Meta (Facebook & Instagram)
Media Channels: Social | Digital
Social media continues to play a powerful role in travel inspiration and decision-making, especially on platforms like Instagram and Facebook, where travelers discover new destinations and experiences through engaging visuals and authentic stories. Including social in your advertising mix is a smart way to reach potential visitors in the moments that matter most.
Program Overview
VTC and Love Communications are partnering to offer a turn-key solution for the Co-op Meta program. Partners have the option to run a Meta campaign through Love Communications for an accessible and seamless experience or can choose to run a Meta campaign with current agency partners and submit the match funds through Love Communications.
Key Details:
As a managed program running through Love Communications, partners can expect:
- Media Campaign Execution: Running Meta ad campaigns from start to finish. This will require access to Meta platforms.
- Audience Targeting: Allowing participating partners to tap into and leverage VTC’s custom site-retargeting audiences, and structuring campaigns to align with the VTC Flagship campaign.
- Tracking and Attribution: Placing Adara Click Trackers to ensure robust data reporting and proper attribution.
- Please note this is a requirement for all partners
- Reporting: Providing comprehensive wrap-up performance reports with actionable insights.
- Administrative Management: Handling billing for match rates, campaign management/set up, and ongoing campaign optimizations.
- Flight Duration: 2 – 3 max flight duration pending tier.
The Meta Co-op program is open to 33 partners in total following the below tiered structure. Partners running the Meta Co-op program through their contracted agency partners will not be subject to the 15% commission fee.
| Tier | Partner Investment | VTC Match | Total Media Value | Partner Fee (15%) | Max Flight |
| Tier 1 | $2,500 | $2,500 | $5,000 | $750 | 2 months |
| Tier 2 | $5,000 | $5,000 | $10,000 | $1,500 | 2 months |
| Tier 3 | $6,000 | $6,000 | $12,000 | $1,800 | 3 months |
| Tier 4 | $10,000 | $10,000 | $20,000 | $3,000 | 3 months |
- Higher tiers include longer flight durations and additional versions of assets.
- A 15% management fee applies (shown as the Partner Fee in the table).
- Campaigns take a few weeks to set up; setup is first-come, first-served once applications are processed.
Reimbursement Process
Match funds will be provided at the start of the campaign once partners provide invoices for match funds to Love Communications.
Contact Persons:
If you have questions, please email coop@virginia.org / virginia@lovecomm.net
If you have specific questions for VTC, please reach out to Lindsey Norment, lnorment@virginia.org and Ali Zaman, azaman@virginia.org