Calling All Hotels! Hosting a Television Broadcast Visit

By Didi Lutz President, Didi Lutz PR | October 28, 2008

From my experience, the saying "any publicity is great publicity" does not hold true. Unless you want your hotel to be at the mercy of the media, investing in strategic public relations is the best way to go.

We have elaborated on the subject of public relations quite extensively over the last three years, and discussed the best ways to tailor a plan that fits your property, how to protect against potential crises, how to host events, and of course we have talked about ways to choose the best professional to represent your hotel and company.

But what about broadcast PR? While I think that for long term branding purposes print placements may work better, depending on your property, there is quite a lot that can be accomplished with a television spot. Radio is not very effective with hotels, unless you are advertising a special promotion or hosting a contest of some sort, as it lacks the complete visual that TV can accomplish.

With television you also get the opportunity to reach a broad audience, and even tailor the placement to a specific demographic. For instance, if your hotel makes it in a morning show it can reach pretty much every type of person out there.

But how do you make it on these shows? Does your hotel have what it takes? Can your public relations professionals leverage your property's newsworthy angles and present them in the best way to the TV producers? And how do you manage TV crews that may appear unexpectedly to your doorstep?

Great TV segments can come from some big news as a hotel opening, a new restaurant located in a hotel, a new GM, a costly renovation, or something simpler as a charity event hosted in the hotel, a unique package offered or even a very rare item available on your room service menu. Whatever the case, here are some general guidelines to keep in mind:

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.