INSIDE THE EXCITING TREND OF

THIRD-PARTY BRAND PARTNERSHIPS

MODERATOR

Ross Borden,

CEO, Matador Network

Staci Mellman,

Senior Vice President of Marketing,

VISIT FLORIDA

PANELISTS

Paolo Mottola,

Director of Content and Media,

REI

Brenda Nebesky,

Deputy Director,

Nevada Division of Tourism

1/ More dynamic content

2/ Innovative funding models

3/ Bigger reach

4/ Better storytelling

WHY IS THIS AN EXCITING TREND

WE SHOULD PAY ATTENTION TO:

1/ DMO-funded

2/ Brand-funded

3/ Co-funded

THERE ARE 3 MAIN FUNDING MODELS

OF THIRD-PARTY BRAND

PARTNERSHIPS:

MATADOR IS ALREADY COMBINING:PREMIUM BRANDS + DMOS

THERE ARE LOTS OF EXCITING BRANDS (OLD AND NEW)

TO EXPLORE PARTNERSHIPS WITH

/ REI = Recreational Equipment, Inc.

/ The Co-op was founded by 23 original members in

1938.

/ Largest consumer co-op, outdoor educator in the U.S.

/ Growing adventure travel and experiences business

/ Oh, and we’re a retailer:

/ $2.78B 2018 revenues

/ Nearly 70% of profits shared back to outdoor

community -- $100M in total

/ 160 stores in 35 states

FIRST, A BIT ABOUT REI

WE FIGHT FOR LIFE OUTSIDE, FOR ALL

WE ARE PUBLISHERS

An REI Co-op publication; published by Hearst Magazines

PODCAST SHOWS

65

65M

productions

video views32film festival

selections

FILMS

+ +

DELIVERY OVERVIEW

• As shown to the left, both Matador and REI met and exceeded the campaign’s guaranteed impression targets.

• In total, we delivered 14.668MM impressions, an overage of more than1MM bonus impressions, or +7.5%.

• From those impressions, we saw:

• 2.2MM video views on Matador’s channels

• 1.2MM video views on REI’s channels

• 27.8K social engagements across all platforms

• 16.1K pageviews of the Matador Experience

• A minimum of 2.59MM minutes spent with the content (that’s the equivalent of 43.2K hours, 1.8K days, or nearly 5 years!

OVERVIEW

0 5,000,000 10,000,000 15,000,000

Views/Pageviews

Impressions

Matador Delivery

Total delivered Total contracted/estimated

0

Video Views

Impressions

REI Delivery

1,000,000 2,000,000 3,000,000

Total delivered Total contracted/estimated

PERFORMANCE HIGHLIGHTS

• The long-form video exceeded benchmarks on Matador’s platforms:• Video views: +19.1%

• Avg % viewed: +72.4%

• Engagements: +32.4%

• Engagement rate: +94.0%

• On REI’s channels, estimated video views were exceeded by an extraordinary +141.6%.

• The Social Video Cutdowns also saw high engagement on Matador’s channels, exceeding benchmarks for number of engagements (+32.8%) and engagement rate (+47.1%).

• Similarly, the Matador Experience saw an engagement rate that was +34.6% over benchmark.

See more performance details on slides 9-11.

OVERVIEW

THE POWER OF MATADORSOCIAL

• The campaign videos garnered more than 850K

views on Matador’s Facebook and received some

550 comments.

• The conversations that occur in the comments are

a great way to engage with our audience, keep the

destination front of mind, and share links to other

campaign content.

RESULTS

THE POWER OF MATADOR SOCIAL

• Additionally, our audience engages in conversations among themselves

and their Facebook contacts, sharing the video and other content (with

consumers who otherwise would not come into contact with it) through

the use of tagging.

• Check out all the tagging in the screenshot to the left, a small cross-

section of total comments on the videos. This is a powerful example of

real-world trip planning.

RESULTS

THE POWER OF MATADOR BRAND PARTNERS

• The highlight of this campaign was Matador’s ability to

leverage our strategic relationship with REI into a first-to-

market opportunity to distribute campaign video content on

REI’s O&O social channels (Facebook, Instagram, YouTube).

RESULTS

• Through nearly 3MM impressions, REI’s brand-loyal audience was exposed to Matador’s

content and VISIT FLORIDA’s messaging.

+ +

+ +

+ +

DISCUSSION + Q&A

Ross Borden,

CEO, Matador Network

Staci Mellman,

Senior Vice President of Marketing,

VISIT FLORIDA

Paolo Mottola,

Director of Content and Media,

REI

Brenda Nebesky,

Deputy Director,

Nevada Division of Tourism