Visitors get the best of both worlds. They can enjoy the nightlife and culture of Toronto while exploring, eating, and relaxing in the neighboring counties. Lasting memories and exceptional value are what Ontario’s York Durham Headwaters promise visitors. To help the tourism organization monitor and optimize media coverage, they use Meltwater.
Tasked with developing products and marketing strategies to attract visitors to their three counties, York Durham Headwaters wanted a global monitoring platform to capture accurate data that was easy to analyze and share internally. Their previous monitoring platform frequently missed articles and couldn’t provide retroactive event coverage or ad-hoc analytics.
Discrepancies in the counts captured and the actual number of articles appearing in the media meant stakeholders were given inaccurate ROI figures. Their subscription included print monitoring, which they found to be expensive and often went unused, as the articles and advertisements important to their industry were published primarily online.
"We chose Meltwater because we needed a platform that was accurate, easy to manage and doesn’t set restrictions on where we pull coverage or the volume we pull each month."Susan Boyle Director of Marketing
“Although most of our coverage is from Canada, I was completely blind to the coverage we do get from the US before now,” said Susan Boyle, Director of Marketing.
After subscribing to Meltwater’s global monitoring platform, York Durham Headwaters reported three times more coverage on a consistent, monthly basis.
Beyond monitoring, the customizable dashboards allow the team to pull ad-hoc analytics on any topic and report metrics like reach, earned media value, and sentiment. Retroactive reporting is crucial, allowing them to provide year-over-year product and event reporting at no additional cost.
"The analytics are instant. With Meltwater, I don’t have to call my rep to create something for me. Instead, the data saves automatically within my dashboard which saves me time when I need to pull retroactive reports for internal stakeholders."
Monitor global outlets and capture previously missed articles
Create retroactive analytics and compare year-over-year impressions
Surface online coverage and uncover influencers around the globe
"After just one month, we were seeing three times the coverage. Meltwater allows us to report higher, accurate figures to our board. And more coverage doesn’t mean more money spent on monitoring—we pay the same price and get so much more out of our subscription." – Susan Boyle, Director of Marketing
"With our previous service I could only run a report once and then the data was gone. If I were asked a follow-up question, I’d spend hours re-running the search and building a report. The ability to create ad hoc, retroactive reports within Meltwater is invaluable—it’s easy to use, saves me time, and ensures I get internal stakeholders the analytics they need, when they need them." – Susan Boyle, Director of Marketing
"With my previous service, my customer service rep would speak in abstract terminology. Meltwater’s reps are personable and confident. When I say I need to set up keywords, send out a release, and pull its earned media value, my rep breaks down each step and empowers me, instead of making me feel like my questions are silly." – Susan Boyle, Director of Marketing