Meet Sarah Martin

Senior Consultant, Director of Client Services

The backstory

There's nothing like working with travel and tourism giants Southwest Airlines and Disney to put real-world, "icing on the cake" experience on top of an education in journalism and public relations. Sarah had -- and continues to have --a passion for PR, writing and storytelling. And because she worked with the best in the business in media relations, she knows just how to cultivate relationships with journalists full of mutual respect and benefit. Travel to places like Nicaragua on a medical mission honed her adventurous spirit.

Professional path

Sarah joined BTI in 2013, bringing a fresh perspective, creativity and attention to detail to every client project she works on. A highly talented writer, she becomes the "voice" of many diverse clients for their stories and blogs -- no easy trick. It takes tremendous imagination to write about winter attractions when it's eighty degrees and summer outside. Or to write as the "voice" of a season. There's also the constant need to come up with new angles and pitch stories for clients, and Sarah hits the mark each time. She also finds, researches and implements new media. All this to help get our clients great exposure and effectively connect with their target audiences.

Inside the office she loves:

The strong, smart, powerful women she works with. Creative challenges. Collaborating. Writing. Working with travel writers. Scoring media hits for clients. Being involved with PRSA (Rochester) and the PRISM Awards.

Outside the office she loves:

Theatre and musicals. Skiing, snowmobiling, and hiking. Dystopian fiction. Seafood. Travel. Trying new and unusual foods (like fried crickets. Seriously.).

Sarah Martin

"Pitching story ideas is about knowing who you're talking to -- knowing your client's audience and finding compelling subjects."

Posts from Sarah

Proactive vs. Reactive PR: Why Both are Essential to Your Public Relations Strategy

By Sarah | July 20, 2021

A good public relations strategy brings a mix of many different tactics to the table – pitching, active outreach, hosting media and FAMs, attendance at media shows, desksides, and more.

Read More
Mindsets & Marketing: How Embracing a Growth Mindset Can Set Your Destination up for Success

Mindsets & Marketing: How Embracing a Growth-Mindset Can Set Your Destination up for Success

By Sarah | April 28, 2021

We learned that having a growth mindset – or calling yourself “growth-minded” – is more than just forward motion. It is a willingness to work, learn, grow, fail, and try again. … We’ve pulled out five lessons for destination marketers to help you adopt a growth mindset and set your destination up for success:

Read More
top travel campaigns of 2020: tourism marketers get creative in the face of adversity

Top Travel Campaigns of 2020: Tourism Marketers Get Creative in the Face of Adversity

By Sarah | December 9, 2020

There is no question in anyone’s mind – this was a tough year for tourism marketers. With travel largely shuttered…

Read More

Measuring Marketing Campaigns

By Sarah | September 30, 2020

The basis of every successful campaign comes down to measurement. Identifying whether you met your goals and having the ability…

Read More

6 Strategies to Prepare for Tourism Recovery

By Sarah | April 15, 2020

From our April Destination on the Left Virtual Summit Our second-ever Destination on the Left Virtual Summit kicked off in…

Read More
How to Work with an Agency: 5 Key Conversations

How to Work with an Agency: 5 Key Conversations

By Sarah | February 7, 2020

It’s often the perception that once the contract is signed, the client’s job is over, and the agency’s job begins. But clients should be asking at least five things from their agency partners … Make sure to have these 5 key conversations as you begin to work with an agency.

Read More