With an endless stream of information, travel PR professionals are tasked with finding opportunities to put their destination and its partners in the limelight.
Whether we’ve conceptualized the perfect campaign and are looking for that homerun media placement, or a journalist is in need of expertise that we can provide, we certainly don’t mind a little help from these media matchmakers.
Cost for return: Free
What we love: HARO has one undeniable leg up on the competition – They attract top-tier journalists from the likes of FOX, Gannett, Dow Jones, ABC, and the AP; and they do it all for free. Owned by PR software company Vocus, HARO allows you to be a real-time source to journalists on a deadline. In a short six years, HARO has “published more than 75,000 journalist queries, facilitated nearly 7,500,000 media pitches, and marketed and promoted close to 1,500 brands to the media, businesses and consumers.” We at DCI have found that HARO has become a trusted resource to provide quality leads time and time again – with at least a 15-20 lifestyle and travel leads weekly.
Cost for return: $89.95/month for premium Wild Cat service
What we love: Designed in 2001 for the travel and hospitality industry MediaKitty provides a service that we love. As a Wild Cat subscriber you’ll list your destination and respond to journalist queries; receive access to an online directory of more than 10,000 top media and industry contacts; and post unlimited consumer travel news releases and trip opportunities for qualified journalists. We’ve seen great success for our clients in both the U.S. and Canadian markets with its use and feel a subscription to “the kitty” provides a worthwhile bang for your buck. Still hesitant about the financial commitment? Try the Scaredy Cat trial, which provides short-term Wild Cat access.
Cost for return: Dependent upon size and type of organization (Get a quote); A mid-size organization may expect to pay around $200/month
What we love: A subsidiary of PR Newswire, ProfNet has been a long-trusted source in the industry since its inception is 1992 (in 1994,Katie Couric could still barely grasp the internet, so this was a big deal). While it’s free to join ProfNet Connect, which allows you to create a profile and contribute to forums, there is a fee to utilize ProfNet’s true value in receiving journalist queries and submitting expert alerts. These fees are based on the size of your DMO and you must submit a request to receive a quote and/or access a free trial. Despite the fee, ProfNet is a trusted source for not only major news outlets like the Wall Street Journal, but for government officials, academic researchers, publishers, and industry analysts alike. With over 20 years in service, ProfNet has certainly built up the database and reliability to be worthwhile. You can count on receiving up to 10-15 travel and lifestyle related leads each month and more if your DMO CEO is willing to serve as an expert on a community relations topic.
Cost for return: Application Fee ($75-125); New Member Fee ($100-200); Annual Dues ($155-300)
What we love: We admit it, you’ll pay a premium to join SATW, but its exclusivity to the travel industry and dedication to “good ethical travel journalism” make this membership a standout. In addition to media leads via its monthly newsletter and face-to-face networking opportunities between journalists and PR pros, a membership at SATW offers a slew of bonuses including membership discounts on travel services, professional development opportunities and professional recognition. You must apply for membership with substantiated proof that you are primarily a travel publicist, demonstrate your professional activities through media examples, and come recommended by your peers.
Cost for return: Annual subscription ~$500 + ~$220 per 12 releases. Prices vary slightly depending on number of target regions and number of releases.
What we love: TravMedia is the world’s largest online news portal for travel media and travel industry PR professionals. It is currently operating in 10 countries accounting for more than 40,000 journalists and PR members on a pay-to-play basis. Those at DCI feel it has truly cornered the market in the UK and Australia. In 2011 TravMedia launched a platform unique to the travel community known as “My Network”. Facebook-esque in nature, the platform allows marketers to “follow” members of the travel media who in turn showcase their talents and interests to destinations. My Network continues to thrive as TravMedia rolled out more upgrades in March this year. It’s perhaps the next best thing to face-to-face interactions with travel writers.
Have you used any of these or other media lead services? We’d love to hear about your experience.
12/9/2014 0 Comments
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