It’s that time of year again. I don’t mean the Super Bowl and Bad Bunny’s (amazing) halftime show, but TravMedia’s annual International Media Marketplace (IMM) conference, which kicked off its world tour in North America last month.
For the uninitiated, IMM is the premiere event of the travel media calendar where editors, journos and PRs can rub shoulders, discuss the industry, and brainstorm a year worth of storytelling, and its coming to Sydney next Friday 26 February.
The highlight of the schedule is the full-day speed dating session, where journalists sit down with a range of tourism boards, tour companies, and hotel operators. But if you’re not prepared, it can really knock you down.
In today’s newsletter, I’ll be sharing how I prepare for the big day. But first, are you a subscriber? If not, hit the subscribe button below before we get started.
Now that’s out of the way, let’s get into it.
How to win at IMM without losing your sanity
If you’re headed to IMM Sydney next week, you’re likely deep in the weeds of finalising your 22 appointments. But what should you do to make the most of the day itself?
1. Update your portfolios and collateral
When was the last time you updated your portfolio website? Your social media? Or your TravMedia profile?
PRs and marketers will be given your TravMedia bio before the big day and will most likely sleuth your digital presence before meeting in person. This is your opportunity to make sure it reflects your interests and what you can do.
“It’s great when journalists come prepared with a way we can meaningfully work together,” says Christina Koullas, a PR pro at Linkd Tourism, which will be representing Colorado Tourism, Visit Seattle and a range of others at IMM.
“Tell us about your niche so we remember you. If you have a media visa for the USA, or travel plans that could tie in with our destination, that is great to know too.”
2. Business cards are a must
Business cards aren’t for the PRs you’re already booked to see, but for the other reps you’ll meet on the day who you don’t have an appointment with. By the end of the day, I can sometimes struggle to remember who I met so a memento keep card is a good way to jog memories.
If you don’t have time to print physical business cards, or are conscious of printing more papers, a great digital option is Blinq. It’s free and allows you to generate a QR code which, when scanned by another person, adds your details to their contact book. Gamechanger.
3. Do your research.
Once you’ve received your appointment list, start to research the destinations, hotels and operators you’ll sit down with. You’ve only got 10 minutes, and conversations are more productive if you can gloss over the first ‘getting to know you’ questions from the start. Try to come prepared with 2-3 story ideas to discuss.
I’m meeting the tourism board for a destination I’ve been wanting to visit for a long time. I’m taking 2-3 ideas for urban stories set in their capital and a few ideas set in the surrounding regions. The goal is to show the reps that I’m serious about visiting, and that I’m considering how to make the most of a hosted trip.
Not sure where to start looking for ideas? Check out 6 foolproof ways that I find new story ideas.
4. Bring your interests
Take stock of what you’re genuinely interested in and jot down a few conversation starters to bring to the table. Maybe you could use your love of music to do a deep dive into NYC’s hip hop scene or put your pottery skills to use tracing the origins of traditional crafts in Turkey.
This is where the whole ‘niche’ vs ‘generalist’ debate rears its head. If you want to be a generalist writer, which is fine, it’s still good to share your interests with the PR reps as this helps them better understand you and, hopefully, makes you more memorable.
Don’t come cruising for freebies
Some writers approach IMM as a way to bag a paid trip overseas, but you should be seeing this as a way to build long-term relationships. What’s more, attending companies don’t always have the budget to hand out media trips to IMM attendees.
While everyone enjoys a media trip, try scout for stories that don’t require travel. Maybe you could do a news story about an attraction that has opened, or a round-up that touches on a common theme you’ve noticed across multiple appointments.
What if my appointment schedule isn’t full?
If you’re new to travel writing, or haven’t been to IMM before, the odds are there may be some holes in your schedule.
I vividly remember attending my first IMM in 2018 and having no clue who anyone was. I spent most of my time enjoying free coffee on the couches during the long stretches between appointments.
Looking back, the advice I would give myself is to patrol the desks and look for who might be vacant. If there’s an empty desk, sit down and introduce yourself.
Or, if you really need a break, go grab a coffee and mingle with other writers. So often work comes from referrals from other writers.
What about us PR folks?
If you’re a PR subscriber (hello and welcome!), I haven’t forgotten about you. Here is some advice I’d have to help your day go smoothly too.
1. Show me a map
If your client is a hotel or destination that may not be well-known (e.g. it is a region in a larger country), journalists would love to see a map showing where it is located. The most awkward thing is having to interrupt a PR by asking where the place or client is.
2. Why you, why now? Refine your elevator pitch
Journalists are sitting down with 22 other competitors, all vying for their limited attention.
To stand out, prepare a quick 2-minute elevator pitch about why people should visit.
Try to avoid phrases that we hear at every other desk – including 'premium dining', 'luxury destination', and 'amazing culture'. The more specific you are, the better.
Please do not spend the time showing us a slide deck about your product. It turns journalists into a passive audience rather than opening up an active dialogue.
Another thing, marketing campaigns are exciting but don't generally make good editorial features.
3. Prepare some talking points for your journalist
Prepare a list of at least 5 key talking points related to the journalist's field of interest and reporting. It could be a special dish unique to your destination, a milestone celebration, a second or third-tier attraction people don't know about, or a new UNESCO listing.
4. Better still, pitch me some tailored story ideas
If you have time, come prepared with 2-3 considered story ideas. Journalists don't need to be spoon-fed, but we do appreciate help with conceiving the original idea.
It could be an animal being reintroduced into a national park (or maybe your hotel is supporting this effort), a new road providing easier access to a region, or a neighbourhood in the city that is changing in some way.
5. Use AI to help tailor your pitches
Trying to tailor info and pitches for 22 journalists in one day is a big ask, if not a complete fantasy. I get PRs need to pick their battles, but AI can be a helpful tool to expand the battlefield, so to speak.
This article outlines a great framework to get help from AI in learning more about the journalists that you’re meeting with. Just think of the possibilities if you have details from a previous meeting with them in a CRM or even handwritten notes.
What do you think? How you encountered this dilemma before? How did you navigate it?
The Takeaway in 25 Words or Less
The adage ‘you get out what you put in’ applies when it comes to any networking event. Come prepared with ideas, conversation starters, and personality.
Come behind the scenes with National Geographic Traveller (UK)
The day after IMM, I’m jumping on a plane bound for Tasmania to work on a new feature with National Geographic Traveller (UK).
I’ll be sharing all the behind-the-scenes of that trip over on Instagram. Follow me to join the adventure.
Bits and bobs
Hacking ChatGPT: BBC Journalist Tom Germain set out to see whether he could hack ChatGPT and Google’s AI responses. It turned out to be surprisingly easy. Here’s how he did it.
Can you complain you way to a free flight?: A novel, if potentially career-ending, move to bag a free flight overseas.
A new look for National Geographic Traveller (UK): In case you missed it, NGT UK unveiled its new look magazine this month, with new sections and layouts. If you want to be published here, it’s important to be across the new formats.
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Safe travels, JM