Introduction to Travel PR - TBU Rotterdam

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An Introduction to Travel PR talk at TBU Rotterdam travel bloggers conference, by the Brighter Group (travel pr and marketing).

http://www.brightergroup.com/

Published in: Travel, Technology
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  • Objectives To create a strategic PR campaign for 2013/14 so that it distinctly positions Travelzoo firmly in the mind of its target audience (new and existing) with messages that resonate with each group. To grow the Travelzoo profile in targeted trade and consumer pages/sites of media outlets so that it underpins the brand position and key messages. To implement and manage a range of innovative and headline grabbing PR tactics that support the position of the brand and communicate the key messages. To recruit, through those key messages, with calls to action new subscribers (and fans) of the brand.   Key requirements To drive the above forward with a PR team that is insightful of the opportunities and challenges of the brand; are experienced in managing successfully profile raising PR campaigns for brands and has extensive media and industry contacts within and beyond the travel sector to achieve success. In addition, to achieve the above through measurable results.
  • Travelzoo offers quality deals across its product range and, amongst those that are aware of the brand it, is well thought of.   However, our research highlighted that Travelzoo is faced, on the surface, with several issues that are either weaknesses or threats and it is this area that helped shape our thoughts on a strategy for the campaign. However, we believe that a powerful strategy would be to turn these perceived threats and weaknesses into strengths and opportunities for Travelzoo. Added into this, we believe that some of your strengths present considerable opportunities for telling the Travelzoo story. In particular the fact that you only do deals on travel and leisure (as opposed to other brands that offer non travel products and services) and your business model of researching and testing deals before offering them allows us to devise a distinctive PR positioning and messaging. We therefore propose to use a PR strategy that will turn those perceived weaknesses and threats into strengths while using your perceived strengths to give real “heat” to the campaign.
  • Travelzoo offers quality deals across its product range and, amongst those that are aware of the brand it, is well thought of.   However, our research highlighted that Travelzoo is faced, on the surface, with several issues that are either weaknesses or threats and it is this area that helped shape our thoughts on a strategy for the campaign. However, we believe that a powerful strategy would be to turn these perceived threats and weaknesses into strengths and opportunities for Travelzoo. Added into this, we believe that some of your strengths present considerable opportunities for telling the Travelzoo story. In particular the fact that you only do deals on travel and leisure (as opposed to other brands that offer non travel products and services) and your business model of researching and testing deals before offering them allows us to devise a distinctive PR positioning and messaging. We therefore propose to use a PR strategy that will turn those perceived weaknesses and threats into strengths while using your perceived strengths to give real “heat” to the campaign.
  • Introduction to Travel PR - TBU Rotterdam

    1. 1. Introduction to Travel PRThe Brighter GroupThe Pod, London’s Vertical Gateway, Bridge’s Wharf, London, SW11 3BET: +44 (0)20 7326 9880info@brightergroup.com @brighterPR
    2. 2. What we do2
    3. 3. What we have to offer• Press trips• Tips• Deals• Exclusives• News• Survey results• Content• Images• Social media3
    4. 4. What we need to know4
    5. 5. How we can work better together5
    6. 6. Over to you…6
    7. 7. Over to you…6

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