Media relations is a key thrust in the Atlantic Canada Agreement on Tourism’s (ACAT) 2018 marketing campaign, which aims to stimulate travel and grow revenue for the provinces of New Brunswick, Newfoundland and Labrador, Nova Scotia and Prince Edward Island from key US markets. 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 on ACAT’s behalf, 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.
Media trips to the region are a primary driver of editorial coverage in sought after digital and print publications and social media platforms. At their best, media trips align the interests of destination travel marketers, travel Journalists and travelers.
Redpoint is well positioned to ensure alignment of all parties as they are firmly entrenched in Atlantic Canada having visited each province in the region a number of times. It is this personal knowledge and understanding which cements the relationship of all stakeholders.
Redpoint has been highly successful in generating key media trips to the region. The provinces have or will be hosting media who write for publications such as Saveur, Afar, the New York Daily News, Food & Wine, Robb Report and the Improper Bostonian. Coverage in such publications is key to selling our destination to potential visitors. It offers important and relevant information to our target audience. Rather than simply promoting our destination ourselves, media coverage provides great value by generating awareness and potential visitors. Media coverage in such publications adds to reader’s perceptions of our credibility, whereas they may perceive advertising and paid promotions as self serving.
In 2017, ACAT generated more than $750,000 in coverage with a circulation of more than 545 million. Impressive for a budget of $140,000.