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MARKETING AND PR Plans and how we can effectively work together
MARKETING AND PR
Plans and how we can effectively work together
Introductions Fiona Reece - Travel Tonic
Alex Sore – ALS Marketing
Who are Travel Tonic ? • The new brand from Fiona Reece PR • Set up in 2007 • A PR, DIGITAL AND CONTENT AGENCY WITH TRAVEL AND WELLBEING AT ITS HEART • Small team of consultants • Network of Associates • Based locally • National / international experience in destination marketing
Our Destination Track Record?
Our clients..
What’s going to keep us busy • Raising the awareness of the area in travel media • Sending out frequent news from the region • Seasonal / topical / new openings to national / regional and consumer media • Hosting media and influencers on familiarisation visits • Running specific themed campaigns • Engaging with national campaigns- Visit Britain / Visit England • Writing creative content to feed the social media campaign
What’s coming up • Toll Campaign- dedicated digital campaign targeting Bristol / Wiltshire/ South Glos
• Sip, Snack, Snooze- Bringing together the very best foodie breaks of the region
• Easter- day visits / events / mini breaks and longer stays
• Forest of Teen and Wye Valley- bringing together stand out experiences for families with tricky
teens in tow
• A Tree Trail of the region- how you can help us ? • Do you have experiences involving trees • Tree climbing / walks / rope swings • Do you have significant / unusual trees on your land • Legends and stories connected to trees • Incredible images
What the media are looking for • New New and New! • Authentic and experiential • Travel and holiday experiences which connect the visitor to the area • An enticing event or experience which is easy to book • Great illustrations / photography • Engaging short descriptions • Priced up example packages • Clear call to action on your website
• BUT above all… IN ADVANCE... It’s never to early
Identifying the stories in your business
• Look at your USPs- what do you do best or differently? • Authenticity- make the experience truly connected to your location / the region • Themed experiences & packages- show how your guests / visitors can book something • Working together with other members to make this happen • Can you launch a new service or feature? • Can you reinvent something which you have done in the past? • What extra special requests have you had in the past? Can you make this a new product? • Do you have great photography to illustrate your news?
We need to think like the media and offer them appropriate suggestions…
More on images for media
• Good images are vital- accommodation / experiences / events • Think ahead- can you mock something up ahead of a launch • ‘Google image’ for inspiration and ideas of what might work • People V No People- media like both • Cute kids are always popular • Ban towels on beds • Show the full picture • Exteriors are important • Hide cables and clutter • Add lifestyle touches • Heavily filtered / fish eye lens shots don’t work • Seasonal themes- shoot Easter pictures this year for next • Extraordinary weather / events- get your camera and iPhone out!
Good PR shots
Our Social Media Accounts
How are we doing?
• Facebook - we’re aiming to reach over 2 million people this year
• Twitter - 1.2 million impressions in the last year
• Instagram - currently 120,000 people reached per year
• Pinterest - around 40,000 views per year
What we post:
Our Four Pillars: • Heritage and culture - our story, our history • Food, drink, local produce and local artisans - our authenticity, our character • Nature and wildlife - our fresh air and freedom • Attractions and activities - our fun and games
What you can do:
• Follow us • Engage with us - like, share and re-tweet • Promote our campaigns
• Use our hashtag: #DeanWye 11.6k posts on Instagram Over 20k per year on Twitter with a reach of over 7 million
Best practice: Images
• Don’t use mobile unless you have tested size is correct • Don’t take images from Google • Use copyright free sites for stock - Unsplash, Pixabay, Pexels • Use Zenfolio for local photos
Best practice: Hashtags
• #ForestOfDean second most popular forest hashtag on Instagram 2018 • Remember your events! Social and send to John
Place: #DeanWye #ForestOfDean #WyeValley #Gloucestershire #Monmouthshire #Herefordshire
Brand: #LuxuryHotels #DaysOutWithTheKids #LoveGlamping #ClimbingUK
Popular: #BritishWildlife #NaturePhotography #InspiringPlaces #BrilliantBritain #GlosPOTD
Seasonal: #BritishSummer #WinterWonderland #Christmas #Valentines #HalfTerm
What do people want to see?
Content should always be:
• 1. Informative, educational and/or • 2. Inspirational, motivational and/or • 3. Entertaining and/or • 4. Breathtaking, stunning
Ideas: Photos & videos A customer story / your story A new thing to try Info: Did you know? National observances Monthly / weekly hashtags eg #WoofWednesday What’s on Seasonal content
Who are you talking to?
• Why do people visit you / stay with you? • What does it mean to them? • Who are you trying to attract? • How are you going to connect with them? • Who is your ideal customer?
Personality Passion Purpose People
And finally – Summing up
• Please think ahead- keep us up to date with all your news • Easter • Teen travel ideas • Spring break ideas • Tree trails • Anything specific for next 5 Star Bore ?
• More information the better
• Share your images / take new images • Packaged products and unique experiences are king!
