FOR INFORMATION, CONTACT:
Kathy McKillip at 402-471-1558, or
Angela White at 402-471-7755, or
FOR IMMEDIATE RELEASE
21 Journalists and Travel Writers to Tour Northeast Nebraska
LINCOLN, Neb. (September 25, 2014)—Northeast Nebraska will step into the national spotlight September 29 – October 3, as the state plays host to a group of 21 journalists writing for national and regional media outlets. This will be the ninth media tour sponsored by the Nebraska Tourism Commission. The tours are designed to show selected national media outlets what Nebraska has to offer visitors in various regions of the state.
The visiting journalists write for a wide variety of publications including National Geographic Traveler, United Airlines’ Hemispheres, True West, Yahoo! Online, Family Fun, Group Travel Leader, The Oklahoman, CNN Online, AAA Living, Group Tour Magazine, National Public Radio, USAToday.com, The Toronto Sun, The Chicago Tribune, American Heritage and more.
Some 188 journalists have visited Nebraska on the eight previous media tours, resulting in 395 articles or broadcast segments, which have appeared in media outlets including Midwest Living, Smithsonian, Better Homes & Gardens, Parade, Saveur, American Cowboy, Group Tour, Group Travel Leader, Canadian Geographic, Byways, Smart Meetings, Short Escapes, Huffington Post, Texas Golfer, AAA Journeys, National Public Radio, Kansas City Star, Miami Herald, Nashville Tennessean, Minneapolis Star Tribune, Oklahoman, Fort Worth Star Telegram, Toronto Sun, Albuquerque Journal and the Coloradoan.
Some 207,414,073 potential visitors have been exposed to this coverage. If this editorial coverage had been purchased as paid advertising it would have cost more than $8.1 million. National and in-state tourism sponsors have provided more than $306,040 in goods and services including air transportation, lodging, meals and activities to support the Nebraska Tourism Commission’s media tour program.
“Writers that participate in the media tours, experience the allure of Nebraska, which is comprised of nice moments, provided by authentic Nebraskans’. The tours have consistently generated outstanding earned media coverage, which has a high degree of credibility with consumers. The program currently has an ROI of $19.47 to every $1.00 spent, it’s been a great success for Nebraska.” said Kathy McKillip, Director of the Nebraska Tourism Commission.
Debbie Geiger of Geiger and Associates, who organizes the tours, commented. “We survey the journalists before they visit, and then again after the media tour, to assess how much their perceptions about Nebraska are affected by these editorial research experiences. Most of the journalists, who have visited on previous Nebraska media tours, had not been to the state before, have little idea about what to expect. After they visit, the journalists have responded with great surprise and very positive comments about Nebraska's diverse offerings and scenic beauty. In fact, a good number of the journalists have requested to come back on another media tour so that they can see more of the state.”