How do you introduce a new tourist season to the media without getting lost among dozens of other invitations and press releases? We opted for a more personal format—a brunch for journalists and influencers. In an informal atmosphere, we unveiled Plzeň’s main tourist attractions and events for the year ahead.

We focused on families with children, as a significant part of this year’s tourist season is dedicated specifically to them. Both the brunch programme and the press materials therefore included an overview of events, anniversaries and new attractions designed to appeal to parents and children alike. The aim of the event was to create a welcoming atmosphere in which journalists and influencers could discover Plzeň’s full programme for the year, ask questions and find inspiration. We chose Prague’s Kavárna, co hledá jméno as the venue. The industrial-style space in Smíchov proved ideal for an informal morning event. A private area of the café, a relaxed atmosphere and a delicious brunch created the perfect setting for conversation and relationship-building.

Face-to-face meetings remain irreplaceable in the world of PR. While the press release provided journalists with all the essential information, the brunch allowed us to explore the topic in a broader context, answer questions in real time, slow down for a moment and discuss the season together.

FROM CONCEPT TO EXECUTION

We spent a month preparing the brunch for Visit Plzeň. First, we developed the concept together with the client. We then selected and visited a suitable venue. This was followed by preparing the invitation and compiling a list of media outlets, journalists and influencers who might find the topic relevant. We selected them carefully to ensure that our message aligned with the focus of their content while also generating sufficient reach among the target audience. Follow-up communication was another important part of the process. Staying in touch with editorial teams and other content creators can often be just as important as the invitation itself. As a result, we were able to reach a wide range of journalists specialising in trips and leisure, travel, lifestyle and family topics.

The brunch was attended by journalists from lifestyle publications including Blesk pro ženy, Forbes, Deník Ženy, ProŽeny.cz, Rytmus života pro ženy, Tina and Moje rodina a já. Influencers specialising in travelling with children and family trips also joined us.

PLZEŇ FOR FAMILIES WITH CHILDREN—AND BEYOND

The main theme of the brunch was the upcoming tourist season in Plzeň, which this year is primarily focused on families. We introduced guests to the season’s biggest highlights, offering visitors a diverse range of both outdoor and indoor experiences. However, the event was not only about presenting key topics. Networking also played an important role, as these informal conversations are often where ideas for future articles and collaborations begin.

Each guest also received a press kit containing a press release summarising the key information about this year’s season and an overview of the main new attractions. The kit also included Visit Plzeň merchandise and a voucher for an individual press trip, giving journalists and influencers the opportunity to experience Plzeň like never before. From our perspective, the brunch demonstrated that face-to-face events continue to play an important role in PR. They allowed us to communicate the topic in a way that went beyond email, strengthen relationships with journalists and influencers, and receive valuable feedback in real time.