McCue Tourism & Wine Marketing Capabilities

  • View

  • Download

Embed Size (px)

Text of McCue Tourism & Wine Marketing Capabilities

  • Presented by Michelle McCue

  • Destination Marketing

  • About McCue Marketing Communications, LLCAlliance of three agencies in four major U.S. media markets: Los Angeles, San Francisco, New York and Seattle50+ years combined tourism & wine industry marketing experienceAgency Principals handle all clients, with support from staffBoutique agency committed to YOUDestination, wine and lifestyle clients

  • Some Destinations Weve Marketed:

  • L.A.-based marketing communications firm with A-list travel, wine and lifestyle media contactsIntegrated marketing approach: Media Relations, Social Media, Web Content & EventsExperience with domestic and international clientsExpertise working with tourism alliances and destination marketing organizationsWine tourism expertise and ability to marry travel & wine messagingWhy us?

  • +How We WorkSeamless 3-agency integration:One primary contactOne contractOne monthly invoiceOn-the-ground expertise & support in four markets for:Press tripsDesk sidesEvents/trade showsIntegration of messaging/programming across:Public relations/editorial pitchingMedia buying/ad placementSocial media programmingWebsite content

  • Our work...Destination Branding & Brand PlanningTravel Trade/Travel Agents communicationsMedia Relations:Press tripsConsumer & trade mediaStory placementMedia materialsWebsite Content & DesignSocial Media CampaignsVideo ProductionAdvertising

  • What Youll GetRESULTS!Needs-based, creative programming that increases visitationBrand messaging integrated across all marketing communicationsTravel agent relationships & leads Editorial coverage in travel, lifestyle, food, news mediaIncreased website trafficSocial media engagement & audience growth

  • What We Learn About YouUnique destination attributes?Competitors?How do visitors get there?Things to do?Where to stay?Where to eat?Who do you attract?How much do they spend?Leisure or business travel focus?Who are your partners?How are you funded?When do you need business most?

  • DeliverablesComprehensive marketing and public relations plan, including audience identification, messaging, strategies & tactics (promotional programs, events and media activities), budget and timelineMessaging, target media outlets, press trips, story pitching, media clippingAssets creation video, photo galleries, graphics, e-newsletters, articlesTargeted and focused advertising for the leisure and meetings market in support of seasonal and customized campaigns, budget and timeline

  • What We Do Best

  • Destination BrandingUnify branding/messaging throughout your regionBrand evaluation - logo, tagline, USPAssets evaluation - photos, website, videosMessage/identity development, as needed

  • Travel Trade/Travel AgentsTravel Shows & industry eventsDestination profiles in travel industry news outletsWebinars for travel agents Information packets for travel agentsAssistance creating packages that agents can sellOrientation tours for travel agents

  • Media Relations Story development & pitching Press material creation Media list building/maintenance Reactive media relations Press trips/media events Media partnerships

  • Social MediaGreater engagement within social channels Provide cohesive offers, coordination and messaging across channelsIncrease viral spread of promotionsGrow Pinterest page, create and implement contestsFeature local businessesImplement progressive contestsIncrease database through programs

  • MoreWe also offer the following marketing services:Video productionWebsite designAdvertising (print & digital)

  • Questions?Thank you!

    McCue Marketing Communications, LLCMichelle McCuemichelle@mccuecommunications.com213-985-1011

    Lots to cover, so please take notes and let us know your questions at the endElaborate briefly on our backgrounds 40 years of combined wine industry experience; more than a decade of public relations and marketing experience. Why? Because we love it. Our touchstones are People, Places & Palate We have a staff of five and all are equally passionate about wine, food, and travel.Clients weve worked with include Ventura County Winery Association, Temecula Valley Winegrowers Association, the Austrian Wine Marketing Board, and most recently, the Happy Canyon Vintners association. We specialize in developing regional identities and improving awareness and recognition for underappreciated regions. Pt 3 SYV Knowledge - Discuss Danish/Solvang connection, local wine industry knowledge (Stars of Santa Barbara, Grassini, Fred Brander, Fess Parker), Pt 4 DMOs - Talk about the OCeanfront collection of 4 cities, 4 visitors bureaus and 8 resort hotels. Challenge was to unite them all under one brand and one voice. Programming includes website design, content management, social media, media pitching, press tripsPt 5 Wine tourism Boutique, D2C wineries rely on visitation to sell wine; discuss understanding winery & hotel/CVB needs and CHALLENGES in terms of bandwidth, creating programs that work for everyone, etc. Mention EPICUREAN WINTERNEED AUDREYS INPUT