Monthly PR Recap- November 2017

In an effort to keep you, our industry partners, updated on earned media coverage and media outreach efforts, the Wyoming Office of Tourism sends out a monthly email recapping earned media coverage that our publicity team has garnered. 

In an effort to keep you, our industry partners, updated on earned media coverage and media outreach efforts, the Wyoming Office of Tourism sends out a monthly email recapping earned media coverage that our publicity team has garnered. 
 

WOT Releases Economic Impact Report

Earlier this week, the Wyoming Office of Tourism released economic impact study findings for this past summer's total solar eclipse and found that more than a quarter of a million people traveled in the Cowboy State to experience this celestial phenomenon. Of the more than a quarter of a million people who were in Wyoming to view the eclipse, more than 75 percent were from out-of-state. 

Highlights from the report include: 

  • A total of 261,100 people traveled in Wyoming for the solar eclipse 
  • A total of $63.5 million in travel expenditures--including travel, lodging, meals and shopping--was spent in Wyoming during a five-day period due to the 2017 solar eclipse 
  • Local tax revenues garnered from eclipse-related spending resulted in $2.3 millionfor Wyoming's state government and $1.4 million for local governments 
  • Media coverage of the eclipse in Wyoming provided an estimated editorial value of $6.77 million 
  • Nearly 44 percent of respondents indicated they would come back to Wyoming in the next two years 
  • As estimated 29,000 international travelers came to Wyoming to view the eclipse  

The news release is available here, while the full report is available here.

Media + PR Summary 

Wyoming's publicity team has been working on highlighting the places, spaces, attractions, destinations and experiences throughout the state. Each month, we calculate reach and editorial value for earned media placements. Below you'll find an overview of our top media placements, as well as earned media results

Please note that "Top Media Placements" and "Earned Media" include coverage that is a direct result of our public relations program, while "Wyoming in the News" is coverage that cannot be directly tracked back to our program. 

Top Media Placements

In November, WOT's PR team partnered with the Campbell County Convention & Visitors Bureau to host four social media influencers to celebrate the second album release from Wyoming-born musical artist, Josh Dorr. During their visit, influencers had the chance to explore some of northeast Wyoming, including Devils Tower National Monument, Gillette, Buffalo, The Occidental Hotel, Durham Bison Ranch, The Ranch at Ucross and more. Each influencer shared their adventures with their followers, including Brandon Eckroth, a Minneapolis-based travel photographer who generated more than 230,000 impressionsduring his trip. Additionally, Brandon's posts generated 250 comments from his highly-engaged audience. Final metrics are still being totaled, but initial numbers show more than one million in total impressions from the trip. 

Writers Josephine Maytas and Craig Jones included the Reuter Campground in Wyoming's Black Hills National Forest and Yellowstone National Park in their roundup article, "Campsites We Love," which was published in the print edition of Southbound Magazine. They praised Reuter Campgrounds' quiet atmosphere and Yellowstone's wildlife and geothermal sites. 

As a result of an October deskside meeting in Toronto, Canada, journalist Ian Stalker wrote a feature on Devils Tower National Monument in the November 20th issue of Canadian Travel Press. The article highlighted the scenery of Devils Tower and Yellowstone National Park and the history that surrounds Wyoming's prevalent cowboy culture. 

November Earned Media

Gillette News Record: Another Wyoming Weekend

County 17: On the Road Home: Josh Dorr to Return to Gillette 

Gillette News Record: Another Wyoming Weekend 

Gillette News Record: Josh Dorr to Release New Album in Gillette

Canadian Travel Press: Wyoming: Real Cowboys are the "Only Kind We Have"

Southbound Magazine: Campsites we Love (print)

Brandon Eckroth: A Week in Wyoming with Josh Dorr

The South Dakota Cowgirl:  #ThatsWY, Part One

Wyoming Tribune Eagle: Mead Preparing Wyoming's Budget Recommendations

Casper Star-Tribune:  Proposed Tax Bump Would Apply to Wyoming Hospitality Sector

Wyoming Public Media: U.S. Wyoming Wildlife Advocates Urges Game and Fish to not Allow Trophy Hunting of Grizzlies

Rapid City Journal:  Wyoming Lawmakers Mull Tax Hike to Bolster Tourism Efforts
 
KULR: Wyoming Lawmakers Consider Tax Increase for Tourism 

Wyoming Tribune Eagle:  Wyoming Businesses, Lawmakers Back Proposed Tourism Tax

Skift: Wyoming Considers a Tourism Tax to Pay for Destination Marketing 

KGWN:  Wyoming Outdoor Recreation Task Force Recommends First Steps

Casper Star-Tribune: Drinking is a Luxury; Lawmakers Could Up Wyoming Booze Taxes

Sheridan Media: Sheridan Travel Tourism Seeks County-wide Tax 

Wyoming Business Report: UW Plans to Add 8 Degree, Certificate Programs by 2022

International Earned Media 

In addition to our domestic public relations efforts, Wyoming hosts numerous international media visits through our partnership with Montana, North Dakota and South Dakota as part of the "Real America" region. Below are pieces of earned media (October 2017) that include Wyoming. While there is additional coverage of the region in international media placements, the coverage below was supported by the Wyoming Office of Tourism. 

Landmeedchen Instagram: #lmroadtrip2017 (Germany)

Landmeedchen Facebook: Various social media posts (Germany)

EscapeTravel: Rocky Mountain High USA (Australia)

FlightCentre: Find the Wild West in Rocky Mountains Ghost Towns (Australia)

Patato Friendly: What to See in Wyoming: Fort Laramie to Discover the History (Italy) 

Reach + Editorial Value  

The Wyoming Office of Tourism measures its earned media by reach, the number of potential readers/viewers of the placement and editorial value, as well as the estimated value of the placement for the Wyoming tourism brand. A summary of the year-to-date earned media results are below. 

Year-to-Date Reach (Circulation and UVM) and Editorial Value 

*This year-to-date number includes domestic (through November 2017) and international media coverage (through October 2017)

Reach: 1,423,659,698

Editorial Value: $16,347,016.00

November  2017

*This includes domestic media coverage

Reach: 2,330,324

Editorial Value: $53,614.65

Wyoming in the News 

The Washington Post: Ski Camps at JHMR are a Lesson in Perseverance

The Week: 6 Spacious Homes in Wyoming

Forbes: The Ultimate Dude Ranch Retreat in Wyoming Through the Eyes of an 8 Year Old 

 

For more information contact:

Tia Troy
PR and Media Manager
307-777-2831
Email Tia