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9

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P A S O

Mexico to increase visitation for activities such as special events, outdoor

assets and unique shopping

• Advertise in traditional print publications that provide broad exposure to vast

audiences, but especially in tried-and-true publications that produce significant

amounts of leads in which we are able to reach individuals who have specifically

requested information about El Paso

• Increase online digital advertising presence by running behavioral targeted campaigns

and contextual targeting. Different types of campaigns include general brand

messaging and promotion of large-scale regional events that have proven their staying

power and continue to draw large crowds on an annual basis.

Target nationally recognized travel writers, bloggers and influencers to achieve editorial

impact through digital, print, and broadcast media

• Target a minimum of 20 freelance bloggers/writers to come to El Paso and produce

positive editorial content in multiple outlets

• Host a minimum of two (2) press trip FAM’s per year with a goal of attracting top

national media outlets or freelancers with multiple outlets and strong social media

presence to maximize coverage and linkage

• Attend a minimum of one (1) national/international public relations conference to

network and build strong relationships with media outlets

• Partner with Texas Tourism to participate in their annual media sales missions; either

nationally or internationally

• Engage with bloggers/influencers about El Paso

• Become a member of influencers, bloggers, and travel writers organizations to

stay abreast of new trends and identify top writers. Attend International Pow Wow

media tradeshow organized by the U.S. Travel Association in order to make new,

international connections to garner media attention for El Paso

• Attend Destination Marketing Association International (DMAI) Annual Convention and

participate in their Media Influencer Rally to connect with some of the industry’s top

travel influencers and bloggers