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

How to craft a killer press conference

How To Craft A Killer Press Conference

By Sarah | July 26, 2023

It’s time to announce a huge project coming up for your business. Change is on the horizon, and you’re ready…

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a landscape in New Zealand with bright green grass in the foreground, split by a walking path. In the background there are mountains and a vibrant blue sky with clouds. The title of the blog appears on top of the image: Destination Positioning, how to stake your claim and find your niche

Destination Positioning: How to Stake Your Claim and Find Your Niche

By Sarah | May 3, 2023

“You can’t be everything to everyone.” You’ve heard it before, but when talking about your destination it can be hard…

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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 | February 14, 2023

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:

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2022 Top Tourism Campaigns Bring Typing Ponies & Talking Kangaroos

By Sarah | December 21, 2022

This year saw us returning to travel in big ways, and the campaign ideas rose to match! We found some…

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4 Brand Storytelling Lessons from a Former Washington Speechwriter

4 Brand Storytelling Lessons from a Former Washington Speechwriter

By Sarah | June 22, 2022

Disclaimer: This is not a political post. However, politicians and Washington D.C. staff may be referenced throughout the course of…

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Top tourism campaigns of 2021

Top Tourism Campaigns of 2021

By Sarah | January 5, 2022

Happy 2022! At BTI, we typically end our year with a round-up of the top tourism campaigns of the year.…

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