Val-Pak this week launched its first large-scale promotional effort to drive traffic to its online coupon site. The co-op mailing company, a division of Cox Direct, is touting a $10,000 sweepstakes contest that encourages visitors to explore the Web site (www.valpak.com) by requiring visitors to obtain the identification numbers of three different categories of coupons from different areas of the site. The contest is scheduled to run until July 16. The company sent out e-mails to its 36,000 registered users and registered the contest on several sweepstakes-oriented Web sites, including Sweepstakes Advantage (www.sweepsadvantage.com) and Galaxy Sweepstakes (www.galaxysweepstakes.com). Banner ads linking to the site will appear on the Yahoo search engine portal this week and on Alta Vista and GoTo.com next week. The contest also is being promoted via inserts in 69 million Val-Pak coupon mailings and through other off-line efforts.