You may have worked with a travel journalist in the past. Likely they were referred to you by your DMO or public relations agency. Or maybe they reached out to you directly, promising an article in a travel magazine or blog. It might have led to some great coverage or even some bookings. Or not. In the process, you realized that PR is difficult to do and harder to measure. The lead time can be months or a year or more for some publications and you have little to no control over what actually gets published. Today’s media landscape is complex and you doubt if anyone even reads magazines or newspapers anymore. It seems a safer bet to throw money into SEO, PPC or Facebook ads, and skip PR altogether.
If you’ve had a bad PR experience, you’re not alone. But success in public relations is achievable and should be a part of your overall marketing strategy. The backlinks from relevant publications in your industry can give a powerful SEO boost to your business and position you as an authority within your market. Great stories can inspire viewers and introduce your tours to entirely new audiences who may have never heard of you before. They can also move purchase-ready prospects into clients.
Aventura’s decade-plus of experience in working with travel media and tourism boards is unmatched among most marketing agencies. Our unique strategy leverages several low-cost, high-return methods to deliver stunning results from top tier and niche adventure media. We have a roster of travel journalists to call upon and can handle everything from story development and pitching to complete FAM trips.
Getting a great story in a major publication can be a coup for a small adventure tour operator. The spotlight and recognition feels awesome. PR or ‘earned media’ is often called the ‘ultimate word of mouth’ and is highly trusted by your customers. And with every print publication being online today, even the stuffiest old-school magazines and newspapers, those article backlinks can be giving your site traffic and SEO-love for years to come. At Aventura we fully integrate PR into your marketing system, creating stories that inspire your ideal clients and make your competition irrelevant.