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Attracting Attention

Promotion and Marketing for Tourism Attractions

Andi Stein

From theme parks and museums to zoos and aquariums, attractions draw millions of visitors each year. Regardless of type, they all share one common denominator – they are intended to provide visitors with memorable experiences. This book offers information about how to promote and market tourism attractions for maximum results. It looks at different approaches, strategies, tools, and techniques marketers can use when promoting their organizations to the public. Topics include advertising and marketing; media relations; social media marketing; sales promotion and merchandising; special events; guest relations and customer service; employee relations; crisis communications; and social responsibility and sustainability. In addition, it includes a variety of examples from attractions that have implemented successful promotion and marketing activities.
Whether in the form of a news story, television commercial, brochure, website, Facebook posting, or special event, promotion and marketing have the potential to show customers the possibilities that await them. This book addresses the many different ways to reach this potential. It explains how to make the most of promotion and marketing to bring people into an attraction and keep them coming back for more. Attracting Attention offers valuable information for practitioners and for students enrolled in tourism, hospitality management, marketing, and communications programs. It is a handy resource for those working for attractions and tourism-related organizations.
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Chapter Five: Media Relations

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Extract

Generating media coverage for a tourism attraction can be an effective way to bring in customers. Although the advent of social media has changed the landscape for promotion and marketing in recent years, traditional media are still valued as essential partners for spreading the word about attractions. Media professionals have the ability to communicate with potential customers through print, electronic, and online sources.

Understanding the needs of media can facilitate the development of good working relationships with the press. This can ultimately help generate publicity for an attraction. This chapter discusses steps attractions can take to build effective working relationships with media professionals. It offers examples of stories that are likely to appeal to reporters and editors as well as suggestions for how to pitch them.

In working with the media to obtain publicity for an attraction, it’s important to understand that public relations practitioners and journalists have different job responsibilities. The primary purpose of public relations (PR) is to communicate information about a company’s activities to different public groups that may have an interest in the organization or could benefit from having this information. These include external publics like consumers, stockholders, community members, government agencies, and the news media. They also include internal publics such as employees who have responsibility for maintaining the daily operations of an organization.

← 57 | 58 → Individuals working in a public relations capacity serve as advocates for their organizations. Their goal is to make their different public groups aware...

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