November 2020 Media highlights

Earned media efforts in November focused on Christmas and winter. We saw some residual coverage for Taste for Adventure and continued to see more travel media coverage, with key themes including mountain adventure and ski.  

A total of 341 earned stories were featured with an average media quality score of 7.8.  

Highlights included:  

In case you were wondering...    

Our MQS is determined by a third party that analyzes media coverage and considers context so that the sentiment, quality, and various other metrics can be determined. Each article is scored based on the presence or absence of 11 elements, which allows us to confidently state the impact each of them had. It enables us to reliably understand the perception of our brand, both positive and negative, across traditional and emerging media, with trust in the veracity of the data being used to make such assessments. Ultimately, we can extract meaningful insights into the effectiveness of our communication efforts and pinpoint what exactly is helping us achieve our business goals.