Digital Display Ads
- Use colorful, appealing images.
- Capture attention with animations — but do not loop them continuously; make them static after 15 seconds.
- Use clear messaging that’s relevant to your audience.
- Minimize copy so viewers can get right to the point.
- Encourage click-throughs with specific calls to action — Download a free guide; Click here to save.
- Create a sense of urgency — Book now; Join now.
- Highlight a discount or exclusive offer — Save 30%; BOGO.
- Use unique URLs for click-throughs to track your individual campaigns.
- Minimize file sizes so they load quickly.
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eBlasts
- Include specific headlines that encourage recipients to click on your content.
- Keep headlines short and sweet — 39-45 characters or fewer, including spaces.
- Use colorful, engaging photography
- Consider using questions in your headlines to spark interest.
- Use an active voice. • Don’t use special characters (e.g., & and %) in copy. They may not display properly in various email platforms.
- Use colorful, appealing images in the body of the email.
- Include clear, relevant messaging for your audience.
- Limit copy to 100-200 characters.
- Include specific calls to action or discounts/exclusive offers to encourage click-throughs — Get your free guide; Buy tickets here; Save 30%; BOGO.
- Create sense of urgency — Book today; Join now; Be the first to sign up.
- Use unique click-through URLs to track campaigns.
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Facebook Best Practices
If participating in a Facebook ad placement, you must have a Facebook brand page for your business/destination, or if participating in a Facebook event ad, you must have an event page.
Facebook Event Promotion
- This option should only be selected if you have an upcoming event you want to promote.
- Include details of the event in the copy. You must include a link to the Facebook event page so users can click to learn more about the event.
Facebook Single Image or Video
- Utilize a clear and engaging image.
- Make sure copy aligns with the image and entices people to click through to the landing page.
Facebook Carousel
- Recommend providing content for three to five panels total.
- Ensure images flow together and share a common theme.
- Use copy that helps tell the story and engages viewers to click through images.
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Facebook Stories
- Story content should feel candid and show off personality.
- Stories are immersive for the audience, so authenticity is key.
- Creative should be sized for mobile only (vertical images or video!).
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Facebook Image Requirements
- 1080x1080 pixels • Image ratio should be 1:1 (square)
- File type: JPG or PNG
- Recommend no text or graphics on images.
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Instagram Single Image or Video
- Utilize a clear, engaging, high-quality image. Images should be high quality and look natural vs. looking like an advertisement (logos, very staged, etc.).
- Make sure copy goes well with the image and entices people to click through to the landing page
Instagram Carousel
- Recommend providing content for three to five panels total. Images should be high quality and look natural vs. looking like an advertisement (logos, very staged, etc.).
- Ensure images flow together and share a common theme.
- Use copy that helps tell the story and engages viewers to click through images.
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Instagram Stories
- Story content should feel candid and show off personality.
- Stories are immersive for the audience, so authenticity is key.
- Creative should be sized for mobile only (vertical images or video!).
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