New Mexico Tourism Department.
Bringing the beauty of New Mexico to national influencers
Launch an aggressive, proactive media relations effort to reinforce the New Mexico True brand and showcase the differences that the one-of-a-kind destination offers: “Adventures steeped in culture.” DEVENEY strategically pitched journalists aligned to experience the real New Mexico.
THE GAME PLAN.
DEVENEY concentrated efforts to a series of “media missions” that brought New Mexico to key editors in Washington, DC and New York. Together with the New Mexico Tourism Department team, we participated in the Travel Media Showcase in Grapevine, TX, where we secured deskside meetings with 40 top-tier travel journalists and networked with more. In addition to taking New Mexico True on the road, we targeted and successfully hosted Eileen Ogintz, a high profile syndicated columnist and family travel blogger, for a New Mexico press trip. Eileen was taken around the state to experience family-friendly attractions in an authentic and truly awakening voyage.
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Eileen Ogintz’s syndicated column and blog posts reached more than 50 million readers, with pick up on Fox News, Chicago Tribune, Orlando Sentinel and various additional travel industry outlets. Eileen’s three blog posts had more than 100,000 UMVs each.
Beth Harpaz, Associated Press Travel Editor, highlighted upcoming spring and summer events in New Mexico. The story was shared on the wire and received placements on ABC News, The Washington Post, Las Vegas Sun, Hawaii Tribune and more. Total circulation for publications reached within one week of the release garnered more than 50 million impressions.