Visit Buffalo Niagara
Public Relations
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Situation
Visit Buffalo Niagara needed a strategic PR program to promote their destination in a holistic way that supported their paid media plan for key campaigns including the launch of the Buffalo Wing Trail, the Upstate Eats Trail and the Great Wright Road Trip, along with the opening of a restored, century-old carousel on its waterfront.
Approach
We developed a strategic PR roadmap with the client that complemented their paid media and content marketing plan on these strategic initiatives. That roadmap included a proposed outreach calendar along with a wish list of aspirational coverage and their overlapping media and emerging markets. We then enhanced their existing media list with new contacts, deploying consistent communication to earn coverage including:
- Quarterly newsletters to travel media contacts
- Weekly personalized pitching
- Attendance at Travmedia’s International Media Marketplace
Results
Amplify paid media
We supplemented the DMO’s paid media with quarterly newsletters to travel media contacts, weekly personalized pitching, and attendance at Travmedia’s International Media Marketplace. We secured over 20 pieces of earned media coverage.
