OHIO TOURISM DIVISION

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Premier source of information for travelers and media about Ohio’s vibrant tourism experiences, attractions, and economy.
A part of the Ohio Department of Development
Promote and celebrate Ohio’s unique travel opportunities and market the state’s outstanding quality of life.
In 2008, marketing programs contributed to:
an estimated $39 billion in visitor sales
452,000 jobs sustained by visitors to the state

Published in: Travel, Business, Sports
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OHIO TOURISM DIVISION

  1. 1. OHIO TOURISM DIVISION Aimée Zerla, Public Relations Specialist, and Roger Barker, Electronic Information Coordinator
  2. 2. OHIO TOURISM DIVISION <ul><li>Premier source of information for travelers and media about Ohio’s vibrant tourism experiences, attractions, and economy. </li></ul><ul><li>A part of the Ohio Department of Development </li></ul><ul><li>Promote and celebrate Ohio’s unique travel opportunities and market the state’s outstanding quality of life. </li></ul><ul><li>In 2008, marketing programs contributed to: </li></ul><ul><ul><li>an estimated $39 billion in visitor sales </li></ul></ul><ul><ul><li>452,000 jobs sustained by visitors to the state </li></ul></ul>
  3. 3. <ul><li>Town Hall Meetings </li></ul><ul><li>Industry Web site </li></ul><ul><li>BuckeyeLine </li></ul><ul><li>Media Leads </li></ul><ul><li>Ohio Film Office Locations Photo Library </li></ul><ul><li>Ohio Travel Publications </li></ul><ul><li>Media Relations Tips </li></ul><ul><li>Online Partnership Opportunities </li></ul>HOW CAN WE ASSIST YOU?
  4. 4. TOWN HALL MEETINGS <ul><li>Central Ohio Monday, Sept. 21, 9 a.m. - Noon Hilton Columbus at Easton, 3900 Chagrin Drive, Columbus, OH Sponsor: Experience Columbus RSVP: Monday, Sept. 14 </li></ul><ul><li>Southwest Ohio Wednesday, Sept. 23, 9 a.m. - Noon National Underground Railroad Freedom Center, 50 E Freedom Way, Cincinnati, OH Sponsor: Cincinnati USA CVB RSVP: Wednesday, Sept. 16 </li></ul><ul><li>Northeast Ohio Tuesday, Sept. 29, 1 - 4 p.m. Positively Cleveland Visitors Center, 100 Public Square, Cleveland, OH Sponsor:  Positively Cleveland RSVP: Tuesday, Sept. 22 </li></ul><ul><li>Southeast Ohio Thursday, Oct. 1, 1 - 4 p.m. Stuart Opera House, 46 Public Square, Nelsonville, OH Sponsor: Athens County Convention & Visitors Bureau RSVP: Thursday, Sept. 24 </li></ul><ul><li>Northwest Ohio Thursday, Oct. 15, 9 a.m. - Noon Lucas County Arena, 401 Jefferson Ave., Toledo, OH Sponsor: Destination Toledo Inc. RSVP: Thursday, Oct. 8 </li></ul><ul><li>Division unveils partnership opportunities </li></ul><ul><li>RSVP to Joy Doty (by RSVP date) at joy.doty@development.ohio.gov </li></ul>
  5. 5. http://industry.discoverohio.com/
  6. 6. BUCKEYELINE <ul><li>Ohio's tourism industry free monthly e-newsletter </li></ul><ul><li>Covers important deadlines, new partnership opportunities, new research and trend information </li></ul><ul><li>Sign up at DiscoverOhio.com to receive. </li></ul><ul><li>Go to Industry Info., click on Public Relations, then BuckeyeLine. </li></ul><ul><li>Complete the online form. </li></ul><ul><li>You should begin receiving BuckeyeLine by e-mail the first week of every month. </li></ul>
  7. 7. MEDIA LEADS <ul><li>Allows us to disseminate a media request for info. very quickly </li></ul><ul><li>Provides you with opportunity to promote your destination </li></ul><ul><li>Sign up at DiscoverOhio.com to receive </li></ul><ul><li>Go to Industry Info., click on Public Relations, then Media Leads </li></ul><ul><li>At bottom of the page, click Media Leads Sign-Up Form </li></ul><ul><li>Complete and submit the online form </li></ul><ul><li>Begin receiving periodic media leads </li></ul>
  8. 8. OHIO FILM OFFICE LOCATIONS PHOTO LIBRARY <ul><li>Anyone in Ohio who owns buildings, attractions, lodging facilities, etc., or is a governing authority may submit photos of their property/area for filming consideration to the Locations Library </li></ul><ul><li>To input photos of your location in the photo library: http://www.discoverohiofilm.org/ListLocation.aspx </li></ul>
  9. 9. 2010 OHIO TRAVEL PLANNER <ul><li>172-page annual official guide </li></ul><ul><li>Maps, Editorial and Regional Listings </li></ul><ul><li>400,000 printed / can view online </li></ul><ul><li>Distributed via 1-800 BUCKEYE, DiscoverOhio.com, CVBs, TICs, etc. </li></ul><ul><li>Listing Deadline – July 23, 2009 </li></ul><ul><li>Advertising Deadline – Nov. 19, 2009 </li></ul><ul><ul><li>Coupons/Enhanced Listing/Display Ad </li></ul></ul><ul><ul><li>Contact Publisher GLP </li></ul></ul><ul><li>Delivers – Feb. 16, 2010 </li></ul>
  10. 10. 2010 SPRING/SUMMER OHIO CALENDAR OF EVENTS <ul><li>68-pages of festivals and events from March 1 - Aug. 31, 2010 </li></ul><ul><li>100,000 printed / can view online </li></ul><ul><li>Distributed via 1-800 BUCKEYE, DiscoverOhio.com, CVBs, TICs, etc. </li></ul><ul><li>Listing Deadline – Sept. 4, 2009 </li></ul><ul><li>Advertising Deadline – Nov. 12, 2009 </li></ul><ul><ul><li>Enhanced Listing/Display Ad </li></ul></ul><ul><ul><li>Contact Publisher GLP </li></ul></ul><ul><li>Delivers – Feb. 1, 2010 </li></ul>
  11. 11. 2010 FALL/WINTER OHIO CALENDAR OF EVENTS <ul><li>68-pages of festivals and events from Sept. 1 2010 – Feb. 28, 2011 </li></ul><ul><li>50,000 printed / can view online </li></ul><ul><li>Distributed via 1-800 BUCKEYE, DiscoverOhio.com, CVBs, TICs, etc. </li></ul><ul><li>Listing Deadline – April 16, 2010 </li></ul><ul><li>Advertising Deadline – May 21, 2010 </li></ul><ul><ul><li>Enhanced Listing/Display Ad </li></ul></ul><ul><ul><li>Contact Publisher GLP </li></ul></ul><ul><li>Delivers – July 29, 2010 </li></ul>
  12. 12. MEDIA PLACEMENT <ul><li>Travel is an endorsement-based business. </li></ul><ul><li>Consumers often base decisions on recommendations and reviews. </li></ul><ul><li>People want “personal experience/insight.” </li></ul><ul><li>Media reviews are the next best thing. </li></ul><ul><li>How do I get media placement? </li></ul>
  13. 13. WHAT’S THE STORY? <ul><li>Tell a compelling story and be newsworthy. </li></ul><ul><li>The message that gets noticed is the one that’s different. </li></ul><ul><li>Is this new, timely, related to something people are talking about? </li></ul><ul><ul><li>Relate to current trends/current happenings/movie ties </li></ul></ul><ul><li>Is it unique, the first, the best? </li></ul><ul><li>Is it important to the industry, community? </li></ul><ul><li>What’s the hook or angle? </li></ul><ul><ul><li>History of a place </li></ul></ul><ul><ul><li>Innkeepers, chefs, owners </li></ul></ul><ul><ul><li>Events provide constant news </li></ul></ul><ul><ul><li>Grand openings </li></ul></ul><ul><ul><li>New features </li></ul></ul>
  14. 14. CRAFT THE MESSAGE <ul><li>Tailor the message to the audience. </li></ul><ul><ul><li>Editors ask: How does this affect my audience? </li></ul></ul><ul><ul><li>Consumers ask: What’s in it for me? </li></ul></ul><ul><li>Lead people into the message. </li></ul><ul><li>Set the scene in a creative way that helps the reader visualize your news. </li></ul><ul><li>Be concise without losing the power and substance. </li></ul><ul><li>Put what’s important at the beginning. </li></ul><ul><li>Who, what, where, when, why and how. </li></ul><ul><li>Localize the information. </li></ul>
  15. 15. MEDIA RELEASE BASICS <ul><li>Stick to one message per release. </li></ul><ul><li>Keep release brief 1-2 pages. </li></ul><ul><li>Structure: </li></ul><ul><ul><li>MEDIA RELEASE </li></ul></ul><ul><ul><li>“ For Immediate Release” </li></ul></ul><ul><ul><li>Contact Information </li></ul></ul><ul><ul><li>Dateline (ex. COLUMBUS, Ohio) </li></ul></ul><ul><ul><li>Date </li></ul></ul><ul><ul><li>Boilerplate at the end </li></ul></ul><ul><ul><li>Ends with ### or -30- </li></ul></ul>
  16. 16. BUILDING MEDIA LISTS <ul><li>Don’t just Blanket – Customize </li></ul><ul><li>Keep Current </li></ul><ul><li>Division Offers Lists </li></ul><ul><li>Start Small – Make Adjustments </li></ul><ul><li>Pitch Business to Business Reporters, Travel to Travel Reporters </li></ul><ul><li>Read the Publication and Writers Work </li></ul>
  17. 17. MEDIA RELATIONSHIPS <ul><li>Be Ready to Talk, Be Available </li></ul><ul><li>Gain Control & Confidence with Media - Know your Message </li></ul><ul><li>Credible, Honest, “The Source” </li></ul><ul><li>Provide 24 Hour Contact Info. </li></ul><ul><li>Know and Meet their Deadlines </li></ul><ul><li>Never Say “No Comment” or “Make Up” an Answer </li></ul><ul><li>Never Go “Off-the-Record” </li></ul>
  18. 18. TIPS <ul><li>Spelling, Grammar, Punctuation </li></ul><ul><ul><li>Still Important! </li></ul></ul><ul><li>Associated Press (AP) Style Helpful </li></ul><ul><li>Don’t call and ask if they got your release </li></ul><ul><li>If you call, keep your pitch to 25 words </li></ul><ul><li>I think x is a great fit for you because of y </li></ul>
  19. 19. CONSUMER GENERATED MEDIA/ USER-GENERATED CONTENT <ul><li>User Reviews </li></ul><ul><li>Popular travel specific CGM/UGCsites: </li></ul><ul><ul><li>TripAdvisor.com </li></ul></ul><ul><ul><li>Yelp.com (restaurants, nightlife, shopping, beauty and spas) </li></ul></ul><ul><ul><li>Travelocity.com </li></ul></ul><ul><li>Remind your visitors to post comments about you </li></ul><ul><li>Don’t post comments about yourself </li></ul><ul><li>Respond to negative comments in an appropriate tone </li></ul><ul><li>Use posted comments as feedback </li></ul>
  20. 20. DISCOVEROHIO.COM/ 1-800-BUCKEYE DATABASE <ul><li>Listings in Discover Ohio.com/Buckeye Database are the single most important marketing tool available from the Division </li></ul><ul><li>Free! </li></ul><ul><li>Used on: </li></ul><ul><ul><li>DiscoverOhio.com </li></ul></ul><ul><ul><li>Callers to 1-800-BUCKEYE </li></ul></ul><ul><ul><li>Ohio Travel Planner and Calendar of Events </li></ul></ul><ul><ul><li>eNewsletters and other marketing pieces </li></ul></ul>
  21. 21. DO I QUALIFY FOR DATABASE? <ul><li>Must be located in Ohio. </li></ul><ul><li>Must be a tourism related business, attraction, event open to the public. </li></ul><ul><li>Must draw people from 50 miles away. </li></ul><ul><li>Not included: </li></ul><ul><ul><li>Chain restaurants or retail establishments </li></ul></ul><ul><ul><li>Local events such as community fund raisers or school/college plays/concerts </li></ul></ul><ul><ul><li>Family or class reunions </li></ul></ul><ul><ul><li>Retail sales not associated with a special tourism event/venue </li></ul></ul><ul><ul><li>Summer/day camps </li></ul></ul><ul><ul><li>Educational courses </li></ul></ul>
  22. 22. REQUEST A USER ACCOUNT <ul><li>To request a User Account, visit http://www.discoverohio.com/edit/register.asp </li></ul><ul><li>The information provided at this stage is used “behind the scene” and does not appear anywhere in public. </li></ul><ul><li>You will receive an email message when your account has been approved. </li></ul><ul><li>Once your account is approved you can enter listings. </li></ul>
  23. 23. ENTER AN ATTRACTION OR EVENT LISTING <ul><li>Log in at http://www.discoverohio.com/edit/login.asp </li></ul><ul><li>Events have start and end dates while attractions don’t (seasonal attractions are exceptions) </li></ul><ul><li>Events automatically don’t show after end dates, but you may go in and update the listing for next year </li></ul><ul><li>Attractions must be reviewed annually to remain active </li></ul><ul><li>Submit way in advance of deadlines for publications </li></ul>
  24. 24. LISTINGS <ul><li>Description </li></ul><ul><ul><li>Use a tourism marketing description - 100 words or less </li></ul></ul><ul><li>Photos </li></ul><ul><ul><li>A picture is worth 1000 words - upload multiple photos </li></ul></ul><ul><li>Pricing </li></ul><ul><ul><li>Admission/Parking costs for </li></ul></ul><ul><li>Hours </li></ul><ul><ul><li>Provide open/close times for each day of the week </li></ul></ul><ul><li>Contact Methods </li></ul><ul><ul><li>Telephone numbers, email addresses and website addresses so visitors can reach you directly </li></ul></ul>
  25. 25. SPECIALS & COUPONS <ul><li>Specials </li></ul><ul><ul><li>A Special, or Special Offer, is simply a discount offered on a product or service. It can be as simple as a &quot;Buy 1 Get 1 Free&quot; or &quot;15% Off&quot; offer. </li></ul></ul><ul><li>Coupons </li></ul><ul><ul><li>Include a discount coupon that visitors can print and present. Some businesses prefer this option as a manner of tracking where the coupons are coming from. </li></ul></ul>
  26. 26. PACKAGES <ul><li>Offers travelers a &quot;perceived value&quot; where they pay a single price for more than one item or service. </li></ul><ul><li>A package may involve only one tourism destination, or two or more destinations may join together to create a Travel Package. </li></ul><ul><li>Samples of Travel Packages: </li></ul>Sweetheart’s Weekend - Deluxe King Size Room for two Nights - 2 Top Sirloin Dinners in the Trackside Dining room - 15% Discount shopper’s card at participating boutiques - Breakfast for two each Morning (Excludes Room Service) - Arrival Bottle of Champagne - In-room ½ hour Couples Massage - Large box of chocolates Take Me Out to the Ballgame - Overnight Lodging - Baseball tickets - $25 gift card at stadium - VIP parking at stadium Couples Golf Getaway - Suite for 1 night - Golf lesson with Pro - 2 small buckets of balls at Driving Range - Round of golf with cart - $50 dining certificate at your choice of local restaurants Family Fun - 2 Nights Lodging in 1 room with 2 double-beds - 4 passes to Zoo (2 adult, 2 youth) - 4 passes to Museum (2 adult, 2 youth) - 4 passes for Miniature Golf & Go-Karts - $50 dining gift certificate - 2 days Complimentary Breakfast Buffet for 4
  27. 27. Q&A

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