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Barcelona Principles Preso PRSA Travel & Tourism 2013
Barcelona Principles Preso PRSA Travel & Tourism 2013
Barcelona Principles Preso PRSA Travel & Tourism 2013
Barcelona Principles Preso PRSA Travel & Tourism 2013
Barcelona Principles Preso PRSA Travel & Tourism 2013
Barcelona Principles Preso PRSA Travel & Tourism 2013
Barcelona Principles Preso PRSA Travel & Tourism 2013
Barcelona Principles Preso PRSA Travel & Tourism 2013
Barcelona Principles Preso PRSA Travel & Tourism 2013
Barcelona Principles Preso PRSA Travel & Tourism 2013
Barcelona Principles Preso PRSA Travel & Tourism 2013
Barcelona Principles Preso PRSA Travel & Tourism 2013
Barcelona Principles Preso PRSA Travel & Tourism 2013
Barcelona Principles Preso PRSA Travel & Tourism 2013
Barcelona Principles Preso PRSA Travel & Tourism 2013
Barcelona Principles Preso PRSA Travel & Tourism 2013
Barcelona Principles Preso PRSA Travel & Tourism 2013
Barcelona Principles Preso PRSA Travel & Tourism 2013
Barcelona Principles Preso PRSA Travel & Tourism 2013
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Barcelona Principles Preso PRSA Travel & Tourism 2013

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A presentation given by K.C. Brown of Cision Global Analytics and Scott Peacock of Experience Columbus on how to implement the Barcelona Principles into a DMO

A presentation given by K.C. Brown of Cision Global Analytics and Scott Peacock of Experience Columbus on how to implement the Barcelona Principles into a DMO

Published in: Technology, Business
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Transcript

  • 1. Applying TheBarcelona PrinciplesK.C. Brown
  • 2. A Very Public ConsultationScott Peacock
  • 3. 2012 GoalsGoal: Increase local media exposure for Experience Columbus and the localtourism and convention industry.Quota: $700k AVEGoal: Increase earned media exposure for Greater Columbus as a leisureand group tourism destination.Quota: $4.5M AVEGoal: Increase earned media exposure for Greater Columbus in conventionindustry trade publications.Quota: $900k AVE
  • 4. 2012 GoalsGoal: Increase local media exposure for Experience Columbus and the localtourism and convention industry.Quota: $700k AVEActual = $3.5MGoal: Increase earned media exposure for Greater Columbus as a leisureand group tourism destination.Quota: $4.5M AVEActual = $11M+Goal: Increase earned media exposure for Greater Columbus in conventionindustry trade publications.Quota: $900k AVEActual = $4.1M, 107 placements print and online
  • 5. National Media• 3 Daily newspapers in major US markets• 1 Nat’l travel magazine• 2 Nat’l food/beverage magazines• 2 Nat’l food blogs• 1 Nat’l arts magazine• 5 Nat’l lifestyle publications• 1 Family publication• 1 In-flight airline publication2013 GoalsSecure Placements
  • 6. Regional Media• 12 Print, online or blogs within the Ad Buy Markets• 5 Tier 1 Market newspapers• 1 Print, online or a blog within the Buffalo or Ontario markets• 3 Arts scene in daily newspapers in Ad Buy/Tier 1 Markets2013 GoalsSecure Placements
  • 7. 30%30%10%10%10%10%Out-of-Market Leisure Media AlgorithmReach & AudienceInclusion of Key MessagesKey MarketsType of MentionToneAdditional Assets
  • 8. Blogs(unique visitors permonth)Newspaper/Print(daily circulation)Magazines(monthly subscriptions)5+million = 30 points1-5 million = 25500K- 1 million = 20250-500K = 15100-250K = 1050-100K = 710- 50K = 53-10K = 1Under 3K = 0700k+ circ. = 30points400-700K = 25250-400K = 20100-250K = 1550-100 = 1010-50k = 55-10K =1Below 5k = 01+ million circ. = 30 points500K-1 million = 25250K-500K = 20100-250K = 1550-100 = 1010-50k = 55-10K =1Below 5k = 0Reach & Audience (30%/pts):This is the total impressions not total circulationRanked by Nielsen or the Audit Bureau Circulation
  • 9. Inclusion of Key Messages (30%/pts):We define what our key messages are for the year10pts - Family travel10pts - Culinary10pts – Art Scene10pts – Shopping30pts – (Mention 3 or more of the above in one singleplacement)
  • 10. Key Markets (10%/pts):10pts – 1st tier drive markets & ad buy markets(3-4 hour drive as listed below)10pts – National consumer publication/blog(Chicago, New York, D.C.)5pts – Secondary drive markets(4+ hour drive as listed below)3pts – Out of market, non-drive market
  • 11. Type of Mention (10%/pts):10pts – Feature7pts – Roundup5pts – Brief mention
  • 12. Tone(10%/pts):10pts – Positive5pts – Neutral0pts – Negative
  • 13. Additional Assets (10%/pts):Photo – 5 pointsCall to action – 5 pointsQuote – 5 pointsVideo – 5 points
  • 14. Tripify.com• 30kExaminer.com• 12.3MAudience
  • 15. Tripify.com• 30k• Twitter: 36• Facebook: 5• Pinterest: 0• StumbleUpon: 105• LinkedIn: 3• TOTAL: 149Examiner.com• 12.3MAudience
  • 16. Tripify.com• 30k• Twitter: 36• Facebook: 5• Pinterest: 0• StumbleUpon: 105• LinkedIn: 3• TOTAL: 149Examiner.com• 12.3M• Twitter: 1• Facebook: 1• Pinterest: 0• StumbleUpon: 0• LinkedIn: 0• TOTAL: 2Audience

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