Seasmoke PR Public Relations
Powerful Resources
A travel article is one of the most powerful elements of successful travel public relations. Seasmoke PR has an exceptional database of over 5,000 editorial contacts throughout North America and Europe.
We have an extensive list of freelance journalists specializing in outdoor adventure. We also subscribe to a media monitoring resource that locates editorial coverage for our clients throughout Canada and Northern United States.
Allow Us To Take Many Of Your Advertisers Off Your Hands
Seasmoke PR specializes in approaching advertisers who have contacted you and are working within printed mediums to market your company.
For example, if these advertisers cannot give us at least one to five hundred words of copy and images to support an advertising contract we simply ask them to revisit their proposal to us. This does not mean that we increase your advertising budget, but for every publication you are considering, we would like to see a significant PR aspect to the proposal, thus doubling, if not tripling your overall marketing effect.
Product Creativity
As referred to above, we pride ourselves on creating travel public relations marketing packages, which can be promoted to the media. Seasmoke PR developed North America's only Ale Trail by linking seven world-class microbreweries together. Individually, there is a small story for each of these breweries, but placed together we received coverage in the New York Times, The Boston Globe and the LA Times, to name a few.
Other unique packages include the gourmet cycling wine tour, which allowed journalists and visitors alike to cycle from vineyard to vineyard sampling gourmet cheeses, delicious Chardonnay, and Pinot wines.
Other creative elements include taking an astronomer-guided kayak tour at night before coming ashore to sample fresh Dungeness crab, sip wine and gaze at the stars.
Public Relation Marketing & Services
We would start with a travel brief campaign. We will target larger daily papers with travel, cultural & outdoor sections and magazines in all of the below markets to promote your property or adventure company. In addition, we also target magazine publications, which specialize in touring, wildlife viewing & cultural experiences.
This campaign is similar to the destination travel article (see below), but targets a different audience. Larger papers like the New York Times will not accept freelance submissions of pre-written travel articles. However, a newsworthy travel brief (not a news release), written in Associated Press style that is accompanied by exceptional artwork will receive coverage in many publications. We would target 1000 papers and magazines in North America, sending out artwork and the brief. Then for the next four-months, we would personally contact the editors (the follow-up is the most important and time-consuming aspect of the campaign).
The benefits of this tactic are its cost-effectiveness (no rooms, no flights, no food or beverages etc.) and the targeting potential. We can select the papers we want (Toronto, New York, Washington D.C. and Chicago, L.A., Seattle, Vancouver) and deliver a release with the appropriate key messages.
Destination Travel Article
The second campaign involves researching and writing a 750-word travel article. We would focus on one or two adventures that would entice North American travelers. Once written, the article and associated artwork is sent to hundreds of newspapers. The key areas we target include the Eastern Canada, Eastern US, Midwestern US & Canada, Southern US, Western US, Western Canada, and Europe.
The benefits of this tactic are its cost-effectiveness (no rooms, no flights, no food or beverages etc.) and the targeting potential. We can select the papers we want to deliver a travel article with the appropriate key messages.
Personal Media Visits-Media Host Program
The most effective way to ensure a published feature story is to invite a journalist to personally experience the property. Although very effective, this tactic is also the most time consuming and expensive element of media relations.
Securing funding for air travel, car rental, developing itineraries etc. can take 30 hours for one journalist. Having said that, there is no better way to position your company and assure coverage. We recommend a mix of the other travel pr tactics above, and the hosting of 6 - 10 journalists per year.
