Working with travel media to uncover, develop and publish the perfect Tofino story (like this one from INTO magazine) is the main goal of the Tourism Tofino Media Relations Program. We continually nurture relationships with travel storytellers – journalists, bloggers, broadcasters, social media content creators, photographers and videographers – whose published work in top media outlets and online channels helps us to connect directly with potential visitors who are the best fit for Tofino’s offerings. These days, those visitors are the ones who are more likely to travel in off-peak seasons and during mid-week, and they embrace and respect Tofino’s natural attributes.
Here’s what has been accomplished so far in 2018:
- 59 travel media hosted with the help of member businesses: 20 visits were initiated and managed by Tourism Tofino; 39 visits were initiated by our tourism partners and co-hosted by Tourism Tofino. In addition to member businesses, media program partners include Destination BC, Tourism Vancouver Island and Destination BC
- 36 media outlet fact-checking and image requests fulfilled
- 73 stories published: The media who have visited Tofino this year have produced 73 stories to date, many in globally-respected outlets and publications, with a potential viewing audience of more than 60 million people
New for 2018 and based on a Destination BC media relations model, the Tourism Tofino Media Passport gives a select number of visiting writers a self-guided experience with a wide variety of offers from local businesses. 15 travel journalists/bloggers took advantage of the Passport program this year, resulting in 12 articles and dozens of social media posts mentioning Tourism Tofino members. Thank you to everyone who participated in the 2018 Media Passport!
In the coming months, you will be seeing more fantastic coverage, with a special focus on media outlets that reach visitors from the close-in markets of British Columbia, Alberta and Washington State, who have the highest likelihood of traveling in non-peak periods. In the meantime, here are a few of our favorite travel media clips from storytellers we hosted this year that we think really capture Tofino’s essence:
“Style Destination: Tofino” – Style At Home, March 9, 2018
“Paradise Saved: Tofino, British Columbia” – Passport Magazine, August 15, 2018
“Seven Destinations to Check out During the Off-season” – The Loop/CTV, October 11, 2018
Want to be part of the story or participate in the 2019 Tourism Tofino Media Passport? Contact me at email@example.com or 250-266-5293 to find out how.
2 Responses to “2018 Media Relations Program Results”
Those are some major wins!
Agreed, but it sure takes a village. Many businesses are investing in marketing as is Tourism Tofino, particularly in those non-peak months, and it’s showing!