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Paving the Way with PR:Paving the Way with PR:5 Simple Strategies5 Simple StrategiesFor CostFor Cost--Effective Effective
CommunicationsCommunications
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Presented at the annualConference on Tourism of the
California Travel Industry AssociationMonterey, March 2004
by
Cynthia Fontayne Cynthia Fontayne Julie ArmstrongJulie ArmstrongHank ArmstrongHank Armstrong
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Julie ArmstrongJulie Armstrong
Marketing Communications ManagerMonterey County Convention &
Visitors Bureau
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Julie Armstrong
Stanford Univ. ‘77B.A., Communications
*Monterey PeninsulaChamber 1985-87
Film CommissionExec. Director 1988-96
Joined MCCVBin March 2000
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Hank ArmstrongHank ArmstrongVice President of Communications
Monterey Bay Aquarium
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Hank Armstrong
Princeton 1971-73 &Stanford Univ. ’76Honors B.A., English
Joined the Aquarium in 1984 as PR Director, Creating and managing media for Grand Opening
Editor, Sacramento Magazine, 1979-1983
Board of Directors, Monterey Peninsula Chamber/CVBBoard of Directors, Pacific Grove Chamber of Commerce
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Cynthia FontayneCynthia FontayneCEO and Creative DirectorCEO and Creative Director
1967: B.A., English, Vassar 1969-1981: Swissair, director of PR, North America1982: founded The Fontayne Group, a marketing
communications firm specializing in tourism
Board of Directors, CalTIA Founding (and current) Board member of Association of Travel Marketing Executives InternationalFellow, WTO Tourism Policy Forum
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Destination MarketingDestination Marketing
Nepal
Singapore
SwitzerlandBaselGenevaLausanneSt. MoritzLake Geneva Region
Atlantic City
AustriaVienna InnsbruckSalzburgGrazLinzTirol
Hong Kong
Jackson Hole
Liechtenstein
Queensland
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Destination MarketingDestination Marketing
California Tourism
Berkeley
Long Beach
Los Angeles
West Hollywood
Palm Springs Desert Resorts
San DiegoSan Francisco
Santa Monica
Sonoma County
State of California Division of Tourism
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Our Task Today: 5 Simple StrategiesOur Task Today: 5 Simple StrategiesYour Challenge: Pick 5 IdeasYour Challenge: Pick 5 Ideasand put them into action…and put them into action…
next week !next week !
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Planning Your PR ProgramPlanning Your PR ProgramEstablish Goals
Do ResearchSet Benchmarks
Be StrategicLay Out Action Steps
Hone your News SenseKnow the Media:
Read, Watch, Listen, SurfResearch
Where are you?Who are you?
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Image Matrix™ Image Matrix™
Perception is reality.Perceptions influence behavior.
Change perceptions > Changed Behavior
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Image Matrix™ 2000for a Wine Country
Destination
76% of media’sfirst
impressions:Wine
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76%
12%
6%6%
Wine
Scenery
Rural
Other
Sonoma County Tourism Program Image Matrix Media Survey
March 2000
First ImpressionFirst ImpressionImage Matrix™ Media Survey 2000
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Message Strategy:Message Strategy:
“Wine plus…”Wine + Food + Golf + Family + Spa + Romance
+ Shopping + Meetings + Luxury + Culture
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Image Matrix™ Media Survey 2002
Others*23%
Rural/Scenery18%
Outdoors/Adventure
16%
Romance6%
Wine22%
Food/Restaurants
15%
First ImpressionFirst Impression
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Travel TrendsAging PopulationRising Education
More Discretionary IncomeLess Time/Shorter Trips
Growth of Independent Travel
but also
Avoidance of PerilStaying Closer to HomeSaving Discretionary Incomein an uncertain economy
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Mature TravelersMature Travelers31% of all trips
Everybody’sEverybody’sOn the RoadOn the Road !!Boomers Boomers
31% of all trips
Generation X & YGeneration X & Y26% of all trips
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Why do travelers go Why do travelers go where they go?where they go?
Geographics DemographicsPsychographics
matched toDestinationAttributes
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What do they like What do they like when they get there?when they get there?
ShoppingDining
MuseumsSightseeingNat’l ParksFestivalsCulture
Family FunRomance
Good Service
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Top Activities of U.S. TravelersTop Activities of U.S. Travelers
1. Shopping2. Outdoor Recreation/National Parks
3. Visiting Museums and/or Historic Sites
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U.S.Tourism PotentialTourism Potential1.3 billion U.S. trips
$424 Billion spent 65 million cultural travelers54 million museum visitors
103 million weekenders104 million family travelers
98 million adventure travelers91 million shoppers
17 million golf travelers75 million sports travelers
55 million “geotourists”31 million festival27 million cyclists
30 million learning vacationers
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So, how do you get them So, how do you get them to come to you?to come to you?
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5 Simple Strategies5 Simple StrategiesWork with What You’ve GotWork with What You’ve Got
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Assess Your AssetsResearch: trends, perceptions, visitors
Blend, Bundle and Brand: Realign Existing Assets in New Ways
Be Genuine, Not Generic
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Who are you? What do you have to sell?What do you have to sell it with?
•Asset Assessment•Tool Box•Story Inventory•Team Talents•Outside Resources
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ResearchResearch
Who is traveling where and why?Who are your customers?Who are YOU?Who do your customers think you are?
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ResourcesResources
Visitor InterceptsTown Halls
State GovernmentU.S. Dept of Commerce
Travel Industry Associations Colleges and Universities
Travel Trade and Consumer PublicationsTravel Suppliers
World Tourism OrganizationThe Internet
Your Past Visitors/CustomersBusiness Associates
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Monterey County:Working with what we’ve got
• Diversity of local assets
• First class local events
• Local PR contacts
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Monterey Bay Aquarium:Monterey Bay Aquarium:Working with what we’ve gotWorking with what we’ve got
It’s the Animals, stupid!
Seafood Watch
Media Contacts
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5 Simple Strategies5 Simple StrategiesWork with What You’ve GotWork with What You’ve Got
Leverage the InternetLeverage the Internet
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The Joy of NetThe Joy of NetSaves Money
Email DistributionTriage via Multiple Emailboxes
ResearchMedia Info
Competitive ChecksIdea Harvest
Trend WatchingPublic Opinion
Newsgroup PostingsCrisis Communications
Online Press Room
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1987: print only$1500 per issue
1995: fax/email$500 per issue
1998:Web-only$ 0 per issue
Distribution Distribution RevolutionRevolution
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Email News ReleasesEmail News Releases
Be Brief
Plain Text is Best
No Attachments
Real News
Clear Topic in Subject Line
Live Link to more infoReleases
No Spam !No Spam !By Permission OnlyBy Permission Only
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The Online Press Room: A The Online Press Room: A MustMust
No Passwords !No Registration !
No PDFs !No Frames !
No Promos !
No Kidding !
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Press Room Press Room Content OptionsContent Options
• Welcome• Backgrounders• Fact sheets• Bios• Latest News• Release Archives• Images• FAQs• Research/Statistics• Staff Directory• Email Options
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• Web Cams• Maps• Events Calendar• Streaming Audio• Streaming Video• Archival Documents• Press Trip Request• Links to other
relevant resources• Registration• Press Trip Policies
Press Room Press Room Content OptionsContent Options
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Tourism Queensland
Media Resource Site for The Americas
The Stuff You'll Find Here
The News: Current ReleasesThe Archives: !999 and 2000 Releases
The Press Kit: Facts and FeaturesWhat’s Up Down Under: Events Calendar
Top Shots: Copyright-free imagesThe Yarns: Tales from Queensland
Click here for an Aussie TreatHow Can we Help You?
QLD in the USA
Tourism Queensland1800 Century Park East. Suite 330Los Angeles, CA 90067vox: 1.310.788.0997fax: 1.310.788.0128Jonathon Day,Regional Director,The Americase-mail: [email protected]
USA Media Contacts
The Fontayne Group430 Colorado AvenueSanta Monica CA 90401vox 1.310.395.9145fax [email protected]
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Monterey County:Monterey County:Leveraging the InternetLeveraging the Internet
• Press Room• Media Lists /
Photo Bank• Travel Leads• Contact with
members• Email Newsletter
(consumer)
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Monterey Bay Aquarium:Monterey Bay Aquarium:Leveraging the InternetLeveraging the Internet
• Press Room
• Cams (Shark!)
• Sea Notes
• Electronic Press Kits
• Digital Storytelling
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5 Simple Strategies5 Simple StrategiesWork with What You’ve GotWork with What You’ve Got
Leverage the InternetLeverage the Internet
No News? Make News !No News? Make News !
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No News? Make News!No News? Make News!Conduct a Poll
Get Expert QuotesTop Ten Lists
Tweak the ProductPublic Service Campaign
Celebrity Tie-insGive Awards
Charity Support
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Monterey County:Monterey County:No News? Make NewsNo News? Make News
• Special promotions• Contests – on air
and online• Wire photos• Develop a niche
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Monterey Bay Aquarium:Monterey Bay Aquarium:No News ? Make NewsNo News ? Make News
• Promotions• Cooking for
Solutions• Sparky the Killer• Shrimp and Mola
on the Move• Sea Otters
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5 Simple Strategies5 Simple StrategiesWork with What You’ve GotWork with What You’ve Got
Leverage the InternetLeverage the Internet
No News? Make News !No News? Make News !
Play Well With OthersPlay Well With Others
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Collaborate,Coordinate, Cooperate
Colleagues, Competitors, ConferencesConfluences, Coincidences, Calendars
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CollaborateCoordinateCooperate
Museum Passports VIP Cards
Coupon BooksCultural Shows at Malls
Visitor Kiosks at Performance VenuesTrails
Themed ItinerariesCounty-wide Yard Sales
Town-wide Evening HoursJoint Marketing
Resident Ambassadors
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Monterey County:Playing Well With Others
• Outside Competitors
• Stakeholders / CVB Members
• Local PR contacts• Similar
organizations• Hotels & Events• Local Colleges
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Monterey Bay Aquarium:Monterey Bay Aquarium:Playing Well with OthersPlaying Well with Others
• Your friend, the VCB• “Time to Coast” co-op• MBARI• National Geographic
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5 Simple Strategies5 Simple StrategiesWork with What You’ve GotWork with What You’ve Got
Leverage the InternetLeverage the Internet
No News? Make News !No News? Make News !
Play Well With OthersPlay Well With Others
Get Flash Without CashGet Flash Without Cash
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Can you getCan you getFlash without Cash ?Flash without Cash ?
Your creativity ? Free !Brainstorming ? Free !Walking Around ? Free !Notepad ? Free !Sitting Around Thinking ? Free !Watching TV? Free !Reading Magazines ? Free !Doodling ? Free !Using Leftovers? Free !Optimism ? Free !
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EnthusiasmEnthusiasm is Free ! is Free !
• Wore logo t-shirt 24/7• Handed out Brochures• Worked the Bus as well
as the room• Repeated the message
over and over again
Seize the moment.Seize the moment.
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1. There are NO bad ideas: withhold criticism and “Yes, buts”
2. Every idea and every person has equal worth
3. It’s OK to go wild
4. Imagine unlimited resources
5. Encourage Participation! You need their ideas !
Rules for Rules for BrainstormingBrainstorming
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The One Day CampaignThe One Day Campaign
It’s Crayfish Week !!Oops !
Forgot to advertise !
24-hour turnaroundBroadcast-only
$ 2,000 budget, (including fish)
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Press KitPress Kit
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Postcards for the PressPostcards for the PressCheaper
Readable Releases
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Be a Source and a Resource Be a Source and a Resource for the Mediafor the Media
• Trends• Leads• Research• Insider Info• Fact Checking• Referrals• Your Expertise• Buzz/Gossip
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Thank you.