Public Relations Measurement for Travel and Tourism

The reality is that there are lots of very accurate ways to measure travel and tourism PR:

• Perhaps the most famous case is Southwest Airlines. By embedding a unique URL that takes visitors to a mirror landing page in each of their Search-Engine-Optimized press releases, they can tell exactly how many tickets they sell as a result of each press release they send out. See this Measurement Standard article for more.
• Elisa Camahort, co-founder of Blogger, uses a similar system to measure the impact of blogging on ticket sales for her clients in the theater world. She gets actors to blog about upcoming performances and then tracks the number of tickets sold by tracking the number of unique visits from the blog to the ticket sales page of their web site.

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