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Hi japamor,
Most times I check out the sponsors tour, and if I have a pass take a look inside the members area for inspiration on how to 'direct' the advertisement that is a free site. From there I get the pics and maybe talk those up some too, and then it comes together.
Needless to say, sometimes you can as plateman says hit a roll and do a great overall ad in a short time, and other times I'll spend far too long on a site and have the general feel of it to be quite shitty lol
I don't think there's any magic formula at to what way round you should do things, sometimes you'll come across content you'll think hey, I know exactly which sponsor I can use these to promote, so it's a small case of swings and roundabouts.
Sorry for the ole fence sitting there, my own advice is to look at the tour you want to promote and create a natural lead in to that.
Jel
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