Posts by Sarah

How to Work with an Agency: 5 Key Conversations

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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2018’s Best Tourism Campaigns: Our Five Favorites

As we reach the end of another great year and start to plan for campaigns to come, our team likes to draw inspiration from those in tourism who are breaking the mold, doing things differently, and wowing travelers around the world. At Break the Ice Media, we’re all about creativity and collaboration. So, it’s only…

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4 Digital News Solutions for the Modern PR Pro

4 Digital News Solutions for the Modern PR Pro

As a modern PR professional, keeping up to date on the news is half the job. It’s important for me to be aware of the current political landscape, breaking news (both locally and nationally), and even the “trending” news, “silly” hashtags and viral topics that blow up our newsfeeds. Each of these things could affect…

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Travel PR: How to Turn Desksides into Destination Guides

At the heart of media relations – especially when it comes to Travel PR – is building relationships with the writers, bloggers and influencers that you want to work with. And while email pitches, travel shows, and even the phone call all have their purpose, there is one more public relations tool destinations need to…

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4 Brand Storytelling Lessons from a Former Washington Speechwriter

4 Brand Storytelling Lessons from a Former Washington Speechwriter

Disclaimer: This is not a political post. However, politicians and Washington D.C. staff may be referenced throughout the course of this blog. In early 2017, I had the chance to listen to Jon Favreau, former speechwriter for President Obama talk about his time in Washington. While the stories he told – days on the campaign…

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The Media, Travel and You: Top PR Trends and Tips of 2018

The Media, Travel and You: Top PR Trends and Tips of 2018

Earlier this month, I attended the annual PRSA Travel & Tourism Conference in New Orleans, a gathering of media and tourism professionals from across the country. The three-day conference was jam-packed with learnings specific to the tourism industry – the best of which was an in-depth look at 2018 travel trends, straight from the mouth…

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Adapting Your Media FAM Trip to a Changing Landscape

If you work in Travel and Tourism PR, FAMs are your most effective tool. It’s that simple. But really, FAMs (familiarization trip) are wildly popular in the tourism industry. And while many tourism attractions and destinations are familiar with the process, there is a right way and a wrong way to plan a media FAM trip. It’s…

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Storytelling Content is Key in Tourism Marketing

Storytelling content is key to tourism marketing

In a world where “print is dead” visitors guides across the tourism industry seem to be doing just fine. The demand remains high for the information offered, as visitors try to work out what attractions to see, where to grab a bite, and the best assets offered in a particular destination. It’s clear that this…

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4 Tourism Marketing Ideas from Tourism Australia’s Super Bowl Ad

4 Tourism Marketing Ideas from Tourism Australia’s Super Bowl Ad

On Sunday, along with about 103.4 million other people, I tuned into the 2018 Super Bowl. And while I found myself rooting for a certain (winning) team, I also found that I was cheering for another unlikely hero – Tourism Australia. That’s right, the tourism destination brought their A-game to this year’s big game with a…

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