Issue link: http://tourismwpg.uberflip.com/i/134953
integrated marketing communications Integrated marketing communications involves a range of promotional tools, including public and media relations, advertising, digital marketing and sponsorships. The integrated marketing communications process—including the establishment of clear communication objectives, target audience identification, selecting appropriate marketing communication tools, creative planning, media planning, identification of media costs and the measurement of the results—enables destinations to reach people in order to communicate messages intended to influence purchasing behaviour. Tourism Winnipeg will identify competitive advantages and unique selling propositions, creating compelling visitor experience benefits for all target markets. The use of high impact product descriptions and promotional imagery to position experiences in the visitor's mind will be forefront in elevating tourism attraction to Winnipeg. PUBLIC RELATIONS The objectives of public relations are to obtain favourable publicity for a destination and its stakeholders through news reports, features and reviews in the media. The British Institute of Public Relations defines public relations as, "the discipline, which builds and maintains reputation with the aim of earning understanding and support, and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its public." 30 Product placement is a form of public relations that includes endorsement from a celebrity, a film location for the movie industry or media coverage of a city hosting a sporting or special event. Tourism Winnipeg will develop a public relations strategy to position the city of Winnipeg as a desirable, four-season destination and to demonstrate the value of tourism as an economic driver. Public relations activities include press releases, press conferences, celebrity endorsements, product placement and social media marketing. Tourism Winnipeg will also establish close relationships with stakeholders so that Tourism Winnipeg is the "first to know" and becomes the pulse of the city. As a distribution centre, Tourism Winnipeg will release the most current information on what is going on in the city. » Industry e-Newsletter Tourism Winnipeg will produce a weekday electronic tourism news update for distribution to stakeholders. The e-newsletter will feature information on current affairs, industry developments and events. » Industry News Tourism Winnipeg will produce a newsletter and distribute to industry stakeholders on a bi-annual basis. This newsletter will feature tourism economic trends and reports, celebrate tourism successes and provide tourism industry development. A Master Tourism Plan for Winnipeg | 2011-2015 | 2013 UPDATE