Uncover Pilsen
Creative Brief
Creative Brief
Missed Opportunity ● The American traveller is an untapped audience
Overview Phase One: B2B relationships and “Uncover Pilsen” App Phase Two: Media, promotional tools, and “My Bohemia” contest Phase Three: ReCine app and strengthen B2B relationships for future success
Hotels & Hostels ● Educate hotel and hostel staff of Pilsen 2015 ● Check in on B2B relationships throughout in order to keep strengthening relationships
Media Kit ● Media Kits should be sent to all B2B contacts ● Goal: Grab the reader’s attention and leave a strong impression ● Kit includes: o Key talking points o Information regarding events o Press release(s)
Newsletters ● Seasonal newsletters distributed to hotels and hostels to highlight the current events and attractions taking place in Pilsen.
Travel Sites & Guides
● Advertise Pilsen 2015 in maps of Prague ● Buy a banner space on Trip Advisor, only appears on Prague page
Pilsner Urquell ● Distribute beer mats ● Add a QR code on packaging
Uncover Pilsen Scavenger Hunt App ● Local businesses off the beaten path ● Interaction with locals and other app users ● Social Media sharability
My Bohemia ● Call to action video ● Audience documents their bohemia o #UncoverPilsen #MyBohemia
PR Strategies Goal: Earned media coverage How: Create and send press releases to to all media outlets that relate with our target audience. Timeline: Distribute press releases according to schedule of media outlet publication prior to each of the 8 Flagships events Metric: Measure the amount of coverage and compare
Bloggers & Writers ● Relationships with writers of inCluential blogs and print magazines o Invite select writers to Pilsen 2015 opening
Pilsen 2015
@Pilsen2015 @CondeNastTravellerWriter, LOVED your piece on the XYZ festival! Thinking our ABC festival may be of interest to you: bit.ly xo, Pilsen #UncoverPilsen
Examples of Media Organization
Outcomes Why will this work? ● Expands on the interests of the Bohemian traveller ● Builds anticipation from the U.S. to Prague, then from Prague to Pilsen ● Stronger social media presence will increase word-‐of-‐mouth
Outcomes What will result from this plan? ● Increased awareness ● Overnight stays ● Inbound tourism ● Image
Executive Summary
Thank You By Elizabeth Wycklendt, Kathryn Walters, and Valerie Gerber