The State of Ohio is an Equal Opportunity Employer and Provider of ADA Services.

OHIO TOURISM DIVISION

Aimée Zerla, Public Relations Specialist, and Roger Barker, Electronic Information Coordinator

OHIO TOURISM DIVISION• Premier source of information for travelers and media

about Ohio’s vibrant tourism experiences, attractions, and economy.

• A part of the Ohio Department of Development• Promote and celebrate Ohio’s unique travel opportunities

and market the state’s outstanding quality of life.• In 2008, marketing programs contributed to:

– an estimated $39 billion in visitor sales – 452,000 jobs sustained by visitors to the state

• Town Hall Meetings• Industry Web site• BuckeyeLine• Media Leads• Ohio Film Office Locations Photo Library• Ohio Travel Publications• Media Relations Tips• Online Partnership Opportunities

HOW CAN WE ASSIST YOU?

TOWN HALL MEETINGS • Central Ohio

Monday, Sept. 21, 9 a.m. - NoonHilton Columbus at Easton, 3900 Chagrin Drive, Columbus, OHSponsor: Experience ColumbusRSVP: Monday, Sept. 14

• Southwest OhioWednesday, Sept. 23, 9 a.m. - NoonNational Underground Railroad Freedom Center, 50 E Freedom Way, Cincinnati, OH Sponsor: Cincinnati USA CVBRSVP: Wednesday, Sept. 16

• Northeast OhioTuesday, Sept. 29, 1 - 4 p.m.Positively Cleveland Visitors Center, 100 Public Square, Cleveland, OH Sponsor:  Positively ClevelandRSVP: Tuesday, Sept. 22

• Southeast OhioThursday, Oct. 1, 1 - 4 p.m. Stuart Opera House, 46 Public Square, Nelsonville, OH Sponsor: Athens County Convention & Visitors BureauRSVP: Thursday, Sept. 24

• Northwest OhioThursday, Oct. 15, 9 a.m. - NoonLucas County Arena, 401 Jefferson Ave., Toledo, OHSponsor: Destination Toledo Inc. RSVP: Thursday, Oct. 8

• Division unveils partnership opportunities

• RSVP to Joy Doty (by RSVP date) at joy.doty@development.ohio.gov

http://industry.discoverohio.com/

BUCKEYELINE• Ohio's tourism industry free monthly

e-newsletter • Covers important deadlines, new

partnership opportunities, new research and trend information

• Sign up at DiscoverOhio.com to receive.

• Go to Industry Info., click on Public Relations, then BuckeyeLine.

• Complete the online form.• You should begin receiving

BuckeyeLine by e-mail the first week of every month.

MEDIA LEADS• Allows us to disseminate a media

request for info. very quickly• Provides you with opportunity to

promote your destination• Sign up at DiscoverOhio.com to

receive • Go to Industry Info., click on Public

Relations, then Media Leads• At bottom of the page, click Media

Leads Sign-Up Form• Complete and submit the online

form• Begin receiving periodic media

leads

OHIO FILM OFFICELOCATIONS PHOTO LIBRARY

• Anyone in Ohio who owns buildings, attractions, lodging facilities, etc., or is a governing authority may submit photos of their property/area for filming consideration to the Locations Library

• To input photos of your location in the photo library: http://www.discoverohiofilm.org/ListLocation.aspx

2010 OHIO TRAVEL PLANNER • 172-page annual official guide• Maps, Editorial and Regional Listings• 400,000 printed / can view online• Distributed via 1-800 BUCKEYE,

DiscoverOhio.com, CVBs, TICs, etc.• Listing Deadline – July 23, 2009• Advertising Deadline – Nov. 19, 2009

– Coupons/Enhanced Listing/Display Ad

– Contact Publisher GLP

• Delivers – Feb. 16, 2010

2010 SPRING/SUMMEROHIO CALENDAR OF EVENTS

• 68-pages of festivals and events from March 1 - Aug. 31, 2010

• 100,000 printed / can view online• Distributed via 1-800 BUCKEYE,

DiscoverOhio.com, CVBs, TICs, etc.• Listing Deadline – Sept. 4, 2009• Advertising Deadline – Nov. 12, 2009

– Enhanced Listing/Display Ad

– Contact Publisher GLP

• Delivers – Feb. 1, 2010

2010 FALL/WINTEROHIO CALENDAR OF EVENTS

• 68-pages of festivals and events from Sept. 1 2010 – Feb. 28, 2011

• 50,000 printed / can view online• Distributed via 1-800 BUCKEYE,

DiscoverOhio.com, CVBs, TICs, etc.• Listing Deadline – April 16, 2010• Advertising Deadline – May 21, 2010

– Enhanced Listing/Display Ad

– Contact Publisher GLP

• Delivers – July 29, 2010

MEDIA PLACEMENT

• Travel is an endorsement-based business. • Consumers often base decisions on

recommendations and reviews.• People want “personal experience/insight.” • Media reviews are the next best thing.• How do I get media placement?

WHAT’S THE STORY?• Tell a compelling story and be newsworthy.• The message that gets noticed is the one that’s different.• Is this new, timely, related to something people are talking about?

– Relate to current trends/current happenings/movie ties• Is it unique, the first, the best?• Is it important to the industry, community?• What’s the hook or angle?

– History of a place– Innkeepers, chefs, owners– Events provide constant news– Grand openings– New features

CRAFT THE MESSAGE• Tailor the message to the audience.

– Editors ask: How does this affect my audience?– Consumers ask: What’s in it for me?

• Lead people into the message.• Set the scene in a creative way that helps the reader visualize

your news.• Be concise without losing the power and substance.• Put what’s important at the beginning.• Who, what, where, when, why and how.• Localize the information.

MEDIA RELEASE BASICS• Stick to one message per

release.• Keep release brief 1-2

pages.• Structure:

– MEDIA RELEASE– “For Immediate Release”– Contact Information– Dateline (ex. COLUMBUS, Ohio)– Date– Boilerplate at the end– Ends with ### or -30-

BUILDING MEDIA LISTS• Don’t just Blanket – Customize• Keep Current • Division Offers Lists• Start Small – Make Adjustments• Pitch Business to Business Reporters,

Travel to Travel Reporters• Read the Publication and Writers Work

MEDIA RELATIONSHIPS• Be Ready to Talk, Be Available• Gain Control & Confidence with Media - Know your

Message• Credible, Honest, “The Source”• Provide 24 Hour Contact Info.• Know and Meet their Deadlines• Never Say “No Comment” or “Make Up” an Answer• Never Go “Off-the-Record”

TIPS • Spelling, Grammar, Punctuation

– Still Important!• Associated Press (AP) Style Helpful• Don’t call and ask if they got your release• If you call, keep your pitch to 25 words• I think x is a great fit for you because of y

CONSUMER GENERATED MEDIA/USER-GENERATED CONTENT

• User Reviews• Popular travel specific CGM/UGCsites:

– TripAdvisor.com– Yelp.com (restaurants, nightlife, shopping, beauty and spas)– Travelocity.com

• Remind your visitors to post comments about you• Don’t post comments about yourself• Respond to negative comments in an appropriate tone• Use posted comments as feedback

DISCOVEROHIO.COM/1-800-BUCKEYE DATABASE

• Listings in Discover Ohio.com/Buckeye Database are the single most important marketing tool available from the Division

• Free!

• Used on:

– DiscoverOhio.com

– Callers to 1-800-BUCKEYE

– Ohio Travel Planner and Calendar of Events

– eNewsletters and other marketing pieces

DO I QUALIFY FOR DATABASE?• Must be located in Ohio.• Must be a tourism related business, attraction, event

open to the public.• Must draw people from 50 miles away.• Not included:

– Chain restaurants or retail establishments– Local events such as community fund raisers or

school/college plays/concerts – Family or class reunions – Retail sales not associated with a special tourism

event/venue – Summer/day camps – Educational courses

REQUEST A USER ACCOUNT• To request a User Account, visit

http://www.discoverohio.com/edit/register.asp• The information provided at this stage is used

“behind the scene” and does not appear anywhere in public.

• You will receive an email message when your account has been approved.

• Once your account is approved you can enter listings.

ENTER AN ATTRACTION OR EVENT LISTING

• Log in at http://www.discoverohio.com/edit/login.asp• Events have start and end dates while attractions

don’t (seasonal attractions are exceptions)• Events automatically don’t show after end dates, but

you may go in and update the listing for next year• Attractions must be reviewed annually to remain

active• Submit way in advance of deadlines for publications

LISTINGS• Description

– Use a tourism marketing description - 100 words or less

• Photos– A picture is worth 1000 words - upload multiple photos

• Pricing– Admission/Parking costs for

• Hours– Provide open/close times for each day of the week

• Contact Methods– Telephone numbers, email addresses and website addresses so visitors

can reach you directly

SPECIALS & COUPONS

• Specials– A Special, or Special Offer, is simply a discount offered

on a product or service. It can be as simple as a "Buy 1 Get 1 Free" or "15% Off" offer.

• Coupons– Include a discount coupon that visitors can print and

present. Some businesses prefer this option as a manner of tracking where the coupons are coming from.

PACKAGES• Offers travelers a "perceived value" where they pay a single price for

more than one item or service. • A package may involve only one tourism destination, or two or more

destinations may join together to create a Travel Package. • Samples of Travel Packages:

Sweetheart’s Weekend - Deluxe King Size Room for two Nights- 2 Top Sirloin Dinners in the Trackside Dining room- 15% Discount shopper’s card at participating boutiques- Breakfast for two each Morning (Excludes Room Service)- Arrival Bottle of Champagne- In-room ½ hour Couples Massage- Large box of chocolates

Take Me Out to the Ballgame- Overnight Lodging- Baseball tickets- $25 gift card at stadium- VIP parking at stadium

Couples Golf Getaway- Suite for 1 night- Golf lesson with Pro- 2 small buckets of balls at Driving Range- Round of golf with cart- $50 dining certificate at your choice of local restaurants

Family Fun- 2 Nights Lodging in 1 room with 2 double-beds- 4 passes to Zoo (2 adult, 2 youth)- 4 passes to Museum (2 adult, 2 youth)- 4 passes for Miniature Golf & Go-Karts- $50 dining gift certificate- 2 days Complimentary Breakfast Buffet for 4

Q&A