1,406.90% ROI for a tourism PR campaign
New Mexico wanted a robust tourism PR campaign. Our strategy to promote New Mexico True included proactive/reactive media relations, NYC media mission, a chef event for journalists during the New York Times Travel Show, travel media marketplaces, planning/hosting press trips and communicating with stakeholders. New Mexico Tourism Department realized coverage from the following outlets:
The Washington Post
Tampa Bay Times
U.S. News & World Report
CNHI Newspapers – Multiple Syndicated Stories
The tourism PR campaign included seven press trips resulting in more than 100 media clips. The New York Media Mission included face-to-face meetings with editors and staff writers from Architectural Digest, Epoch Times, Conde Nast Traveler, Food Network, Huffington Post and more. In conjunction with the New York Media Mission, a media dinner was held for 14 journalists, with ties to Travel + Leisure –China, Outside, Conde Nast Traveler, and more.
Overall NMTD saw more than 150 earned media hits with an AEV of $1,064,252 from their tourism PR campaign.
Strong tourism PR campaigns have many types of impact for destinations. Increased visitation results in sales tax revenue and new jobs. In October 2018, Governor Susana Martinez announced tourism was New Mexico’s number one industry. Tourism in New Mexico has also been outpacing all other U.S. states based on growth in total number of trips to the state.