Inspiring US Media Attention
Media relations is a key thrust in the 2017 marketing campaign to stimulate travel and grow revenue for New Brunswick, Newfoundland and Labrador, Nova Scotia and Prince Edward Island. In April, Redpoint joined the Atlantic Canada team as the in-market media relations firm in the United States and has been enthusiastically implementing a multifaceted plan focused on keeping the region top of mind with key media throughout the year. The approach includes the regular distribution of news releases, in-market media events, desk-side media appointments, media outreach, social media amplification and media trips to the region. Redpoint leads all activities, building awareness for the authenticity and distinctiveness of an Atlantic Canada vacation and inspiring US media to produce features in print publications, online travel sites and social media platforms.
On June 1st, Redpoint brought a taste of Atlantic Canada to the media event held at the Pier A. Harbor House, in New York City, strategically chosen as it overlooked the water, giving that great coastal feel Atlantic Canada is known for. Fresh Atlantic Canada lobster, mussels, oysters and cod were sourced and shipped into market. Top this off with a trio of Atlantic Canadian entertainers, some good cheer and a photo booth and the result was a highly successful Atlantic Canada Kitchen Party with engaged media.
The main objectives were to highlight key story ideas from each province, to garner valuable media coverage in key print and digital publications and stimulate press trips to the region. The event brought together 47 high quality media representing some of the most influential print and digital publications in the US with key media relations experts from each of the provinces.
The ACAT was delighted to host media from Travel + Leisure, Conde Nast Traveler, Food & Wine and, Saveur; JohnnyJet.com, Fodor.com, GoNomad.com and Forbes.com, to name a few.
With a great event under their belt, the team’s focus now turns to media trips to the region. Media trips are a critical component of the integrated media relations plan and continue to provide the best opportunity to generate earned media value. Additional tactics will continue to be deployed throughout the year.