Issue link: http://tourismwpg.uberflip.com/i/632760
18 A Master Tourism Plan for Winnipeg | 2016-2018 » 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. Tourism Winnipeg will develop an effective travel media platform to engage with writers from around the world in order to build awareness and generate multi-channel earned media. Media relations staff will generate unique story ideas and quarterly e-newsletters to increase media coverage and cultivate key relationships with travel journalists and bloggers. » Media Visits and Marketplaces Travel media writers from newspapers, magazines, trade journals, periodicals, broadcast and web outlets come to write compelling stories and feature articles about Winnipeg. Destination Canada and the Travel Media Association of Canada organize marketplaces to connect travel media with destinations in order to increase media coverage of Canadian tourism destinations. Tourism Winnipeg collaborates with Destination Canada, 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. Tourism Winnipeg will also attend key media marketplaces to build relationships and expand the media database through networking events, appointment sessions and on-going communications. INTEGRATED MARKETING COMMUNICATIONS Integrated marketing communications involves planning and coordinating promotional activities, including online and social media components, to be consistent and mutually supportive. It requires an understanding of the unique characteristics of the tourism experiences and the motivations and behaviours of travellers. Integrated marketing communications considers how consumers use various and multiple channels of communication and reaches out to them in a comprehensive and coherent fashion. Each channel must be well maintained and aligned around the same messages and selected with the visitor in mind. 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. MEDIA RELATIONS 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. Tourism Winnipeg marketing collateral