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Karen BestDirector of
Membership
Lizzy LowDestination
Services
Jantine Van Kregten
Director of Communications
Caroline Couture-Gillgrass
Communications Manager
Julia ThomsonCommunications
Assistant
BRING TRAVEL MEDIA TO OTTAWA
In 2016, Ottawa Tourism hosted
• 251 travel media representatives (+22% over 2014)
• 131 separate travel media visits (+20% over 2015)
BRING TRAVEL MEDIA TO OTTAWA
• Escorted group visits
• Individual visits
BRING TRAVEL MEDIA TO OTTAWA
• Collaborate with Destination Canada and Ontario Tourism (OTMPC)
• Canada, U.S., U.K., France, Germany, India, South Korea, Japan, China, Australia, Brazil, Mexico
BRING OTTAWA TO TRAVEL MEDIA
Conferences / marketplaces• Travel Media Association of Canada• Society of American Travel Writers• Canada Media Marketplace• GoMedia Canada Marketplace
BRING OTTAWA TO TRAVEL MEDIA
• Info requests
BRING OTTAWA TO TRAVEL MEDIA
• Image requests
BRING OTTAWA TO TRAVEL MEDIA
• B-roll requests
• Media rates
• Comps
• Upgrades / extras / amenities
• Interviews
• Behind-the-scenes access
• Giveaways
• Extra information/ media kits
• Freelancers are the rule, not the exception
• Asked to do EVERYTHING• Text• Images• Videos• Interviews• Top 10s / listicles• Social media
• Pay rates extremely low
• B-roll: raw video footage that can be provided to journalists to insert in their own reports
• High resolution images: generally higher than300dpi and usually at least 2MB in size
• Freelancer: content producer for hire, not tiedto only one outlet
• Comp: Complimentary (i.e. FREE)
Superlatives• First• Best• Oldest• Tallest• Most expensive• Etc.
Statistics and numbers
Anniversaries
Sneak previews / behind-the-scenes• Not universally true; some only want
experiences their readers can have
Sense of humour• At least stay positive
Personalities / quotes• Share your passion• Show you’re human!• Tell STORIES, put facts in context
Trends• How does your experience fit
into a bigger trend?• Environmentally friendly;
multigenerational travel; experiential / learning; celebrity; frugal travel
Photo opportunities• Think of background,
signage/logos, lighting
Sharing their coverage on your social media outlets
Going above and beyond
Don’t apologize for what you’re not• Embrace who you are and what you do with
confidence
Don’t overshare today’s issues or frustrations• Take the long view• Visitors don’t care about the same things residents care
about
Avoid repeating stereotypes, even to dispel them!• Some negative quotes about Ottawa date back to the 1960s!
• Don’t repeat the quote and then say, “but things have changed”• Start your sentence after the “but”
Clichés / jargon / acronyms
Behind-the-scenes • Yes, it’s on both lists!• Some journalists only want to write
about what their readers can experience
Asking to approve content before it’s published• Providing your contact info in case they need clarification or
additional info is perfectly acceptable, though
No guarantee of coverage• Sometimes no coverage means they didn’t
enjoy the experience; might be better than a negative review
• Remember, additional articles might come later
• Sometimes coverage takes up to a year, especially for annual events
• You call the shots with advertorials ($)
Coverage beyond original article
DEADLINES! Last-minute requests are guaranteed!• Never at a “good” moment; you have to make this
a priority• Ensure your staff is well-briefed, know basic
messaging, and who to refer to for more details
Ottawa Tourism shares coverage • “Your Business Was Mentioned” emails• Ottawa Tourism member newsletters• Ottawa Tourism social media accounts• Plans to create a page on our website to
highlight coverage
Assemble a collection of up-to-date, professionally taken, high-resolution photos of your offerings
Vertical and horizontal
Four seasons
Show diversity: various age groups if appropriate, ethnicities, LGBTQ, abilities
Share images with Ottawa Tourism via web-based image sharing platforms like WeTransfer; Dropbox; Hightail; etc.• specify photo credits or restrictions, if any
More and more coverage is image-driven (slideshows)
• Offer free wifi
• Enables valuable real-time sharing
• Make sure your staff know the password or have it written in a prominent place
• Feature your social media handles
• Be clear on your website and social media write-ups
• Don’t forget to say OTTAWA (maybe even Ontario and Canada)
• Include phone number and address (link to Google Maps!)
• Are your social media accounts displayed on your homepage?
Follow local outlets on social media
• Start with corporate accounts, thennotice which journalists consistentlycover the stories that apply to yourbusiness
• Compliments / sharing or commentingon stories is a good tactic
Media releases – keep them SHORT, action-oriented
• Informative and catchy subject line
• Who, what, when, where, why/how covered in first two sentences
• Put text in body of email (no attachments!)
• Link to images if available
• If you are the contact person, BE AVAILABLE!
• Send to info@ addresses – they need to “feed the beast”
• Canadian Anti-Spam Legislation: You need consent to add people to your distribution lists
Email at least one lesser-known fact about your operation that would interest travel media to
Beverley CarknerDirector of
Digital Marketing
Megan PeckfordMarketingManager
Sofie SharomMarketingCoordinator
Noriko NatsumeWeb Manager
WORK WITH LOCAL INFLUENCERS
@brooklynmotorino
WORK WITH LOCAL INFLUENCERS
• Winterlude, Tulip Festival
• Diefenbunker
• Gatineau Park, Rideau Hall
• CMH, CWM
• Canadian Museum of Nature
• Parc Omega
• Chinatown
• Earnscliffe / Doors Open
• Paula D @barlowc
#emptyCMH, #museumweek
@james.peltzer @streetdreamsottawa
@ottawabev@zarastillsmotion
#emptyCMH, #museumweek
#emptyCMH
@carolynnlacasse
BRING INFLUENCERS TO OTTAWA
• Bloggers
• Instagrammers
• YouTubers
@zachspassport
@zachspassport
Mr Ben Brown
@alenpalander@alenpalander
@mrbenbrown
RUN SOCIAL MEDIA CHANNELS
• Ask permission
• Always give credit
• Promote established hashtags to encourage more posts
#MyOttawa#MonOttawa
LISTEN
• Hootsuite
• Tweet Deck
SAY ‘THANK YOU’
ASK A QUESTION
TELL PEOPLE WHAT YOU WANT THEM TO DO
• Like
• Watch
• Share
• Tag
SHARE
• Authentic third party experiences
PHOTOS
• 53% More Likes
• 104% More Comments
• 84% More Clicks
…Than Text-Based Posts
https://www.fastcompany.com/3022301/work-smart/7-powerful-facebook-statistics-you-should-know-about
@fgaileysnell
LISTEN
• Find authentic experiences of your business.
ENGAGE
• Engage with your visitors.
SHARE
• Ask for permission and share their experience and amazing photos.
HASHTAG
• #MyOttawa/#MonOttawa so we can amplify your Ottawa stories!
Email at least one lesser-known fact about your operation that would interest travel media to
• The presentation will be available later today on the members extranet.
• We will email a link to all registered participants.
