Travel writers highlight Valley

Reaching millions of potential visitors from around the world with image-based advertising is an economic impossibility for most destination marketing organizations, but through travel writers and other travel media outlets, there are opportunities to be seen on an international stage.

The Mat-Su CVB works with media professionals in the travel industry throughout the year, and through these efforts, the Valley has been featured prominently, including a four-page spread in The New York Times travel section; a five-page, full-color spread in the San Francisco Chronicle; an online profile at the New York Post’s website; and in the British version of Esquire magazine. This coverage reached hundreds of thousands of readers, a reach that simply wouldn’t be achieved through traditional ad buys.

Each October, the Mat-Su CVB attends the Alaska Media Road Show in Santa Barbara, Calif., where the state tourism organization’s public relations contractor, Thompson and Co., organizes a one-day event that brings together leading travel journalists from around the country and representatives from destination marketing organizations. It’s essentially a chance for us to pitch stories to national writers, and this event has proven highly successful in the past.

Once a national writer or producer decides to come to Alaska, they are vetted through Thompson and Co. to ensure they are credible and have a history of producing top stories. Then, Thompson and Co. contacts our office to set up a Mat-Su itinerary. This week, for example, there is a travel writer from Australia visiting, and she will be flightseeing and spending time in Talkeetna for her story. Later this summer, travel writers will be in Alaska for the 75th anniversary of the Alaska State Fair.

The impact of those stories is immeasurable for our destination, whether they appear in national newspapers, magazines or even in online publications. They generate visitor interest in markets we wouldn’t be able to reach, they show a positive side of the Valley through award-winning photography and provide an unbiased view of our destination. Studies have shown that readers lend more credibility to editorial coverage of a destination than in traditional advertising.

Just this week, the Today Show was in Alaska. While host Al Roker was in Alaska, he filmed a trip to Knik Glacier with Knik River Lodge, and Palmer business owner Craig Saunders appeared on national television representing his company, Alaska Backcountry Adventure Tours. This type of national exposure was possible by working with the media, not by buying an ad in a national travel magazine that would cost tens of thousands of dollars.

It’s not an immediate process, however. Often, these stories take a year or two to develop, from the idea stage to logistical planning to execution. In the end, however, it’s a very valuable process for not only the Mat-Su Valley, but for Alaska as a whole. It builds awareness of our destination and excitement among high-potential visitors — all for a minimal investment that doesn’t break the marketing budget.

Casey Ressler (casey@alaskavisit.com) is the marketing and communications manager at the Mat-Su Convention & Visitors Bureau.