Butler County Visitors Bureau

Increasing Awareness of Tourism Destination Through Media and FAM Visits

The Project

The Butler County Visitors Bureau (BCVB) promotes visitor and business travel in Butler County, Ohio. Home to Miami University, Butler County also has a vibrant food and dining scene, craft breweries, eclectic shopping, a thriving art community, agritourism and outdoor recreation.

Inspire worked with BCVB to raise awareness about the area’s many attractions through a media relations and blogger engagement campaign. Specifically, the objectives for the campaign were to generate media regional and national media placements, partner with bloggers and key social media influencers to drive awareness of the region and position BCVB as a tourist destination and staycation, just a short drive from major cities.

Inspire implemented a comprehensive media relations effort, which included creating an editorial calendar with pitch ideas, proactively pitching both state and national media about attractions in the region, drafting news releases and media advisories, scheduling print, online and on-air media interviews and distributing media kits and packages to targeted outlets.

Inspire also coordinated hosting both regional and national travel writers, bloggers and social influencers for familiarization (FAM) visits to the region. These visits included complimentary accommodations, detailed itineraries with customized activities for the writers and welcome bags with unique items representing Butler County.

This media outreach was complemented by strategic online and digital initiatives, including identifying and engaging with regional and national travel writers covering activities relevant to the region, as well as researching and engaging with travel writers, bloggers and social media influencers and encouraging them to visit the region. Inspire also invited bloggers and influencers to share pictures on social media of their experiences in region to drive further tourism to the county.

The Results

  • Inspire has secured more than 500 placements reaching more than 700 million.
  • Inspire has secured placements in outlets like Country Living, NBC News, Simplemost, Columbus Dispatch, American Airlines American Way Magazine, USA Today, Backpacker, CNN Travel, The Indiana Gazette, Food and Wine, Travel Channel, BuzzFeed, Farm and Ranch Living, PopSugar, AAA Home and Away, National Geographic Traveler, FSR Magazine, Medium, RoadRUNNER and Delish.
  • Inspire partnered with 100 national and regional bloggers and influencers who combined reached more than 10 million followers with over 200 targeted posts.
million media impressions
Ohio bloggers engaged