Influencer Marketing Archives - Travel Alliance Partnership https://travelalliancepartnership.com/success-category/influencer-marketing/ We are a leader in the tourism industry Mon, 15 Apr 2024 16:40:38 +0000 en-US hourly 1 https://travelalliancepartnership.com/wp-content/uploads/2024/04/cropped-favicon-32x32.png Influencer Marketing Archives - Travel Alliance Partnership https://travelalliancepartnership.com/success-category/influencer-marketing/ 32 32 Local and Regional PR Efforts Lead with Laughter to Build Brand Awareness https://travelalliancepartnership.com/success-stories/local-and-regional-pr-efforts-lead-with-laughter-to-build-brand-awareness/ https://travelalliancepartnership.com/success-stories/local-and-regional-pr-efforts-lead-with-laughter-to-build-brand-awareness/#respond Wed, 24 Mar 2021 21:05:36 +0000 https://travelalliancepartnership.com/success-stories/local-and-regional-pr-efforts-lead-with-laughter-to-build-brand-awareness/ How this Case Study may be relevant to you: This example of work illustrates Break the Ice Media’s strengths in leveraging local and regional PR to build brand awareness and promote visitation from nearby drive markets.   As of January 2021, we earned over 265.6M media impressions in national outlets and in key regional drive markets. Photo…

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How this Case Study may be relevant to you: This example of work illustrates Break the Ice Media’s strengths in leveraging local and regional PR to build brand awareness and promote visitation from nearby drive markets.  

As of January 2021, we earned over 265.6M media impressions in national outlets and in key regional drive markets.

success-story-logos
Photo Credit: National Comedy Center
Photo Credit: National Comedy Center

Situational Analysis

The National Comedy Center opened in August 2018 and received many accolades in the months following – including being named Best New Museum by USA Today. The museum’s guest experience is often touted as second to none and their net promoter score is 81-83. The National Comedy Center continues to bring huge name exhibits and artifacts from comedy legends into its museum – keeping the news high and attractions fresh for returning visitors.

The Challenge

With the freshness of the museum's opening beginning to wane and the difficulties faced around the COVID-19 pandemic, the National Comedy Center wanted to add proactive public relations into its marketing mix to boost awareness and drive visitation to this world-class cultural attraction.​​

Photo Credit: National Comedy Center
Photo Credit: National Comedy Center

Objectives

  • Increase brand awareness for The National Comedy Center and new museum offerings​
  • Seek third party endorsements of The National Comedy Center through proactive PR, media and influencer relations​
  • Drive traffic to The National Comedy Center website​
  • Inspire visitation and increase attendance, while promoting the new LaughSafe Program

Strategic Insight

Position the Center as a place where laughter promotes mental health and wellness, while keeping physical health in mind. Share the experiences that make the National Comedy Center a must-see destination for all ages, especially in the time of COVID-19.

Research told us that during the pandemic, the first visitors to return would be from local and regional markets. These travelers cared about health, safety, trust and flexibility above all when making travel plans. In addition, laughter holds a healing power, with comedy as a tool to regain power and perspective during a challenging time.

Photo Credit: National Comedy Center

Strategic Approach

  • Emphasize the one-of-a-kind experience as well as health and safety measures found at the National Comedy Center​
  • Build off the affinity that people have for comedy of today and American nostalgia for comedy legends of the past​
  • Tell the story of how the National Comedy Center came to be and the tie of Jamestown to Lucille Ball​
  • Draw attention to the Jamestown community, the Chautauqua-Allegany Region and Western NY among local and regional drive markets
Photo Credit: National Comedy Center
Photo Credit: National Comedy Center
Photo Credit: National Comedy Center
Photo Credit: National Comedy Center

Tactics

  • ​Public Relations Strategy​
  • Proactive Local & Regional Public Relations​
  • Reactive Local & Regional Public Relations​
  • Ongoing Pitching & Outreach​
  • Blogger & Influencer Relations​
  • Media FAM Coordination​
  • Measurement & Tracking

Results

Results as of January 2021*

  • 22 coordinated feature stories or broadcast coverage around key messages
  • 265,661,479+ total media impressions around key messages
  • Gift guide coverage leading up to Christmas 2020 announcing the new online ”Comedy Shop” and new merchandise offerings
  • Upcoming: Coordination of 2-3 spring media familiarization tours with media and influencer outlets in NYS drive markets of Hudson Valley, Saratoga Springs/Albany, and Syracuse DMA

*Efforts ongoing
Photo Credit: National Comedy Center

Result Highlights

  • Dedicated coverage of the National Comedy Center Anywhere online streaming platform on Forbes.com (among other outlets)
  • Dedicated coverage of the National Comedy Center’s Reopening, LaughSafe Program and Lucille Ball Virtual Comedy Festival in key drive markets of Rochester & Buffalo
  • Dedicated coverage of I Love Lucy Day and broadcast celebrity interview with Keith Thibodeaux (“Little Ricky” actor)
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]]> https://travelalliancepartnership.com/success-stories/local-and-regional-pr-efforts-lead-with-laughter-to-build-brand-awareness/feed/ 0 Influencer Outreach and Media FAMs Stimulate Drive Market Visitation for Open Air Museum https://travelalliancepartnership.com/success-stories/influencer-outreach-media-fams-stimulate-drive-market-visitation-museum/ https://travelalliancepartnership.com/success-stories/influencer-outreach-media-fams-stimulate-drive-market-visitation-museum/#respond Wed, 24 Feb 2021 09:02:08 +0000 https://travelalliancepartnership.com/success-stories/influencer-outreach-media-fams-stimulate-drive-market-visitation-museum/ How this Case Study may be relevant to you: This example of work illustrates Break the Ice Media’s strengths in leveraging PR to create interest in expanded offerings and shoulder season experiences to create demand for visitation from drive markets.  ​ In 2019, our campaign resulted in 79 placements and over 8.5 Million media impressions. Eight hosted…

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How this Case Study may be relevant to you: This example of work illustrates Break the Ice Media’s strengths in leveraging PR to create interest in expanded offerings and shoulder season experiences to create demand for visitation from drive markets.  ​

In 2019, our campaign resulted in 79 placements and over 8.5 Million media impressions. Eight hosted writers and influencers from target geographies posted about The Wild Center 71 times on social media.

Photo Credit: The Wild Center
Photo Credit: The Wild Center

Situational Analysis

Although they had an engaged audience across social media, email marketing and their website, without a proactive PR program in place, news about The Wild Center and its unique offerings were not reaching new audiences. In addition, their current visitors were not booking available add-on experiences such as guided canoe and paddleboard excursions, which could mean added revenue to The Wild Center’s bottom line. Lastly, The Wild Center saw an opportunity to grow their shoulder season (September and October) as prime leaf peeping among an older demographic.​​

The Challenge

As part of an integrated marketing plan, The Wild Center engaged in a media relations campaign to drive awareness of the museum and its available experiences to help meet their visitation goals.

Objectives​

  • Increase brand awareness of The Wild Center and its experiences / add-on offerings​
  • Seek third party endorsements of The Wild Center through proactive PR, media and influencer relations​
  • Drive traffic to the tickets page on The Wild Center’s website​
  • Influence conversions on The Wild Center’s website​
  • Increase the number of visitors during shoulder season (September and October)

Strategic Insight

The Wild Center can refresh interest in visitation by bringing attention to add-on experiences and extend the season by leaning into the natural beauty of the Adirondacks during autumn.

Photo Credit: The Wild Center

Photo Credit: The Wild Center
Photo Credit: The Wild Center

Strategies

  • Develop key messages designed to resonate with target audiences and motivate them to take action – consistent messages used across distribution channels (paid, earned, shared & owned).​
  • Build on past interest of Wild Walk and create new angles to continue exposure for The Wild Center.​
  • Focus on building interest from regional, national and Canadian media outlets. ​
  • Leverage influencers and bloggers to help extend digital reach.​
  • Highlight available special experiences, such as behind the scenes tours, SUP and canoe excursions.​
  • Position The Wild Center as a top destination for leaf peeping and fall foliage experiences.

Tactics

  • Public Relations Strategy​
  • Proactive Public Relations ​
  • Reactive Public Relations​
  • Ongoing Pitching & Outreach​
  • Blogger & Influencer Relations​
  • Media FAM Coordination​
  • Measurement & Tracking
Photo Credit: The Wild Center
Photo Credit: The Wild Center

Results

Break the Ice Media’s 2019 public relations campaign resulted in:   ​

  • 79 placements and over 8.5 million media impressions as a result of our public relations efforts (pitching, press release distribution, media alerts, etc.).​
  • 32 coordinated stories or coverage based around event announcements.​
  • 8 writers and influencers hosted from target geographies including Buffalo, Rochester, Syracuse and Saratoga Springs, NY and Ottawa, Ontario.​
  • 71 social posts from hosted writers, providing third-party endorsements of The Wild Center. ​
  • Placements that included links to The Wild Center website, mentioned the add-on experiences (behind the scenes tours, canoe excursions) and highlighted The Wild Center as a great place for leaf peeping.

Photo Credit: The Wild Center

Result Highlights

Schedule a Consultation

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