Swayed by travel articles?
Sep 26, 2013 / 5:00 pm
Tourism Kelowna is getting a healthy return on its investment dollar.
Over the past year Tourism Kelowna, through its 'Media Relations Program,' has hosted 138 journalists representing more than 150 publications including magazines, newspapers, on-line, radio and television.
These media tours have given given the city millions of dollars in advertising through media stories around the world.
The latest - a six page spread in Chatelaine Magazine.
"Any coverage in Chatelaine is absolutely fantastic. We knew it was going to be a food and travel feature on Kelowna, but length we didn't have any say on," says Catherine Frechette, Communications Manager at Tourism Kelowna.
"We were thrilled to assist because of course any type of promotion in Chatelaine is fantastic. It's the highest paid circulation magazine in Canada."
Frechette says the six page spread is an extremely valuable piece of coverage for Kelowna - one that will reach hundreds of thousands of eyeballs over the course of the next several months.
"It's a national publication with a circulation of 536,000. A lot of those magazines are going into places where a lot of people will read them like doctors offices and dentists offices," says Frechette.
"The readership is into the millions. These are primarily women and all are potential travellers."
Frechette says articles like this, and the 11-pages in United Airline Hemispheres magazine in March, are about getting Kelowna top-of-mind.
"People are reading editorial like this and hearing it from the third person perspective because it's coming from the food editor (Amy Rosen) who is saying these things about Kelowna so there is a huge amount of credibility," says Frechette.
"We hope it inspires travel and it inspires people to want to come here and meet the people that are being showcased in the magazine and experience these restaurants and locations."
In all, 17 local businesses including Tourism Kelowna are mentioned in the article.
It's also priceless in terms of getting back more than you pay for.
While hosting nearly 150 journalists is not cheap, the two feature stories alone would be worth in excess of $1M in ad space alone.
Chatelaine will be following this story up with a fashion piece featuring Kelowna in its November issue.
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