Issue link: http://tourismwpg.uberflip.com/i/134953
TRAVEL MEDIA Media is an integral part of promoting a destination. It impacts the image of an area, can play a role in motivating travel and influences the selection of a vacation destination. A single article in a high-profile magazine or newspaper, a mention on a popular travel show, or recommendation from an influential blogger is a cost-effective way to raise awareness of a destination and provides a high rate of return on marketing dollars. » Media Outreach Earned media coverage is one of the most powerful tools of any integrated marketing communications or social marketing campaign. It often carries more weight in the minds of consumers as the information is delivered and received through credible third-party organizations, such as newspapers, magazines, television or radio stations. Significant effort, persistence and follow-up are required to successfully generate and sustain earned media coverage. Tourism Winnipeg will develop an effective marketing public relations platform to connect with travel media around the world in order to build awareness, improve perception and engage potential visitors through media relations. Media relations staff will generate unique story ideas to increase media coverage, cultivate key relationships with travel journalists and bloggers, and expand the media database to include contacts in niche market segments. Relationship marketing with electronic, newspaper, magazine and periodical publications will keep Winnipeg top of mind and build Tourism Winnipeg's reputation as a source of current information on the city. Tourism Winnipeg continues to track and measure media coverage of Winnipeg. » Media Visits Travel media writers from newspapers, magazines, trade journals, periodicals, broadcast and Internet outlets come to write compelling stories and feature articles about Winnipeg year round. ADVERTISING AND PROMOTIONS Advertising is one of the main elements of the market communications mix. It is used to inform visitors about products and services, influence visitor attitudes, persuade customers to purchase a destination or product, and remind visitors about a destination. Advertising involves using paid media to communicate persuasive information about a destination, product or service. Tourism Winnipeg will use traditional media (television, radio, print) to generate interest for Winnipeg and drive traffic to the website, and ultimately to Winnipeg. Advertising messages for target markets will be created that identify the best fit between the consumer and their interests; they will also contain strong call-to-action messaging. Considerations will be made to run multiple ads, as well as co-operative advertising with partners. Tourism Winnipeg collaborates with the Canadian Tourism Commission, Travel Manitoba and industry stakeholders in co-hosting media. Tourism Winnipeg provides suggested itineraries pertinent to their interests, accommodations, attraction admissions, dining, letters of introduction, images and follow-up as required. » Market-Segmented Advertising Tourism Winnipeg will develop advertising platforms for each of the market segments, including meetings and conventions, sports and special events, travel trade and leisure. Advertising programs will promote Winnipeg's signature experiences with a focus on niche market segments. Opportunities for industry collaboration and participation in print and digital display formats will be made a priority. » Media Marketplaces Tourism Winnipeg will attend strategic travel media events to build relations with media, expand the media database and solicit coverage for Winnipeg. Key industry events include the Canadian Tourism Commission's Media Marketplace, Travel Media Association of Canada Conference and Marketplace, the Canadian Tourism Commission's Go Media Canada and the Travel Blog Exchange. Tourism Winnipeg will build relationships and solicit media interest for Winnipeg through marketplace appointments, networking, social media, follow-up and on-going communications. » Signature Experiences Leisure advertising programs will feature signature experiences that position Winnipeg as a desirable, four-season travel destination. These core experiences feature the unique tourism products and services in Winnipeg, showcasing it as a city of architecture, cuisine, culture, heritage, human rights education and outdoor exploring. Tourism Winnipeg will also use Pinterest to launch signature experience contests to increase awareness and showcase things to see and do in Winnipeg. A Master Tourism Plan for Winnipeg | 2011-2015 | 2013 UPDATE 31