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Media Relations
OBJECTIVE:
To lead and assist the local community by establishing Florence/Lauderdale County and the Shoals area as a sport tourism and recreation destination. The Florence/Lauderdale CVB serves as a vehicle to support the creation, promotion and delivery of sport events for visitors, participants, partners and residents.
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MARKET OVERVIEW/STRATEGY:
In the last 3 years, we have seen our tracked earned media grow from just over $2.2 million in 2016 to over $20 million in 2019. This staggering climb is the result of multiple partnerships throughout the nation to curate the right media partners who will maximize our story.
In June 2020, Nashville’s Big Backyard launched as a region of 13 communities between Nashville, TN and The Shoals, AL. This natural watershed region has quickly become a new territory for visitors and new residents. In the rst year, the Big Backyard media initiatives reached over 121 Million people through 968 associated press outlets.
Start community spotlight blogs, at least one blog or spotlight per quarter. Showcasing di erent municipalities, their leaders, and their favorite things in The Shoals to see and do. Engaging our local leaders and community residents engenders a nity for the area and the destination brand.
2022 TARGETS:
Establish a goal of 20 quali ed media leads
Establish a benchmark of $50,000,000.00 in media value for the destination
