Meta (Facebook & Instagram)
Media Channels: Social | Digital
Want to put Virginia in front of travelers while they scroll? Meta’s Facebook and Instagram platforms let partners run visually driven campaigns that build social engagement and drive website visits—promoting events, special offers, and destination content to highly targeted audiences.
New for FY27, the Meta co-op has been rebuilt as a fully managed, turn-key program.
Program Overview
VTC has partnered with Love Communications to run the Meta co-op end-to-end. Instead of managing your own ad setup, partners get a seamless, managed experience—Love handles campaign execution, optimization, and reporting from start to finish, with campaigns structured to align with VTC’s Flagship “Vacation Starts With VA” campaign.
What Love manages on your behalf:
- Media campaign execution across Facebook and Instagram (static and video; in-feed and story placements)
- Audience targeting, including access to VTC’s custom site-retargeting audiences
- Tracking and attribution via Adara click trackers
- Reporting—comprehensive wrap-up performance reports with actionable insights
- Administrative management—billing, campaign setup, and ongoing optimization
Key Details
Partners select from four tiers, with their choice of ad mix in each:
| 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.
Key Contacts
- Please reach out to the VTC Brand Team or Love Communications with any questions.