A presentation given by K.C. Brown of Cision Global Analytics and Scott Peacock of Experience Columbus on how to implement the Barcelona Principles into a DMO

1. Applying The
Barcelona Principles
K.C. Brown

2. A Very Public Consultation
Scott Peacock

3. 2012 Goals
Goal: Increase local media exposure for Experience Columbus and the local
tourism and convention industry.
Quota: $700k AVE
Goal: Increase earned media exposure for Greater Columbus as a leisure
and group tourism destination.
Quota: $4.5M AVE
Goal: Increase earned media exposure for Greater Columbus in convention
industry trade publications.
Quota: $900k AVE

4. 2012 Goals
Goal: Increase local media exposure for Experience Columbus and the local
tourism and convention industry.
Quota: $700k AVE
Actual = $3.5M
Goal: Increase earned media exposure for Greater Columbus as a leisure
and group tourism destination.
Quota: $4.5M AVE
Actual = $11M+
Goal: Increase earned media exposure for Greater Columbus in convention
industry trade publications.
Quota: $900k AVE
Actual = $4.1M, 107 placements print and online

6. National Media
• 3 Daily newspapers in major US markets
• 1 Nat’l travel magazine
• 2 Nat’l food/beverage magazines
• 2 Nat’l food blogs
• 1 Nat’l arts magazine
• 5 Nat’l lifestyle publications
• 1 Family publication
• 1 In-flight airline publication
2013 Goals
Secure Placements

7. Regional Media
• 12 Print, online or blogs within the Ad Buy Markets
• 5 Tier 1 Market newspapers
• 1 Print, online or a blog within the Buffalo or Ontario markets
• 3 Arts scene in daily newspapers in Ad Buy/Tier 1 Markets
2013 Goals
Secure Placements

8. 30%
30%
10%
10%
10%
10%
Out-of-Market Leisure Media Algorithm
Reach & Audience
Inclusion of Key Messages
Key Markets
Type of Mention
Tone
Additional Assets

9. Blogs
(unique visitors per
month)
Newspaper/Print
(daily circulation)
Magazines
(monthly subscriptions)
5+million = 30 points
1-5 million = 25
500K- 1 million = 20
250-500K = 15
100-250K = 10
50-100K = 7
10- 50K = 5
3-10K = 1
Under 3K = 0
700k+ circ. = 30
points
400-700K = 25
250-400K = 20
100-250K = 15
50-100 = 10
10-50k = 5
5-10K =1
Below 5k = 0
1+ million circ. = 30 points
500K-1 million = 25
250K-500K = 20
100-250K = 15
50-100 = 10
10-50k = 5
5-10K =1
Below 5k = 0
Reach & Audience (30%/pts):
This is the total impressions not total circulation
Ranked by Nielsen or the Audit Bureau Circulation

10. Inclusion of Key Messages (30%/pts):
We define what our key messages are for the year
10pts - Family travel
10pts - Culinary
10pts – Art Scene
10pts – Shopping
30pts – (Mention 3 or more of the above in one single
placement)

11. Key Markets (10%/pts):
10pts – 1st tier drive markets & ad buy markets
(3-4 hour drive as listed below)
10pts – National consumer publication/blog
(Chicago, New York, D.C.)
5pts – Secondary drive markets
(4+ hour drive as listed below)
3pts – Out of market, non-drive market

12. Type of Mention (10%/pts):
10pts – Feature
7pts – Roundup
5pts – Brief mention

13. Tone(10%/pts):
10pts – Positive
5pts – Neutral
0pts – Negative

14. Additional Assets (10%/pts):
Photo – 5 points
Call to action – 5 points
Quote – 5 points
Video – 5 points

16. Tripify.com
• 30k
Examiner.com
• 12.3M
Audience

17. Tripify.com
• 30k
• Twitter: 36
• Facebook: 5
• Pinterest: 0
• StumbleUpon: 105
• LinkedIn: 3
• TOTAL: 149
Examiner.com
• 12.3M
Audience

18. Tripify.com
• 30k
• Twitter: 36
• Facebook: 5
• Pinterest: 0
• StumbleUpon: 105
• LinkedIn: 3
• TOTAL: 149
Examiner.com
• 12.3M
• Twitter: 1
• Facebook: 1
• Pinterest: 0
• StumbleUpon: 0
• LinkedIn: 0
• TOTAL: 2
Audience