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October 1, 2013. Pennsylvania Tourism Office. PR Council Meeting – October 1, 2013 Bethlehem, Pa. Agenda. Introductions Overview of Public Relations Six Months in Review VisitPA.com Discussion/Collaboration. Tierney’s Role as PR Agency of Record.

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Pennsylvania tourism office
Pennsylvania Tourism Office

PR Council Meeting – October 1, 2013

Bethlehem, Pa.



Overview of Public Relations

Six Months in Review



Tierney s role as pr agency of record
Tierney’s Role as PR Agency of Record

Serve as the media contact for the Tourism Office

Proactively pitch travel media and facilitate interviews with the Pennsylvania Tourism Office

Serve as the liaison between CVB PR contacts and the Tourism Office to gather story ideas, suggest eNewsletter content to Miles, connect visiting journalists with regions, and plan events

Manage all social media content

Update backgrounders and road trips in the visitPA.com media room

Represent the Tourism Office at industry events including MATPRA

Work with the First Lady in her role as “PA First Tourist”

Media relations success
Media Relations Success

  • Reach: 580 million+

  • Placements: 71


@patourismpr is media-driven and focuses on sharing story ideas and recent placements

Since April 2013, the handle has reached an estimated 2.2 million in impressions.

1,112 Twitter mentions

47% are retweets from 526 users


Gained 1,195 followers since April 2013

A total of 12,695 followers (end of September)

More than 5,380 tweets, covering an array of media-friendly topics

More than 2,000 click-thrus to the links we’ve posted


  • @VisitPA is a tourist’s guide to travel tips and ideas in Pennsylvania.

  • We are promoting partners by developing engaging posts that drive users to articles, listings and events on visitPA.com.

  • The handle has reached an estimated 10 million in impressions since April 2013.

    • 3,653 Twitter mentions

    • 63% are retweets from 2,310 users

    • Klout score of 61


  • @VisitPA has grown by 2,585 followers in 5 months

    • Reporting 25,564 followers in September

  • The profile has tweeted 14,157 updates to date and continues to be a resource for traveler questions

  • 4,722 click-thrus leading to VisitPA.com and partner sites

Twitter campaigns
Twitter Campaigns

#FallinPA was created to preview fall story ideas and encourage partner content.

The hashtag has reached an estimated 1.4 million in impressions so far this year.

287 Twitter mentions

56% are retweets

165 users


  • Visit PA allows us to tell the visual story of Pennsylvania and engage with consumers as we inspire travel.

  • Goal is to increase visits within Pennsylvania by promoting travel opportunities and developing visitor advocacy.

    • Generated 3,511 additional likes

    • Total likes: 71,875

    • Total reach (daily high): 227,763

    • People talking about Visit PA (daily high): 10,182


Visit PA’s Pinterest launched in 2012, allowing us to tell the visual story of Pennsylvania and engage with consumers as we inspire travel.

By September, this channel had:

Boards: 22 (3 added since March)

Pins: 562 (+124 since March)

Followers: 1,560 (+435 since March)

Additional profiles
Additional Profiles


Subscribers: 339; 35,232 lifetime views


Followers: 146,722

October 1 2013

VisitPA.com SEM Campaign

  • Reactivated our SEM campaign in September

    • Goal: drive traffic to visitPA.com in order to increase awareness of our partner offerings throughout the state

    • Budget: $240,000

Our average CPC is $0.33

Visitpa com social media
VisitPA.com & Social Media

Social media widget for live feed on homepage

Subscribe promos for each channel in header and footer

Share functionality for content

Videos linked via Visit PA YouTube channel

Get Smart Content homepage promotions shared with Facebook

Enewsletter content
eNewsletter Content

  • Tierney continues to collaborate with Miles on editorial content for the e-newsletter (monthly email reaching approximately 200,000 subscribers).

  • Tierney sends an email reminder one month before content is due.

  • Information is compiled by Tierney team and shared with Miles.

Discussion topics
Discussion Topics

  • Editorial process – is it working? What can Tierney do better?

  • Social media – how can we share content?

  • Hashtags for Fall

  • New attraction/story themes for 2014?

  • What’s working in your area?

  • What are some recent challenges?