Send them a ticket and make your case!!!

According to the World Tourism Organization (WTO), ‘press trips have 3 major objectives: to contribute to tourism growth, to build a positive image of the country and to increase awareness of its role in the international arena.’ (WTO, 2002-2003, p. 8)

Planning a press trip involves careful organization, as an ill-planned journey reflects almost as badly as unimpressive attractions. As with any other promotional activity, targeting the right journalists from a mix of publications to access potential visitors, is key to executing a successful campaign.

Don’t kid yourself, you’re not the only destination offering the travel writer a free trip. Promises of a free excursion may send us regular folk into a tizzy but the seasoned, globetrotting travel writer remains unfazed. Sending an invitation, just like calling to pitch a story, requires you to sell it and convince the media that your country is worth a visit. Mail an application that is both attractive and clear about what the trip’s objectives will be. You may want to arrange meetings with top government officials and ensure that you avoid the temptation of cramming too many activities in the trip’s itinerary. Finally, consider your budget, as you will be expected to cover all travel-related expenses including transportation, meals and accommodation. (WTO, 2002-2003, p. 8-10)

Press trips are, of course, nothing new. With the success of cable TV shows, governments and tourist boards have looked to broadcast programming to get their messages across to a large audience.

Singapore recently aligned itself with US mega-producer, Mark Burnett, to host the upcoming season of the popular boxing reality show, The Contender. The series is currently being shot in the Asian country and government officials are using the unique opportunity to promote the area’s attractions. The government has set up the ‘Film in Singapore Scheme’ to encourage other filming projects to use the country as a location for shoots. (Gulfnews, 2008)

The Jamaica Tourist Board, as part of its ‘Genius of Jamaica’ campaign, convinced producers of America’s Next Top Model and the Amazing Race to shoot episodes in the island. (Ruder Finn, 2009)

(For video below, forward to the 7 min. mark for Jamaica feature)

Finally, there’s of course, tourism PR’s slice of heaven on earth, your Disneyland, your massage at the end of a stressful week..... your travel shows. There’s even a channel!! 24 hrs of non-stop ‘have you been here, have you heard of there, you should really go here’ programming. For everyone else the destination is paradise, but for tourism officials, it doesn’t get any better than seeing the destination on the broadcast network.

In 2002, New Zealand’s Prime Minister, Helen Clark, invited the Travel Channel to her country to give them a ‘personal tour’. The Royal Tour of New Zealand featured the outdoorsy head of state taking on mountain climbing, hiking, kayaking and exploring underground caves. (New Zealand Tourism Board, 1999-2009) Other royal tours have included Jordan, Peru and Jamaica. I personally, would like to see a Royal of Tour of London with Boris Johnson. I’d bet a 100 quid, he’d trip, fall or get stuck in something about 5-7 minutes into the show.

Next blog: Why you want James Bond in your country

References

Gulfnews, (2008). Singapore Seeks Tourism Boost From Burnett Reality TV Show. [online] Available from: <http://www.gulfnews.com/Business/Tourism_and_Travel/10248907.html> [Accessed 8 January 2009]

New Zealand Tourism Board, (1999-2009). Royal Tour of New Zealand. [online] Available from: <http://www.newzealand.com/travel/about-nz/features/old-features/discovery-vintage-new-zealand/programmes/royal-tour-of-new-zealand.cfm> [Accessed 8 January 2009]

Ruder Finn, (2009). Case Study: Jamaica Tourist Board. [online] Available from:
<http://www.ruderfinn.com/life-style/travel-economic-development/case-studies/jamaica-tourist-board.html> [Accessed 8 January 2009]

World Tourism Organization, (2002-2003). Shining in the Media Spotlight: A Communications Manual for Tourism Professionals. 3rd Edition. Madrid: World Tourism Organization.

YouTube, (2008). America’s Next Top Model Cycle 3 Episode 2 Part 1. [online] Available from: <http://uk.youtube.com/watch?v=cZVLAX_c6tY> [Accessed 8 January 2009]