional, industry or activity-based groups. Preference will be given to groups of partners that come together to advertise as a destination.
Co-Op Partner Perks
In addition to selected advertising placements, partners will receive a free marketing package based on their total buy.
Partnership Showcase
We had the pleasure of working with the Eastern Panhandle to make a major splash in DC. For this market, West Virginia is only an hour away, and we took the opportunity to invite them on over. In two months, we garnered over 38 million impressions through a digital takeover at Dulles and branded rail cars in DC’s metro network!
Through joint advertising campaigns like these, we’re reaching travelers near and far with the message of Almost Heaven and leading them to the folks who make our visitors’ experiences so memorable — our industry partners! We’d love the opportunity to assist your summer and fall promotions this year.
Online Payment is Now Available!
The online payment portal for the Cooperative Advertising Program is now live! This secure link offers a convenient and efficient way to process payments. Please follow the instructions linked below.
If you encounter any issues, please reach out to Hanna Kroeger at Hanna.e.kroeger@wv.gov.
Questions
If you have questions surrounding the Cooperative Advertising Program, please get in touch with Destiny Workman, Cooperative Advertising Coordinator.