Upload
keisha-holder
View
364
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
COMING SOON…
TRENDS* • Value
• Shorter booking windows• Trips justified by special occasion or family
bonding• Conservation projects and traveler involvement• Eco-friendly trips / return to nature• Destinations re-inventing themselves / viewing
from different perspective• Wellness and wellbeing• Authenticity – real people, real places, real
experiences• Inner journeys• Adventure and physical challenges
*Complied from Travel + Leisure’s Nancy Novogrod and other top editors
ADD ORLANDO IMAGE HERE
CRITICAL ASSESSMENTWhat’s working with the media:•Timely/topical news items that create the perception of urgency
•Deals and leveraging last minute travel opportunities
•Securing television via our PR contacts at Condé Nast, American Express Publishing and The Knot
•Trend sharing
•Showcasing the “other side of Orlando” – has gotten the attention of production companies and keeps them engaged as they plan new seasons, shows and concepts
What’s not working with the media:
CRITICAL ASSESSMENTWhat’s not working with the media:•Networks owned by the parks •If a show has covered one of the parks, in their mind, they have covered Orlando and will not earmark budget to visit again for another story•Resource and budget cuts. For TV, production companies looking for more production support than years past•Chef focused profiles / TV opportunities (may be more opportunity in 2010)•Ability to leverage shows while they are on location in Orlando shooting news at the parks for broader destination purposes•LDPR involvement in broader marketing initiatives that may have broadcast opportunities (i.e. 67 Days, AirTran partnership, etc.)•LDPR knowledge of broader marketing initiatives / partnerships with broadcast•Short-lead time for press trip outreach•Last minute event invites (need to reword)
OPPORTUNITIES• Leverage news hooks to secure feature stories and
media traction where Orlando becomes a part of larger news piece• Maximize coverage via affinity partnerships•Utilize the booming digital media space to expand
Orlando’s presencePitch business TV to interview Gary and some other industry players, leveraging US Travel studyThough several cable shows have folded, new ones are emerging or changing programming next season to focus on more domestic ideas. Explore programming where there may be slight production fee involved, but worth the exposure. Focus efforts on production companies to reveal opportunities. Production company roadshow visits with OCVB PR team. Leveraging ad buys with major publishing companies to explore their media-sponsored television opportunities
WHAT’S NEXT: 2010
Digital/Social media
Events and partnerships
Strategies by initiative
MEDIA LANDSCAPE EVOLVES…
EVEN FURTHER
30% loss of traditional media…challenge or opportunity?
OPPORTUNITY!Controlled messaging and direct impact
through online and social media
DIGITAL AND SOCIAL MEDIA TOOLS
• Communicate with media
• Communicate with consumers
• Do business
Changing the way we…
WENDY PERRIN on SOCIAL MEDIA
• “Facebook and Twitter are viral marketing machines”
• Twitter is a…
a) journalistic device
b) marketing weapon and
c) customer service tool
• You can protect and strengthen your brand’s public image via social networks such as Facebook and Twitter
DIGITAL MEDIA EVOLUTION for PUBLIC RELATIONS
THEN NOW
Traditional press release Digital press release with website hyperlinks
Traditional media visits Blogger media visits
B to B communication B to C communication
Feedback forms Real-time online reviews
Pitch over 140 minute lunch with editor
140 character tweets, elevator e-pitches
11
EVOLUTION OF THE MEDIA PITCH
SOCIAL MEDIALOOK WHO’S TALKING
SOCIAL MEDIALOOK WHO’S LISTENING
SOCIAL NETWORKING IS HERE TO STAY
• Facebook ranks No. 3 among all U.S. websites by traffic
• YouTube ranks No. 4 among all U.S. websites by traffic
• TripAdvisor ranks No. 8 among top travel websites
• According to the Yankelovich Travel Monitor, friends and neighbors are the most trusted source for travel recommendations (8 in 10 surveyed.) 25 percent are confident of what they read on TripAdvisor)
• Blogging is now a $1 billion industry when measured by advertising revenue
New Media DOs and DON’TsDO:
• One-way broadcast
• Corporate
• Robotic/automated
• Elitist/aloof
• Clam up
• Hard sell
• Lose your credibility
• Insist on controlling the
message
• Dialogue with everyone
• Listen to your current customers
• Talk to your future customers
• Individual
• Be Human/real
• Allow glimpses into your daily life
• Inclusive/build social capital/“link love”
• Connect with other human beings
• Be transparent/honest/open
• Inspire trust
• Be generous with info that empowers
others
• Embrace experimentation
A&K + LDPR = success in digital media space
• How LDPR can support A&K• Multi-media writers on A&K departures • Partner with travel agents and press for
A&K tweet ups• Maximize SEO in press releases
JANE WOOLDRIDGE ON PRINT MEDIA
• Print is not dead
• There’s still a place for “trusted voices,” which is how consumers view print media
• Print will morph into multi-media operations
• Newspapers will aggregate content
MIX TRADITIONAL & ONLINE MEDIA
• 105 million Americans read a Sunday newspaper in print
• 187 million Americans read magazines in print
• Consumers use online and print media differently; one tickles the imagination, the other facilitates action
2010 STRATEGIES BY INITIATIVE
• Antarctica
• Philanthropy
• Celebrations
• Family
• Corporate Profiles
• Core Programs
TODAY SHOW KIDS REPORTERDISCOVERS NEW SIDE TO HIS/HER FAVORITE FAMILY
DESTINATION
Add fun photo here of kid reporter (might be kid reporter pics on Today Show site
MAN VS FOOD:
Add visuals of Travel Channel and Man Vs. Food show
“CHEF VS CITY”ORLANDO COOK-
OFF
FOOD NETWORK LOGO / IMAGE OF THIS CHEF OR SHOW
IRON CHEF CAT CORA TAKES ON ORLANDO CHEF
VISUAL OF IRON CHEF CAT CORA / FUN IMAGERY
KIDS MAKING A DIFFERENCE
KIDS MAKING A DIFFERENCE
KIDS MAKING A DIFFERENCE
KIDS MAKING A DIFFERENCE
KIDS MAKING A DIFFERENCE
KIDS MAKING A DIFFERENCE
KIDS MAKING A DIFFERENCE
FOR DISCUSSION