Five Tips for Engaging Media at IMM North America

Better destination marketing strategies require better relationships with the media. TraveMedia’s International Media Marketplace (IMM) North America this month offers unparalleled networking opportunities for DMOs to engage directly with top-tier travel journalists and editors. 

IMM’s meeting preferencing system ensures meaningful conversations by matching DMOs and media based on mutual interest. Optimizing these conversations is vital for DMOs to maximize their time and efforts at IMM, fostering long-term media relationships. If you’re a first-time conference attendees, brush up on the basics, and then dive into these tips for meeting with media specifically.

1. Research Journalists Beforehand

Before getting to the meeting, destination marketers must review the media attendees. IMM provides lists for marketers to identify journalists who align with your specific needs, from luxury travel to sustainability. Go beyond just knowing their names – study their work through Muck Rack profiles and social media to grasp their beats and recent coverage.Check in on what the trends are among different groups of journalists, like the Hispanic press and younger travel journalists.

Keep your notes nearby so you can reference how your destination feeds into their particular niche. By knowing the attendees better, destinations can engage the media better and produce more press visits and coverage.

2. Prepare Pitches and Updates

Avoid trusting your memory and instead write (and edit) pitches and key messages to bring to journalists. They don’t want to hear, “Our destination values sustainability.” They want to know, “We have three new restaurants engaging in sustainable urban agriculture practices. Let’s talk about them.”

It’s like speed dating. You need to leave an impression on journalists that will make them want to have a second date. A customized pitch is a strategic way to achieve that. Be prepared to share what’s new, what’s trending in the industry, and how your destination aligns with those trends. Consider loading these contents onto a QR code that you can share with journalists instead of bringing physical handouts like media kits or promotional items. Keep it green and keep their luggage a little lighter.

And like any good first date, rehearse a bit. It’s normal to get a little nervous, but having a pitch that is well-written is less impactful if it’s not well-delivered.

3. Build Genuine Connections

These meetings are more than just a chance to discuss your destination. They are a chance for marketers to create lasting relationships with travel journalists. It’s a chance to use the first 30 seconds to share a hook—something new, unique, or timely about your destination. But it’s also a time to listen and ask about the journalist’s interests or upcoming assignments to discover potential synergies.

Be ready to pivot your pitch based on the journalist’s response or interests. Remember you are building a human interaction, so having a dialogue and going with the flow is pivotal. At the end, be sure to have your call to action, whether it’s following up on a story angle or having a call about a FAM trip opportunity.

4. Get Visual

Your words should only do some of the work here. Use engaging visuals and storytelling to make your destination stand out. These conversations are a chance to use a tablet or laptop to show high-quality images or videos that highlight your destination’s unique offerings. 

Don’t go overboard with it by showing a video the whole time, but share brief anecdotes that illustrate your destination’s personality and appeal visually, when applicable. Use it to enhance your pitching by showing them what you’re talking about at the same time.

5. Follow Up Effectively

The real work starts after the event. Following up thoughtfully and consistently is vital to making these conversations bear fruit.

Email journalists within 48 hours, referencing specific topics from your meeting. Include new angles or supporting materials based on their interests and your conversations. 

Stay in touch throughout the year with relevant updates, even outside of IMM. If they shared a personal anecdote that you can refer to, mention it to show that you are listening to them.

In your follow-up, invite the media to experience your destination first-hand as part of your ongoing relationship-building efforts. However, always make sure the journalist is vetted a strategic fit before offering a hosted experience.

Looking to boost your media outreach at conferences like IMM North America? Get in touch with Chiara Peretti at chiara.peretti@aboutdci.com to learn more about building a media strategy and relationships that drive results in your destination.