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  • Keisha – update with upcoming placements
  • This affects programming on NBC and ABC as their main priority will be to cover stories at the parks first. The key here is to have a chef with b-roll of what he / she has done before, as well as a unique twist on cooking and a big personality. We can pursue this again in 2010 with proper b-roll and personalities. Additionally, depending on the chef talent attending the November media mission, LDPR can look to pitch some key shows with chef segments during that time. For example, when Harry Potter opens this spring, it will bring a flurry of media activity. How can we better work with their team and have them share information so we can leverage media rather than compete? Moving forward, we suggest becoming involved from the early stages of communication around strategy and objectives for these types for programs so we can more proactively pitch broadcast and also brainstorm story angles that are appropriate and not too commercial. It will also allow more proactive than reactive outreach. For example, earlier in 2009, LDPR was in discussion with Bravo’s Top Chef to bring show to Orlando. We were not aware producers had also been in discussion with the marketing team for broader opportunities involving production budget. Intelligence like this will assist us in not overlapping efforts, as well as to proactively pursue alternative opportunities.
  • Prod companies - They are constantly pitching new programming and need ideas. This route will also serve the destination better from a content / messaging standpoint as it’s more focused content. Leverage ad buys - For example, might they be working with any networks for programming where Orlando can be featured.
  • Make sure every press release or promotion has its own Web page with its own URL. Have your client create a blog/site whose aim is to host an online cocktail party. Have your client create an embassy on Facebook. On Twitter, don’t sound corporate or promotional/spammy. Be an interesting individual and a punchy conversationalist. On Twitter, don’t link only to your clients’ messages/promotions. Include a variety of links related to your job/interests.
  • Pitching takes much more than a press release: The press release The “quick pitch” Blogging Vlogging Twitter Client participation/recognition
  • Add Michelle Higgins – NYTimes For Travel Agent – Stacy Small, Elite Traveler
  • Media testimonials slide? Miami herald masthead
  • Journalism.org; Newspapers readership in top 50 markets, 2007, based on Scarborough Reports Online, consumers search for specific information already in their minds, and for time-sensitive information such as news and deals Because of this, online is not as good at tickling fancy as print. There’s no thumb-through ability Online, consumers respond to price-sensitive advertising, less to image advertising Print response is harder to track but for image and complex messages, print may be more effective (LD example: Client had an editorial mention on Daily Candy, booked business from it, but didn’t book any business from an online ad)
  • Brainstorm what this angle might be/ how to leverage destination outside of Harry Potter land

Transcript

  • 1. COMING SOON…
  • 2. TRENDS*
    • Value
    • Shorter booking windows
    • Trips justified by special occasion or family
    • bonding
    • Conservation projects and traveler involvement
    • Eco-friendly trips / return to nature
    • Destinations re-inventing themselves / viewing
    • from different perspective
    • Wellness and wellbeing
    • Authenticity – real people, real places, real
    • experiences
    • Inner journeys
    • Adventure and physical challenges
    *Complied from Travel + Leisure’s Nancy Novogrod and other top editors ADD ORLANDO IMAGE HERE
  • 3. CRITICAL ASSESSMENT
    • What’s working with the media:
    • Timely/topical news items that create the perception of urgency
    • Deals and leveraging last minute travel opportunities
    • Securing television via our PR contacts at Condé Nast, American Express Publishing and The Knot
    • Trend sharing
    • Showcasing the “other side of Orlando” – has gotten the attention of production companies and keeps them engaged as they plan new seasons, shows and concepts
    • What’s not working with the media:
  • 4. CRITICAL ASSESSMENT
    • What’s not working with the media:
    • Networks owned by the parks
    • If a show has covered one of the parks, in their mind, they have covered Orlando and will not earmark budget to visit again for another story
    • Resource and budget cuts. For TV, production companies looking for more production support than years past
    • Chef focused profiles / TV opportunities (may be more opportunity in 2010)
    • Ability to leverage shows while they are on location in Orlando shooting news at the parks for broader destination purposes
    • LDPR involvement in broader marketing initiatives that may have broadcast opportunities (i.e. 67 Days, AirTran partnership, etc.)
    • LDPR knowledge of broader marketing initiatives / partnerships with broadcast
    • Short-lead time for press trip outreach
    • Last minute event invites (need to reword)
  • 5. OPPORTUNITIES
    • Leverage news hooks to secure feature stories and
    • media traction where Orlando becomes a part of larger news piece
    • Maximize coverage via affinity partnerships
    • Utilize the booming digital media space to expand
    • Orlando’s presence
    Pitch business TV to interview Gary and some other industry players, leveraging US Travel study Though several cable shows have folded, new ones are emerging or changing programming next season to focus on more domestic ideas. Explore programming where there may be slight production fee involved, but worth the exposure. Focus efforts on production companies to reveal opportunities. Production company roadshow visits with OCVB PR team. Leveraging ad buys with major publishing companies to explore their media-sponsored television opportunities
  • 6. WHAT’S NEXT: 2010 Digital/Social media Events and partnerships Strategies by initiative
  • 7. MEDIA LANDSCAPE EVOLVES… EVEN FURTHER
    • 30% loss of traditional media… challenge or opportunity?
    OPPORTUNITY! Controlled messaging and direct impact through online and social media
  • 8. DIGITAL AND SOCIAL MEDIA TOOLS
    • Communicate with media
    • Communicate with consumers
    • Do business
    Changing the way we…
  • 9. WENDY PERRIN on SOCIAL MEDIA
    • “ Facebook and Twitter are viral marketing machines”
    • Twitter is a…
      • a) journalistic device
      • b) marketing weapon and
      • c) customer service tool
    • You can protect and strengthen your brand’s public image via social networks such as Facebook and Twitter
  • 10. DIGITAL MEDIA EVOLUTION for PUBLIC RELATIONS THEN NOW Traditional press release Digital press release with website hyperlinks Traditional media visits Blogger media visits B to B communication B to C communication Feedback forms Real-time online reviews Pitch over 140 minute lunch with editor 140 character tweets, elevator e-pitches
  • 11. EVOLUTION OF THE MEDIA PITCH
  • 12. SOCIAL MEDIA LOOK WHO’S TALKING
  • 13. SOCIAL MEDIA LOOK WHO’S LISTENING
  • 14. SOCIAL NETWORKING IS HERE TO STAY
    • Facebook ranks No. 3 among all U.S. websites by traffic
    • YouTube ranks No. 4 among all U.S. websites by traffic
    • TripAdvisor ranks No. 8 among top travel websites
    • According to the Yankelovich Travel Monitor, friends and neighbors are the most trusted source for travel recommendations (8 in 10 surveyed.) 25 percent are confident of what they read on TripAdvisor)
    • Blogging is now a $1 billion industry when measured by advertising revenue
  • 15. New Media DOs and DON’Ts DO:
    • One-way broadcast
    • Corporate
    • Robotic/automated
    • Elitist/aloof
    • Clam up
    • Hard sell
    • Lose your credibility
    • Insist on controlling the
    • message
    • Dialogue with everyone
    • Listen to your current customers
    • Talk to your future customers
    • Individual
    • Be Human/real
    • Allow glimpses into your daily life
    • Inclusive/build social capital/“link love”
    • Connect with other human beings
    • Be transparent/honest/open
    • Inspire trust
    • Be generous with info that empowers
    • others
    • Embrace experimentation
  • 16. A&K + LDPR = success in digital media space
    • How LDPR can support A&K
    • Multi-media writers on A&K departures
    • Partner with travel agents and press for A&K tweet ups
    • Maximize SEO in press releases
  • 17. JANE WOOLDRIDGE ON PRINT MEDIA
    • Print is not dead
    • There’s still a place for “trusted voices,” which is how consumers view print media
    • Print will morph into multi-media operations
    • Newspapers will aggregate content
  • 18. MIX TRADITIONAL & ONLINE MEDIA
    • 105 million Americans read a Sunday newspaper in print
    • 187 million Americans read magazines in print
    • Consumers use online and print media differently; one tickles the imagination, the other facilitates action
  • 19. 2010 STRATEGIES BY INITIATIVE
    • Antarctica
    • Philanthropy
    • Celebrations
    • Family
    • Corporate Profiles
    • Core Programs
  • 20. TODAY SHOW KIDS REPORTER DISCOVERS NEW SIDE TO HIS/HER FAVORITE FAMILY DESTINATION Add fun photo here of kid reporter (might be kid reporter pics on Today Show site
  • 21. MAN VS FOOD: Add visuals of Travel Channel and Man Vs. Food show
  • 22. “ CHEF VS CITY” ORLANDO COOK-OFF FOOD NETWORK LOGO / IMAGE OF THIS CHEF OR SHOW
  • 23. IRON CHEF CAT CORA TAKES ON ORLANDO CHEF VISUAL OF IRON CHEF CAT CORA / FUN IMAGERY
  • 24. KIDS MAKING A DIFFERENCE
  • 25. KIDS MAKING A DIFFERENCE
  • 26. KIDS MAKING A DIFFERENCE
  • 27. KIDS MAKING A DIFFERENCE
  • 28. KIDS MAKING A DIFFERENCE
  • 29. KIDS MAKING A DIFFERENCE
  • 30. KIDS MAKING A DIFFERENCE
  • 31. FOR DISCUSSION