Kate Collins joins Resort Trends tourism and travel communications firm | PostIndependent.com

Kate Collins joins Resort Trends tourism and travel communications firm

Kate Collins

Since opening its doors in March 2001, Resort Trends Inc. – Media Communications for the Travel and Tourism Industry, has represented more than 50 clients throughout Colorado, Wyoming, Montana, New Mexico and the Rocky Mountain region, including Glenwood Hot Springs, Glenwood Springs, Snowmass Village, Historic Hotels of the Rockies, Gateway Canyons, Cougar Canyon Golf Resort Community and Redlands Mesa Golf Course Community, to name a few.

The combination of years of representation of these premier destinations, the association with hundreds of travel writers, a targeted tourism journalist and publications database exceeding 3,000 contacts, and a longstanding presence within the western states’ tourism industry have made Resort Trends the go-to organization for these clients and many others.

“I am truly passionate about the travel industry and have very high standards regarding the quality of service that I provide to my clients,” says Vicky Nash, Resort Trends Chief Executive Officer. “Most consider me an extension of their staff, and together we’re building their business and market share.”

Nash, who earned a master’s degree from the University of Colorado’s Tourism and Resort Planning program, has expertise in the tourism field that spans 28 years.

As the company gears up for its next decade in business, it brings Kate Collins on board as a new associate and account executive. Collins brings 25 years of marketing, public relations, publishing and radio broadcast background to Resort Trends, and most recently served as vice president of tourism marketing for the Glenwood Springs Chamber Resort Association.

“A cohesive, consistent message has been and remains the backbone of all successful public relations efforts,” says Collins. “With social media messaging and new delivery mechanisms to both consumers and journalists, today’s successful public relations campaign has evolved and adapted. It’s a pivotal time for the communications industry and how consumers are accessing information; more than ever before, we’re seeing the convergence of public relations and marketing.”

This combined marketing and PR approach is an emerging strategy that Resort Trends is developing to continue to obtain editorial presence in traditional media, while concurrently growing share of voice with interactive consumer mediums.

On contract, the firm provides all aspects of media relations, consumer content creation and the client organization’s communications strategy: from the creation of a comprehensive and informative print and online press kit, to the writing and distribution of targeted, search engine optimized press releases, to representation at trade, travel and media events and hosting visiting media.

Another key service that Resort Trends provides is tracking and accountability, using real-time metrics from the PRWeb distribution tool, website analytics on clients’ sites, and detailed story placements reports through the media tracking software Cision. These definitive measurement tools are eclipsing the former standard industry measure of ad equivalency estimates for editorial space, and demonstrating, once again, the necessity of a strategically executed public relations plan within a company’s marketing mix.

Resort Trends’ overarching goal has always been to encourage positive story placement, positioning each client as a premier destination.

“Resort Trends has helped Glenwood Hot Springs develop a strategic public relations and media communications plan with a consistent message that is integrated with our marketing plan,” says Kjell Mitchell, chief operating officer of Glenwood Hot Springs. “We’ve worked together since the firm opened for business in 2001, and the partnership has been very productive.”

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