Visit Anchorage

VIDEO /
Image /
INTRODUCTION /

T&C serves as the agency of record for Visit Anchorage maintaining a robust traditional media relations approach. For the first time in 2022, T&C incorporated a new tactic into its scope for Visit Anchorage as a first step into the ever-evolving digital marketing realm.

Tactics /

Contract Negotiations

Press Trip Coordination

Monitoring and Reporting

thompsonpr
thompsonpr
thompsonpr
Campaign TItle
Visit Anchorage Content Creation

The Challenge

With the client being newer to brand collaborations with content creators, T&C developed a project outline with specific and realistic goals to achieve. Creators were paid fees and in turn hosted for an approximately four-day trip to Anchorage in August of 2022.

The Approach

T&C developed and escorted a content creation trip for three creators in August of 2022. The goal was to generate 250,000 social media impressions and gather images from the creators that could be used in Visit Anchorage’s digital marketing channels.

254,000+

Social Impressions

143

Images Gathered

38,000

Bonus Video Views

Services Provided /

Contract Negotiations

T&C conducted research to find a short list of creators and presented options to the client. Then, T&C met with the creators and discussed an overview of the trip. Eventually, T&C worked with each creator to tailor their deliverables so that the client received the greatest possible ROI with mentions on social channels and blogs. T&C approved all drafted contracts including descriptions of fees and deliverables through the client and provided signed copies to all parties.

Press Trip Coordination

With decades of combined experience in promoting travel in Alaska, organizing a content-gathering trip came easy. T&C has deep connections to tourism businesses in Alaska. For the Anchorage trip, T&C researched and coordinated with three trips each including key experiences that served the client and creator’s needs. T&C planned accommodations, activities and secured media rates to ensure that the project stayed within budget parameters.

Monitoring and Reporting

During the content creation trip, T&C utilized third-party monitoring software to track engagement and impressions. The real-time monitoring allowed for greater insight into what content resonated with their followers. Once the trip concluded, T&C created a report of the impressions, reach, engagement and assets secured on Visit Anchorage’s behalf. The campaign goals of 250,000 social media impressions and 40 new assets were achieved and then some.

Tactic #1

Contract Negotiations

T&C conducted research to find a short list of creators and presented options to the client. Then, T&C met with the creators and discussed an overview of the trip. Eventually, T&C worked with each creator to tailor their deliverables so that the client received the greatest possible ROI with mentions on social channels and blogs. T&C approved all drafted contracts including descriptions of fees and deliverables through the client and provided signed copies to all parties.

Tactic #2

Press Trip Coordination

With decades of combined experience in promoting travel in Alaska, organizing a content-gathering trip came easy. T&C has deep connections to tourism businesses in Alaska. For the Anchorage trip, T&C researched and coordinated with three trips each including key experiences that served the client and creator’s needs. T&C planned accommodations, activities and secured media rates to ensure that the project stayed within budget parameters.

Tactic #3

Monitoring and Reporting

During the content creation trip, T&C utilized third-party monitoring software to track engagement and impressions. The real-time monitoring allowed for greater insight into what content resonated with their followers. Once the trip concluded, T&C created a report of the impressions, reach, engagement and assets secured on Visit Anchorage’s behalf. The campaign goals of 250,000 social media impressions and 40 new assets were achieved and then some.