When we build a tourism marketing and/or PR strategy for our clients, we use the PESO model. This is a model for strategy developed by Gini Dietrich, founder, author and CEO of Spin Sucks. She created it to empower PR professionals to be more and do more than the typical idea of public relations. It is also a fantastic approach to building strategy. The ‘PESO’ acronym stands for Paid, Earned, Shared and Owned Media. We use the framework to take our strategy into action, tying all tactics back to the main goals and messages for a holistic campaign.

P is for Paid

Paid media is often the first thing people think of when they want to promote an idea or service. And it definitely has a place in a robust strategic plan. But it doesn’t have to break the bank, and it really needs the support of its three companions.

Paid media needs to drive toward your goals and make the most of your budget. Google (and YouTube) and Meta (aka Facebook and Instagram) are among the most affordable, cost-effective and versatile options in the digital advertising realm. Those channels are often foundational for our paid media plans, followed by other popular or desired channels. Recently, requested and explored channels include streaming video, Pinterest and direct mail.

See how we paired paid media with owned to generate demand for a tour operator.

E is for Earned

Earned media may be mistaken as only representing public relations or media relations. It’s actually about earning third-party endorsements. Very often for destinations, this takes the form of PR as the lowest-hanging fruit. However, when working with tour operators, we turn to review management. Awards are another way of building credibility.

Earned media means the end results are not paid advertisements. With PR, the results are placements with impressions. With reviews, the results are ratings and comments. Awards are the awards themselves, but for certain arenas may also be nominations or runner-up status. This publicity helps promote your organization and tell your story through different voices and angles, including ways you may not be able to talk about yourself.

As specialists in travel PR, it’s worthwhile to note that PR does have a place for almost every organization, even if it’s not the first tactic we recommend for every client.

Our approach to earned media involves both proactive and reactive methods. We build relationships with media by seeking out relevant journalists and influencers with highly-targeted pitches. We measure earned media results using the industry-standard Barcelona Principles.

Read about strategic PR in action with a history and DEI campaign for Auburn, NY.

S is for Shared

Shared platforms – social media – were long debated. Who “owns” and takes responsibility for a brand’s social channels? I love that this model essentially ends the tug-of-war between marketing, sales and PR. Social is its own thing – a channel and a way of reaching people in its own right. Managing social media requires a unique skillset and knowledge of the digital landscape.

Another reason I love that this is called Shared Media and doesn’t fall under owned media, is because these social platforms are separate entities. Your email provider cannot take away your customers’ emails, that’s an owned channel that you control. But a social media platform has the final say in how you reach your customers on their platform. This is a concept covered really well in the book Killing Marketing by Joe Pulizzi and Robert Rose. Shared media is also about community and includes private social channels.

Our approach in this pillar revolves around maintaining a consistent presence across channels by recycling evergreen, key message posts to keep up with the never-ending nature of social media. This allows us the flexibility to curate trendy and timely content while ensuring a steady hum of activity.

See how this approach to social media is working for one of our tour operator clients.

O is for Owned

Owned Media are the places you can share your messages that you have full control over. It’s the channels that you own – your website, blog, email newsletters, even direct mailing lists and phone numbers. It’s wherever you can reach your audience, it’s where you are in control of how and when and what the message is.

Owned media is the most valuable marketing asset because of this full ownership. These tactics are the foundation that carry your strategic messaging to your audience in the clearest way. The basics of owned media is a website that’s up-to-date, information-rich and easy to navigate paired with a growing email list that receives frequent and relevant communications. Then we build from there.

Owned media is also where some of the most fun tactics and ideas live. Apps, contests, surveys, games are the fun, creative projects that add to – and stem from – owned media.

This example of owned media combines growing an email list using a creative contest.

Each of these elements is an important pillar of marketing and PR strategy, but it’s only when they are planned in conjunction that you reap the full benefits of a strong tourism marketing strategy.

The post Marketing and PR Strategy with the PESO Model appeared first on Travel Alliance Partnership.

Connecting with Gen Z Travelers: 

In an era defined by digital connectivity and experiential exploration, Gen Z travelers are emerging as the trailblazers of the industry. They are revolutionizing traditional norms and driving unprecedented change. The rise of trends like sober-curious travel, ecotourism, and TikTok-driven exploration transform the landscape of travel. By embracing these changes, you can create a strategy geared toward more mindful, sustainable, and authentic experiences. 

Harnessing the Power of AI: 

The integration of AI technology has emerged as a game-changer in reshaping the way brands connect with their audiences. As this technology develops, it offers PR practitioners an innovative way to increase efficiency, accuracy and authenticity. Companies like Muck Rack have even integrated AI technology to assist in writing efforts. By leveraging AI’s capabilities, the future of travel PR is characterized by streamlined processes, deeper connections with audiences, and a commitment to delivering genuine and meaningful interactions 

Investing in Influencer Relationships: 

Influencer marketing isn’t just a buzzword—it’s a powerful tool for expanding reach and enhancing brand visibility. More and more influencers charge fees for their services, reflecting the professionalization of the field. Brands must recognize their worth and invest accordingly. This evolution underscores the importance of aligning values with influencers and fostering authentic relationships. By prioritizing transparency and authenticity, brands can navigate this landscape successfully and unlock the full potential of influencer partnerships. 

Prioritizing Diversity, Equity, Accessibility, and Inclusion (DEAI):  

Inclusivity isn’t an afterthought; it’s a fundamental pillar of PR strategy. We all need to be committed to elevating diverse voices and narratives reflecting the richness and diversity of the destination. By collaborating with writers, content creators, and publications that champion DEAI principles, you will ensure stories reach and resonate with audiences from all walks of life.  

Preparing for the Unexpected with Crisis Management: 

In an era of instant information and viral spread, crisis management is no longer a reactive measure but a proactive necessity. Dedicate time to developing robust crisis communication plans that safeguard reputation and integrity in the face of adversity. Anticipating potential challenges and preparing agile response strategies means you can overcome crises with an improved reputation and united community. 

As we venture into the future of public relations, it’s clear that adaptation is integral. The convergence of digital platforms, influencer marketing, AI integration, and a commitment to diversity and inclusivity are shaping the trajectory of the industry. By embracing these trends and proactively preparing for the unexpected through crisis management strategies, PR professionals can navigate the evolving landscape with agility and integrity. This is how brands will remain relevant and resilient in an ever-changing world. 

The post Navigating the Future of PR appeared first on Travel Alliance Partnership.

We’ve handled a few major announcements over the years, and arranged our fair share of press conferences. The ones that really stand out are the ones that take an exciting and innovative approach to sharing their news with the public. So, take it from us – the best press conference ideas are sometimes the most unusual. Here’s your guide to getting started, getting coverage, and rocking your next press conference.

The Basics

• Consider the Timing: Remember that your goal is to get this announcement covered in the news, and distributed to the masses via the channels they control. So, your first step is to work within a normal news cycle. Most media outlets have a morning and afternoon meeting, so try to avoid scheduling your conference during those times. Do you want this to air on the evening news? Then give reporters adequate time to attend, grab footage, and put a clip together. If you’re unsure, don’t hesitate to call your local news stations and ask when is ideal for them. And keep it short. Don’t let remarks run over an hour, and cut down on multiple speakers giving lengthy talks. Time is valuable to the media, and you.

• Location, Location, Location: It matters. Think about proximity to the news media you’re targeting (down the road is easier than an hour away) – but don’t sacrifice a great visual asset in the process. If you’re opening a new building, host a ribbon cutting at the new location. If you’re making a big announcement, try to choose a background that will translate nicely on camera. And if possible, don’t hesitate to “set the stage” and add in little touches to make your space stand out.

• Be Flexible: Watch the news. Pay attention to what is happening that day, and be ready to make alternate plans if breaking news hits. Even little things like weather and sporting events can create conflict and take attendance away from your conference.

The Materials

• Media Alert: Send a media alert the day prior to the press conference. Send it again on the morning of, about one to two hours before the conference is set to start.

• Press Release: Send a press release ahead of time to the news outlets that you want to attend. Make sure to have physical copies at the event that you can hand out to all the members of the media who make it to the press conference. Don’t forget to send out a press release after the press conference announcing the news as well.

• Work with the Media: After the press conference, make sure to pull a list of images or quotes that can be included with the press release you send. The media is stretched thin so having the additional shots might get you coverage from news outlets that were unable to attend. For media that is able to attend, plan for time before or after the event for them to conduct one on one interviews with your spokesperson.

The Extras

• Fun it Up: The media are accustomed to attending press conferences where speakers stand at a podium, deliver a series of announcements, and then pose for a few pictures. And that format is fine – but if you can add in elements that break the norm, do. If appropriate and aligned with your message, serve food, decorate or theme the space, or offer guided tours of a new building opening up. Be sure to keep it relevant to your topic and audience.

• Social is Your Friend: Live stream the conference on appropriate social channels, like Facebook or Instagram to get the most play out of your message. This is great for people who can’t attend but follow your company’s news, or for providing post-event details to media – and it gives your fans a chance to interact with the message in real time.

The post How To Craft A Killer Press Conference appeared first on Travel Alliance Partnership.

Step One: How To Find Media To Pitch

It’ll take a lot of research. Start by going through media contacts you already have a relationship with – these will be low-hanging fruit. Keep in mind, just because you’ve worked with them in the past doesn’t automatically make them a good fit for what you’re pitching.

If you have access to lists of media contacts, skim through them to see if any jump out as a good fit based on their publications or bios. Then move on to step 2 and dig a little deeper.

Beyond that, roll up your sleeves and jump in. Search for publications that could be a fit for your pitch – think broadly, like general travel magazines and think more narrow, like niche blogs. Then, try to find the best contact person – it could be the food and beverage contributor, news writer, or travel editor depending on the angle of your story.

PRO TIP: Find a way to keep track of your contacts and the interactions you have with them. This could be a spreadsheet, or via an online tool like a CRM (customer relationship management). We currently use MuckRack.

Step Two: Know Who You’re Pitching

Once you have the contact, learn more about this person, their publication, their beat, and their interests. Read their bio to see if there are connections you can make, such as the same hometown, college, or favorite sports team. Look over attendance lists or spreadsheets from previous trade shows, conferences, and media events, to see if your paths may have crossed before. You’ll want to reference any prior connection in your pitch. If not, read through their social media posts and recent articles to find a connection point to reference.

Step Three: Write A Killer Opening

Some of your recipients don’t know who you are. You’re lucky if they even open your email, let alone read the first sentence. In the hopes that they do, make sure it’s a good one. Leave the long intro out of it, and jump right to the captivating point. Some pitches may work better with a short, interesting narrative first, while others use an attention-grabbing statistic. And remember to have a subject line that also plays into the hook, while being clear about the topic.

Step Four: Personalize

Once you have their attention, include a sentence or two to explain why you’re emailing them out of the blue, how you know them, or how you think you can help them. Review articles they’ve written to see if they’ve covered something similar to what you’re pitching. You’d be surprised what ties you can make!

PRO TIP: I once referenced a contributor’s article about places to celebrate the change in NYC’s boozy brunch law and compared it to great alcoholic stops that also happen to be haunted. That personalized pitch started a conversation which eventually led to a 4-day FAM tour, multiple social media posts, and article in Sherman’s Travels.

Step Five: Keep It Short

You know the deal – leave them wanting more. Make sure to tell them enough to pique their interest but leave out the long-winded details. The media is not interested in reading a novel of an email, so stop while you’re ahead. A good practice is to go through and add links for additional information, revise and edit down a couple of times until the email is very short. On MuckRack, some journalists give specific information about how long or short they want pitches to be.

Step Six: Call-To-Action

Make it clear what you want them to do. Do you want them to include information about your destination in their next article? Or attend a media FAM you’re planning? Either way, make your expectations clear and tell them what to do next.

Step Seven: Follow Up

Each situation is different so handle it carefully. Some writers will thank you for the information and say they will reach out in the future if they find an article that fits. You are now on their radar so graciously take that answer and leave it be. Follow up in a couple of months to continue to stoke the relationship without being too aggressive.

Other pitches will probably go unanswered. Don’t take it personally. Keep these contacts on your list for when you have another pitch that aligns with their beat and try again.

PRO TIP: When it comes to juggling multiple drafts of a pitch (personalized for each publication or person) and many media contacts, you need to stay organized. The last thing you want to do is embarrassingly reference a different publication, article, or even someone else’s name in your pitch. (That’s is a sure shot it won’t get picked up.)

Learn how to vet and pitch influencers in our tourism trend guide.

The post How to Pen the Perfect Pitch appeared first on Travel Alliance Partnership.

In 2019, I attended the PRSA Travel & Tourism Conference in Philadelphia where the topic of overtourism came up frequently. The key message? As destination marketers, we are responsible for doing our part to combat overtourism. Below are some marketing and PR angles that hold true post-pandemic and can help ease the influx and impact on your destination.

Second- and Third-Tier Cities

Editors repeatedly tell us they’re looking to focus on second- and third-tier cities. Use this to your advantage and pitch stories around destinations that are off the beaten path.

Travelers feel the same way. Gone are the days when people are looking to see the same monument their friends, family and coworkers have been to. Now, travelers want to be the first one to discover a new destination and induce FOMO in everyone else. Feature new stops and attractions on your website and social media. Post quirky dishes and Instagram-able locations that will grab visitors’ attention. (Check here for tips on Instagram for tourism)

New Neighborhoods

Include up-and-coming neighborhoods in your “must-see” pitches and blog posts. Highlight new restaurants, accommodations or farmers markets that have popped up in under-the-radar areas. Encourage visits to places one or two neighborhoods over from the popular streets. Create tours around these areas or include a stop on an existing food, wine or architecture trail.

Undiscovered Activities

For destinations considered “on the beaten path,” turn your focus to promoting off-the-beaten-path experiences. Find the things that happen only in your destination. And pitch your unusual and undiscovered activities – such as cow cuddling.

Shoulder Seasons and Atypical Times

Some destinations (or events) simply can’t stop the masses. But you can encourage visitors to choose a different time of day or year to come. Use your blogs and social posts to explain the benefits of coming at a different time. These could be smaller crowds, more personal experiences or special deals and packages.

See how we helped a summer-centered county go all-in on winter marketing.

Pitch the media off-season angles. Is your most popular summer attraction also open in the winter? How do the views change with fall foliage? Does your local chef create seasonal menus? Provide reasons to visit any time of year.

Overtourism Solutions

Overtourism was coined as a term in 2017, which means publications aren’t likely to consider the topic by itself as newsworthy. Editors are interested in hearing creative solutions to the issue and highlighting the people who are doing it. Similarly, sharing green travel practices on your website helps visitors slow the impact of their travel and minimize their footprint.

Wandering Walks

Some of the most memorable experiences are unexpected. Instead, they’re stumbled upon. Guide visitors off the normal path to places they can explore on their own. When hosting writers, include time in the itinerary for them to wander and discover on their own.

The post How to Combat Overtourism Through Marketing & PR appeared first on Travel Alliance Partnership.

Back in elementary school, building relationships was easy. You’d share your pudding with someone and bam, you’re best friends, telling each other secrets. Fast forward to your current role. Those friends you’re trying to make are trusted media members – anchors, editors, journalists, bloggers or influencers. And those secrets are actually stories you want the world to know. The ones worth the telling. The ones that could attract visitors to your destination.

On top of it, you’re not the only person trying to be their friend. Many other destinations are also vying for media attention. To break through the noise and develop these key relationships, it takes time, effort – and sometimes a little bit of luck. But when you crack the code of PR, it can pay off big time.

Earned media is about reaching the right person, with the right story, at the right time.

Planning for Public Relations

Always start with strategy. While you may be eager to start talking to media, taking the time to set up a strategy makes the whole process go smoother. Our 7-step strategic approach helps you determine the best path forward by utilizing research and determining situational insights. A strategic plan will determine your target audience, key messages and tactics, which will directly correlate with your public relations outreach.

Target Audience

By determining who you want to visit your destination, you can identify the publications that they read or interact with. For example, if you are looking to attract middle-aged gardeners, you may consider adding “Better Homes & Gardens” to your media list. If you are looking to get on Gen Z’s radar, you might look up TikTok influencers.

Key Messages

As you consider your target audiences, think through what resonates most with them. What information will pique their interest? What stories will sway them to visit? These ideas and details will transform into story threads.

Tactical Plan

The tactical plan outlines the tasks. For an integrated marketing plan, these might include your website, email newsletters, digital marketing and more. In a PR plan, tactics may be a mixture of proactive and reactive – such as press releases, story pitches and lead monitoring.

Identifying the right media members

Once you know who your audience is, begin thinking about what publications they read or content creators they follow. Identify between 50 and 150 KPI (Key Performance Indicator) Publications – the magazines, websites, newspapers and social media accounts where you think your story should be told.

Need help identifying your KPI Publications? Ask us!

Build out your media list(s) by finding the appropriate contacts at each of these. Keep in mind, there may be multiple people you want to connect with. Some traditional publications still have full staffs, meaning you may want to reach out to the Food & Beverage editor about your new restaurants, the Arts & Culture editor about an upcoming performance and the Lifestyle editor about the unique locale where every visitor must go.

When building out your media list(s), note any relevant information. This should include topics they write about, how frequently they’re published, where they live (or used to live, in case there’s a connection to your destination!), how they like to be reached and whether you’ve ever met or have something in common. People are switching jobs and moving industries, especially nowadays, so it’s important to research and refresh your lists frequently.

This task may seem tedious but is key to your outreach. You will want to make sure you are spending your time building relationships with the right people. PRO TIP: Organize media lists by different beats or geographies. That will make it easier to determine the best fit based on the topic of your press release or goal of your pitch.   

Crafting the right pitch

Think about the different topics you want the media (or influencers) to talk about.  We usually start by drafting an editorial calendar to outline which stories will be timely throughout the year, considering seasonality, events, holidays and anniversaries. Include evergreen topics that will benefit your destination any time of year. Consider the best outreach for each story – a press release for news and announcements, a pitch for an interview or in-depth story, a media alert to get on-site coverage during an event, etc.

Next, draft your outreach. It may feel like you’re sending your story out into the abyss, but there’s a real person on the other end of each email address. Use the research from your media list-building to personalize your message. Reference related articles the journalist has written or mention the media event where you last spoke with them. As you work through your media list, ask yourself:

• “Does this writer cover this topic?” If they write about craft beer and you’re pitching a new restaurant, they won’t be interested. Them being in the “food and beverage space” doesn’t cut it.
• “Do they write this type of story?” If you’re pitching an in-depth interview with one of your hotel owners, but the writer only produces listicles of properties, it’s probably not a fit.
• “What am I asking of them?” If you’re talking up the great video opportunities at your upcoming event and they write for a print publication, it’s not going to work out.

According to Muck Rack’s Annual Journalist Survey, the number one reason why journalists ignore otherwise relevant pitches is lack of personalization. Read that again.

Pitching at the right time

The third piece to the PR puzzle is timing.

Time of Day: While everyone is different, the majority of journalists prefer to be pitched in the morning – between 6 a.m. and 11 a.m. This timing also works well if you are pitching broadcast media. News producers start their day very early and wrap up around lunch time.

Goal of Coverage: Your outreach depends on the goal for the coverage. What do you want it to achieve and when do you want it to land? For on-site coverage at an event, send a media alert a day or two beforehand. Follow up with calls to the newsroom. (PRO TIP: This is one of the only acceptable times to call media.) For coverage of an event in order to create awareness and drive ticket purchases, send out a press release 4-6 weeks beforehand. Then, start pitching interviews in the weeks leading up to the event. If you’re looking to invite media on a FAM or hosted trip, reach out months in advance to get on their calendar.

Type of Publication: Similarly, consider the type of publication and its turnaround time. If you’re looking for immediate coverage, consider short lead publications – such as daily newspapers or morning news broadcasts. Then there are long lead publications that have more time to interview individuals, take photos, carefully craft a beautiful article and have it published in a monthly or quarterly publication. Somewhere in the middle are influencers and bloggers. It may take a little bit of planning to arrange a visit, but they will likely produce content while on site and shortly after their visit.

Now that you’ve reached out to the media, what’s next?

• Are they interested? Great! But the work still isn’t done. Start planning the interview, itinerary or content agreement.
• Did your message go unanswered? That’s expected. Follow up a few days to a week later. If they still don’t respond, consider a different approach or story angle.
• Did they say no or it’s not a fit? Bummer, but at least you know they read your message! Go back to the drawing board to find new writers for your pitch or a different angle for this writer.  

Building Momentum

I’ll say it again… public relations is a marathon, not a sprint. Once you’ve put in the time and effort to build relationships with key media members, you are more likely to land future pitches and placements because you’ve created mutual trust. They trust your recommendations and you trust them to deliver. You will find your tried-and-true partners: the travel writer who will start booking their travel the moment you say, “I have a new attraction and I know you’ll love it!” or the morning news producer who comes to you when they have an open interview slot to fill.

Looking for a partner for your travel PR?

Public relations is about momentum. One placement isn’t going to drive the masses to your destination. (Unless it’s in a really big publication…) But a bunch of stories across different publications will get travelers’ attention. And as word starts getting out, more publications, bloggers and influencers will start noticing and want to cover it as well.

If you’re looking for a quick, flash-in-the-pan tactic that will increase – and sustain – visitation, PR isn’t it. You won’t be as successful if your approach to public relations is full of starts and stops. It’s important to consistently reach out to the media. Expect to spend at least six months to a year on consistent PR outreach before you start seeing a real return on your efforts.

The post Public Relations Takes Time: Setting Realistic Expectations for Your PR Efforts appeared first on Travel Alliance Partnership.

How to find local influencers

Identifying influencers in your community can feel like the biggest hurdle to overcome. First, define what an influencer means to your organization- is it 2,500 followers? 5,000? 10,000? Is it important for them to be on multiple channels, or is Instagram enough? Once you’ve figured this out, the search begins.

• Search by top posts on Instagram. Look under “places” to find geotagged locations, or “tags” to search by your own hashtags or similar/relevant hashtags.
• Google them. There’s a good chance your local news has covered one or more influencers in your area. The search results for “Rochester NY influencers” yields lists of influencers in the area from aggregating websites and local news channels, reddit threads and more.
• Use influence.co to filter by location, number of followers, platforms, reach and more.
• Ask around! Who do your coworkers, neighbors, friends, and family follow in the area? What do they like about them?
• Look at your own followers. As a destination or attraction, local influencers may already be following you!

Also consider local groups or individuals that may be part of your target market and have influence or clout in the community. A networking group of executives? Maybe a foodie group exists or craft beer club. Keep the search going on Facebook, LinkedIn and Meetup – all popular sites for getting together.

Starting the conversation

Cultivating a relationship is key to any partnership and influencers are no different. Start the conversation by supporting their work or letting them know how much you appreciate what they’re doing for the destination.

• Engage with their work. Like or comment on their posts to show support for what they’re doing. Make sure that your comments are genuine and valuable- not repetitive or canned. This added engagement is good for their metrics, so it’s win-win.
• Repost their photos (with permission!). Comment or DM them and ask to share their work. Most influencers are happy to share and show their work to a new audience. These photos, videos, or blogs are great user-generated content (UGM) for your channels.
• Send them a message. A short and sweet note that says how much you love the work they’re doing in the area is all it takes. Everyone likes to be recognized!
• Send them destination swag. A branded pen, notebook, or reusable bag is a great way to show your appreciation. You might even get a post out of it!

Collaboration opportunities

Once you’ve initiated a conversation, the next step is showing them how you can add value to their content and audience. An influencer’s brand is themself, so authenticity is key above all else. They want to provide value to their audience in the same way you do. Offering them something exclusive or special is a great way to do this. For groups and other individuals in the community, it’s still about value and often about content, too.

• Ask them to do a takeover of your blog or social channels. A guest post or day-in-the-life creates variety for your content and pulls in a new audience.
• Invite them to an event as a special guest. If you’re attending a festival, celebration, or exclusive event, consider adding them to your invite list. Any kind of special showing or behind-the-scenes peek is great content for their channels. Maybe it’s a soft opening of a new restaurant, backstage tour at a concert, or VIP area at a festival.
• Take them on a mini-FAM. They already do a great job promoting the area, but you know it better than just about anyone else. What hidden treasures can you show them they may not be aware of?
• Cultivate a partnership. What opportunities for an ongoing partnership can you offer? You can offer value to them through the platform you provide, payment, or whatever works best for you. They can offer authentic reviews, a different perspective and a fresh audience. Examples include:
  • Speaking at a local event
  • Producing a video series highlighting things to do around your city
  • Partnering with a stakeholder to host a VIP event

Curious to learn more about working with influencers? Check out our Influencer Marketing eBook, with 30 pages of tips, tricks and advice based on our experience.

The post Identifying Local Influencers appeared first on Travel Alliance Partnership.

A Time to Work with Intention

“Technology has slowly implanted a new set of values in our brains,” said author and podcast host Jocelyn K. Glei, who opened the conference with a keynote address. According to Glei, the way people are working – with a “speed obsessed approach” that requires instant gratification (from slack and social media to even Uber) – is something that is not sustainable and will eventually lead to burnout. How many of us have found that to be true in the last couple of years! Her four-week course titled “Reset,” identifies how to shift to a “heart centered work approach,” in order to create empowerment and feelings of inspiration and intention.

Examples of adding more meaning into your work life include:

• Less multi-tasking (each time you stop your task to check email, it takes 25 minutes to get back on track).
• Working in attention “sprints” instead.
• Placing hard limits on response rates.
• Saying no to opportunities and yes to priorities were also encouraged.

A Need to Travel with Intention

So how did feelings of inspiration and meaningful experiences fit into the rest of the conference?

An editor’s roundtable discussion confirmed that small town and experiential travel is what’s big. At the time, travel writers responded to growing concerns and reports on overtourism by helping their readers navigate by focusing a lens on second and third tier cities. Since reopening, a focus on discovering smaller destinations remains. Travelers are thirsty to actively engage with a destination’s history, culture, and off-the-beaten-path locations.

An editor’s roundtable discussion confirmed that small town and experiential travel is what’s big.

Bonus: this immersive travel style can also help counteract the speed of the digital world to simply slow down and truly experience the destination.

Second and Third-Tier City Benefits

Here’s what editors had to say about the benefits of traveling to second and third tier markets:

• It takes off the pressure to hit a checklist of sites that one may feel when visiting a major city. The opportunity to get lost and wander is when the magic happens. Show off your hidden gems!
• Less crowds means easier access to locations.
• Experiences are more personal and memorable.

How Destinations Can Take Advantage of the Experiential Travel Trend

• Character-driven stories. Identify and get to know the background of locals who are doing usual or extraordinary activities. Is there a historical transition you can use? How about an accomplished craftsman, or person who overcame a significant physical challenge to pursue a passion?

• Cultural pegs. A fresh way to look at a city could be a location’s obsession with a sporting event, traditions behind cuisine or even rituals.

• Exclusives. Special access to unusual places or spaces.

• Help solve a problem. How is your destination focusing on protecting natural resources or other news topics?

• Accompany by Adventure. If you have a new beautiful lodge, can travelers forage with the chef along nearby trails or hike with a long-time guide?

Listen to podcast episode 168: Experiential Marketing in Travel and Tourism, with Paul Soseman

The post How to Market Experiential Travel appeared first on Travel Alliance Partnership.

Traditional Travel Writers

These writers work for a newspaper, magazine, website or other publication. They may have a regular column or specific niche that they write about. But as staff sizes continue to decrease, writers have taken on more beats – broadening their focus from travel to general lifestyle.

Deliverables

An article for their publication published online, in print or both. They publication may also share it across its social media channels. In some rare cases, they may have a photographer take pictures to accompany the piece. The rest of the time, they will lean heavily on your destination to supply high-res photos.

Itineraries

Travel writers are on assignment by their publication. (However, they don’t always have a say in when the article will come out.) This means they have a specific story in mind and unless they are a reviewer, they provide an objective look into a destination. In many cases, their itinerary should be broad. Include the “must-see” stops, best restaurants and most popular activities.

Keep in mind, there may be specific rules from their publication that they must follow. For example, some publications do not accept free products or comped meals, trips and experiences, while others will not cover alcoholic beverages.

Measurement

Print publications are measured by circulation – the number of copies distributed through subscriptions and newsstands. Online publications and articles are measured by unique visitors per month (UVM) or impressions. You can also track the additional reach of an article shared from the publication’s social media. Beyond impressions, we reference the Barcelona Principles to measure the impact of a placement, including whether it appeared in a KPI (key performance indicator) publication, the sentiment or tone of the article, and inclusion of the campaign’s key messages.

Proactive vs. Reactive PR: Why Both are Essential to Your Public Relations Strategy

Freelancers

Freelancers are independent writers that get paid per writing assignment or series of articles. They may work for one publication or website, but more often, write for several publications at a time.

Deliverables

When working with a freelancer, deliverables may not be set in stone upfront. Some will pitch the story (or FAM visit) to the publication(s) to get it assigned, while others look to have their piece picked up afterwards. Some are on assignment by a publication while others look to have their piece picked up afterwards. Since freelancers write for a variety of publications throughout their career, your destination has the opportunity to be covered multiple times in different articles. (Even years after a media FAM!)

Itineraries

For most, the idea of an assignment letter has gone out the window. That means freelancers are looking for a unique story, angle or topic that is likely to get picked up. Work with them to identify stops that are both popular and have a special backstory. You may consider including stops that cover multiple angles (such as unique food scene and your historic sites), that can result in placements in multiple publications.

Measurement

Articles and publications are measured the same way as for traditional travel writers.

Influencer Outreach and Media FAMs Stimulate Drive Market Visitation for Open Air Museum

Bloggers

Bloggers regularly write content (or posts) for a blog. Some run their own blog while others are part of a network of bloggers, such as Traveling Mom. Most bloggers make money through cost per click advertisements or referral programs.

Deliverables

Bloggers produce blog posts – informal, narrative text entries. Post formats vary but usually have a first-person point of view. Some posts include general overviews or a recap of a trip, while others share numbered lists of the best places to visit, eat, or stay in a destination. Most are accompanied by photographs taken by the blogger.

Itineraries

Because of the story-telling nature of blog posts, bloggers are looking for experiences. They want to get hands-on, knee-deep and up-close-and-personal with your destination. As you choose experiences, be sure they align with the theme or niche of their blog. Mommy bloggers want to see family-friendly stops while craft beverage bloggers would enjoy a gin-making class.

Measurement

Blogs are measured by unique visitors per month (UVM) or impressions. Bloggers commonly share posts on social media (Pinterest especially!), in newsletters and among niche networks. They may even be able to tell you the number of users that viewed a specific post.

An inside look at working with bloggers.

Influencers

Influencers are the newest content producers to the group. They are known for their loyal social media following that looks to them for recommendations and is willing to take action as a result. Some run their accounts as a side-gig while others focus on social media full-time. In some instances, influencers look to receive compensation for their content. Compensation is becoming more popular since the pandemic, as destinations and brands understand the influence of content creators, and as influencers quit their full-time jobs to focus on their content.

Deliverables

Influencers can offer a variety of deliverables: static posts, videos, ephemeral content (Snapchat, Instagram or Facebook stories), highlight reels, TikToks and going “live.” It’s important to discuss deliverables ahead of time to agree on not only the type of content they will produce but also the angle of it. Set expectations around influencers tagging your or your partners’ accounts, using the appropriate campaign hashtags and geotags. It’s important to have a discussion ahead of time of what works best for your destination, and agree on what they will produce. In addition to their social posts, some influencers also have a blog that they post on.

Itineraries

As you work through their itinerary, think visuals. Skip a world-class museum that doesn’t allow photography. Instead, pick the prettiest view of a park during the best time of day. Unlike traditional travel writers, influencers post from their personal perspective. That means the itinerary process may take longer because influencers want to be sure each spot will spark joy with them (and their followers). Be sure to build in plenty of time at and in between each location. Influencers are known to explore on their own and find a visual you didn’t even think about!

Measurement

Start with the number followers they have on their social media channels, that’s their potential reach. Then look at the engagement on their posts about your destination: comments, reactions, shares. Ask the influencer for stats on their ephemeral content that disappears after a set time.

Pro tip: For both bloggers and influencers, create packages or promo codes to help track visitation to your destination in response to a post.

Get more insights into working with influencers in our Guide to Influencer Marketing.

The post The Difference Among Travel Media appeared first on Travel Alliance Partnership.

What makes creative travel writing? 

Use these elements to make your destination stand out from the rest of the world.

1. Sense of Place: Give readers a full sense of your destination – the sights, sounds, and smells. From just a few sentences, your writing should be able to take them to the place in their mind. But make sure to tell the story through the eyes of a visitor. What can guests expect when they visit? Their experience and mindset may be different from that of the locals, since it’s all brand new to them. View your destination through fresh eyes to really let them know what they can expect.
2. Strong Voice: Does your writing have character? Make the voice and the tone of the destination come through.

Try this exercise: Write for 10 minutes about your destination, attraction, or event. Now turn to your friend or colleague and tell them about it, out loud, without looking at what you wrote. If the juicy details or interesting facts you said out loud weren’t included in your writing, go back and add them in.

3. Lots of details: Focus on the specifics. Peel back layers until you get to the story within the story. Instead of saying your city is known for great cuisine, give an example of a special dish that visitors can’t get anywhere else. An example from the workshop was, “Only in Memphis can you eat a burger fried in 100-year-old grease.” (Not my cup of tea, but to each their own!) These are the things that are most memorable to travelers. Remember, everyone’s looking for an experience these days.

Common Creative Travel Writing Pitfalls & How to Overcome Them

Before the final save, do one more edit to ensure you aren’t making these mistakes.

1. Using Jargon & Buzzwords: Death to jargon! Stick with standard speak so that everyone understands what you’re describing. Try to stay away from using the current buzzwords that everyone is boasting. You may be trying to stand out but in the end, you’re lumping yourself in with the rest of the crowd. For example, the phrase “farm-to-table” peaked several years ago and is overused.
2. Being Vague: Details and specifics should be your BFFs. Whenever possible, add more “decoration.”  Stay away from words that are ambiguous such as “experience.” Keep asking “what?” or “how?” until you can come up with a more descriptive verb. Choose to describe one thing instead of listing everything.

Do this: Kayak through a channel of sparkling green-blue water as the sun peeks through the trees and warms your face.

Not that: You can hike, bike, jog, or walk along 37 trails.

3. Focus: Narrow in on things that are specifically and solely your destination. Everyone knows the basics of a beach: soft sand, pretty water, big waves. Skip those assumed attributes, and focus on the ice cream stand at the end of the beach that has been serving sweet treats to beach goers and their dogs for 30 years.

Try this exercise: Re-read your writing but replace the name of your destination with another. If the rest of the description still works, add more details.

4. Holding Back: Your writing doesn’t have to be stuffy. Pam suggested writing the most outrageous copy you can, and then scaling it back from there. And go ahead, share your destination’s quirky fact or festival. As Pam said, “Whatever makes you weird is probably your greatest asset.”

The post Creative Travel Writing for Your Destination appeared first on Travel Alliance Partnership.