Lynne MacKay & Pierre Guevremont, Ironworks Distillery How to share story ideas and who to share them with
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1 Travel Media Relations Building your media profile TODAY S SESSION Overview of current trends with travel media Chris Johns: freelance writer for Globe & Mail, Toronto Life, enroute Magazine and many other national and international publications. How to host a journalist so you both get the most out of the visit (and equally important, what not to do as well!) Lynne MacKay & Pierre Guevremont, Ironworks Distillery How to share story ideas and who to share them with Avery Gavel, Five Fishermen Restaurant How to partner with the Nova Scotia Tourism Agency and other organizations to build your profile with travel media Nova Scotia Tourism Agency s Media Relations Plan Highlights for
2 CHANGING MEDIA SCENE Traditional media outlets have changed dramatically in recent years Only 4 dedicated full-time travel editors across all major North American newspapers More freelance writers than ever before Bloggers now important part of the scene TRENDS: Travel & Niche Magazines Despite this new digital age for readers, travel and niche publications continue to enjoy healthy circulation numbers Magazines are using online as an extension of their print edition Editorially, they are looking for how to experience a destination in addition to what makes a place special, unique, distinctive. top lists cuisine outdoor experiences quick getaways girl getaways family/grandparents travel health & wellness 2
3 TRENDS: Daily/Weekly Newspapers Economic shifts in recent years have caused most major newspapers to either completely drop their travel section or reduce their dedicated staff. Most newspapers now have an on-line version which provides for greater editorial freedom. Newspapers are using wire services or parent companies for free travel articles. Online readership surpassing print editions. TRENDS: Freelancers North American freelancers look at destinations for multiple stories for various outlets. European journalists for the most part are content with one confirmed assignment; however it usually has high reach/circulation. Journalists are now becoming bloggers, tweeters and online video producers Freelancers are often our direct link to high profile magazines and newspapers looking to write about trends and unique/differential angles on what makes Nova Scotia a travel destination. More freelancers seeking assignments closer to home 3
4 TRENDS: Social Media / Online Publishers are experimenting with online publishing and social media as traditional travel print guides become a smaller part of the market More app and online start-ups will come into the market focusing on niche areas of travel Non-publishing companies and communities will tap into the online travel-information market: Games companies, broadcasters and internet developers will migrate into publishing as travel providers seek to create imaginative digital storytelling for a traveller s arc (planning to post-trip and memories) Travel blogging has moved from a hobby to a full-time, profession Multimedia content has a long shelflife Chris Johns 4
5 Lynne MacKay Pierre Guevremont Avery Gavel 5
6 Travel Media Program MEDIA PLAN Project strong positive image for Nova Scotia in target markets Build awareness for authenticity and distinctiveness of Nova Scotia as a travel destination Raise visibility for Nova Scotia s icons, scenic beauty, cuisine, outdoor activities, hospitable people, ease of access Support Nova Scotia s overall marketing efforts and programs in the target markets to extend the reach of the advertising campaign by increasing media coverage Media targets for 2014: Circulation: 2 billion Advertising equivalent: $15.5 million 6
7 2014 HIGHLIGHTS Media Marketplaces: Work directly with in-market reps and our partners (ie. CTC, ACTP, RTIA s, etc) to support individual and group requests from core domestic & international markets Increase the number of preferred suppliers on the FAM Inventory List (accommodations, restaurants, attractions) Nova Scotia Travel Media Road Trip JOIN OUR FAM PROGRAM Opportunities to present the products and experiences Press trips can last from a couple of days to a couple of weeks May involve individuals or a small group. Travel Media guests can include TV / film / video Radio Newspaper / magazine writers Photojournalists Bloggers 7
8 FAM TOUR PROGRAM What we need: Accommodations / Restaurants: minimum 30-50% discount on all goods and services (exclusive of HST and gratuities) Activities: minimum 15-30% discount on services for activities. Attractions: complimentary admission Direct billing (direct deposit) What you get: Enhanced awareness of your business / community to media outlets in target markets 3 rd party endorsement Reference copies FAM TOUR PROGRAM 8
9 GOAL Host a unique FAM / press trip opportunity targeted to the best travel media from across the country and from our key markets to enhance awareness of Nova Scotia as a travel destination 9
10 OVERVIEW June 8-14, 2014: travel in small groups in rally format customized itineraries hosted check-points each evening finale event in Halifax social media integration TARGET MARKETS Canada (20 media) Ontario Quebec Atlantic Canada Western Canada United States (12 media) Mid-Atlantic New England Europe (8 media) United Kingdom Germany 10
11 CANADA Target: 20 media National magazines, newspapers, TV High volume travel websites Top producing freelancers: USA Target: 12 media Focus on mid- Atlantic / New England reach Regional magazines / newspapers High volume travel websites Top producing freelancers: 11
12 UK & GERMANY Target: 8 media National travel magazines Regional / national dailies Trade publications High volume travel websites Top producing freelancers: WELCOME RECEPTION review logistics rally team assignments entertainment / culinary demos social media opportunities meet locals 12
13 ITINERARIES groups of 4 x 10 minivans 10 itineraries 5 days to travel throughout specific regions, discovering stories FINALE Taste of Nova Scotia dinner with participants and partners Share stories Highlights of the week (social media) Entertainment Giveaways / media kit 13
14 TRAVEL MEDIA RELATIONS Dedicated to maintaining valuable relationships with travel media Provide media with services & programs designed to make it easier for them to learn - and publish - about NS Research Itinerary planning Image requirements Direct contacts / interviews Destination information But we cannot do this alone! We require the cooperation and assistance of valuable industry partners throughout the province! TRAVEL MEDIA TEAM Kim Jardine Manager, Sales / Media jardinkr@gov.ns.ca Licia Elder Media Officer elderlm@gov.ns.ca Pam Wamback Media Officer wambackp@gov.ns.ca Jeanette O Rourke Sales & Media Coordinator orourkjx@gov.ns.ca Lindsay Champion Thomas Vogler UK In-Market Rep Germany In-Market Rep 14
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