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 Vision
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 joint advertising, we’re reaching these folks with the message of Almost Heaven and leading them to those who make our visitors’ experiences so memorable — our industry partners.
At the West Virginia Department of Tourism, we believe in the power of marketing not just to inform but to transform. Our Cooperative Advertising Program is a bold, collaborative approach to reshaping perceptions, elevating local businesses and driving measurable impact across our state.
How it Works
Co-Op Opportunities are available year-round, so our partners can purchase advertising whenever it makes sense for their business. We know that each organization operates on different calendars, and this ongoing availability lets partners plan their advertising around their busy seasons, special events and budget cycles. Whether partners want to book months in advance or need turn-key campaigns for quick activation, they can do what works best for their organization.
The Department of Tourism will regularly host industry webinars with our agency partners to review media trends, seasonal plans and goals. During these sessions, partners will learn what ad opportunities are available and how to best utilize our resources.
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.
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. We united around one key message to D.C. citizens: “Almost Heaven is only one hour away.” Visually, we took the opportunity to highlight what West Virginia really is: the charming mountain escape they need. With arms wide open, we invited D.C. to step away from the commute, late flights, back-to-back meetings and find solace in the slower pace. What could a weekend trip do to reinvigorate and reinspire? Though the answer may differ from traveler to traveler, we let them know it could all happen just one hour away.
Between the summer and fall activations, the Eastern Panhandle’s 2024 regional campaign received over 43 million impressions. More than just the numbers, we’re proud that the region concluded, “The Co-Op Program has greatly enhanced our efforts to promote the Eastern Panhandle region through a combined effort of the three regional DMOs and the Department of Tourism. It has allowed us to make a big splash in the D.C. market, utilizing media outlets that would ordinarily be outside our budget limitations. It is an essential part of the success and continued growth of visitation to the region and state.”
Co-Op Partner Perks
In addition to selected advertising placements, partners will receive a free marketing package based on their total buy.
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.