Media relations are a key element of communication and this applies even more in the tourism sector. One of the most effective tools for securing media coverage is press trips. They allow editors to experience destinations in an unusual way and provide a pleasant way for the client to engage with them and show the authentic face of the location or region with all its specifics. This is exactly the kind of trip we recommended in 2024 to the city agency Visit Plzeň, which until then had focused more on press trips for individual journalists.

 

GOAL: long-term media coverage and closer ties with editors

Our goal was to effectively reach more media at once, strengthen relationships with editors and ensure wider media coverage of popular and lesser-known unique features of Pilsen. At the same time, we focused on creating authentic experiences and engaging emotions. We wanted the editors to go home with great memories that they would be excited to share with readers.

 

☑️ Media impact: achieving long-term media coverage that goes beyond the traditional framework

☑️ Stronger relationship with media: creating exceptional moments and emotions

☑️ Showcasing unique places: from lesser-known places to unusual corners of Pilsen

☑️ Reaching the target group: getting the attention of relevant readers

 

STRATEGY: an unforgettable itinerary full of experiences

In cooperation with Visit Plzeň, we have put together an itinerary focused on tourist, cultural and gastronomic locations. It included iconic landmarks as well as under-the-radar locations with strong appeal. Moreover, each point of the programme was prepared in an unconventional way and supplemented with attractions that people often miss or do not know. The itinerary thus offered a varied view of Pilsen and its surroundings.

 

☑️ Historical Treasures: City center tour and exclusive access to the attic of St. Bartholomew’s Cathedral
☑️ Architectural Gems: Guided visit to First Republic interiors designed by architect Adolf Loos
☑️ Beer Tradition: Tour of the Pilsner Urquell brewery with workshop and tasting
☑️ Unconventional Adventure: Exploration of the kaolin mines in Nevřeň
☑️ Gastronomic Experience: Final picnic with refreshments from a renowned Pilsen bistro

 

The event was attended by editors from lifestyle media together with their guests. Among the attendees there were representatives of Blesk, Blesk Zdraví, Chvilka pro Tebe, Zdraví, Dům a zahrada, Aha pro ženy, MF Dnes/Bydlení and Žena a život. At the end we gave them a press kit with four press releases. They contained the key topics that Visit Plzeň agency planned to communicate in the coming weeks. To get valuable feedback and objective evaluation, we sent the participants an online satisfaction questionnaire after the press trip.

 

INSIGHT: Microsite as an effective tool for communication with editorial offices

For maximum clarity, we have prepared a special microsite for the participants. On it, we have published all important documents – from the event schedule to press materials and maps. After the event, we also added a section with a photo gallery and press releases that could be further used for media outlets. Microsite proved to be a useful tool for us in communicating with editorial offices.

Visit Plzeň - Microsite