media & sponsorship kit 2013 ontario trails council · social media* • our fully integrated...

Ontario Trails Councilwww.ontariotrails.on.ca

Media & Sponsorship Kit 2013

www.ontariotrails.on.ca


About the Ontario Trails Council• Member-supported, not-for-profit, non-government

organization (NGO)

• Connects to 1,500 trail organizations and 500,000 trailenthusiasts annually across Ontario

• Funded in part by the Ministry of Tourism Sport and Culture, theMinistry of Natural Resources and the Trillium Foundation

• New partnership with Ontario Tourism for marketingsupport began in 2009

• Partnerships with Ontario’s 36 conservation andpark authorities



www.ontariotrails.on.caThe Number One Source for Trails in Ontario

Every month over seventy thousand visitors from acrossOntario, Canada, USA, Europe and the world look to theOTC site as their first choice for Ontario trail information.

They're planning cycling trips through Niagara's winecountry, treks into Algonquin Park, horseback riding,snowmobiling and off-road adventures into the wilds northof Superior. They're also looking for urban trails in thecities and major centres.

If life is a journey, we have your trail.




Over 1,900 Trail Pages & GrowingThe Ontario Trails Council website delivers:

• Over 83,000 km of Ontario trails (51,600 miles)

• Database searchable by trail activity type, region, closest town,trail name

• Trails across 9 distinct tourism regions of Ontario

• 18 Trail activities including hiking, biking and kayaking

• Every trail has its own descriptive profile page whichincludes the GPS trailhead

• The site provides access to expert opinions, tips, and trail usageguidelines



New Products*In 2012 weintroduced theOntario TrailsMobile App

Perfect for youriPad, iPhone orSmartphone

Locate trails within25km of yourposition

In 2011 we introduced ourcompanion site – OntarioTrail Maps – has over 2600trailheads.

List yourself here to!



Social Media*• In 2010 we started with twitter

and Facebook

• Everyday we post 100’s ofstories and notes about OntarioTrails to 11,000+ people

• Annually over 3 millionmessages sell the main site!



Social Media*

• Our fully integrated socialmedia strategy sees storiesand user referral back to themain site .

• Includes: gplus, our blog,tumblr stumbleupon,pinterest, foursquare,wordpress and more!



2012

OTC Web Site Statistics*9 months (January – December):

• Total number of visitors 920,623

• Average of 183,499 page views per month

• May peak 300,369 page views

• Total of 2,201,996 page views for 12 months

• Average of 76,718 total visitors per month

• July highest total visitors 128,976

*Source: Google analytics



Our Audience*• 57% male & 43% female

• 30% are between the ages of 18 - 35



• 44% use a trail in Ontario at least once a month

• 83% are interested in hiking & walking

• 96% reside in the province of Ontario

*Source: Survey of site visitors conducted from May 2009 to September 2009


1.

2.

3.

Canada (93.09%)

United States (5.63%)

United Kingdom (0.64%)

4.

5.

Australia (0.15%)

Germany (0.15%)

SPRING / SUMMER 2009

Top Five Referring CountriesSite Visitor Statistics*



SPRING / SUMMER 2009

Most Popular Pages*1.

2.

3.

4.

Home Page

OTC “Find a trail”

Cycling Roads & Paths

Trail Activities

5.

6.

7.

8.

9.

Trail Regions

Greater Toronto Area

Motorcycling

Hiking & Walking

10. EquestrianCycling Off-road




JANUARY - MARCH 2009

Most Popular Activity Pages*cycling – roads & paths

cycling – off-road

motorcycling

hiking & walking

equestrian

atving

other (dog sledding, rock climbing, running,geo-caching, ice climbing, downhill skiing)

snowmobilingfour wheel driving

snowshoeing backcountry

canoeing & kayaking

cross country skiing

camping & backpacking




cycling – roads & paths


motorcycling

snowmobilingsnowshoeing backcountrycross country skiingcamping & backpacking

atving

equestrian

hiking & walking



APRIL - JUNE 2009

Most Popular Activity Pages*other (dog sledding, rock climbing, running,

geo-caching, ice climbing, downhill skiing)

www.ontariotrails.on.cacycling


JULY - SEPTEMBER 2009

Most Popular Activity Pages*snowmobilingfour wheel drivingsnowshoeing backcountrycanoeing & kayakingcross country skiingcamping & backpackingatving

equestrian

hiking & walking



other(dog sledding, rock climbing,running, geo-caching,ice climbing, downhill skiing)

cycling – roads & paths


motorcycling

www.ontariotrails.on.caother


ENHANCEMENTS

2013 Site Plans• Add more Interactive GIS-enabled trail maps

based on Google technology

• Wiki-like trail page enhancement, to allow moresocial networking, posting of comments, photos, etc..

• Introduction of private sector sponsors andpromotional partnerships

OTC Mobile – one of12 must have apps forrural living in Ontario –Ruralist.ca Jan 2013



Testimonials“To the Ontario Trails Council

A quick note to share some exciting news and share the credit too.As you know, this past year, Algonquin Highlands has been advertising onthe OTC site. Well, our regular season ended on October 31, and in a year-end report we were very happy to report that we've experienced a 6.3%increase in users from the previous year.

This was during a cool, wet summer and economic downturn where someOntario Parks and municipalities have seen declines of nearly 20% at theirrecreational and camping facilities.

We are thrilled with our results and the traffic that the OTC sitehas driven to our site. Thank you for helping us make this a verysuccessful year for Algonquin Highlands.”

mark coleman, trails coordinator, algonquin highlands



ADVERTISING RATES 2013

Ontario TrailsCouncil Website


Homepage - rotating flash: Square Button


Trail News & Events page: Wide Skyscraper

Placement Examples

www.ontariotrails.on.caTrail

Find a Trail A - Z or Trail News & Events page:Square Button


Placement ExamplesRegions/Activities Page: Wide Skyscraperi.e. Ottawa Regions Page,26 site-wide placement opportunities


Activity/Regions page: Square Buttoni.e. ATVing page,26 site-wide placement opportunities


Other pages: Full Banneri.e. Hike Smart,9 site-wide placement opportunities

Placement Examples

www.ontariotrails.on.caOther

Region/Activity/Trail Smart pages: Text Link with Imagei.e. Hike SmartTrail page: Text Link


Placement Examples


OTC ADVERTISING RATES 2013

Web

*All dimensions are in pixels IMU = Interactive Marketing Units


Format*Square Button(125 x 125 IMU)

Wide Skyscraper(160 x 600 IMU)

Square Button(125 x 125 IMU)

Wide Skyscraper(160 x 600 IMU)

Appears onHome page— rotating flash. Only4 ads accepted at a time, the adspause for 10 seconds

• Trail News & Events

Any one of:• Find a Trail A-Z page• Trail News & Events

• Any one of 17 Activity pagesor 9 Region pages

1 month$600

$550

$300

$500

3 months$1,710

$1,566

$855

$1,425

www.ontariotrails.on.caFormat*


WebFormat*

Square Button(125 X 125 IMU)

Full Banner(468 X 60 IMU)

Square Button(125 X 125 IMU)

Appears on• Any one of 17 Activity pagesor 9 Region pages

• Any one of the Other pages— Hike Smart, Bike Smartetc.

• Any one of the Other pages— Hike Smart, Bike Smartetc.

1 month$250

$400

$400

3 months$720

$1,140

$1,140




WebFormat*

Text Links (sub headingand maximum of 30word text descriptionwith link)

Text Links (sub headingand maximum of 30word text descriptionwith link)

Advertorial page(optional, in conjunctionwith any Text Link)

Appears on• Trail page

Any one of:• Region pages• Activity pages• Trail Smart pages

• Full page on the web site dedicatedto your product or service with yourown content and graphics

1 month$35

$150

$100**

3 months$90

$420

$250**

*All dimensions are in pixels **Set-up fee may applyIMU = Interactive Marketing Units



Per Issue For 12 IssuesFormat*Square Button (125 x 125 IMU)

Full Banner (468 X 60 IMU)

Press Release

$350

$350

$200

$3,360

$3,360

$1,920


Weekly E-NewsletterOur newsletter is sent out every month to more than 2,500 opt-insubscribers and provides up-to-the-minute news to trail users,managers, and other trail stakeholders. Exclusive sponsorshipsand advertising opportunities are available for each issue.



www.ontariotrails.on.caPerIssueFor12Issues

Sponsorship PackagesMonthlyRegional Theme Package Includes:

• Skyscraper on the Region pageof your choice• Text advertorials on 20 trailsfrom your region• Text Advertorial with image onthe Trail Region page• Customized e-blast (you canchoose to send to the entire OTClist or specifically targeting yourgeographical area to promote yourservice or product in that area)


$2,500

Seasonal (3 months)$7,000(Savings of $500)


www.ontariotrails.on.ca$2

Sponsorship PackagesMonthlyActivity Theme Package Includes:

• Skyscraper on Activity page ofyour choice• Text advertorials on 20 trails fromyour region• Text advertorial with image onActivity page• Text advertorial with image on TrailSmart page• Skyscraper ad on Trail Smart page• Customized e-blast


$2,850

Seasonal (3 months)$8,000(Savings of $550)

www.ontariotrails.on.ca$2


Sponsorship Notes• All rates in Canadian Dollars

• Rates are monthly, with no specific numbers of impressions

• Add $25 dollars for file set up

• Prices are subject to taxes, where applicable

• These are net rates

• Production costs not included. Please contact Nav Kaur at416-972-1439 to request a quote on production



Custom PackagesCustom packages are available to suit your company’s needs.To target your advertisements for the greatest effect, please contact:

• Rita Dorlas for national advertising:[email protected]

• Mary Huang for regional advertising:[email protected]


mailto:[email protected]

mailto:[email protected]

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