Earned media helps amplify your marketing efforts by leveraging third-party visibility—such as users, press, and influencers—to build credibility and expand reach. For Bandwango passes, earned media can drive a meaningful portion of conversions and often performs especially well when paired with strong owned media.
This article outlines best practices for using user-generated content, press, and influencers to promote your pass.
Quick Start: Earned Media Essentials
If you’re looking for high-impact earned media with minimal effort, start here:
Encourage passholders to share photos or stories using a branded hashtag
Collect and reshare one testimonial or passholder experience
Use Bandwango’s press release template for a pass announcement
Partner with one local creator or influencer aligned with your niche
These actions can significantly boost awareness and trust without requiring a large budget.
User-Generated Content (UGC)
User-generated content is one of the most effective forms of earned media. It showcases real experiences and builds trust with potential passholders.
Why UGC Matters
Feels authentic and relatable
Helps populate your social channels
Encourages word-of-mouth marketing
Builds social proof for your pass
How to Encourage UGC
Promoting branded hashtags
Running simple contests or giveaways
Encouraging users to tag your organization and participating businesses
Reposting user content (with permission)
You can also create recurring features such as Passholder Spotlights or Experience of the Week to highlight real users.
Press & Public Relations
Press coverage can dramatically expand reach and drive traffic to your pass.
Press Release Strategy
Bandwango provides press release templates to help you get started.
Best practices:
Announce pass launches, seasonal updates, or milestones
Align press releases with key dates, holidays, or local events
Focus on the story and value of the pass, not just the product
Earned press can reach large audiences and often drives strong conversion rates.
Influencers & Local Creators
Local influencers and creators can help generate organic buzz and reach highly targeted audiences.
Choosing the Right Influencers
Focus on influencers who:
Naturally align with your destination or niche
Create content that feels authentic and experience-driven
Already engage with local businesses or attractions
Authenticity is key and audiences respond best when the pass fits naturally into an influencer’s lifestyle.
Best Practices for Partnerships
Offer free passes or exclusive experiences in exchange for coverage
Allow creators creative freedom to maintain authenticity
Encourage use of location tags to boost discoverability
Track performance using UTM links when possible
These partnerships help drive awareness while supporting local businesses.
Using Earned Media Effectively
To get the most value from earned media:
Reshare earned content across your owned channels
Feature testimonials or press mentions on your landing page
Combine earned media with paid boosts when appropriate
Earned media works best when it’s integrated into your broader marketing strategy.
Next Steps
Once earned media is in motion, you can scale reach further using paid campaigns.
👉 Next article: Paid Media Strategies for Bandwango Passes
If you’d like guidance on press outreach, influencer partnerships, or UGC strategy, the Bandwango team is here to help.