PR Council Meeting March 12, 2019 · several partner-based surprise-and-delight giveaways. Twitter...
27
PR Council Meeting March 12, 2019
Transcript of PR Council Meeting March 12, 2019 · several partner-based surprise-and-delight giveaways. Twitter...
PR Council Meeting
March 12, 2019
Pillars
Media
Relations• Special Initiatives
• Top Media Targets
• Top Stories
Special Initiatives
Top Media Targets
• National, Regional/State, Travel, and Niche
Sample Travel Bloggers
Top Stories to Date
99 pickups!
Top Stories to Date
99 pickups!
Top Stories to Date
What’s Ahead • Media Missions
• Special Initiatives
• Hosting Travel Writers
• Media Room Redesign
Upcoming Media Missions
• Toronto, April
• New York City
• Washington, D.C.
• Ohio
• Boston
• Your wish list?
Special Initiatives
Hosting Travel Writers and Influencers
• Identify, qualify, and host top-tier journalists, freelancers,
and bloggers
• Work with partners to coordinate visits
Social Media • Channel Highlights
• Use of Twitter
Our Primary Channels at a Glance
ChannelAverage Monthly
ImpressionsAverage Engagement Rate
Instagram 211,817 9.4%
Facebook 497,710 3.73%
Twitter 197,110 1.63%
Below is an overview of average top metrics for each owned channel per month:
18
Why Instagram? Travelers use Instagram posts and stories to share their own
adventures, but also to plan trips based on the beautiful, delicious-looking, and
photogenic things that appear in their feed.
We tell the Happy Traveler story with images from across the state, curated with
the help of owned, thematic hashtags like #PAHolidays, #PAHappySnaps, and
#PATravelHappy
Initiatives:
• #PAHappyHost channel takeover – a
seasonal influencer-style host who shifts
the perspective on our account for a pre-
planned weekend, showcasing their
expertise
• Instagram Stories – as applicable, visual,
click-through round-ups of content, pinned
to the page to live beyond the original 24
hours
19
Why Facebook? Tried and true, people are continuing to use Facebook
(sometimes more than websites!) primarily to share and connect with family and
friends, inspiring them to take trips and discover new places together.
We build communities, drive website traffic, and inspire conversations and
experiences through sharable, highly-visual, and often link-based content.
Initiatives:
• #PAHappyChats – a seasonal,
on-site live video stream with a
PA attraction, designed to open
up a conversation between an
attraction/destination and our
fans
• Sweepstakes – typically 2-3
major giveaways with email
address collection, as well as
several partner-based surprise-
and-delight giveaways
20
Why Twitter? Social media is a medium that doesn’t miss a beat, and Twitter is
an ideal channel for joining in on trending conversations. But that can prove
difficult in our industry. How are YOU using Twitter?
Initiatives:
• Sharing timely news pieces and seasonal content to
drive to our owned resources and round-ups
What’s Ahead • Influencer Strategy
• Sweepstakes, Giveaways
& Partnerships
• Surprise & Delight
Influencer Strategy
22
Influencers continue to own the social media space; AdWeek asserts that the
market – estimated to be worth $2 billion in 2017 – is set to reach $10 billion by
2020.
In 2019-20 we plan to harness brand champions, both paid and unpaid, to tell
the Pursue Your Happiness story through the unique lens of travelers
themselves
Influencer Strategy
23
Custom approach includes:
• Identifying people who are aligned with the Pursue Your Happiness brand
• Determining paid vs. unpaid based on levels of quality, e.g. a professional
photographer vs. an amateur blogger and engagement
• Equipping influencers with brand language, toolkits, etc.
• Launching across channels based on objective and audience
Sweepstakes, Giveaways, & Partnerships
Surprise & Delight
This coming year, due to the quantity of giveaways and overlap in channel
promotion, we’re aiming to restructure our giveaway promotions timing and
approach with the learnings we’ve gathered.
Opportunity to Comment: We’d
love to give you some swag to get
you started. DM us for details!
Opportunity to Comment: PA is
full of picture-perfect summertime
moments! DM us and we’ll give
you a guide to get you started.
*Send Happy Traveler and
merchandise
Opportunity to Comment: We’ve
got a pair of tickets with your
names on them! DM us to make
date day planning that much
easier.
Open
Discussion• Story Ideas
• What’s New 2019, 2020
• Influencers – Micro vs
Macro
Questions?
Thank you!!!
