Media and Blogger Engagement Campaign
The Butler County Visitors Bureau (BCVB) promotes visitor and business travel in Butler County, Ohio. Home to Miami University, Butler County also has a vibrant food and dining scene, a variety of craft breweries, eclectic shopping, a thriving art community, agritourism and a variety of outdoor recreation.
In 2017 and 2018, BCVB challenged Inspire to raise further awareness about the area attractions through a media relations and blogger engagement campaign. Specifically, the objectives for the campaign were to generate media placements throughout the state and nation; partner with bloggers and key social media influencers to drive awareness of the region; and position BCVB as a tourist destination, staycation and short drive from regional markets.
Inspire implemented a comprehensive media relations campaign, which included creating a comprehensive editorial calendar with pitch idea, proactively pitching both state and national media about attractions in the region, drafting news releases and media advisories, scheduling print, online and on-air media interviews, and distributing media kits and packages to targeted outlets.
Inspire also coordinated the hosting of both regional and national travel writers, bloggers and social media influencers for familiarization (FAM) visits to the region. These visits included complimentary accommodations, detailed itineraries with customized activities writers were interested in participating in and welcome bags with unique items to represent the region.
This media outreach was complemented through strategic online and digital initiatives, including identifying and engaging with regional and national travel writers covering activities relevant to the region, as well as researching and engaging with travel writers, bloggers and social media influencers and encouraging them to visit the region. Inspire also invited bloggers and influencers to share pictures on social media of their experiences in region to drive further tourism to the county.
- In 2017, Inspire secured more than 122 placements reaching more than 220 million and equaling an editorial value of over $6.2 million.
- In 2018, Inspire secured more than 204 placements reaching more than 360 million and equaling an editorial value of over $9.5 million.
- Inspire secured placements in outlets like Country Living, NBC News, Simplemost, Columbus Dispatch, American Airlines American Way Magazine, USA Today, Backpacker, CNN Travel, The Indiana Gazette, Food and Wine, Travel Channel, BuzzFeed, Farm and Ranch Living, PopSugar, AAA Home and Away, National Geographic Traveler, FSR Magazine, Medium, RoadRUNNER and Delish.
- Inspire partnered with 50 Ohio bloggers and influencers who combined reached more than 2 million followers with over 100 targeted posts.