PUBLIC RELATIONS 2012 Results & 2013 Plans Prepared for The Business Council 1
2012 Media Results 849 media placements More than 1,127,336,388 impressions Cumulative advertising value of $14,142,632 3500% ROI HSMAI Platinum, Gold & Bronze Award Wins 2
PR Translates to Success Goal:$9 Million in media ad value Goal: Increase awareness through coverage Goal: Build relationships with tourism partners Earned: $14 Million in media ad value Earned: 849 Placements, 1.1 Billion impressions Weekly communications Quarterly events Fully integrated planning 3 Goal: Support ILNY Brand Elevated Brand via: Partnerships, Publicity Events, Campaign and Social Media Alignment
Public Relations Strategy Thematic Approach to NYS Experiences Spring Path Through History Summer Water, Outdoors Fall - Food, Wine, Beer Winter Sports and Festivals Promote Seasonal Travel Cover All Regions Generate a call to action 4
2012 Year in Review Hosted 25 press trips including:
Media & Publicity Events Union Square Snow Event: February 7 Come Ski with Me ClearChannel Radio On-air Giveaways and Press Visits: February 18 Pow Wow Media Marketplace, 500 media attendees: April 23 Spare Seat Kayak Expedition: May 1-21 Museum Week: May 31 June 6 6
Media & Publicity Events Follow Your Heart to New York State Ad Campaign and Street Teams: Buffalo May 8, Albany May 10, and NYC May 14 Canadian NYS Press Tour: in Toronto: June 5, Ottawa: June 6 and Montreal: June 7 Fall Media Marketplace in NYC: July 25 Today Show Fan of the Week Trip Sweepstakes May 21 and September 3 Introduction of War of 1812 American Girl Doll Caroline November 16 Winter Media Marketplace December 4 7
2013 Highlights Jan-Sep Path Through History Integrated communications program culminating in two PTH Weekends statewide Media Marketplaces Summer, Fall, Winter: 100+ media and all regions Canadian Road Show Toronto, Ottawa, Montreal Pow Wow 500 international media June Adirondack Challenge Whitewater Rafting Competition July MICE Specific campaigns for meetings, conventions and incentives
Path Through History History Press Releases Civil Rights: CR Sites & Black History Month (Jan) Women's Rights: WR Sites & Women s History Month (Feb) PTH Weekends (March) Arts & Culture: A&C Sites and Museum Week (April) Sports History: SH Sites & Anniversaries (e.g. 150 th Anniversary of the Saratoga Race Course) (April) Canals & Transportation (May) Announce PTH Website (May/TBD) Natural History/Natural Wonders (May) PTH Weekends (Media Alert) (May/June) Colonial History/Revolution/War of 1812: Battlefields & Battle Anniversaries (June) Colonial History & US Presidents: Castles & Historic Houses (July) PTH School Programs Announcement (August) Native American History: NA Sites & Native American Heritage Month (September) Media/Public Events Governor s Press Conference & Reenactments announcing PTH developments (TBD) Grand Central Terminal (May 22) PTH Weekend Events (June 1-2 & 7-8) Museum Week (June) Individual Press Trips Saratoga Race Course (May) PTH Sites (April, May, June) Quarterly Group Press Trips The Catskills (Feb 2013, Innovation) The Adirondacks Historic and Water Sites (June) History Pitches National Geographic: historical sites (Jan/Feb) Women s History Month (Feb) Arts and Culture sites and events (March) Saratoga Race Course Events (April) PTH Weekends (March, May, June) 10
Summer Summer Press Releases New York State on Water including Adirondack Challenge (March) Summer Festivals (March) Adirondack Challenge (April) Water Sports Release (May) Media/Public Events Adirondack Challenge (July) Summer Pitches Summer Family Travel on a Budget (Jan) Fishing (March) Summer Festivals (March) Water Parks (April) Adirondack Challenge events (April) Water Sports, Sites and Activities (May) Long Island Summer Destinations - Beaches and Beyond (May) Swimming Holes (May) Individual Press Trips ADK Challenge (June/July) Quarterly Group Press Trips Adirondacks for Adirondack Challenge (June) 11
Food & Beverage Food & Beverage Releases Craft Breweries (June) Harvest and Fall Festivals (Aug) Media/Public Events Regional Food and Wine Festivals: Finger Lakes; Buffalo (July) Upstate County Fairs (Aug) Culinary/Harvest Event Finger Lakes/Hudson Valley (Sept) Food & Beverage Pitches NYC products for Presidential inaugural lunch (Feb) Maple Sugaring events (March) Unique Food Festivals Pitch (July) Upstate County Fairs Pitch (July) Beer and Wine Trails, Events and Packages (Aug) Fall Harvest (Aug) Individual Press Trips Breweries (Central NY) (June) Culinary Trails (July) 12
General I LOVE NY PR Press Releases Girlfriend Getaways and Spas (February) New Developments (March) Spring Festivals (March) Parks, Sanctuaries and Conservation (April) New York State Travel Guide Announcement (April) Music Festivals (April) All-inclusive Family Travel (April) Press Kit for TBEX (May) Press Kit for Pow Wow (May) Off the Beaten Path (June) Announcement of Tourism Economic Report (June) Outdoor Theaters (July) Weddings in NYS (July) Fall Foliage (Aug) Fall Festivals (Aug) NYS Conventions (Aug) Halloween Festivals and Events (Sept) New Developments (March, July, Sept) Meet in New York (TBD) Individual Press Trips Individual Fishing Trip (Aug ) Quarterly Group Press Trips Chautauqua-Allegheny (July) Family Travel Conference (Sept) Media/Public Events Summer Media Marketplace (March 12) Pow Wow Media Marketplace (June 9-11) Fall Media Market Place (July 10) Canadian Media Marketplace and Road Show (TBD) Pitches Interviews for NY Times Travel Show (Jan) Summer Family Travel on a Budget (February) Flower Festivals and Gardens (April) Music Festivals (March) Golf News and Deals (March) Summer Travel (April) Mother s Day Deals (April) Deals and Top 10 Places to Travel for Father s Day (May) LGBT Weddings, Packages, PRIDE and Promotions (May) Learning Vacations (May) Father s Day Fun Cooperstown and Hall of Fame (June) Balloon Festivals (June) Covered Bridges (June) Scenic Byways and Drives (July) Long lead for Foliage and Harvest (July) Long lead for Skiing (Aug) Antiquing in Catskills and Central New York (Aug) 13