VICE Media Group Launches 'Locals Only' Small Business Initiative

Today, VICE Media Group introduced a new initiative offering local, small businesses free advertising across its owned and operated websites.

The Locals Only initiative aims to support small businesses affected by Covid-19, by letting local audiences know how they can support these businesses in their areas during this uncertain time. 

From promoting delivery services and curbside pick-up, to gift cards, to online purchases; small businesses will be able to reach the VICE audience with their bespoke message. 

VICE is reaching out to its local communities by offering this support to businesses where the company has a prominent presence. These areas include New York City, Los Angeles, Mexico City, Toronto, Singapore, London, Amsterdam, Melbourne, Berlin, Milan and Paris. 

Marsha Cooke, SVP, VICE Impact, said: “The challenges small businesses are facing right now are truly unprecedented. And for us, at VICE, our local communities and the businesses that help make them so special, are incredibly important to us. We hope that Locals Only will help to draw awareness to some of these shops, restaurants, bars and more, while driving business to them now and down the line, as our communities begin to open up.” 

How does it work? 

1. Tell us about your business: Visit the Locals Only interface and enter your small business name, social handles, website, location for targeting, as well as how your business has been affected by Covid-19.


2. Build your advertisement: Upload your logo, visuals, links, and any messaging. 


3. Submit your advertisement: Submit final contact and company information. Upon approval, an email will notify the owner. The advertisement will then be added to the geo-targeted local rotation and uploaded to VICE Media Group’s owned and operated websites.


An important, and intentional, feature of Locals Only is its seamless and easy user experience for business owners. 

Paul Opgenhaffen, media director, EMEA, VICE Media Group, said: “The ad building interface that we built from scratch in support of this initiative, allows participants to design a professional looking ad in minutes. This makes the tool accessible for all small businesses, not just the digital savvy ones.”

VICE Media Group pre-launched the Locals Only initiative with a handful of small businesses, including Kultlab Events in Amsterdam and Exit9 Gift Emporium in New York.

Organiser, Kultlab Events, Amsterdam said: “As organisers of local, cultural and food festivals we used to gather thousands of people during the summer. Now, Covid-19 swept all our events off the table forcing us to be creative and reinvent our mission. Campsite Kallumaan ‘slow down’  is our answer to the current situation to bring people together in a responsible way. The VICE initiative supports us promoting the concept across our audiences.”

Owner, Exit9 Gift Emporium, New York City, said: “Exit9 has experienced a complete shut down, which is arguably the biggest challenge in it's 25 year history.  We have taken steps to adapt to this ever changing environment, and we’re excited for the Locals Only initiative which will help us leverage more online visibility during this time.”

For more information or to participate, visit Locals Only here.