Leveraging Earned Media to Enhance a Destination’s Reputation

How BVK Built a Well-Oiled Influencer and Press Trip Strategy for West Virginia Tourism.

To increase awareness of what the state had to offer visitors and ultimately drive visitation to The Mountain State, BVK launched a hyper-focused, multi-faceted four-season individual press trip program and an always-on influencer marketing campaign. During this session they will dive into real-life contract examples, discuss how to leverage the most from creators, work with freelancers, and how to both evaluate and show the true value of these dynamic partnerships.

Key Takeaways:

  • Learn how to maximize reach on platforms
  • Understand the importance photo/video licensing and the pros and cons of UGC
  • Qualify the true value of working with content creators
  • Learn tips and tricks to successfully vet and work with freelancers

Callie Murphy, Account Director, and Grace Devine, PR Supervisor, of BVK, are earned media strategists managing public relations, influencer, and experiential marketing programming for BVK’s wide range of tourism accounts. Together they oversee the West Virginia Department of Tourism account, among others, where over the past three years they have welcomed more than 100 influencers and journalists to The Mountain State yielding millions of earned media impressions and top-tier placements spanning Good Morning America, Travel & Leisure, and Condé Nast among others.

Callie Murphy, Account Director, BVK

Grace Devine, PR Supervisor, BVK






Thanks to BVK for hosting this event! 

When: Sept. 12, 2024

Time: 4:30 - 5 p.m. networking, 5 p.m. program start

Where: BVK’s new headquarters in OneNorth Bayside (address coming)


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