Objective

Develop, draft and place heritage tourism, outdoor recreation and other stories in local, state and national media, and plan earned media for events.

 

About

The Oak Ridge Convention and Visitors Bureau/Explore Oak Ridge promotes the visitor and convention industries and encourages the development of tourism activities in Oak Ridge and the vicinity.

Oak Ridge, Tennessee is a bustling city created virtually overnight in the foothills of the Great Smoky Mountains. It was shrouded in secrecy for most of the 20th century; only appearing on maps in the mid-1960s. Today, Oak Ridge is a thriving city rich in cultural and recreational opportunities, along with the cutting-edge science and technology research for which the city is internationally known. It’s home to the Oak Ridge National Laboratory and specialized labs and research institutions. Recreation opportunities include quick access to national landmarks, the Great Smoky Mountains National Park, Obed National Wild and Scenic River, many state parks and waterways.

Approach

Piper Communications drafts news releases and alerts for tourism events in Oak Ridge, secures earned media for Oak Ridge events, assists with planning communication strategy for Explore Oak Ridge and coordinates visiting writers and earned media with local, state and national outlets.

Results

  • Obtained earned media on history and tourism at outlets including Atlas Obscura, The New York Times, the National Council on Public History, Tennessee Encyclopedia, Knoxville News Sentinel/USA Today, and WBIR
  • Secured earned media for sports and recreation events such as the opening of Dirt Lab mountain bike park, the Secret City Half Marathon and rowing events in Oak Ridge, along with earned media for memorials at the Manhattan Project National Historical Park and the anniversary of the Oak Ridge 85

By the numbers

  • 25+ Million online readership reach through earned media