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Telling your destination’s story: Working with the media to get the
word out!
By Georgia Turner, Executive DirectorWest Volusia Tourism
www.visitwestvolusia.com
A little about West Volusia …
A little about me
• In tourism industry for 33 years• Hosted THOUSANDS of media• Georgia Turner Group for 10 years• Various tourism organizations including CVBs,
Chambers, regional tourism association• Travel Marketing Professional (TMP) and former
Chair of Southeast Tourism Society
Case Study: Where to Retire
“Happy Accident”
• Answered call • 2013 and 2017!• Gave information and photos • Bonus: local media coverage, social media push (us
and them!)• Results: Visitor Center became a “Relocation
Center”
Lessons learned
• Have your information easily accessible
Lessons learned
• Seniors in photos, videos!
Won’t always be this easy …
• Writers just don’t “fall in your lap”• Be proactive• Think about hosting in your destination• Individuals and/or groups
Today’s takeaways …
• Why work with media?• Who to invite?• How many?• How much?• How long?
• Who will help?• What to do• How to invite• What to expect• How was it?
Travel writer’s tips
• Lynn Fullman http://www.lynnandmilton.com/• Freelance travel writer • SATW member• “What a Travel Writer Wishes You Knew”
1) Why host media?
• “Unexposed” destination (AMLA)
Why host media?
• Special Event (Mardi Gras)
Why host media?
• Seasonal activity (culinary)
Why host media?
• New or “updated” attraction (Cypress Gardens)
Why host media?
• Fullman: “I can’t write about something I haven’t seen”
2) Who to invite?Specific market(s)• General destination• Senior• Culinary• Golf• Etc.
Who to invite?
Editorial Calendars?
Who to invite?
• Fullman: “There are many wonderful writers who just aren’t joiners.”
Who to invite?
Today’s challenge?
ANY ONE CAN BE A “TRAVEL WRITER”
Bloggers, influencers, social media, etc.
Who to invite?
• Word of mouth!• Who produces?• Qualifications?• OK to ask for samples• Fullman: “If a freelancer is productive, don’t
demand a written assignment.”
3) How many?
• Group or individual?
How many?
• Smaller is better – they need attention!
How many?
Spouse? Other guests?
4) How much?
• Realistic budget• PR agency?• Cost to host – rooms, meals, etc.• Fullman: “Be specific about what is and what is not
included.”
5) How long?
• Depends on the itinerary• What time of year – conflicts for writers• Fullman: “Don’t schedule trips that last an entire
work week. A long weekend is fine. A writer’s time is money.”
6) Who will help?
• Destinations/CVBs/State/other partners• Transportation (airlines)• Accommodations• Attractions• Knowledgeable hosts• Fullman: “Explain writers’ needs to local contacts.”
7) What will we do?
Itinerary is KEY• Open to the public• Down time• Variety• Options?
Houma Mardi Gras ItineraryFebruary 21-25
Sunday, February 3All day Arrivals into New Orleans and depart for Houma.7:30 pm Dinner at Boudreau & Thibodeau’s Cajun Cookin’.
Monday, February 4Morning Breakfast at hotel on your own.8:30 am Depart hotel.9 am Tour Chauvin Sculpture Garden10 am Tour Cecil Lapeyrouse Grocery Store10:30 am Tour LUMCON Noon Lunch at A-Bear’s Restaurant and visit to “float den”Afternoon Return to hotel to relax, refresh.6 pm Head Downtown for Krewe of Cleopatra Parade and dinner
Tuesday, February 5 – MARDI GRAS Morning Breakfast at hotel on your own.10:30 am Krewe of Houmas and Krewe of Kajuns parades. (Lunch catered at the Terrebonne Folklife Culture Center.)Evening Dinner at Big Al’s Seafood Restaurant
Wednesday, February 6Morning Breakfast on your own at hotel8:45 am Depart for Bayou Terrebonne10:15 am Tour Southdown Plantation11:30 am Lunch at Bayou Delight1 pm Swamp Tour2:30 pm Tour Wildlife Gardens6:30 pm Dinner at Café Milano
Thursday, February 77 am Breakfast at hotel8 am Depart for airport
“Unclaimed Baggage & the Undiscovered Treasures of NE Alabama”May 5-9
Monday, May 5All day Arrivals into Huntsville and check in at Lodge7 pm Dinner at Lake Guntersville State Park
Tuesday, May 6Morning Breakfast on your own9 am Tour Cathedral Caverns11:30 am Lunch at Mimi’s Tea Room1 pm Tour Unclaimed Baggage4 pm Tea at Gorham’s Bluff6 pm Dinner at The Blue Willow Bistro8 pm Return to Lodge
Wednesday, May 7Morning Breakfast on your own10 am Tour Little River Canyon and DeSoto Falls12:30 pm Lunch at Log Cabin Deli
2 pm Tour Tigers for Tomorrow andWills Creek Vineyards
Afternoon Check in Chesnut Bay7 pm Dinner at The Lighthouse
Thursday, May 88 am Breakfast at the secret B&BLate am Tour and lunch in Gadsden4 pm Return to relax at Chesnut Bay7 pm Dinner at Real Pit BBQ
Friday, May 97 am Breakfast at Simply Southern8 am Depart for Huntsville Airport
What will we do?
• Don’t “overfeed”• Don’t “overcrowd”• Don’t “overgift”• Schedule “on-your-own” time• Fullman: “Splinter into smaller groups.”
What will we do?
• Themes and options work – “Mancation,” golf, Girlfriend Getaway, culinary
8) How do I invite them?
• Email is good – be specific in subject line• “Snail mail” – don’t be cute!• Telephone (only for follow-up)• Advanced notice• Fullman: “Some writers are willing to commit a year
in advance; others aren’t”
9) What should I expect?
• Special requests and needs• Send itineraries, contact names, numbers and press
kits early• Orientation at beginning• Nametags – mini-itinerary• Stay on schedule
What should I expect?
• Murphy’s Law in action • Last-minute cancellations/policy?• Where is the hospital!• Are they bored or just rude (“They’re not taking
notes”)?• Fullman: “Different aspects appeal to different
writers”
10) How was it?
• THANKS to hosts and writers• Evaluation form• Followup• Fullman: “After the trip, keep participants up to
date on any changes.”
How was it?
• Clipping service or not?• Google Alerts, Meltwater News, Cision• Ad equivalency shows ROI• Just call publications! “Guesstimates”• Keep track – reports for board, bosses
Writer results
• Average writer produced approx. $2,000
Writer results …
• Group tour results: $4,000 - $250,000
Writer results …
• Place story in 1-3 months/blogs and social media
Writer results …
• May continue placing the stories as long as five years after a tour or visit!
What does this mean?
Writers are the gift that keep on giving!
Thank you for having mehere today! JAny questions?
Comments?Words of wisdom?
Contact me:[email protected]
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