In an effort to drive awareness for the City of Del Mar and the new fall racing season, Zenzi researched and identified an influential group of travel writers and bloggers to attend a media familiarization tour. The writers were strategically chosen to promote different aspects of Del Mar, while also previewing the fall racing season.
To kick-start the efforts, Zenzi compiled targeted travel writer and blogger outreach lists, along with a compelling pitch and itinerary for the tour. Once Zenzi received verbal confirmation from the writers, they developed an itinerary that would expose the writers to the various activities their readers could enjoy during a visit to Del Mar, including a private tour and betting 101 class at the race track, delicious dining experiences, and convenient and luxurious hotels to stay in throughout the fall season. Zenzi worked with each media attendee to create a story that targeted that outlet’s specific readership and location.
Finally, Zenzi provided the influencers with the appropriate key messages, themes and photo assets. The influencers published their articles and blog posts, and syndicated them across all of their social channels throughout late summer/early fall 2014.