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Greater Zion Marketing Series: Working with Media & Influencer in 2021

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Greater Zion Marketing Series: Working with Media & Influencer in 2021

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Join Kristin Yantis from Malen Yantis Public Relations and Anna Loughridge, public relations manager for the Utah Office of Tourism (UOT), for an informative conversation about working with media and influencers in 2021. We’ll discuss how COVID-19 has changed the media landscape from magazines closing and cutting back on travel coverage to what it will take for some media to start traveling again. We’ll also remind partners how to leverage the Greater Zion Convention & Tourism Office and UOT PR efforts to support your business. Learn some tips for creating news and find out how getting more involved in both PR efforts can result in local, regional and national media coverage!

Join Kristin Yantis from Malen Yantis Public Relations and Anna Loughridge, public relations manager for the Utah Office of Tourism (UOT), for an informative conversation about working with media and influencers in 2021. We’ll discuss how COVID-19 has changed the media landscape from magazines closing and cutting back on travel coverage to what it will take for some media to start traveling again. We’ll also remind partners how to leverage the Greater Zion Convention & Tourism Office and UOT PR efforts to support your business. Learn some tips for creating news and find out how getting more involved in both PR efforts can result in local, regional and national media coverage!

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Greater Zion Marketing Series: Working with Media & Influencer in 2021

  1. 1. WORKING WITH MEDIA + INFLUENCERS IN 2021
  2. 2. What We’ll Cover • COVID-19’s Impact on Medi a • 2021 Media + Influencer Progra m • Maximizing the GZCTO PR Progra m • Creating News
  3. 3. COVID-19’s Impact on Media
  4. 4. W O R K I N G W I T H M E D I A + I N F L U E N C E R S I N 2 0 2 1 March 11, 2020 Description
  5. 5. W O R K I N G W I T H M E D I A + I N F L U E N C E R S I N 2 0 2 1 March 13-16, 2020 Description
  6. 6. W O R K I N G W I T H M E D I A + I N F L U E N C E R S I N 2 0 2 1 March 13-16, 2020 Description
  7. 7. W O R K I N G W I T H M E D I A + I N F L U E N C E R S I N 2 0 2 1 March 13-16, 2020 Description
  8. 8. W O R K I N G W I T H M E D I A + I N F L U E N C E R S I N 2 0 2 1 Description COVID’s Impact on Publishing
  9. 9. W O R K I N G W I T H M E D I A + I N F L U E N C E R S I N 2 0 2 1 Description • Newspaper travel sections stopped covering travel or only cover regional travel, staycations, etc. • Several lifestyle, travel and endemic publications cease publication • Travel coverage shifted to online • Using staff for stories versus freelance writers • Everything goes virtual – media visits stop…for a while “Zion is still a go at this point, it’s just on hold until Seattle Times leadership is ready to encourage people to travel….” -Freelance writer Caitlyn Flynn COVID’s Impact on Travel Media
  10. 10. W O R K I N G W I T H M E D I A + I N F L U E N D C E R S I N 2 0 2 1 2020 Media Visits
  11. 11. W O R K I N G W I T H M E D I A + I N F L U E N D C E R S I N 2 0 2 1 2020 Influencer Visits
  12. 12. 2021 Media + Influencer Program
  13. 13. W O R K I N G W I T H M E D I A + I N F L U E N C E R S I N 2 0 2 1 We Are All Moving at Different Speeds Description
  14. 14. W O R K I N G W I T H M E D I A + I N F L U E N C E R S I N 2 0 2 1 Description Source: Visit California media survey Media Thoughts on Domestic Travel
  15. 15. W O R K I N G W I T H M E D I A + I N F L U E N C E R S I N 2 0 2 1 Description Source: Visit California media survey Current Sentiment About Covering Domestic Travel
  16. 16. W O R K I N G W I T H M E D I A + I N F L U E N C E R S I N 2 0 2 1 Description • 80% - favor individual press trips • Approx. 45% - no carpooling or ridesharing • Nearly 60% - primarily outdoor experiences • 35% - small group settings, socially distanced Press Trip Modifications Source: Visit California media survey
  17. 17. W O R K I N G W I T H M E D I A + I N F L U E N C E R S I N 2 0 2 1 Description Top Travel Topics No. 1 – Road Trips No. 2 – Wide Open Spaces
  18. 18. W O R K I N G W I T H M E D I A + I N F L U E N C E R S I N 2 0 2 1 Description • Greater Zion Primed for Success • Media Insights – Watch for content from MYPR. • Different Speeds – Media might not be comfortable with faster speeds. Clearly communicate current details for tours, masks, cleaning policies, safety protocols, etc. • Help Them Feel Comfortable - Share standards like remote check in, takeout, tour group size, option for driving separately, etc. What this Means for You
  19. 19. W O R K I N G W I T H M E D I A + I N F L U E N C E R S I N 2 0 2 1 Target Markets Description
  20. 20. W O R K I N G W I T H M E D I A + I N F L U E N C E R S I N 2 0 2 1 Greater Zion 2021 PR Effort Description KEY MESSAGE S • Outside the Par k • Golf Greater Zio n • Top Mountain Biking Destinatio n • Expansive OHV Option s • Outdoor Adventur e • Where Competitive Athletes Train, Play + Compet e • Tourisms Economic Impact on the Community • Timely, Newsworthy Content TACTIC S • Proactive + Reactive Media Relation s • Quarterly Media Tip Shee t • Satellite Media Tou r • Content Progra m • Visiting Journalists Progra m • Monitoring Media Placements
  21. 21. W O R K I N G W I T H M E D I A + I N F L U E N C E R S I N 2 0 2 1 Greater Zion Influencer Program Description @alexborsuk @beat_not_babied @katieholden
  22. 22. 5 Things Your Business Should Be Doing to Maximize the GZCTO PR Program
  23. 23. Partner to help organize the trip/ itinerary 1
  24. 24. Meet and engage with media/ influencers while they are in-market – in-person and/or via social media 2
  25. 25. Respond to inquiries in a timely manner - driven by deadlines 3
  26. 26. Be a positive representative of the destination 4
  27. 27. Create news! Define + tell your story 5
  28. 28. How to Create News
  29. 29. W O R K I N G W I T H M E D I A + I N F L U E N C E R S I N 2 0 2 1 What’s Trending Description • Return to travel – how travel has changed after COVID-1 9 • Access to COVID testin g • Working/learning on the road • Small hotel or floor buyouts – “pod travel” • Curated group trave l • Unique, socially distanced lodgin g • Re-imagining event s • Outdoor adventures in wide open spaces
  30. 30. W O R K I N G W I T H M E D I A + I N F L U E N C E R S I N 2 0 2 1 How to Create News Description • Creative packaging and programmin g • Creatively cater to mountain bikers (access to off limits/private areas, free shipping, overnight tuning ) • Develop unique vacation package s • Programming that ties with trend s • Outfitters/Outdoor Adventure s • Twist on the ordinary • Repackage already existing program s • Othe r • Restaurant – unique, regional cuisin e • The Arts – debuts, launches, first run s • Retail – new stores, openings, etc. (first ever stores, unique drive thru experiences) • Events – what’s new, celebrity attendees, etc. (unique regional only celebrations, largest/biggest celebrations in the country.)
  31. 31. Tell Us What You are Doing! SHARE INFO!
  32. 32. W O R K I N G W I T H M E D I A + I N F L U E N C E R S I N 2 0 2 1 Media Results Description
  33. 33. W O R K I N G W I T H M E D I A + I N F L U E N C E R S I N 2 0 2 1 Media Results Description
  34. 34. W O R K I N G W I T H M E D I A + I N F L U E N C E R S I N 2 0 2 1 Media Results Description
  35. 35. W O R K I N G W I T H M E D I A + I N F L U E N C E R S I N 2 0 2 1 Media Results Description
  36. 36. W O R K I N G W I T H M E D I A + I N F L U E N C E R S I N 2 0 2 1 Greater Zion Media Page Description
  37. 37. W O R K I N G W I T H M E D I A + I N F L U E N D E R S I N 2 0 2 1 Greater Zion Industry Page Description
  38. 38. Thank You!
  39. 39. Public Relations 2020/2021 Anna Loughridge, Public Relations Manager Utah Office of Tourism
  40. 40. IMMEDIATE When COVID-19 gripped the nation, our PR strategy quickly adapted and we shifted our approach to media pitching and FAMs to the state. We began by telling the story of Utah’s hospitality industry, spotlighting people and places helping others through this challenging time and sharing virtual wanderlust and Utah-from-home travel inspiration. 
  41. 41. SMALL BUT MIGHTY
  42. 42. “RENAISSANCE” As the travel world began to open again, we began conversations with key freelancers and journalist, sharing story angles focused on renewal & recovery, wide-open spaces -- and, we focused on those “ready to hit the road.”
  43. 43. MOTHER NATURE PLAYED FAVORITES The Great American Road Trip
  44. 44. 2020 COVERAGE RECAP (state-wide) Generated 79  total print / online and social impressions Coverage included  16 print placements 57 online placements  100% of all coverage was in a KPI outlet in key regional and national publications and media outlets 
  45. 45. A PATH TO TOURISM RECOVERY 2021
  46. 46. • Trends First: the great outdoors, solo experiences, family matters, hit the road, no-touch wellness and healing power of nature, guided and experiential travel, plus so much more!   • KPI Messaging Focus & Key Storylines Laddering up to Strategy Initiatives (Red Emerald, Forever Mighty, SheTravels, etc.) 
 • In-person media hosting for fi rst-hand experiences in Southern Utah (IMVs & FAMS): The Red Rock Retreat, Family Roadtrip, Ultimate Utah Guided Experiences, The Best State Parks in America, Gone Glamping, etc  
 PR Tactics - 2021
  47. 47. Key Storylines - 2021 Red Emerald Visitation:  Longer stays, support local. Embrace the destination. Guided Experiences: Understand the land via local experts.  Off the Beaten Path / Wellness in Utah: Find wellness & healing in nature.  Opt Outside & Opt into Adventure:  Utah’s an adventurer’s paradise.  The Great American Road Trip:  “Mother Nature played favorites here in Utah.”
  48. 48. RED EMERALD STRATEGY 1. Life Elevated: Continued powerful branding 2. Prioritize quality visitation, not just quantity of visitors 3. Distribute visitation 4. Enable community led visitor readiness 5. Improve organizational effectiveness
  49. 49. GO WITH A GUIDE
  50. 50. Director: Andrew Gillman • Public Relations 
 Anna Loughridge • Social Media 
 Melissa Kinney 
 • Editorial (Video and Photography) 
 Sandra Salvas 
 • Editorial (Articles) 
 Rosie Serago 
 • Website 
 Rosie Serago 

  51. 51. 23 dark sky designations & more to come! APRIL DECLARED “DARK SKY MONTH” BY GOV. COX
  52. 52. Thank you!

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