Media Center

22 Journalists and Travel Writers to Tour Metro Nebraska

FOR INFORMATION, CONTACT:
Kathy McKillip at 402-471-1558, or kathy.mckillip@nebraska.gov
Angela White at 402-471-7755, or angela.white@nebraska.gov
 

FOR IMMEDIATE RELEASE


22 Journalists and Travel Writers to Tour Metro Nebraska

LINCOLN, Neb. (December 4, 2014) - Nebraska’s Metro regions will step into the national spotlight December 10 - 14, as the state plays host to a group of 22 journalists writing for national and regional media outlets. This will be the tenth 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 USA Today, Global Traveler, Relish, Bon Appetít, Country Magazine, Atlanta Journal-Constitution, Orlando Sentinel, The Oklahoman, Miami Herald, The Toronto Sun, The Chicago Tribune, AAA Home & Away, AAA Westways, DRAFT Magazine, Colorado Parent, Tribune News Services (syndicated news service that provides both news and features content to more than 1,000 newspapers worldwide) and more.

Some 209 journalists have visited Nebraska on the nine previous media tours, resulting in 473 articles or broadcast segments, which have appeared in media outlets including Midwest Living, Smithsonian, Better Homes & Gardens, Parade, USA Today's Go Escape magazine, 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 240,151,642 potential visitors have been exposed to this coverage. If this editorial coverage had been purchased as paid advertising it would have cost more than $9 million. National and in-state tourism sponsors have provided more than $335,970.00 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 $19.24 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."

The mission of the Nebraska Tourism Commission is to expand Nebraska’s dynamic and diverse travel industry making it more viable by creating awareness, attracting increased visitors which results in greater tourism revenue and economic gain throughout the state. To learn more, go to www.VisitNebraska.com