PROTOCOLO 2: CALIDAD DE LA VEGETACIÓN DE RIBERA
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1. Media Story Development and Placement
Tactics will include:
• One-on-one journalist meetings with Paradise Coast spokespeople.
• Continual outreach to target media with information on Paradise Coast’s angles and resources, segmenting potential audience topics.
• Regular releases on programs, events and developments. Wherever possible, releases will be accompanied by pertinent photography.
• Proactive news bureau, including up-to-date media listings. • 24/7 online outreach.
• Managing a visiting journalist program that understands seeing is believing, but addresses the restraints many publications have placed on press trips.
• Use of event opportunities to springboard a revitalized awareness of Paradise Coast and its many distinctive offerings.
2. Press Kit Review/Development
The agency will continually update Paradise Coast’s current press kit, make revisions based on branding strategy and include new programs and activities. Key elements include:
• Overview fact sheet covering geography, topography, climate, air services and other basic information
• History, annotated by a bulleted timeline • Overview of cultural institutions
• Events
• Major attractions
• Breadth of accommodation and dining options • Paradise Coast’s sporting life
• Golfers’ guide fact sheet • Watersports fact sheet
3. Paradise Coast News Bureau
The bureau is staffed and equipped to respond 24-hours-a-day to media inquiries, refer coverage opportunities to the appropriate parties, give advice on trends and developments and provide current information. Agency will liaise with the client to maximize resources. Actions include:
• Maintain a fact file, electronic image and video library. • Handle media inquiries, referring to client as necessary.
• Provide current information on all aspects of Paradise Coast’s tourism services and outreach.
• Research editorial calendars to facilitate placements. • Review potential media visits.
• Maintain a computerized, updated listing of journalists who have interest in Paradise Coast; continue regular contact to maximize enthusiasm, providing information as necessary.
• Develop and present high-impact story ideas. • Provide the client with clips of all media coverage.
4. Press Release Program
LH&A will produce a steady flow of releases on Paradise Coast news to achieve targeted media coverage and help pave the way for in-depth features. Also press releases will be researched, written and distributed to segmented special-interest media. These would tie into specific events, packages, activities, breaking news and other facets of Paradise Coast’s tourism industry.
As part of its overall marketing strategy, the agency focuses on concise, one- to two-page releases issued to highly targeted segments of LH&A’s extensive media database. Experience has shown that these specialized releases are most effective in generating coverage.
Program calls for 18 releases. Release themes include:
January
2015 Calendar of Events
New Year/New You – getting fit for ’15 in the Paradise Coast
February
Valentine’s Day/Romance
March
Spring Events
Stress Awareness Month (April) – Spa Offerings
April
Pet Friendly in Paradise for National Pet Month (May) Worry-Free Honeymoons
May
Celebrating Families of All Generations on the Paradise Coast
June
Summer Events
National Culinary Month (July) – hot new restaurants on the Paradise Coast
July
Giving Back and Getting Back in Paradise – Voluntourism and Learning Vacation Opportunities
August
Back to School Romance for Adults
September
Fall Events
Fresh from the Sea – National Seafood Month in Paradise Coast (October)
Celebrate the Arts Month (November)
November
Holiday Celebrations
Golf in Paradise (including Franklin Templeton Shootout)
December
Winter Packages/What’s New
5. Computerized Editorial Calendars
Most major publications schedule destination, feature and roundup stories far in advance and follow an editorial calendar. LH&A obtains these calendars and compiles a master, computerized editorial calendar which reflects client strengths. Each month the agency will produce a list of upcoming placement opportunities and deadlines ensuring that Paradise Coast is properly presented for all opportunities, including Travel, Art/Culture/History, Golf, Cuisine, Family, Destination Weddings, Beach, Boating, Soft Adventure, Meetings, etc.
6. CVB Google Content/Focus Calendar
The CVB’s digital coordinator will maintain and continually update a master Google Calendar with entries for content/topic/theme/initiative focuses and methods/platforms for implementation. Tourism partners and strategic vendor partners will be granted access to foster a growing brand identity through content commonalities.
7. Broadcast Media Exposure
In addition to working on a daily basis with the print and electronic media, LH&A implements a proactive campaign directed to the broadcast media.
While budget has not allowed us to secure opportunities with destination shoots with shows such as “The Bachelor,” “Top Chef” and “Today”, we are continuing to pitch shows that could potentially have a lower cost such as “The Getaway” on the Esquire Network, “Ocean Mysteries with Jeff Corwin” as well as shows on HGTV and the Food Network.
As the network morning shows continue to utilize representatives from top travel media outlets such as Condé Nast Traveler and Travel + Leisure as experts for in-studio trend interviews, LH&A will work closely with the outlets’ publicists and editors to provide regular, up-to-the-minute information. We will also explore those “pay-for-play” opportunities that could fit within the destination’s budget, such as “The Daily Buzz” and “New York Live”.
8. Paradise Coast Media Day
A Paradise Coast media day in New York City provides an excellent opportunity to deliver targeted messages to top-tier media. We suggest hosting a media lunch and maximizing time in the
morning and afternoon for media desk-sides. This event would be an excellent opportunity to include CVB partners who could help defray costs by co-opting with the CVB on budget and benefit from the media networking opportunities.
• Secure venue
• Plan menus, theme, décor, display materials, etc. • Create and e-mail invitations.
• Customize invitation lists of all appropriate media contacts. • Handle RSVPs; call contacts to ensure maximum attendance. • Prepare suggested agendas.
• Assist with speakers’ notes as appropriate.
• Make introductions of key journalists to client representatives. • Attend and supervise all facets of day.
• Assemble press kits and distribute with memento to all attendees on departure. • Provide press kits to journalists unable to attend.
• Compile reach reports based on attendance. • Follow up to encourage coverage after events.
9. Media Interviews/Desk-sides
Lou Hammond & Associates will organize media interviews/desk-sides as Paradise Coast executives travel to key markets and as schedules permit. Agency will research media interest, schedule interview, brief interviewee on interviewer’s interests and follow up to ensure publication or airing.
10. Visiting Journalists Program (VJP)
Seeing is believing – personal experience by the media is the best way to garner significant feature coverage for Paradise Coast. The CVB will work with partners to host qualified media in the
destination with activities to include:
• Determine themes and timing, i.e. family, golf, culinary, adventure, honeymoon/wedding. • Review requirements/requests and anticipated results
• Assist client with itinerary arrangements, including liaison with hotel partners and travel constituents as necessary.
• Forward press materials. • Monitor and report results.
Each individual press trip request is submitted with the agency’s press request form, outlining the journalist’s affiliation, audience reach and special interests, and includes agency recommendation and remarks. LH&A’s Visiting Journalists Program database ensures all visits are property
monitored, allowing agency personnel to review productivity and past conduct of each journalist involved in a trip.
11. Travel Guidebooks
To maximize positive coverage in the guidebooks that most influence travel decisions, the agency will outreach to ensure editors/writers have updates related to the destination and its offerings.
12. Trade Show Support
Working with the CVB, LH&A will ensure that the destination receives maximum exposure at all key trade shows.
• Writing and placing exclusive releases for conference media. • Arranging introductions to attending media
• Providing follow-up.
13. Partner Outreach
A destination is more than simply the acres that define a region. To be successful as a destination requires the thoughtful coming together of hoteliers, airlines, destination leaders, attractions, festival planners, and travel industry partners who have a stake in attracting visitors. Interests may diverge, but it is crucial that those invested in the success of tourism be involved and confident of the
marketing strategy.
Following are services that encourage buy-in from stakeholders.
Hot Tips – Media Leads
The CVB provides a valuable service for partners by providing ongoing “Hot Tip” media leads for placement opportunities. We will continue to provide them with detailed information on the outlet, the opportunity, deadline and directions on how to respond (directly to the agency or to the media outlet itself). We will then provide the information received from our partners to the media outlet, and follow up to ensure placement.
Value Blasts/Twitter
Paradise Coast’s constituents are included in this weekly communiqué that has received media acclaim for its timeliness and content. Value has become the “hot” news for all media outlets. Wanting to take advantage of this need, LH&A created the concept of Value Blasts where clients’ value offerings are highlighted. Additionally, we will include partners in our Twitter @LouHammondPR tweets which reach thousands of followers – mostly media.
PR University: Hot Techniques
LH&A will provide quarterly “Hot Techniques” documents that Paradise Coast can share with its constituents. These documents will provide important information on the most effective public relations tools and methods available today. Past topics have included blogs, press release optimization, green travel, Facebook fans and social media crisis management.
Resource Guides for Local Tourism Partners
The agency will distribute the following resource guides to the Paradise Coast team and its constituents on an annual basis:
• 2015 Travel Industry Meeting Booklets
This book will contain a listing of some 139 important worldwide travel industry meetings with dates, locations, topics and contact source information.
• 2015 Calendar of Holidays
This year-long calendar outlines major North American holidays with corresponding deadlines for editorial coverage of related news.
• 2015 Hotel/Tourism Award Listings
22 surveys; information provided includes criteria, deadlines and contact names for entries.
Media Assist – Visiting Paradise Coast Travel Executives
Working at the direction of the client, agency will assist in coordinating programs for representatives visiting New York. This will include media meetings, industry introductions and organization of media activities.
New York City Consultations
As appropriate and as Paradise Coast cooperators visit New York, the agency will invite these tourism partners for personal consultations in our offices. As programs and packages develop, we also will arrange for personal media interviews in our midtown offices, which are familiar and convenient to the top national and regional press.
14. Agency Trend Releases
LH&A has instituted a highly successful agency-wide release program. Ongoing, a release is developed featuring a timely, compelling topic, incorporating news and packages from across our client roster. Media appreciate this information as they feature a cross-section of travel-oriented clients specifically tailored to a particularly theme. These releases have garnered outstanding results and LH&A will incorporate Paradise Coast into as many appropriately themed agency-wide releases as possible.
Examples include:
• Spring Into Action This Season With Abundant Activities, Festivals and Events Nationwide • Fall Fitness Travel: Energizing Escapes From Across the Globe
• Sweeten Valentine’s Day With a Weekend Getaway
15. Paradise Connection Media eNews
LHA will take the lead role in formatting and supplying content for re-start of monthly eNews to media with story ideas, upcoming events, what’s new and links to partner press releases.
16. Paradise Connection Partner eNews
LHA will assist as needed in re-start of monthly tourism industry eNews to Collier area tourism partners primarily driven by in-house team. Content will include awards & recognitions, CVB events, upcoming conference and trade show opportunities, etc.
17. National Travel & Tourism Day; National Travel Effect and Trends Story
Opportunities
The in-house team will lead the focus on publicity of the nomination process for annual tourism awards; local participation (to be determined) in National Travel Rally Day; and examples of locally- focused stories that tie in with U.S. Travel’s Travel Effect campaign.