"Where the Fork Meets the Road". A presentation about Culinary Tourism by Tomiko Harvey of Passports and Grubs and Tyra Hughley Smith of BarrisTourista

2. Where The Fork Meets The Road

3. Tyra Hughley Smith
BarrisTourista
WanderAway Travel Subscription Box
● Worked with numerous travel and foodie brands
● Practicing attorney in copyright, trademark, biz law
● Former traditional journalist turned blogger and serial entrepreneur

4. Tomiko Harvey
Passports and Grub
● Named Best Blog of Tennessee by the World Food Championship
● National Marketing Manager for WD-40
● Changed Career at 47! It’s never too late

5. What is Culinary Tourism?

6. •Cooking with locals •Foraging for ingredients
•Cooking workshops •Participating in the local harvest
•Eating at locals’ homes •Visiting wineries, distilleries, etc.
•Eating at local restaurants •Visiting farms, orchards, etc.
•Eating street food •Visiting food markets, fairs, festivals, etc.

7. What is Your Objective?
● Who are you trying to reach?
● Relationship Building?
● Build Your Brand?
● What do you have to offer, tell, or sell?
● How will you differentiate your blog?
● How will you measure success?

8. Why is this Important?
● Manage expectations
● Protect your reputation
● Protect the blogging/influencing profession

9. Lately, influencers have been getting a bad rap!!!

10. And remember, it’s all about ALIGNMENT

12. Wine and Culinary
experiences are the
Main drivers of
destination
- Feb 14, 2007, U.S. Travel Association

13. What can bloggers/influencers offer brands besides “pretty photos”?
Brands expect you to be the following:
● Social Media Guru
● SEO Expert
● Photographic Genius
● Video Creator

14. Who Should You Contact?
Many tour companies may or may not work with PR companies, so do some
research. If you can’t find a PR company, reach out to find the Director of
Marketing. That is usually a good place to start.
Pro Tip:
Newer restaurants, tours, etc. are desperately looking for positive exposure
and brand awareness. This could be your sweet spot!
● Most restaurants close in the first year of business!
● Of those that survive past the first year, 70% close in the next 3-5 years.

15. How To Find Contacts

16. Media Kit or Brand Overview
If you want to change the narrative remember you must pitch like a
professional (See Eulanda and Omo). Using the same media kit from etsy
every other blogger is using will not cut the mustard in 2018!
Passports and Grub Brand Overview

17. Educate the Brand
● Don’t just say, “I will post on FB, Twitter, and Instagram”.
Facebook
● There are over 936 million people on Facebook every day.
Instagram
● Instagram boasts a higher engagement rate than Twitter (3.31% vs. 0.07%).

18. Deliverables
● Determine goal for the program - Increase Brand Awareness
● Identify Key Components To Reach That Goal
● Determine your messaging
Who: What demographic/Market Segments
Where: Geographical Markets
How: What Vehicle will you use? Email, Blog, Social Media
When: Different Timelines for publication, social media sites, etc

19. If you want to Change The Narrative you must pitch
like a professional

20. Find Me!
@PassportsandGrub
@Passports_Grub
@PassportsandGrub

21. Find Me!
@BarrisTourista
@HughleySmithLaw
@BarrisTourista
@BarrisTourista