Marketing Cycle Tourism, Telling the Story

Christopher Mitchell, travelingmitch.com

Who am I, anyhow?

● Founder of travelingmitch.com;

@travelingmitch

● Cofounder of ultimateontario.com;

@ultimateontario

● Cofounder of weexplorecanada.com;

@weexplorecanada

● Cofounder of the Toronto Blogger Collective;

@tobloggers

● A content creator and cycling enthusiast looking to keep storytelling at the forefront

Good cycling storytelling starts when it…

1. …is connected to specific local sites and businesses.

2. …showcases what you did, in the service of what others can do.

(empowerment > alienation.)

3. …is a collaboration with clear goals.

4. …uses a variety of mediums and content strategies.

5. …is carefully researched.

6. …is authentic, and demonstrates genuine passion and knowledge.

How do you tell the story?

● Social media (on the ground)

○ IG, FB, Twitter, Reddit

○ Tagging & hashtags

● SEO friendly articles (after the fact)

○ It’s all in the details

● Go beyond the cycling itself.

○ Anyone can cycle, buy why should they?

● Giveaways & offers

○ Email marketing

● Finding the balance between video, photography and text.

The Herb Park Greenway on assignment with Tourism Windsor Essex Pelee Island

Capturing Moments - Showcasing Fun

A successful cycling campaign/collaboration…

● Fills clear content gaps (or doubles down on a specific angle)

● Has a desired outcome

● Showcases authentic knowledge and care for the sport

● Takes the season into account

● Is a road map

● Has a loose(-ish) itinerary

Avoiding missteps:

Brands/Tourism Boards:

Creators:

1. Pre (preparation) , During (support), After (collaboration)

2. Aligning goals

3. Establishing timelines

4. Sharing/engaging with content

1. Managing energy (know what you can execute)

2. Communication

3. Follow-through

4. Reporting/showcasing your value