fred pleitgen croatia, september 13th 2011 · • poland • austria • croatia. why we are here....
TRANSCRIPT
TOURISM As Front Page NewsFRED PLEITGENCroatia, September 13th 2011
TOURISM, THROUGH THE LENS OF THE MEDIA
MY PAST 12 MONTHS…
• Iraq
• Afghanistan
• Bosnia & Herzegovina
• Myanmar
• Thailand
• Germany
• UK
• Jordan
• Switzerland
• Tunisia
• Libya
• Egypt
• Abu Dhabi
• Pakistan
• USA
• Poland
• Austria
• Croatia
WHY WE ARE HERE
Understanding the story behind
WHY TOURISM IS NEWSWORTHY
UNLOCKING HOW WE MAKE IT HAPPEN
• Translating information and insights into important business, economic and lifestyle stories
• Utilising global resources - people, networks, data, research - to understand strengthen tourism content and coverage
• Evolving the story in the media as media itself evolves.
OUR REALITY: THE NEWS CYCLE IS ENDLESS, EVERYWHERE AND UNCENSORED
THE OMNIPRESENCE AND DEMOCRATISATION OF MEDIA
• SOCIAL MEDIA operates alongside TRADITIONAL MEDIA, with each having an important part to play in shaping the news agenda of today.
WE GET IT - TOURISM MATTERS
• GLOBAL TOURISM has become critical to building nations:
– 940 Million in 2010
– 5% GDP
– 1 in 12 Jobs Worldwide
WE GET IT - TOURISM MATTERS (CNTD).
• Not to mention the benefit to:
GLOBAL UNDERSTANDING & CONNECTEDNESS
BUT IN THE BIGGER PICTURE, OTHER STORIES CAN BECOME MORE PRESSING
• Rarely does Tourism make the lead story of the news, because other stories immediately demanding our attention.
WHAT IT TAKES TO GET COVERED
• There needs to be a shift:
FROM: The STATS TO: The HUMAN STORIES
IT’S ALL ABOUT THE STORY
WHO is travelling?
WHERE?WHY?
WHAT is the impact?
MAKING THE STORIES RELEVANT
• Tourism stories need to be framed to really ‘work’ for:
– The BUSINESS pages
– The GENERAL NEWS pages
– The SPORTS pages
And, of course,
– The TRAVEL pages
WORKING WITH THE MEDIA TO BUILD THE STORY: CASE STUDY
WHY WAS IT SUCH A SUCCESS?
• For FIFA?
• For football?
• For South Africa as a nation-brand?
• For South Africa as a Tourism destination?
• For CNN?
BUILDING THE MEGA-EVENT STORY
“CNN realized, long before the kick-off in June 2010, that the 2010 World Cup is not just a sports story.
Sports is certainly a major part of that story but to truly tell the 2010 World Cup experience, we had to look at how it affects and touches people across the world.
What happens on the pitch is only one small element of this great event. For the years leading up to the games, we showed how there was not a corner of the world untouched by the deep-rooted passion for the event.”
KIM NORGAARD, CNN BUREAU CHIEF - Johannesburg
BUILDING THE MEGA-EVENT STORY
DURING
• Coverage - on and off the field:• Matches• Human interest
stories• Host country
exposure: Tourism ++
AFTER
• Continue destination image building
• Building on traveller interest
• Inspiring action now
BEFORE
• Perception Shifting• Covering infrastructure,
business, security…& travel• Creating excitement• Building confidence in
readiness• Extending invitation
COVERAGE: FROM 18 MONTHS PRIOR TO KICK- OFF
COVERAGE: DURING THE GAMES
COVERAGE: AFTER THE GAMES
ADVERTISERS LEVERAGING THE STORY
ONGOING ADVERTISING MESSAGING
TOURISM & MEDIA - UNLOCKING THE STORY
Don’t be afraid of JOURNALISTS
- trust them to ‘get’ the story and get it out there, the right way.
NB - AN IMPORTANT DIVIDING LINE
NEWS: DESTINATION
NEWS: INDUSTRY
ADVERTISING: DESTINATION
EDITORIAL COMMERCIALFOCUS: INFORMATION
CONTROL OF MESSAGING: MEDIA
FOCUS: INFLUENCE
CONTROL OF MESSAGING: INDUSTRY
THANK YOUHAVE A GREAT CONFERENCE