Working locally Case Studies Candice Walsh Jennifer Miner Micke Kosman Lola Akinmade (ME!) Andreas Susana
Case Study 1 Blogger - Candice Walsh @candicewalsh Board – Newfoundland Tourism How long – Since 2011
Case Study 1 – Candice How they met –> Twitter “I did a trip around Central Newfoundland with Adventure Central last year. Only travel writer in the Travel Media Association of Canada based out of Newfoundland.”…Candice Walsh
Case Study 1 – Candice Benefits –> Led to other work “…Explore Canada Like a Local series on Matador Network. Heavy emphasis on "Newfoundland travel" on my personal blog, and theyve helped me build contacts. So I get maybe 3-5 emails a week from people travelling to this province, asking for advice, etc.” … Candice Walsh
Case Study 1 – Candice Unexpected rewards –> Incredible contacts “Since St. Johns (and Newfoundland, really) is such a small community, Ive made incredible contacts and have landed other work with various media folks (i.e. web copy)..”… Candice Walsh
Case Study 2 Blogger – Jennifer Miner @thevacationgals | @LA_COT Board – Los Angeles CVB Discover LA How long – Since 2010
Case Study 2 - Jennifer How they met –> In person “ Two years ago, I founded the Los Angeles Consortium of Online Travel (LACOT), an open, lose group of LA-area travel bloggers, writers, and tourism professionals. Carol Martinez, VP of Discover LA came to our first meet up and has a been one of LACOTs strongest supporters ever since.”…Jennifer Miner
Case Study 2 – Jennifer Benefits –> Led to other work “Having Discover LA be such a strong advocate of the group led to LACOT being a partner with the Los Angeles Travel & Adventure Show and helping host the International Pow Wow when it was in Los Angeles last year..”…Jennifer Miner
Case Study 2 – Jennifer Unexpected rewards –> Filled a gap “This has been a wonderfully mutually beneficial relationship. LACOT filled a hole that Discover LA had in terms of finding and working with local travel bloggers and attraction publicists, and having representatives of Discover LA be active members of LACOT adds an instant legitimacy to the group.”……Jennifer Miner
Case Study 3 Blogger – Micki Kosman @barefootnomads Board – Kamloops, British Columbia How long – Four months and counting
Case Study 3 – Micki How they met –> Email “We approached the tourism board, via email, with a proposal to work with them. We didnt ask for any sponsored activities or accommodation in our pitch. Instead, we focused on building a relationship with them.”…Micki Kosman
Case Study 3 – Micki Benefits –> Unique story ideas for blog “Kamloops Tourism has helped steer us towards some interesting topics and story ideas we may have missed on our own. Its also been illuminating to get a good feel for what their goals are. Often, bloggers are so focused on their trip and their stories that we dont consider what the tourism boards are trying to focus on. In our case, our tourism board did a great job of getting us to think about the needs and perspectives of different visitors.”…Micki Kosman
Case Study 3 – Micki Unexpected rewards –> In-depth knowledge “Working locally has given us a much deeper appreciation of what our local area has to offer. Its made us see our small city through several different sets of eyes: our tourism board, international visitors, and even visitors from another province .”…Micki Kosman
Case Study 4 Blogger – Lola Akinmade Akerstrom @LolaAkinmade Board – Sweden.se How long – Since 2010
Case Study 4 – Lola How we met –> Twitter and Email Twitter – I tagged them on blog posts about Sweden Email – I sent an introductory email to an editor about writing articles for them
Case Study 4 – Lola Benefits –> Led to other work - Image Bank - Visit Sweden - Visit Stockholm - Recommendations to other publications, - Etc
Case Study 4 – Lola Unexpected rewards –> Access to resources, contacts, building expertise Access to a lot of places and people Editors and publications reaching out for work from Sweden
New relationship Blogger – Andreas Susana @Travelwriticus Board – City of Graz, Austria How long – A few days old
New study – Andreas How they met –> Blog trip “I was invited to do a blog trip in Graz which is actually my native city. I was approached by the organizer of the blog trip: Creative Tourism Austria”…Andreas Susana
New – Andreas How they will work together Andreas will feature Graz tours and restaurants on his blog Andreas hopes to gain in-depth knowledge of his city Graz and the traditional dishes of Styria
Working locally Five tips for approaching your local tourism board
Working locally Tip #1 Send a letter of introduction
Working locally Tip #2 Send any and all links to blog posts about the location to their press contact.
Working locally Tip #3 Start engaging with them via social media.
Working locally Tip #4 Attend local press events and subscribe to newsletters.
Working locally Tip #5 Propose a cool partnership idea
Working locally Yes, I know and I get it Always hopping on the next trip is loads of fun!
Another advantage Bloggers can work transparently without compromising their own personal brands. You live there. You know the realities on the ground.
Working locally Remember -> You’ve got to know what you’ve got at home as well.