Tulsa Convention & Visitors Bureau (Tulsa CVB) is dedicated to promoting Tulsa as a vibrant and evolving destination for tourism, events, and business opportunities. As the city diversified beyond its historical oil roots into industries such as aerospace, Tulsa CVB worked to shape positive perceptions and attract visitors. Despite managing responsibilities similar to a full-scale marketing department, the organization’s small branding team faced challenges in monitoring media coverage and measuring the impact of its promotional efforts. Reliance on external reporting limited visibility and often resulted in missed media opportunities. By leveraging Meltwater, Tulsa CVB gained the ability to track media coverage in real time, measure return on investment, and access valuable insights into

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