Lola (Akinmade) Åkerström
Quick Background   Writer, photographer, blogger –    www.akinmade.com   Blog at Geotraveler’s Niche –    www.lolaakinma...
Quick show of hands How many of you are travel        bloggers?
Quick show of hands    How many of you have a         home base? …Yes, many bloggers have a place they go back to  re-ener...
Quick show of hands   How many of you have met    with the tourism board* of        your home base?* - if your base actual...
Quick show of hands Do they know who YOU          are?  Are they aware you  exist as a blogger in    their backyard?
Goal of workshop  Highlight the benefits of working  locally  Explore some case studies  Give you five tips for approac...
Safe to say…  We’re all passionate  about travel  Many bloggers always  on the lookout for the  next big trip; the next ...
Travel blogging   The travel grass seems to   always be greener on the           other side
Travel blogging     Ironically, your local  tourism board keeps flying  in bloggers and journalists     who think the gras...
Travel bloggingWhat if your personal situation changes that affects the frequency of your travels?Temporarily or permanent...
Travel bloggingHere’s why you  need to start  working with   your local tourism board
Working locally          Reason #1 Opportunity to build expertise
Working locally The problem with   most forms of   media trips is    that they’re      platonic.
Working locally Meaning –> It’s challenging  to gather unique content   from the same trip 6-10     other travel bloggers
Working locally Other bloggers can’t go on    every media trip your  tourism board organizes,        but YOU can
Working locally                      Unique                  advantage and                   opportunity to               ...
Working locally The reason you also want to  build expertise in a region   is because generic travel   blogging is overcro...
Here’s the problemTravel blogging reality curve                 YOU                  +             Thousands of           ...
Working locally         Reason #2 Gain deeper access to local          resources
Working locally   You can acquire more in-   depth content for your own    travel blog than surface    material generated ...
Working locally  Battle the plague of    “generic” travel          content
Working locally   This will, in turn, help you     solidify your personal   brand with fresh, in-depth   and frankly, cool...
Working locally         Reason #3 Additional source of income
Working locally              Let’s be real        We would love to be paid          to do what we love =            Bloggi...
Working locally Every tourism board   has an annual or     at least semi-    annual budget
Working locally If you have a rough idea of     what they’re trying to    accomplish, you can get    yourself a nice chunk...
Working locally How?  Blogging  Photography  Writing  Social Media
Working locally          Reason #4 Less expense for your tourism            board
Working locally                  They don’t have                    to fly you in or                    put you up for    ...
Working locally         Reason #5     Leads to other work
Working locally Your local tourism boards has  tons of contacts in the travel            industry ->     airlines, lodging...
Quick recap of benefits   Opportunity to build expertise   Gain deeper access to local resources   Additional source of...
Working locally                   Case                  Studies
Working locally              Case Studies   Candice Walsh   Jennifer Miner   Micke Kosman   Lola Akinmade (ME!)   And...
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...
Case Study 1 – Candice Benefits –> Led to other work “…Explore Canada Like a Local series on  Matador Network. Heavy empha...
Case Study 1 – Candice Unexpected rewards –> Incredible  contacts “Since St. Johns (and Newfoundland, really) is such   a ...
Case Study 2 Blogger – Jennifer Miner          @thevacationgals | @LA_COT Board – Los Angeles CVB         Discover LA How ...
Case Study 2 - Jennifer How they met –> In person “ Two years ago, I founded the Los Angeles   Consortium of Online Travel...
Case Study 2 – Jennifer Benefits –> Led to other work “Having Discover LA be such a strong advocate of   the group led to ...
Case Study 2 – Jennifer Unexpected rewards –> Filled a gap “This has been a wonderfully mutually beneficial   relationship...
Case Study 3 Blogger – Micki Kosman          @barefootnomads Board – Kamloops, British Columbia How long – Four months and...
Case Study 3 – Micki How they met –> Email “We approached the tourism board, via  email, with a proposal to work with them...
Case Study 3 – Micki Benefits –> Unique story ideas for blog “Kamloops Tourism has helped steer us towards some   interest...
Case Study 3 – Micki Unexpected rewards –> In-depth knowledge “Working locally has given us a much deeper  appreciation of...
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 ...
Case Study 4 – Lola Benefits –> Led to other work -   Image Bank -   Visit Sweden -   Visit Stockholm -   Recommendations ...
Case Study 4 – Lola Unexpected rewards –> Access to  resources, contacts, building expertise  Access to a lot of places a...
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. ...
New – Andreas How they will work together  Andreas will feature Graz tours and restaurants  on his blog  Andreas hopes t...
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      ...
Another advantage   Bloggers can work transparently    without compromising their own            personal brands. You live...
Working locally  Remember ->   You’ve got to    know what   you’ve got at  home as well.
Contact InformationTwitter - @LolaAkinmadePortfolio – www.akinmade.comBlog – www.lolaakinmade.comFacebook -  www.facebook....
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Developing lasting relationships with local tourism boards

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  • Image source - http://www.flickr.com/photos/cambodia4kidsorg/267060150/
  • Developing lasting relationships with local tourism boards

    1. 1. Lola (Akinmade) Åkerström
    2. 2. Quick Background Writer, photographer, blogger – www.akinmade.com Blog at Geotraveler’s Niche – www.lolaakinmade.com Blogger for Sweden.se Write and photograph for many publications
    3. 3. Quick show of hands How many of you are travel bloggers?
    4. 4. Quick show of hands How many of you have a home base? …Yes, many bloggers have a place they go back to re-energize before the next trip…
    5. 5. Quick show of hands How many of you have met with the tourism board* of your home base?* - if your base actually has a tourism board
    6. 6. Quick show of hands Do they know who YOU are? Are they aware you exist as a blogger in their backyard?
    7. 7. Goal of workshop  Highlight the benefits of working locally  Explore some case studies  Give you five tips for approaching your local tourism board
    8. 8. Safe to say…  We’re all passionate about travel  Many bloggers always on the lookout for the next big trip; the next blog/media trip
    9. 9. Travel blogging The travel grass seems to always be greener on the other side
    10. 10. Travel blogging Ironically, your local tourism board keeps flying in bloggers and journalists who think the grass is greener on YOUR side.
    11. 11. Travel bloggingWhat if your personal situation changes that affects the frequency of your travels?Temporarily or permanently?
    12. 12. Travel bloggingHere’s why you need to start working with your local tourism board
    13. 13. Working locally Reason #1 Opportunity to build expertise
    14. 14. Working locally The problem with most forms of media trips is that they’re platonic.
    15. 15. Working locally Meaning –> It’s challenging to gather unique content from the same trip 6-10 other travel bloggers
    16. 16. Working locally Other bloggers can’t go on every media trip your tourism board organizes, but YOU can
    17. 17. Working locally Unique advantage and opportunity to build and be recognized for regional expertise
    18. 18. Working locally The reason you also want to build expertise in a region is because generic travel blogging is overcrowded.
    19. 19. Here’s the problemTravel blogging reality curve YOU + Thousands of Other blogs
    20. 20. Working locally Reason #2 Gain deeper access to local resources
    21. 21. Working locally You can acquire more in- depth content for your own travel blog than surface material generated from media trips
    22. 22. Working locally Battle the plague of “generic” travel content
    23. 23. Working locally This will, in turn, help you solidify your personal brand with fresh, in-depth and frankly, cool regional content.
    24. 24. Working locally Reason #3 Additional source of income
    25. 25. Working locally Let’s be real We would love to be paid to do what we love = Blogging + Travel
    26. 26. Working locally Every tourism board has an annual or at least semi- annual budget
    27. 27. Working locally If you have a rough idea of what they’re trying to accomplish, you can get yourself a nice chunk of that pie
    28. 28. Working locally How?  Blogging  Photography  Writing  Social Media
    29. 29. Working locally Reason #4 Less expense for your tourism board
    30. 30. Working locally They don’t have to fly you in or put you up for 3 nights at a 5- star hotel – plain and simple
    31. 31. Working locally Reason #5 Leads to other work
    32. 32. Working locally Your local tourism boards has tons of contacts in the travel industry -> airlines, lodging, other destination marketing organizations (DMOs)
    33. 33. Quick recap of benefits Opportunity to build expertise Gain deeper access to local resources Additional source of income Less expense for your tourism board Leads to other work
    34. 34. Working locally Case Studies
    35. 35. Working locally Case Studies Candice Walsh Jennifer Miner Micke Kosman Lola Akinmade (ME!) Andreas Susana
    36. 36. Case Study 1 Blogger - Candice Walsh @candicewalsh Board – Newfoundland Tourism How long – Since 2011
    37. 37. 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
    38. 38. 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
    39. 39. 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
    40. 40. Case Study 2 Blogger – Jennifer Miner @thevacationgals | @LA_COT Board – Los Angeles CVB Discover LA How long – Since 2010
    41. 41. 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
    42. 42. 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
    43. 43. 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
    44. 44. Case Study 3 Blogger – Micki Kosman @barefootnomads Board – Kamloops, British Columbia How long – Four months and counting
    45. 45. 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
    46. 46. 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
    47. 47. 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
    48. 48. Case Study 4 Blogger – Lola Akinmade Akerstrom @LolaAkinmade Board – Sweden.se How long – Since 2010
    49. 49. 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
    50. 50. Case Study 4 – Lola Benefits –> Led to other work - Image Bank - Visit Sweden - Visit Stockholm - Recommendations to other publications, - Etc
    51. 51. 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
    52. 52. New relationship Blogger – Andreas Susana @Travelwriticus Board – City of Graz, Austria How long – A few days old
    53. 53. 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
    54. 54. 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
    55. 55. Working locally Five tips for approaching your local tourism board
    56. 56. Working locally Tip #1 Send a letter of introduction
    57. 57. Working locally Tip #2 Send any and all links to blog posts about the location to their press contact.
    58. 58. Working locally Tip #3 Start engaging with them via social media.
    59. 59. Working locally Tip #4 Attend local press events and subscribe to newsletters.
    60. 60. Working locally Tip #5 Propose a cool partnership idea
    61. 61. Working locally Yes, I know and I get it Always hopping on the next trip is loads of fun!
    62. 62. Another advantage Bloggers can work transparently without compromising their own personal brands. You live there. You know the realities on the ground.
    63. 63. Working locally Remember -> You’ve got to know what you’ve got at home as well.
    64. 64. Contact InformationTwitter - @LolaAkinmadePortfolio – www.akinmade.comBlog – www.lolaakinmade.comFacebook - www.facebook.com/GeotravelersNiche

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