Press & PR Services
We deliver proven press and PR campaigns for tourism destinations and businesses — generating editorial coverage that advertising money cannot buy. We have delivered in excess of £3 million per year in advertising equivalent press coverage for a single destination on a very modest budget.
What We Deliver
Our PR campaigns have secured coverage across:
- National television — holiday and travel programmes, news features
- National broadsheets and Sunday supplements — travel sections
- National consumer and lifestyle magazines
- Regional press and broadcast media
- Online travel publications and content creator channels
Our Approach
Good tourism PR is about creating stories, not distributing press releases. We identify what is genuinely interesting about your destination or business — the angles that will appeal to journalists and their audiences — and develop campaigns that generate real coverage.
We work alongside our marketing strategy and media buying services to ensure PR is integrated into your wider campaign rather than running in isolation.
Press Trips & Familiarisation Visits
We plan and manage press trips and familiarisation visits — a proven way to generate in-depth, authentic coverage that sells destinations far more effectively than advertising alone. Well-executed press trips can deliver exceptional AEV against a relatively modest investment.
Measuring PR Value
We provide advertising equivalent value (AEV) reports so you can see the tangible return on your PR investment. We can also complement PR with market research to measure changes in destination awareness and perception over time.
Frequently Asked Questions
Advertising equivalent value (AEV) is a method of measuring PR results by calculating what it would have cost to buy the same amount of media space or airtime as advertising. If a feature about your destination appears in a national newspaper travel supplement, AEV is the cost of a same-size display advertisement in that position. We provide AEV reports so you can see tangible return on your PR investment. We have delivered over £3 million per year in AEV for a single destination on a very modest PR budget.
Tourism PR requires specialist knowledge of the travel media landscape — which titles, programmes and journalists cover which types of destination and experience, and what angles genuinely generate coverage. Generic PR agencies often don't have these relationships or this understanding. Our team works specifically in the tourism sector and has established relationships with the editors, journalists and producers who cover UK destinations.
Our campaigns have secured coverage across national television holiday and travel programmes, national broadsheets and Sunday supplements, lifestyle and consumer magazines, regional broadcast media and online travel publications. The specific mix depends on your destination, your story angles and your budget — we will be realistic about what is achievable before any work begins.
A press trip (also called a familiarisation visit or fam trip) is an organised visit for journalists, bloggers or content creators to experience a destination or tourism product first-hand. Well-executed press trips generate in-depth, authentic editorial coverage that is far more persuasive than advertising. We plan, manage and deliver press trips — from itinerary planning and invite management to accompanying journalists and post-trip follow-up.