COLLABORATIVE PITCHING

Transcription

1 COLLABORATIVE PITCHING Home Run PR Partnerships That Score Big Editorial Hits Mindy Bianca, Gillies & Zaiser Marcus Hibdon, Travel Portland Mary Quinn Ramer, VisitLex

2 Connoisseurs Scotland Emerald Waterways French Country Waterways Hurtigruten International Association of Amusement Parks & Attractions (IAAPA) Louisiana Tourism Coastal Coalition (LTCC) Scenic Cruises

3

4

5

6

7

8 The Rules of Collaborative PR (Cooper-tition) You are a relationship builder. Put that skill to work. Don t be afraid to reach out and start the conversation. Leave egos at the door. Nobody can think they re more important than anyone else in a good partnership. Everybody has to bring something to the party time, talent, money, other resources. Nobody gets a free ride. Right from the start, figure out your common threads. You get out of a partnership what you put into it.

9 Mindy Bianca Executive Vice President , ext. 2

10

11 Key Travel Portland Partnerships Travel Oregon Regional Cooperative Marketing Plan (RCMP) o Multnomah County o Washington County o Oregon s Mt. Hood Territory o Columbia County o Columbia River Gorge Strategic Partners in Multiple Markets o Kimpton Hotels o Hawaiian Airlines Oceania

12 Travel Oregon o o o o Partnership: on all international media promotion, including key international markets in Europe, Japan, China, Canada and Mexico. Collaboration: with the state tourism office on international marketing and public relations efforts into emerging markets such as Brazil and Oceania. Cost-share: Travel Portland s international marketing plan is heavily weighted toward P.R. in-market public relations and tourism development agency representation Other regions in Oregon often compete with Portland for visitor retention and room nights. This partnership allows us to ensure our messaging is delivered.

13 Key Results o o International arrivals at PDX saw a 1.4 percent increase to 450,000; we anticipate another 1 percent increase this year. Media efforts resulted in 127 placements in key international markets with an estimated reach of more than 82.5 million. Top International Visitor Markets to Oregon Canada 789,000 Japan 41,000 China 34,000 UK 29,000 Australia, NZ 23,000 Germany 22,000 Scandinavia 16,000 Korea 15,000 Mexico 15,000 France 11,000 Brazil 9,000 Total: 1,169,00 Source: Visa Vue

14

15 Regional Cooperative Marketing Plan WHAT o Statewide program funded through Transient Lodging Tax for the last 8 years. o Funds additional P.R. Manager and Agency support, proactive outbound media outreach to key markets and media hosting throughout the region. WHY o Allows for a regional approach to marketing Portland and the surrounding area which draws upon the strengths of both. o Multi-messaging of various experiences from city assets to agritourism and outdoor adventure product in the surrounding region. o Approach allows us to focus on attracting visitors through media then allowing individual businesses to compete once they arrive. Partners: Multnomah County Washington County, Oregon s Mt. Hood Territory, Columbia County and the Columbia River Gorge

16 Key Results - RCMP (through Q2) Placements: 163 Circulation: 46,152, Placements: 250 Circulation: 276,822,605

17

18 Strategic Partnerships Kimpton Hotels Portland/Seattle Media Tour (via Amtrak) Kimpton Regional P.R. Team Liaised between the destinations eliminating any political concerns Selected media and hosted lodging Destinations Cost-shared transportation Provided on-the-ground support Hawaiian Airlines New Oceania route through Hawaii Strategic Partnership Route provided an interesting new way to experience the U.S. Journalists were the liaison between Hawaii Tourism Authority and Travel Portland. Attracted top-tier media in Australia and New Zealand market with this story. Hawaiian Airlines in Oceania has even provided several tickets to journalists.

19

20 Marcus Hibdon Communications & PR Manager

21

22 Bourbon Country is marketed as an escape and an experience to explore a culture, cuisine and lifestyle.

23 Bourbon Country Partners Louisville Bardstown Bowling Green Frankfort Lawrenceburg Lebanon Lexington Midway Owensboro Shepherdsville Versailles

24 BourbonCountry.com

25 Bourbon Country Visitors Guide Launched ,000 printed. Distributed at 10 Visitors Centers and at 8 Welcome Centers throughout Kentucky, Distilleries, Attractions, Restaurants & Hotels.

26

27

28

29 Bourbon Country Sales and Marketing Budget More than $3 million has been invested in the Bourbon Country brand since the 2007 launch. Current Annual Spend in partnership with nine DMO's and State Tourism Offices: $200,000: Bourbon Country Visitors Guide (150,000 books) $100,000: annual print advertising campaign $50,000: printing collateral pieces $50,000: trade show promotions $25,000: media familiarization tours

30 Mary Quinn Ramer Vice President of Marketing