Public Relations Campaign for Gloucester Results In Over 71,000,000 Potential Readers
P. R. FOR GLOUCESTER
What's Been Happening
We are a little over one-third of the way through our one-year Public Relations Campaign for Gloucester and have already experienced tremendous response.
After turning down the $10,000 from the city, private business stepped up to raise over $30,000 to make this program a success! We partnered with the Gloucester Fund and Cape Ann Chamber of Commerce for logistical support and expertise. At the end of March, we hired Matter Communications to promote tourism in Gloucester. We have seen local, regional and national coverage that shows the best parts of Gloucester. We have gone after the target markets, both demographically and geographically, that give us the most bang for the buck. Matter has been able to incorporate many different local businesses into experiences that have interested the media to encourage their readers and travelers to check us out. See your success below.
We want to continue the momentum for the next year. We need your help.
Join us in putting Gloucester back on the map. If you would like to see Gloucester flourish again,
1. send your contribution to ‘P. R. for Gloucester’ c\o the Gloucester Fund, 45 Middle St., Gloucester, MA 01930. Put ‘P.R. For Gloucester’ in the memo field so it is allocated to this fund.
2. update us on your business. What do you have that we don't know about? Are you a character? We are looking for you!
Any questions or just need more information, contact
Tracey Muller 978-283-7600, tracey@bassrocksoceaninn.com
Bob Hastings 978-283-1601, h@capeannchamber.com
Here are the Highlights:
Travel Writers: We have hosted two and have scheduled three more travel writers to date that write for national publications. The first, Ysolt Usigan, stayed in July and has written two articles for the Huffington Post (8 million unique visitors/mo.)
Ysolt Usigan: My Eat, Pray, Love Adventure in Gloucester, MA...Really!
Ysolt Usigan: Fun With Vintage: I Traveled, I Shopped, and I Put Together Some Cheap Outfits
And as a great example of how PR works, these articles were then picked up by MULTIPLE media outlets to reach to a potential 71,000,000 readers! She also talked up Gloucester in a radio interview with Portland, Oregon station KPAM 860 Travel Show with Pat Boyle. Links to some of the major outlets are below:
Huffington Post, “My Eat Pray Love Adventure in Gloucester, MA... Really!” Aug. 11, 2010. (Visitors per month: 13 million)
USATODAY.com, “Ysolt Usigan: An 'Eat Pray Love' Adventure in Gloucester, MA... Really!” Aug. 12, 2010. (Visitors per month: 18 million)
Huffington Post, “Fun with Vintage: I Traveled, I Shopped, and I Put Together Some Cheap Outfits” Aug. 15, 2010. (Visitors per month: 13 million)
LaTimesDaily.com, “Fun with Vintage: I Traveled, I Shopped, and I Put Together Some Outfits,” Aug. 16, 2010. (Visitors per month: 7 million)
Philly.com, “Ysolt Usigan: Fun with Vintage: I Traveled, I Shopped, and I Put Together Some Outfits,” Aug. 16, 2010. (Visitors per month: 2 million)
Topix.com, “Ysolt Usigan: Fun with Vintage: I Traveled, I Shopped, and I Put Together Some Outfits,” Aug. 16, 2010. (Visitors per month: 7 million)
Current.com, “Ysolt Usigan: Fun with Vintage: I Traveled, I Shopped, and I Put Together Some Outfits,” Aug. 16, 2010. (Visitors per month: 1.5 million)
Regator.com, “Ysolt Usigan: Fun with Vintage: I Traveled, I Shopped, and I Put Together Some Outfits,” Aug. 16. 2010. (Visitors per month: 122,000)
Keegy.com, “Ysolt Usigan: Fun with Vintage: I Traveled, I Shopped, and I Put Together Some Outfits,” Aug. 16, 2010. (Visitors per month: 39,000)
Read-News.info “Ysolt Usigan: Fun with Vintage: I Traveled, I Shopped, and I Put Together Some Outfits” Aug. 16, 2010. (Visitors per month: 9,000)
Current.com, “Ysolt Usigan: My 'Eat Pray Love' Adventure in Gloucester, MA... Really!” Aug. 14, 2010. (Visitors per month: 1.5 million)
Topix.com, “Ysolt Usigan: My 'Eat Pray Love' Adventure in Gloucester, MA... Really!” Aug. 12, 2010. (Visitors per month: 7 million)
MyProps.org, “ Ysolt Usigan: An 'Eat Pray Love' Adventure in Gloucester, MA... Really!” Aug. 12, 2010. (Visitors per month: 127,000)
Mixx.com, “Ysolt Usigan: My 'Eat Pray Love' Adventure in Gloucester, MA... Really!” Aug. 12, 2010. (Visitors per month: 312,000)
NorthCapitolStreet.com, “Ysolt Usigan: An ‘Eat Pray Love’ Adventure in Gloucester, MA… Really!”, Aug. 11, 2010. (Visitors per month: 3,360)
Oneclick.indiatimes.com, “Ysolt Usigan: An ‘Eat Pray Love’ Adventure in Gloucester, MA… Really!”, Aug. 11, 2010. (Visitors per month: 32,000)
FriendFeed.com, “Ysolt Usigan: An ‘Eat Pray Love’ Adventure in Gloucester, MA… Really!”,Aug. 11, 2010. (Visitors per month: 463,000)
Radio Interview - 082110ysoltusigan.mp3
Size: 6.67 MB Content will be available for download until August 30, 2010 00:34 PDT. Download
Our second travel writer was Maria Olia of Planet Eye Traveler who stayed at the end of July and her first article just came out. We are excited to see where else it appears as she writes independently for other publications.
Planet Eye Traveler: Family Fun In Gloucester, Massachusetts. (25,000 unique visitors/month)
Next, in fulfilling the three-part goal we are looking to achieve:
1. Boost Gloucester's profile as a premiere tourist destination
2. Increase positive national exposure of Gloucester so we remain "top of mind"
3. Pursue enhanced media coverage of Gloucester in northeastern publications via calendar event listings and story ideas.
Matter has been pursuing different media outlets that will achieve these goals and bring in more visitors.
- Large outlets in the Northeast - Boston Globe, Examiner.com, New York Times, Wall Street Journal
- Publications read by travelers - PlanetEyeTraveler.com, Coastal Living, Arthur Frommer's Budget Travel, About.com, Global Writes
- "Mommy Bloggers" - Family-FriendlyBoston.com, TrendyMommies.com
- "Things to do" websites - Boston.com, AllThingsNewEngland.com, DayTripsinNewEngland.com
Some examples of the local and regional coverage that has been achieved:
AllThingsNewEngland.com, "In My Footsteps: Gloucester, Mass.,", July 28
Boston Globe, "Feed Their Minds and Tummies," June 27, 2010
Boston Globe, "What's Your Number? Cast not bothered by rain," June 18
Boston Herald, "We Hear....Anna Faris and more", June 18, 2010
Boston.com, "Pirates Land in Gloucester," June 18, 2010
And more.....
Also, among other things,
- Matter Communications has provided a "What's New" section on CapeAnnVacations.com,
- Responded to other news stories, positive and negative
- Ed Begley's Tweet forwarded to Boston Globe and Boston Herald
- Response to LA Times article about passenger's on whale watch boats not safe from terrorists
- Response to BBC about Gloucester destroying the fish population
- Response to "Jersey Shore" type show called "Massho**s" which highlighted Gloucester in it's casting call.
Where else has Gloucester been seen lately:
CBS.com "Around the World for Free: New York to Boston", July 29
Travel Channel, "Bert the Conqueror", Aug 4
About.com, New England Travel Blog "Last-Minute Summer Vacation Ideas - Memorable Stay on Boston's North Shore", July 28
WCVB.com "Albino Lobster Puller From Sea", July 28
RealityTVworld.com, "CBS to debut The Amazing Race's 17th edition on Sept. 26", July 22
UPI.com, "Triple Pincer Lobster caught on video," July 19
Boston Globe, "Many places to visit, so little time," July 12
Boston.com "12 fantastic sandwiches in Boston," August 2010
http://www.boston.com/travel/explorene/specials/summer/gallery/your_perfect_beach?pg=6
http://www.boston.com/travel/explorene/specials/summer/gallery/your_perfect_beach?pg=8
http://www.thesunchronicle.com/articles/2010/06/10/go/7509143.txt
http://wbztv.com/local/fathers.day.ideas.2.1743811.html
What are they working on now
- More travel writers are scheduled for this summer and fall.
- Continuing with the northeast market push
- Working with other national outlets that are food related, Travel Channels "Food Wars", Bon Appetit, Phantom Gourmet, and Food Network.
- Leverage the publicity created by The Amazing Race, Survivor, and Bon Appetit stories coming out this fall.
Who has received coverage:
Cape Ann Whale Watch, Seven Seas Whale Watch, Yankee Fleet, Capt. Bill's Whale Watch, Schooner Lannon, Harbor Tours, Alchemy, Gloucester House, Latitude 43, The Rudder, Sugar Magnolia's, Atlantis Oceanfront Inn, Sea Lion Inn, Bass Rocks Ocean Inn, Charles Hovey House, Inn at Babson Court, Passports, Franklin Cafe, Duckworth's Bistrot, Lee's, Two Sisters, Virgilio's, Jalapenos, Beauport Museum, Hammond Castle, Cape Ann Museum, Maritime Heritage Center, Cape Pond Ice, Toodeloos, Tiny Island Beach Glass, West End Sweets, The Bookstore of Gloucester, Bananas, Dress Code, Seasons on Main, Beth Williams Studio, Village Silversmith, the Well of Integrated Medicine, Cape Ann Thrift Store, Rocky Neck Art Colony, Eastern Point Lighthouse, Dogtown Common, Good Harbor Beach, Wingaersheek Beach, Stage Fort Park and Ride Trolley, and more.
There are two important things I am learning from working with the PR company.
1. The more the press hears about something, the more they want in. 2. If your name is out there (good or bad), it can still be used to your advantage. A couple of examples. First the movie, lots of press from that. Boston Globe, Boston Herald, Go Magazine, Celebrity News and more all talking about Gloucester, the beaches, the hotels where the actors stayed and where they ate. Atlantis Oceanfront Inn, Bass Rocks Ocean Inn, Rockport Inn and Suites, Alchemy and the Gloucester House have all been mentioned by name. Ed Begley Jr. and more had been posting very nice compliments and pictures on their websites (seen by thousands). These people all tweet and facebook and blog. It just keeps getting the name out. And builds interest. At this same time, Gloucester started really getting hits in the Globe for our beaches (Top 25 Perfect Beaches) and things to do (Father's Day Activities). We had a writer for the travel book, Rough Guides, come in to update an old story for the new edition. She had seen something about us in the Globe Magazine that weekend and thought it was time to write about Gloucester again. Then a scout for another movie was here because his producer told him to look at Gloucester.
In July, the Boston Globe did a two-page spread on tourism. Gloucester was the main feature. We ended up with five pictures of Bass Rocks Ocean Inn, two of Good Harbor Beach/Trolley and one little picture of Salem. The story was about the tourism outlook for the summer in Massachusetts but the reporter tied in the storm damage we suffered this winter and really did us a huge favor. If I didn't know anything about PR, I would have told her we weren't interested in having any more stories about storm damage. And given up more ad space than I could ever buy. We have received bookings from this, been able to refer inquiries out that we couldn't fill and even sent some business to our patio chair supplier.
This project is for everyone's benefit. The more successful you are, the more successful we all are.
no message for u
Reply to this
zkb a mukzs
Reply to this