Wisconsin Dells Vacation Guide

GET READY FOR THE 2018 Wisconsin Dells Vacation Guide THE OFFICIAL GUIDE OF THE WATERPARK CAPITAL OF THE WORLD! produced by the Wisconsin Dells Visitor & Convention Bureau NEW FOR 2018 Early Bird Membership Contract Special Any 2018 Membership Contract that is submitted by 1:00 pm on September 20, 2017 will automatically be entered into a drawing to win a FREE HALF-PAGE AD in the 2018 WDVCB Vacation Guide. *

THE OFFICIAL 2018 WISCONSIN DELLS VACATION GUIDE The Wisconsin Dells Visitor & Convention Bureau is pleased to offer you the opportunity to be part of the 12th annual edition of the Wisconsin Dells Vacation Guide. The Vacation Guide is the official publication of the Bureau and The Waterpark Capital of the World!, and serves as the primary fulfillment piece for the organization s $9 million year-round marketing and public relations campaigns. The Vacation Guide is sent to inquiries generated through the Bureau s 800-number and web site, wisdells.com, distributed in-area and out-area at key, high-traffic locations and is available for viewing online. This primer contains all the information you ll need to participate in the 2018 Vacation Guide with details on advertising options, layout specifications, a quick check list and more. For more information or additional assistance, please contact Bianca Johnson at (608) 254-9948 or bianca@wisdells.com. FORMAT HIGHLIGHTS Magazine format with a 50% advertorial to 50% advertising ratio. Advertising may be purchased in either the advertorial, group or grid listing section. (See page 4 for details.) Year-round shelf life with advertorial that covers all four seasons. A smaller consumer-friendly publication size - 7.75 x10 Large, pull-out map. Bright, bold cover with quick page references. An engaging and user-friendly table of contents. Customer-friendly At-A-Glance index that provides users with an easy A to Z reference. TABLE OF CONTENTS Vacation Guide Highlights & General Information Page 2 Advertising Rates and Deadlines Page 3 Advertising Policies Page 3 Submission Specs for Electronic Files Page 4 Enhanced Grid Sample Layout Page 6 Picture & Copy Sample Layouts Page 6 Ad Sizes and Guidelines Page 7 Check List & Photo Assistance Page 8 2018 VACATION GUIDE HIGHLIGHTS Distribution will be approximately 300,000 pieces. All accommodation, attraction, campground, restaurant, shopping and visitor services division members receive a FREE grid listing and are eligible to purchase an enhanced grid listing and/or advertising space. Single ad rate in either the advertorial, group or grid listing sections. Ad prices remain affordable. Targeted, out-area inquiry-based distribution. In-area and out-area rack distribution in key, high-traffic locations. A mid-march publication date to capture the attention of a strong spring break visitor base. Need more copies of this primer? If you need additional copies of this primer to pass along to your ad agency or designer, please contact Bianca Johnson at (608) 254-9948 or bianca@wisdells.com. ADVERTISING RATES AND DEADLINES Ad Size Bleed Availability Rate Ad Materials Deadline*** Enhanced Grid Listing Not available $150 October 4, 2017 1/6 Page Vertical - P&C Not available $925 October 31, 2017 1/6 Page Vertical - Display Not available $925 November 17, 2017 1/3 Page Square - P&C Not available $1,775 October 31, 2017 1/3 Page Square - Display Not available $1,775 November 17, 2017 1/2 Page Horizontal - Display Not available $2,925 November 17, 2017 2/3 Page Vertical - Display Not available $4,000 November 17, 2017 Full Page Vertical - Display **See Below $4,850 December 15, 2017 Full Page Horizonal - Display All bleed $5,550 December 15, 2017 * Please note that in order to qualify for the Early Bird drawing, you must return all applicable membership contract(s) and be current in your financial obligations. Only one winner will be chosen. If you purchase a 2/3-page or larger ad, the Bureau will deduct the price of the half-page ad from your total ad cost. If you win the half-page ad, you may not purchase additional advertising beyond the page limits specified in the 2018 Vacation Guide Primer. The Bureau will draw the Early Bird winner at 1:00 pm on October 5, 2017 and will notify the business by phone or email. **Bleeds are limited to 25% of the total pages in each of the Advertorial and Grid Listing sections (includes both Full-Page Vertical and Full-Page Horizontal bleeds.) If you indicate Yes to a full bleed, you will be contacted after October 20, 2017 as to whether you received a bleed. All available bleed ads will be assigned based on membership dues at the time of deadline. Advertisers requesting a full-page vertical bleed ad, and not selected, will automatically be assigned a full-page vertical, non-bleed ad space. Please note: Bleed assignments aren t guaranteed from year to year. *** Please refer to item #9 on page 4 for specific information on deadlines. ADVERTISING POLICIES 1. General Advertising Policies a. Only members from the Attraction, Accommodation, Campground, Restaurant, Shopping and Visitor Services Divisions, plus the Wisconsin Dells River District are allowed to advertise in the Vacation Guide. b. Commitments for participation in the Guide will only be accepted in writing from members in good standing. c. Members must be consistent in the use of their business name as signed on the WDVCB Membership Investment Agreement. d. A member cannot sell, trade or otherwise exchange space limitations and/ or locations with another member. e. All verbiage regarding any construction, additions or expansions must contain references to opening dates. 2. Ad Content a. Telephone numbers and web sites listed in the Guide must be those of the WDVCB member placing the ad. (expect as noted in bullet 2.e.) b. Members may not use non-member business names or locations as reference points on a map or within an ad. (see also bullet 2.f. for logo use) c. No member will be allowed to represent his/her business as the official WDVCB organization or submit advertising that may be perceived to be an official section of any WDVCB publication. d. A member who has ownership in multiple divisions may not exchange display advertising locations among their own businesses. e. Each individual advertisement must promote the business listed on the Membership Investment Agreement. Any other Bureau member business reference (including an additional website or phone number) must fall within a 10% maximum of total ad space limit and must be commonly owned as part of the business group. A guideline for this is 90% of the advertisement must pertain to the primary business being advertised, with a maximum total limit of 10% of the advertisement available to reference an additional entity that is commonly owned as part of the business group. (except as noted below or in bullet 2.g.) i. Full service accommodations, with multiple obligation businesses on site (contiguous) and that are commonly owned as part of the business group, may promote their amenities with no maximum or minimum total ad space reference limitations. ii. Members with same-name businesses located outside of the Wisconsin Dells area may list those locations in their display ad as long as the list falls within the 10% space limit described in 2.e. f. Advertisements may only contain logos or images of signs specific to the primary business being advertised except as stated in 2.e and/or 2.g. Logos of package components and/or product logos are not allowed. Logos indicating quality designation(s) (i.e. AAA, Superior Small Lodging, TravelGreen, TripAdvisor, etc.) are allowed and subject to final approval by the Bureau. g. Accommodations and campgrounds offering attraction packages may mention the name(s), and/or use photos, of the package components if the attraction is a member and in good standing of the WDVCB. This mention must also adhere to the 10% maximum ad space limit referenced in bullet 2.e. h. Photos and/or images used in all display and Picture and Copy (P&C) advertising must be a single image. (no composite images) i. Photos for P&C ads must be a single image in the minimum 2 x 2 format. ii. Display ad photos must be a single image, with a minimum 4 square inch image area (excluding borders also see bullet h.iii). (i.e. 2 x 2, 4 x 1 or any combination that equals the minimum of 4 square inches as calculated from the image center) iii. Photo borders are not included as part of the 4 square inch minimum image area. iv. Photo overlap is not counted as part of the 4 square inch minimum image area. Only visible portions of the photos are used to calculate the final image area; overlap is subtracted. i. All advertising must address dates of operation in ad copy. (i.e. open year-round or open May-Nov., etc.) j. Businesses are allowed a one year publication cycle (October to October) to indicate a Travel Green Wisconsin application in progress designation. k. All ads, except designated bleed ads, must have a border. l. Enhanced grid listings are limited to 200 characters (punctuation and spaces included) and no more than 10% of the 200 characters may be uppercase. 3. Ad Page Limitations & Sizes a. Ad page limitations for every division, not including grids or meeting facility section, are one page per business contract. Exceptions to this rule are as follows: i. Attraction members with membership investments $25,000 or greater per year may purchase up to two full ad pages. Premium locations, however, are not available as spreads. Eligible businesses that wish to purchase a premium position may also purchase one additional full page in another section of the Guide. All photos, logos and display ads must be submitted on CD-Rom, DVD, portable drive, or via email and/or Dropbox link. Please note that any medium on which any files are provided will not be returned. 2 3

ii. Accommodation members with 300 rooms or more may purchase up to two full ad pages. Premium locations, however, are not available as spreads. Eligible businesses that wish to purchase a premium position may also purchase one additional full page in another section of the Guide. b. Each member business ad will appear in the division for which they have a signed Membership Investment Agreement, unless they have elected to purchase advertising in the advertorial or group section of the Guide. c. Ads will be inserted in the respective sections based on the best layout relative to the advertorial copy and listing grids. The WDVCB retains full discretion as to layout of advertising. d. Premium Pages: i. Those pages designated by the WDVCB as Premium Pages will be offered/sold on a First Right of Refusal basis. ii. Premium pages not selected by the previous years advertisers will be offered to Attraction members with membership investments $25,000 or greater per year and Accommodation members with 300 rooms or more on a membership dues/room count basis. iii. Premium pages still available after above qualifiers have been exhausted will be available on a membership dues/room count basis. iv. Limit of one premium page, if available, per qualifying member. 4. Attraction Tickets Attraction tickets may be offered and promoted by accommodations and/ or campgrounds as part of packages or as included with an overnight stay Attraction tickets cannot be offered/promoted as free, complimentary, or using any other word that indicates the like. Accommodations and/or campgrounds that own both the lodging facility and the attraction may offer the tickets as free. 5. Pricing, Discounts, Coupons & Packages a. No prices or discount percentages are allowed on packages for accommodations, attractions and/or restaurants in any accommodation advertising. b. No prices/coupons will be allowed in display or Picture & Copy advertising. c. The word discount cannot be used in an advertisement. d. Businesses that are members of a coupon book and/or discount program may mention their participation in the coupon book and/or discount program in their advertisement provided all participants in the coupon book and/or discount program are members of the WDVCB. This mention must also adhere to the 10% maximum ad space limit mentioned in bullet 2.e. 6. Superlatives, Comparisons & Testimonials a. Use of superlatives in advertisements will not be permitted if negatively comparative or deceitful in nature. Example: Better Waterpark than Noah s Ark will not be allowed. If the statement is factual, it is acceptable Example: Dells Only Year-Round Riding Stable. b. Use of comparisons that are negative to any named member or business will not be permitted. c. The word new used in advertising without a year can only be used during the first 12 months of the business opening. Subsequent years must be stated as New in 2013. d. Testimonials used in an ad must contain quotation marks around the statement, correctly identify the person who made the statement and indicate the year the statement was made. Example: Don t visit Wisconsin Dells without a stop here. Bob Puhala, Chicago Sun-Times, May 2016. e. Testimonials used in an ad may not include prices, even if within a quote. 7. 60% Rule a. All division members, excluding accommodation and campground divisions, who wish to purchase ads larger than 1/2 page are required to pay membership dues (includes all WDVCB contracts signed by the business) that are at least 60% of the total ad cost. b. Businesses (attractions, accommodations, campgrounds, restaurants, shops and visitor services) under construction (or planned to be) wishing to purchase advertising space are required to submit deposit equal to 60% of the total ad cost. Membership investments, as they are billed and due, will be applied against this deposit upon the business opening. If the business does not open in the year advertised, the deposit will be forfeited. 8. Members in Good Standing a. Members must be current in their Bureau financial obligations. b. Members must sign in all divisions applicable to their business (multiple obligation). 9. Deadlines: To ensure delivery of the Vacation Guide by March 15, the following deadlines must be met. All materials are due to WDVCB by the specified dates during regular business hours (Monday through Friday, 9:00 AM to 5:00 PM). a. October 4 i. Membership contracts due ii. VG Commitment deadline iii. Deadline for free grid listing AND enhanced grid listing inclusion b. October 31 i. Deadline for photos and information for all Picture & Copy ads c. November 17 i. Ad deadline for a 2/3 page and smaller display ads (camera-ready) d. December 15 i. Ad deadline for full page and larger display ads (camera-ready) 10. Advertising Copy/Submission a. Two full-color proof hard copies of an ad must accompany any submission. Both copies must be signed and dated by the advertiser/member. SUBMISSION SPECS FOR ELECTRONIC FILES Preferred File format: PDF/x1a files are strongly encouraged. Also acceptable is the current version of Illustrator-Mac/PC; InDesign-Mac/PC or Photoshop-Mac/PC. Unsupported software will be rejected. Media Accepted: CD-Rom, DVD, portable drives, email, and/or Dropbox link. Please note that any medium on which any files are provided will not be returned. Support Files: All support files and art must be supplied. Do not embed support art in the program. All elements must be placed at 100% of size. Single page ads should be built to 100% of trim size. If you have a bleed ad, extend bleed a minimum of 1/8 beyond trim. Please refer to spec sheet regarding advertising sizes. Fonts: Use stylized fonts. Do not apply style attributes to basic fonts. Font information should include manufacturer, font name and version. Postscript, Truetype and Multiple Master fonts are acceptable. If submitting postscript font, include both the screen and printer fonts. Hard Copy/Proof: Two signed hard copies of your ad must accompany your disk. It must be exactly the version you are submitting, not an older version with edits made on the disk. If your ad is 4-color, your laser printer needs to be 4-color. If the laser doesn t match the file, it will be rejected. NOTE: For ads that require type changes such as key-codes, addresses, phone numbers, etc., a completely new file and corresponding color proofs are required to show these changes. Disk Directory: Print out a directory and send it with your disk. Make sure each file has a unique name. Attach a full printout of the disk contents and enclose with media. CMYK (NOT RGB): Files in RGB that have not been converted to CMYK will not be accepted. Printing presses print in CMYK (cyan, magenta, yellow, black). All computer files must be converted to CMYK. We will not be responsible for color or content reproduction of files that must be converted to CMYK. Laser/Inkjet/Monitor Proofs: Regarding proofing on the monitor, monitors use RGB. Presses print in CMYK. With laser/inkjet proofs, these printers do not use the same inks (lasers use toner) as a printing press. In addition, unless your printer is calibrated to SWOP standards, you will not have an accurate representation of what your ad will look like on press. Another variable is paper. Your laser may be printing on a brilliant white laser stock, while the publication prints on a pub-based stock that does not have the same whiteness or coating. All pages will be created to SWOP standards. It is representative of how your ad will print on the press. Although not encouraged, we will accept your color laser proofs with the understanding that we will print to the supplied file and that no guarantee is made in regards to matching the accompanying proof unless it is SWOP certified. Full Page Bleed Ads: Only selected full-page ads will bleed, (refer to Policies ). All full-page bleed ads must adhere to the following specs: Live Area: 7 x 9.25, Trim: 7.75 x 10, Bleed: 8 x 10.25 When submitting your ad, laser proofs should show crop marks. Keep crop marks at least 1/8 away from trim. Spread Ads: Maintain 1/2 live area across the gutter. Rich Black/Super Black: If your ad has a large black area in it, better results will be achieved by adding a second ink with the black (Rich black). Because CMYK inks are transparent, large solids comprised of black alone appear weak. However, adding 40%-60% cyan to the black solid will produce a richer image and give better coverage. Super Black generally refers to black being enhanced by cyan, magenta and yellow. While this also gives a richer solid look, too much ink coverage can cause problems. When using Super Black, refer to the breakdown mentioned in Avoiding Problems listed below. DO NOT USE RICH/ SUPER BLACK for text or small items. This is especially important to Photoshop users, as the default black is in fact Rich Black. Small text and small items specified as Rich Black may appear fuzzy or clogged. Text should be 100% K. Ink Coverage: Refers to the total amount (%) of ink specified for any item. Total ink coverage should not exceed 300% without causing problems on press. In theory, you can specify an item to be 400% (100% Cyan, 100% Magenta, 100% Yellow and 100% Black); however, the press will have major problems when all that ink stacks up; resulting in tracking, smearing, loss of detail and misregister. File Resolution: For best results, photos should be at 300 dpi Effective Resolution. Effective Resolution is the resolution after the image is resized in the layout. Example: a 300 dpi image placed at 200% has an effective resolution of 150 dpi. Effective Resolution is equal to the original resolution divided by the decimal value that the image is placed at. In the above example Effective Resolution = 300/2; or 150 dpi. To achieve 300 dpi Effective Resolution, the image needs to be at 600 dpi; ER = 600/2; or 300 dpi. Place all your art at 100% and then resolution will not be a concern. Avoiding Problems: 1) Never send the only copy of your files, maintain at least one copy at your site. 2) Include your disk directory to ensure proper output. If file modifications or repairs are necessary for proper output, we will notify you in advance of the additional cost to repair the files. 3) Clearly label your media with your name, telephone number and job name. 4) Only send the files needed for the project. Delete any unnecessary items, unused objects, earlier versions, blank pages, graphics left in the pasteboard, unused colors from the color palette, etc. that were created during the design process before copying your files to the media for submission. Unwanted items should be deleted and not covered with a white box (electronic whiteout). 5) Please check spelling and grammar. Especially Names, Phone Numbers, Dates, Times, etc. Spell check dictionaries are limited and cannot tell you when the wrong word is used but spelled correctly. (Ex. form-from) 6) Never mix different versions of the same font in a file. Include copies of the printer and screen fonts used in the font folder on your disk. Include any fonts imbedded in graphics. Never apply styles to your fonts rather select the font in the style you want from the font menu. 7) Include all graphic images, artwork, scans and other original application files and place them in the same folder as the layout file. 8) When you have the option, keep your files linked to, rather than imbedded in, your layout files. Again, make sure you send the linked files and that they have been copied so that the links remain when opened in a new environment. 9) Avoid nesting graphics-never nest more than two layers deep. 10) Scale, crop & rotate graphics in a photo-retouching program not in your page layout program. For best results, scan the image at the desired angle rather than rotating. Scans should be converted to CMYK prior to importing images into your page layout program. 11) Print out a directory and send it with your disk. Make sure each file has a unique and useful name - do not change file names at the last minute, it may break the links. 12) If you have the ability, take your media to another computer and make sure you can output the file and nothing is missing. If your file won t output correctly on a laser, it won t RIP correctly. 13) Include two laser color proofs from the final version of the file you are submitting. Proofs should show bleed, (if it is a bleed ad) trim, registration and crop marks. 14) For process color work, convert colors to CMYK. Go by the numbers and choose process colors from the swatch books that give CMYK percentages. Monitor colors look different when printed CMYK. 15) Total ink should not exceed 300%. For a rich process black use 100% Black, 60% Cyan, 40% Magenta and 20% Yellow. 16) If you have a bleed ad, double check your live trim and bleed areas. Do not run type or graphic elements to the edge of the sheet; allow some margin of safety to account for the natural limitations of production equipment. 17) Do not place a graphic in the middle of text and then autowrap the text around the graphic. Create a frame with a polygon, import the graphic and place it in the frame. Then import the text and let it flow around the polygon. 18) Spreadsheets and graphs should be copied into a photo-retouching program and saved as EPS files, then imported into the layout. 19) Do not create frames using QuarkXPress frame editor. Build frames in a vector graphic program (Freehand or Illustrator). 20) Do not create Drop Shadows by selecting shadow from the style menu. Drop shadows should be separate elements. 21) Don t use hairline for anything, always specify a weight of at least.4 pt. Use the hold line weights command in drawing programs when scaling down graphics with light line weights. 22) Never construct a four-color graphic with abutting lines. They will not register. When using borders, frames and abutting lines, check the position with the zoom feature and verify with numeric coordinates. To create borders, use a frame instead of four individual lines. 23) Overprint rather than knockout small tinted type on background tint. 24) Watch the number of steps in color blends or banding will occur. Avoid fade to zero blends, they rarely produce good results. 25) Avoid using type in a photo-retouching program. It will be converted to a bitmap and print jaggy. Combine text and graphics in a page layout program. 26) Do not use the Transfer Function in programs that provide it. 27) Keep designs simple and beware of clipping paths. Evaluate shapes and delete unnecessary nodes. Use the flatness feature if your program has it available. Complex designs & clipping paths increase the chance of postscript error. 28) If you utilize a special plug in or helper application to produce your files, you will need to supply them in order for us to process your files. 29) Do not use type smaller than 6 pts. 4 5

SAMPLE LAYOUTS AD SIZES AND GUIDELINES ENHANCED GRID LISTING SAMPLE This area is for your text, logos, and important information. This area should contain background imagery/color but could be affected by trimming. Background images should cover this area, but it will be trimmed and should not contain important information. PICTURE & COPY (P&C) ADVERTISEMENT SAMPLES (Advertisement format is standard as shown) 6 7

Quick Reference - Photo Assistance Not sure if the photography in your ad meets the 4 square inch minimum? Here are some helpful tips: Image Area = Width x Height = Minimum 4 Square Inches Use a ruler and measure the photo s width and height. Multiply the numbers together; that number is your current image area and must be at least 4 square inches. If your photo is round or an unusual shape, measure the photo s width and height from the center (see example below) to determine the image area. Examples: 2 wide x 2 high = 4 square inches 4 wide x 1 high = 4 square inches Artwork Checklist Trim and bleed areas correct. Each photo in ad is a minimum of 4 square inches. Dates of operation included (e.g. Open Year-Round or March-October). Testimonials - source and year of statement included. Prices and coupons are not allowed. The word discount cannot be used. Attraction tickets cannot be offered/promoted as free, complimentary or using any like word. Instead you may word it XYZ Tickets Included With Your Stay Check for a current list of member businesses that can assist you in creating your ad. Please log on to the Bureau s website at: wisdells.com/bureau-members/member-directory.htm Solicitation Checklist Submit your free listing before the October 4, 2017 deadline. Submit your membership contract(s)/vg committment before the October 4, 2017 deadline. Review all Advertising Policies and Electronic File Submission Specs (see pages 3-5). Make note of your material deadlines (see page 4, item #9) and submit by e-mail, mail, or drop off. Mail 701 Superior Street P.O. Box 390 Wisconsin Dells, WI 53965 Member Drop Box Located at 115 La Crosse Street Entrance Open 24 Hours a Day In-Person Visitor Center Open Daily 9:00 am - 5:00 pm WISCONSIN DELLS VISITOR & CONVENTION BUREAU 701 Superior Street P.O. Box 390 Wisconsin Dells, WI 53965 (608) 254-8088 wisdells.com 8