Outside Partners with ReserveAmerica on Integrated Media Packages for Advertisers
Active lifestyle indie magazine Outside has partnered with ReserveAmerica, a Ballston Spa, New York-based recreation reservation service, to create a strategic marketing and advertising alliance that will feature digital and offline media components.
Outside and ReserveAmerica will create integrated marketing programs for brands that will include direct mail efforts, e-newsletters, in-book content, online portals and a network of park-sampling opportunities in parks nationwide.
"We see this partnership as a way to develop multi-platform marketing programs for advertisers in the active lifestyle category wanting to connect with consumers at multiple touch points;as they are perusing their Outside magazine, and researching or booking their next trip online, and in their campsite confirmation mailing, and finally at their campsite," says Christine Salem, strategic planning director for Outside. "This partnership allows us to connect at all these points where a person’s passion intersects with a communication opportunity."
ReserveAmerica’s program, which handles the reservations for 75 percent of all reservable campsites on America’s public lands, is completely exclusive and takes place online. Outside plans to tap into existing programs and also create organic projects through the partnership. "ReserveAmerica knows exactly when, where, how, and who is heading to the campgrounds and we can target advertiser communications based on this knowledge," says Salem.
With the combination of Outside’s two million readers plus ReserveAmerica’s network of camping enthusiasts, the program will reach more than 5.6 million people. "This partnership builds tremendous capability and value into programs that we can offer that segment of Outside’s advertisers who want to reach this group of consumers," says Salem. "We see this as providing a one-stop solution to some of our advertisers’ marketing objectives."