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October 1, 2013

October 1, 2013. Pennsylvania Tourism Office. PR Council Meeting – October 1, 2013 Bethlehem, Pa. Agenda. Introductions Overview of Public Relations Six Months in Review VisitPA.com Discussion/Collaboration. Tierney’s Role as PR Agency of Record.

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October 1, 2013

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  1. October 1, 2013

  2. Pennsylvania Tourism Office PR Council Meeting – October 1, 2013 Bethlehem, Pa.

  3. Agenda Introductions Overview of Public Relations Six Months in Review VisitPA.com Discussion/Collaboration

  4. Tierney’s Role as PR Agency of Record Serve as the media contact for the Tourism Office Proactively pitch travel media and facilitate interviews with the Pennsylvania Tourism Office Serve as the liaison between CVB PR contacts and the Tourism Office to gather story ideas, suggest eNewsletter content to Miles, connect visiting journalists with regions, and plan events Manage all social media content Update backgrounders and road trips in the visitPA.com media room Represent the Tourism Office at industry events including MATPRA Work with the First Lady in her role as “PA First Tourist”

  5. Six Months in Review

  6. Media Relations Success • Reach: 580 million+ • Placements: 71

  7. @PATourismPR @patourismpr is media-driven and focuses on sharing story ideas and recent placements Since April 2013, the handle has reached an estimated 2.2 million in impressions. 1,112 Twitter mentions 47% are retweets from 526 users

  8. @PATourismPR Gained 1,195 followers since April 2013 A total of 12,695 followers (end of September) More than 5,380 tweets, covering an array of media-friendly topics More than 2,000 click-thrus to the links we’ve posted

  9. @VisitPA • @VisitPA is a tourist’s guide to travel tips and ideas in Pennsylvania. • We are promoting partners by developing engaging posts that drive users to articles, listings and events on visitPA.com. • The handle has reached an estimated 10 million in impressions since April 2013. • 3,653 Twitter mentions • 63% are retweets from 2,310 users • Klout score of 61

  10. @VisitPA • @VisitPA has grown by 2,585 followers in 5 months • Reporting 25,564 followers in September • The profile has tweeted 14,157 updates to date and continues to be a resource for traveler questions • 4,722 click-thrus leading to VisitPA.com and partner sites

  11. Twitter Campaigns #FallinPA was created to preview fall story ideas and encourage partner content. The hashtag has reached an estimated 1.4 million in impressions so far this year. 287 Twitter mentions 56% are retweets 165 users

  12. Facebook • Visit PA allows us to tell the visual story of Pennsylvania and engage with consumers as we inspire travel. • Goal is to increase visits within Pennsylvania by promoting travel opportunities and developing visitor advocacy. • Generated 3,511 additional likes • Total likes: 71,875 • Total reach (daily high): 227,763 • People talking about Visit PA (daily high): 10,182

  13. Pinterest Visit PA’s Pinterest launched in 2012, allowing us to tell the visual story of Pennsylvania and engage with consumers as we inspire travel. By September, this channel had: Boards: 22 (3 added since March) Pins: 562 (+124 since March) Followers: 1,560 (+435 since March)

  14. Additional Profiles YouTube Subscribers: 339; 35,232 lifetime views Foursquare Followers: 146,722

  15. VisitPA.com

  16. VisitPA.com Metrics

  17. VisitPA.com Metrics

  18. VisitPA.com SEM Campaign • Reactivated our SEM campaign in September • Goal: drive traffic to visitPA.com in order to increase awareness of our partner offerings throughout the state • Budget: $240,000 Our average CPC is $0.33

  19. Get Smart Content

  20. VisitPA.com & Social Media Social media widget for live feed on homepage Subscribe promos for each channel in header and footer Share functionality for content Videos linked via Visit PA YouTube channel Get Smart Content homepage promotions shared with Facebook

  21. eNewsletter Content • Tierney continues to collaborate with Miles on editorial content for the e-newsletter (monthly email reaching approximately 200,000 subscribers). • Tierney sends an email reminder one month before content is due. • Information is compiled by Tierney team and shared with Miles.

  22. Collaboration/Open Discussion

  23. Discussion Topics • Editorial process – is it working? What can Tierney do better? • Social media – how can we share content? • Hashtags for Fall • New attraction/story themes for 2014? • What’s working in your area? • What are some recent challenges?

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