The Door County Visitor Bureau’s successful media marketing program begins its 2012 press tours this weekend.
The county’s destination marketing organization uses the public relations program to invite and welcome credentialed travel writers to Door County from throughout the Midwest and across the country to see and experience firsthand all the area has to offer. Hosting travel journalists here leads to a wide variety of editorial coverage for Door County in regional, national and even international media outlets.
The first of five scheduled group editorial press trips this year begins Thursday and runs through Sunday February 26. Since 2007, the Door County Visitor Bureau (DCVB) has partnered with Geiger & Associates Public Relations to help coordinate the organization’s media marketing program. This year, the DCVB will welcome a minimum of 70 travel journalists to Door County as part of their Communications & Public Relations department’s initiatives. Additional press trips in 2012 are scheduled for May 17-20, June 25-29, September 20-23 and October 8-12.
Jon Jarosh, the DCVB’s Director of Communications & Public Relations, said the program has been very well received by both journalists and Door County tourism industry partners.
“The travel journalists that visit as part of our media marketing program are truly amazed at the diversity of Door County’s tourism product offerings,” Jarosh said. “They really enjoy being able to travel around the county and participate in a variety activities visitors can experience here. In turn, they write about their positive experiences and the things they do in the media outlets they represent. This program has shown tremendous returns in terms of the earned media coverage Door County has received, and I think tourism partners that have hosted journalists during our press tours would agree.”
Since the DCVB’s media marketing program first began back in the summer of 2007, 359 travel journalists have visited Door County on 25 different press tours. As a result of their visits, to date those journalists have written 695 articles/stories about Door County with an audience of 132,606,451 readers/listeners/viewers. The ad value equivalency of those articles, had the DCVB paid for the advertising space, would have been nearly $5.3 million dollars.
The first press tour of 2012 that will take place Thursday through Sunday has 15 travel journalists scheduled to visit the county. The journalists represent both regional and national media outlets, and will be participating in a wide variety of activities during the trip.
“Our media marketing program has really done a lot to build awareness for the county,” Jarosh continued. “The support we’ve gotten from our local tourism partners has been tremendous, and their enthusiasm for hosting journalists has really been a key factor in getting us the quality media coverage we’ve received. I’m looking forward to another great year of press tours and the resulting earned media coverage for Door County.”
The DCVB is the official tourism marketing organization for the county whose mission is to generate incremental economic impact for the community by attracting visitors with strategies that ensure sustainable tourism.
ACCOMPANYING PHOTOS - click image to download a high-res version.
|LEFT: Bob Desh of the Door County Maritime Museum gives a guided tour of the tug John Purves in Sturgeon Bay to journalists during a May 2011 Door County Visitor Bureau press trip. Door County Visitor Bureau photo.|
|LEFT: Joel Bremmer from Good Eggs in Ephraim explains his breakfast cabanna's menu to a group of journalists during a May 2011 Door County Visitor Bureau press trip. Door County Visitor Bureau photo.|
|LEFT: Dick Purinton from the Washington Island Ferry Line welcomes journalists to Washington Island shortly after they got off the ferry during a June 2011 Door County Visitor Bureau press trip. Door County Visitor Bureau photo.|
|LEFT: Bay Shore Outdoor Store kayak instructors give journalists safety orientation prior to kayaking along the Door Bluff Headlands shoreline during a June 2011 Door County Visitor Bureau press trip. Door County Visitor Bureau photo.|
|LEFT: Now retired Rock Island State Park Superintendent Kirby Foss talks to journalists inside the Thordarson Boathouse on Rock Island during a June 2011 Door County Visitor Bureau press trip. Door County Visitor Bureau photo.|
Posted by Door County on 02/20 at 03:41 PMRead Story