INTRODUCTION
If your event venue is handling public relations internally, you may be missing opportunities to amplify your message and reach new audiences. The primary goal of a CVB is to attract visitors and events to their destination, and they do this through marketing, advertising and public relations. Their established connections, expertise and resources can complement or enhance your own efforts.
Remember, the relationship between venues and CVBs is mutually beneficial.
Here is how your event venue can work with your CVB for PR.
WHAT DO CVBs OFFER FOR BRANDING
CVBs can have established media relationships and destination branding expertise that would take years for a single venue to build on its own. They maintain relationships with travel journalists, meeting planners and industry media outlets. They also may have dedicated PR staff who pitch stories, coordinate press visits and distribute news about the destination.
When the CVB promotes your destination, your venue benefits, too. For example, if a travel writer is doing a story about your city’s restaurants near the Capitol, the CVB can recommend your restaurant as an interview source or photo location. You may be included in destination press kits that go to dozens of publications or featured in media tours that bring journalists to your market.
Many CVBs also work with local social media influencers who highlight things to do in the area. If your venue hosts a unique event or concert, the CVB may be able to include it in influencer itineraries or recommend your space as a place to visit and share with their audiences.
HOW TO COLLABORATE WITH YOUR CVB
Reach out to your CVB contact and ask how you can support their media efforts. They may need venues for upcoming press events or a welcome reception space during an upcoming journalist visit.
You can also offer to host CVB gatherings such as partner receptions or corporate networking events. For example, a performing arts venue could host a CVB’s corporate partners event, bringing together local business leaders, tourism partners and other stakeholders in the space.
Add your CVB contact to your local media list and share your news with them regularly. CVB staff attend industry conferences, like IMM North America, where they meet face-to-face with dozens of reporters. If they have your updates/talking points, they can pitch your venue’s story to multiple outlets.
BEST PRACTICES FOR CVB PARTNERSHIP
Maintain regular contact with your CVB representative. When they forward media requests, respond quickly, since the media often work on tight deadlines, and your responsiveness reflects on both you and the destination.
Also, be proactive about sharing updates with your CVB. Let them know about renovations, new menus, major bookings or milestone anniversaries at your venue. Even if something doesn’t seem big to you, it could fit into a broader destination story the CVB is pitching to media.
Provide strong visual assets that they can share. High-quality photos, short venue descriptions, capacity information and other quick facts about your location make it easier for CVB staff to include in press kits or media itineraries.
At the end of the day, think of your venue as part of the destination story. Journalists often want to understand the local culture, architecture, food scene or events in a city. By positioning your venue as an example of what makes the destination unique, you make it easier for the CVB to include you in future media opportunities.