PR Best Practices from DMOs
I would appreciate your assistance on what other destinations do in terms of PR, not in order to handle the Covid-19 crisis, but in normal conditions.
I would appreciate your assistance on what other destinations do in terms of PR, not in order to handle the Covid-19 crisis, but in normal conditions.
We develop our annual PR strategy, based on the marketing plan (target markets, top destinations, and mostly-desired experiences)
In order to attract the journalists’ interest we create short but eye-catching pitches and distribute them to the PR agencies that we collaborate with in our target markets. We also share them with individual media & bloggers that we have built relationships with over the years.
We mostly do press and bloggers trips (not paid) – around 120 trips per year for our target markets UK, Germany, France, Italy and US – offering our guests a full spectrum of travel experiences in order to explore the destination in depth.
We usually cover all expenses in return for the respective coverage and up to now we haven’t done any paid media/blogger partnerships.
Since our first trip back in 2013 we have generated more than 8,000 clippings in top tier media such as CNN, NY Times, BBC, Travel Weekly, CN Traveler, Vogue, Le Monde, dpa, etc.
In this context, I was wondering of you could share with me some PR case studies or best practices from other DMOs for me to draw some conclusions or if you prefer to introduce me to PR professionals from other DMOs for me to contact them directly.
Here the most creative ones really think outside the box, like the Kerala Blogger Bus, where they create a truly unique travel experience packed with content opportunities for a really great outcome win terms of PR and Content. Good examples here include:
PR Designed Activities
Creating an incredible story which creates global traction. Here the Faroe Islands are really the leading DMO doing this as they have put out over five years media attention grabbing stories which have contributed to a boom in tourism. It started with Sheep View 360 and the evolve to Voluntourism and during the pandemic Remote Tourism.
PR General Interest
There are many examples of DMOs working on innovative projects which have general PR interest and the PR aspect is one of the key outcomes. A good example of this is Vienna Tourism where they just competed a year celebrating Beethoven and developed Alexa apps with a key metric of the outcome being to generate PR Value.
Campaigns with Marketing & PR Value
The other ones above are also interesting because PR is not the sole focus but it is one of the key outcomes. This is often where a multi-stage, omni-channel campaign is put into action and there is a PR component, often with a pre-release or unique story evolving from it.
We develop our annual PR strategy, based on the marketing plan (target markets, top destinations, and mostly-desired experiences)
In order to attract the journalists’ interest we create short but eye-catching pitches and distribute them to the PR agencies that we collaborate with in our target markets. We also share them with individual media & bloggers that we have built relationships with over the years.
We mostly do press and bloggers trips (not paid) – around 120 trips per year for our target markets UK, Germany, France, Italy and US – offering our guests a full spectrum of travel experiences in order to explore the destination in depth.
We usually cover all expenses in return for the respective coverage and up to now we haven’t done any paid media/blogger partnerships.
Since our first trip back in 2013 we have generated more than 8,000 clippings in top tier media such as CNN, NY Times, BBC, Travel Weekly, CN Traveler, Vogue, Le Monde, dpa, etc.
In this context, I was wondering of you could share with me some PR case studies or best practices from other DMOs for me to draw some conclusions or if you prefer to introduce me to PR professionals from other DMOs for me to contact them directly.
Here the most creative ones really think outside the box, like the Kerala Blogger Bus, where they create a truly unique travel experience packed with content opportunities for a really great outcome win terms of PR and Content. Good examples here include:
PR Designed Activities
Creating an incredible story which creates global traction. Here the Faroe Islands are really the leading DMO doing this as they have put out over five years media attention grabbing stories which have contributed to a boom in tourism. It started with Sheep View 360 and the evolve to Voluntourism and during the pandemic Remote Tourism.
PR General Interest
There are many examples of DMOs working on innovative projects which have general PR interest and the PR aspect is one of the key outcomes. A good example of this is Vienna Tourism where they just competed a year celebrating Beethoven and developed Alexa apps with a key metric of the outcome being to generate PR Value.
Campaigns with Marketing & PR Value
The other ones above are also interesting because PR is not the sole focus but it is one of the key outcomes. This is often where a multi-stage, omni-channel campaign is put into action and there is a PR component, often with a pre-release or unique story evolving from it.
I would appreciate your assistance on what other destinations do in terms of PR, not in order to handle the Covid-19 crisis, but in normal conditions.
I would appreciate your assistance on what other destinations do in terms of PR, not in order to handle the Covid-19 crisis, but in normal conditions.
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