Dawson Creek Tourism Promotion: COMM 301 Press Release Report

This report is a press release assignment for a marketing course, COMM 301. The student, acting as a PR consultant in Dawson Creek, was tasked with promoting local tourism. The report includes a description of target publications and audiences, detailing the selection of newspapers like the Dawson Creek Mirror and Alaska Highway News based on their reach within the city. The target audience is identified as both the press and potential tourists. The rationale for targeting these groups is explained, emphasizing the importance of informing the public about the event to drive tourism. The main component of the report is the press release itself, which announces an event by the Dawson Creek Tourism body to mark its 30th anniversary, introducing special weekend tourism packages. The press release highlights promotional activities, the involvement of celebrities, and opportunities for local businesses and tourism organizations. Contact information is provided for further inquiries. The report showcases the student's understanding of press release writing and target audience analysis within a marketing context.

Running head: MARKETING
Business management
Name of the student
Name of the university
Author Note:

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Table of Contents
Description of Target Publications and Audiences.........................................................................3
Newspapers or Publications selected...........................................................................................3
Reason for selection.....................................................................................................................3
Target Audience for the story......................................................................................................3
Reason for selection of the target Audience................................................................................4
Press Release...................................................................................................................................5
References........................................................................................................................................7

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Description of Target Publications and Audiences
Newspapers or Publications selected
The main two newspapers selected for the publication of the following news is the
Dawson Creek Mirror (dawsoncreekmirror.ca 2019), the Dawson Creek Daily News and the
Alaska Highway News (alaskahighwaynews.ca 2019). All the three of the newspapers have been
selected for the advertisement of the press release about the upcoming event on Tourism
promotion in Dawson Creek city of Canada. The use of newspapers and publications will be
essential for the business organization as because it will help the organization to communicate
the news to a large mass.
Reason for selection
The first and foremost reason for the selection of the particular newspapers is the
particular area that this newspaper serves. The newspaper serves the total area of the Dawson
Creek city and it is utmost important for the Dawson Creek tourism to ensure that all forms of
media including print media, online media and television media are aware of the upcoming
event. The reach of the newspapers around the total area thus helps the company to make all the
people aware of the upcoming event.
Target Audience for the story
As mentioned earlier, the main target audience for the following press release is the press
media and also the tourists who will be provided different types of new opportunities by the
Dawson Creek Tourism development authority (tourismdawsoncreek.com 2019). The providence
of such an opportunity will ensure the development of the tourism in Dawson Creek.

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Reason for selection of the target Audience
The press release has been published in order to garner the attention of the tourists
towards Dawson Creek and the different kinds of opportunities it provides to the tourists. The
attraction of the tourists towards the area can only be drawn by making them aware of the new
event on tourism.

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Press Release
DAWSON CREEK TOURISM INTRODUCES
SPECIAL EVENT THAT INCLUDES
WEEKEND PACKAGES FOR TOURISTS
Dawson Creek City, 11th February 2019: Dawson Creek Tourism body’s efforts to promote the
city and its outskirts as a premier tourist destination especially for the special tourist party who
visits the place in weekends. Tourism Dawson Creek has arranged for an event to mark the 30th
anniversary of the creation of the body. The event will mark the introduction of special tourism
packages for the weekend customers and will involve huge promotional activities for the
organization. The different kinds of the promotional activities will involve the participation of
famed celebrities and will also involve a large number of different other programs and small
events.
The event which will be taking place at the town hall of the city can also provide an excellent
opportunity for the local business houses that rely on tourism as their sole source of income. It
will also provide an excellent opportunity to Dawson Creek Tourism body to improve and
transform the trade fraternity in tourism based on the different kinds of latest products and
offerings from tourism, and also provide ample scope to arrange meetings and specialize in
different kinds of networks along with local agents, airlines, and media.
The body expects a healthy participation of different local and international tourism
organizations and delegates to grace the event and make it successful.

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END
For more information contact https://www.tourismdawsoncreek.com/media-travel-trade/press-
releases and kindly visit the media center of Tourism Dawson Creek
Press contact:
Media Relations Unit: Jacob Arnold,
Senior Deputy Director, Corporate Communication Division
Tel: [phone]
Email: [e-mail]

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References
Alaska Highway News. (2019). Alaska Highway News. [online] Available at:
https://www.alaskahighwaynews.ca/ [Accessed 12 Feb. 2019].
Dawson Creek Mirror. (2019). Dawson Creek Mirror. [online] Available at:
https://www.dawsoncreekmirror.ca/ [Accessed 12 Feb. 2019].
Tourism Dawson Creek. (2019). Press Releases | Tourism Dawson Creek. [online] Available at:
https://www.tourismdawsoncreek.com/media-travel-trade/press-releases [Accessed 12 Feb.
2019].
Van der Wagen, L. and White, L., 2018. Event management: For tourism, cultural, business and
sporting events. Cengage AU.