Challenge:

In a very competitive market the challenge was to gain exposure for the destination and highlight the country’s broad and varied holiday offerings. The country is well known for its beautiful coastline dotted with stunning beaches, perfect for sun and sea holidays but it has many other strengths in lesser known locations – real hidden gems.

Solution:

Press and influencer trips were designed, focusing on travel themes and regions agreed with the tourist board.Over a 6 month period small group size press trips and individual trips were organised, mostly with targeted media, both print and online and for Dutch and international media. Themes included gastronomy, hiking trails, running, watersports, city break, exhibitions, cycling, fashion, shopping, star-gazing, golf and archaeology with media specific to each these invited. All trips were tailor made itineraries and exposure (content, quantity and timing) was secured beforehand.

Results:

> 10 press trips organised

> 25 journalists/influencers visited and published inspirational content on their experience

> 50 articles

> 60 social postings

> 4.5 million consumer reach

Call to action on the client’s website and on social media