Earned Media: Cracking the CodeBrand | CampaignsStorylines

Pictured: Jenna Bush-Hager, Tamron Hall and Condé Nast's Mark Ellwood toast Bespoke client, the Anchorage 1770

Condé Nast Traveler write-up or Today Show spot can put a boutique inn—or an entire city!—on the map. Earned media reverses the fortunes of struggling properties and brings their stories to a new audience. It catapults inns from quiet obscurity to the top of a traveler’s list of destinations. Overnight, web impressions skyrocket and direct bookings soar. So how do you get an editor, writer or producer’s attention?


It’s called “earned” media for a reason. A small property with shaky TripAdvisor reviews and weak photography will never reach the next level of coverage. An inn without a compelling story can’t give their elevator pitch to brand communications directors at national publications like The New York Times travel section or Southern Living. Independent proprietors have limited contacts (beyond their local newspaper) and no expertise to assemble media kits, press releases, and photo sets that are polished-for-publication. That’s the public relations standard we set at Bespoke.


Stagnant inns tell one story for all travelers, but one size does not fit all. The Bespoke approach maps a set of stories to 3-5 audience types. Tribe-oriented stories get placed—because they’re unique, and the publishers feel they’ve “discovered a unique angle.” To position your property as a hidden gem, it needs multiple facets.


Your property deserves regional and national media attention—Bespoke can help you get it. Whether it's New York Times Travel coverage or morning TV, Bespoke storytelling takes boutique properties to the next level.


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