As part of its ongoing commitment to launching new member services, AH&LA embarked on the development of a consumer advertising program to support the individual marketing efforts of its members.  This special website, exclusive to AH&LA members, covers all you will need to know about this on-going program.  The program components are managed by AH&LA’s marketing communications agency, The Fontayne Group, retained to develop the creative elements and media strategy.

Each member can decide if and how it wants to participate. There is no charge to register with the program and no minimum budget or number of ads required.

The program is designed as a co-op, but rather than duplicate (and possibly compete with) destination oriented co-ops, the AH&LA concept focuses on reaching potential guests through their special interests or types of trips they take, with an emphasis on the leisure segment. Some destination co-ops may include some of the same publications, but the criteria and rates will be different. Some hotels may already be advertising in some of the publications being offered in the AH&LA program. Again, the criteria and rates will no doubt be different. The publications have made concessions to AH&LA based on the overall size and scope of the program and they do not mean for the AH&LA rates to supplant or supercede any rates established for other co-ops or individual hotels. Comparisons, in any event, would not be valid since the criteria vary greatly.

To make the program beneficial and affordable for virtually every member, we invited more than 200 publications, large and small, national and regional, to submit a proposal.  We then negotiated attractive rates (some as much as 70% off the “open rate”), and added value items, such as reader response cards and web links for each property.  We also have developed regional buys to make participation more affordable and still allow members to reach a majority of their source market.

To create a larger market impact, we are using only full page ads, with compelling images and copy, and limiting the number of hotels per ad to just four.  If there is a demand from more than four hotels for a given issue in a certain magazine, we can run a second page, with different creative (provided another four hotels sign up).   With even higher demand, we can develop special sections with accompanying editorial copy in a variety of participating publications.  And if there is a publication or particular issue that you do not see in the offers, send an email to ahlamembers@fontayne.com and we will look into it.

Please read "The Fine Print."

Participating in the program is as easy as 1, 2, 3:

1. Complete the Registration form and survey, which provides your contact information and an idea of the markets/themes in which you are interested. Click here to do that.

2. Review the advertising offers they are listed on this site by publication name, theme/target market and geographically (both distribution and editorial localizations are indicated).

3. Complete the insertion order and send it with your payment per instructions on the order form.

For more information, check the FAQ section where many questions are answered.

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