Today’s media landscape demands that travel and tourism brands and cultural organisations tell their stories faster, across more markets, and with greater consistency. To keep pace, leading PR and communications teams are adopting solutions that streamline media engagement and simplify press distribution.
However, many still struggle with managing rising volumes of media requests, ensuring press releases reach the right audiences, securing meaningful media coverage, organising digital media assets, and maintaining an effective online newsroom.
At TheNewsMarket, we understand these challenges and we have helped notable brands, including Wynn Resorts, the Las Vegas Convention and Visitors Authority (LVCVA) and the Saatchi Gallery transform how they manage press assets, engage journalists, and amplify their brand stories.
Through our work in this sector, we have identified several common challenges that hinder PR and Comms teams from scaling their media efforts to achieve measurable results, they include:
● High Workload, Manual Processes and Time Constraints: Small press teams spend valuable time manually sourcing and uploading press materials across multiple platforms, leaving less time for strategic PR work.
● Limited Visibility into Press Engagement: Many PR and Comms teams have little insight into how media outlets are engaging with their content, making it difficult to refine their distribution strategies and measure success.
● Outdated and Fragmented Press Pages: Press assets, such as high-resolution images and videos, are often stored across different systems, making it harder for journalists to find and download what they need quickly, resulting in missed opportunities for coverage.
● Demand for Rich Multimedia Content: There is a growing need for brands to offer more engaging media assets beyond just press releases to gain media interest.
● Concerns Over Unrestricted Access to Media Assets: Many media assets used by travel and tourism brands are licensed from third parties, including photographers, influencers and content creators. As such, PR and comms teams within the sector are faced with the challenge of tracking who can access these assets, when and how.
● The Push for Real-Time Social Integration: To keep online newsrooms fresh and dynamic, travel and tourism brands seek features like social walls that aggregate live social media feeds, to improve engagement and ensure their platforms remain relevant.
● Bringing AI into The Newsroom: AI is reshaping the way brands engage with the media, and many PR and Comms teams are seeking ways to adopt advanced AI tools to improve speed and efficiency. However, many struggle with implementation due to lack of in-house technical know-how and resources.
● Surge in Media Enquiries During Peak Times: Comms teams regularly face a high volume of media requests, especially during key events. Many teams lack the capacity to manage these efficiently, leading to missed opportunities and slower response times
TheNewsMarket works hand-in-hand with our clients to design tailored solutions that addressed their key challenges. Our team provides them with a smarter, strategic upgrade of their entire media engagement process through our award-winning digital newsroom solution – ContentBase.
Ahead of the launch of its new luxury hotel, Wynn’s PR team wanted a facelift for its online newsroom. TheNewsMarket team worked closely with the team to update the site’s navigation, improve the client portal, and deliver a brand-new newsroom two days before the grand opening.
The outcomes were strong:
"Everyone was super happy with the process and ease of uploading to the site!"
LVCVA needed a way to keep its online newsroom updated with real-time news updates while protecting their multimedia assets from unauthorised users. The team also wanted a more engaging platform for registered journalists and influencers which integrates a social wall with the online newsroom, aggregates social media content to make it more interactive.
Using ContentBase, LVCVA launched a secure, password-protected, integrated newsroom with real-time news updates, which requires journalists to register before assessing media assets and an engaging social wall that features multi-media content such as videos, images and articles.
The results
The Comms team of London’s Saatchi Gallery required a more streamlined, modern way to manage and share press materials. Its previous system required uploading press releases and images separately, making the process time-consuming and less efficient for both the team and journalists.
With ContentBase, press operations were transformed by centralising all materials in one easy-to-manage platform. This helped increase media engagement and gave the team clearer insights into how stories and media assets perform.
"TNM’s centralised system allowed us to upload everything in one place, saving time and making it easier to manage. TNM has helped us save time and improved the process of distributing our news - creating a better experience for visitors and giving us better visibility on our media coverage"
As the media and technology landscape continues to evolve, major brands and organisations must adapt to a new set of demands. As seen in the cases of Wynn Resorts, LVCVA and Saatchi Gallery, investing in a customised online newsroom is no longer optional; it is essential for staying visible and responsive to the media and all target audiences.
"Working with TheNewsMarket team on the ADSW Live platform 2023, allowed Abu Dhabi Sustainability Week to further engage its global audience by bringing together a comprehensive digital experience, which resulted in all-around increments in our engagement metrics. The ADSW Live platform was professionally managed and delivered through the expertise of TheNewsMarket team. The platform ran smoothly, and the team was highly accommodating with regards to requirements and updates. We look forward to continuing to work with TheNewsMarket on future projects."
"Winner of a silver Digital Impact Awards in the Best Online Newsroom category, Kia have also seen huge increases in engagement and downloads on the media centre since the upgrade. 92% Increase in downloads, 248% Increase in users, 243% Increase in sessions and 267% Increase in page views. "
"Reebok have seen huge year-on-year increases in engagement and downloads on the News Stream in the last year. 283% Increase in downloads, 46% Increase in users, 52% Increase in sessions and 44% Increase in page views. "
"Your professionalism gave me immediate confidence that this would be something great. And it was."
"For the creation and launch of adidas news, TheNewsMarket has been awarded silver for ‘Best Online Newsroom’ at the Digital Impact Awards"
"Our expectations were met and exceeded through the manner with which you drove the agenda, continually consulting and informing us while listening to us and infusing our opinion. We found this respectful and realize that there is a well-oiled machine that was working tirelessly to support us."
"TheNewsMarket has been awarded an intermedia-globe silver award at the WorldMediaFestivals 22nd Television & Corporate Media Awards for the series of 'Diplomacy in Dialogue' virtual events for the German Federal Foreign Office"
"Thanks to you, we really could present the Foreign Office in an interactive, digital and still approachable way and break down complicated topics into easily understandable and fun-to-watch video clips."
"Auto Futures has been awarded an intermedia-globe silver award by the WorldMediaFestivals. The award – in the website category for 'Web-Based Mixed Media' – recognises outstanding solutions in modern media "
"Everyone was super happy with the process and ease of uploading to the site!"
