Using Holidays to Generate Awareness of Your Property
By LeJane Carson Principal, Carson Stoga Communications | February 13, 2010
Reporters are always looking for news pegs, and holidays or annual events provide just the opportunity to write about your property. Start at the beginning of the year and determine each monthly holiday and consider how your property might be a good "fit" with that holiday.
Travel writers aren't the only ones interested in writing about hotels. Restaurant and food writers, as well as family and lifestyle reporters are all good sources to keep in touch with. They don't receive as much information from hotels as travel reporters and are sometimes looking for something to add to a story on those not-so-popular holidays they are covering.
Coordinate a planning session NOW with your public relations firm, if you have one; if you don't; gather a group of creative people from your staff that would be up for an afternoon brainstorming session. Quite often, the most creative people are the ones you'd least expect. Draw from departments like accounting, PBX and convention services. You will be pleasantly surprised at the ideas that come from staff members who do not typically get the opportunity to be involved with more creative activities.
Grab a calendar and start through the year. Don't wait until you have a need month to panic and develop an activity or package at the last minute, as it will be destined to fail. Most daily newspaper reporters work weeks in advance and national monthly publications prepare two to three, sometimes even six months in advance. Keep that in mind if you are hoping to gain coverage in the media.
Let's take January, while everyone is recuperating from the Christmas season. The end of January or early February is that once-a-year event when everyone is a football fan...Super Bowl Sunday.