Tourist destinations rely mainly on press trips, individual editors’ trips and cooperation with influencers. Together with our client Visit Pilsen we recently tried a completely different format. We prepared a brunch for Prague editors, during which we presented them with highlights of the upcoming tourist season in Pilsen city. We confirmed that a good idea and well-thought-out preparation often have a greater effect than a big budget.

 

Instead of a multi-day trip, we invited the editors to an informal meeting with a varied breakfast and in the pleasant surroundings of the Karlin bistro FUEL. The aim was to present tourist news and topics for this year but also to strengthen relations with the media. The present lifestyle editors from major media houses had an ideal opportunity to meet personally the representatives of the municipal organization Visit Pilsen.

 

A minimalist concept with an emphasis on interaction

We deliberately designed the meeting to be minimalist – for a smaller group, with an emphasis on interactivity and space for each individual question. In planning the event, we drew on previous experience and feedback which we always ask for from the media. Already during the presentation, a lively discussion on the tourist sites and the history of the city was sparked, which continued after the official program.

 

 

Comprehensive press kit with key information

At the end of the event we handed over the meticulously assembled press kit to the editors. In addition to press releases on the main topics of the season and valuable souvenirs from Pilsen, editors also received vouchers for an individual press trip for 2 people with an overnight stay. Due to this, they can plan their trip to Pilsen exactly according to their time possibilities and focus on the places that interest them the most.

 

Even a smaller format works well

The brunch has shown that in the tourism segment it is possible to establish and strengthen relationships with the media without visiting the destination. It also confirmed that huge budgets are not needed for high media coverage. In addition, the smaller format was more effective as it allowed for high interactivity. Editors were able to bring their own topics into the discussion and get answers to just their questions.

 

We continue to communicate with the media and already have plans to work with them throughout the tourist season.