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

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…

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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…

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6 Strategies to Prepare for Tourism Recovery

By Sarah | April 15, 2020

From our April 2020 Destination on the Left Virtual Summit Our second-ever Destination on the Left Virtual Summit kicked off…

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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.

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The 5 Top Tourism Campaigns of 2019

The 5 Top Tourism Campaigns of 2019

By Sarah | December 18, 2019

It’s our favorite time of year here at Break the Ice Media – a time when we get to reflect…

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5 Ways to Strengthen Your Tourism PR for Canadian Media & Beyond

5 Ways to Strengthen Your Tourism PR for Canadian Media & Beyond

By Sarah | July 10, 2019

The Travel Media Association of Canada (TMAC) Annual Conference .. included learnings that can be applied to just about anything we do in the tourism industry, whether you’re working with Canadian media or something else.

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