Visits to several major publishing houses in The Netherlands

 Media roadshow with tourism boards of Lorraine and Champagne & Ardenne 31 mei 2015

As a destination it is important to have a good relation with the media. We do not have to tell you that potential visitors are often inspired by what they see and read in the media. Travel reports in magazines, on websites and (travel) blogs are a big part the motivation for tourists to visit a holiday destination. For our clients, the regions of Lorraine and Champagne-Ardenne in France, we organised a roadshow along several influential Dutch media, including major publishing houses Sanoma Media and ANWB.

Objective

The objective of this roadshow was for our clients to meet with relevant Dutch magazines to promote their destinations and to discuss opportunities for media coverage. This roadshow was also initiated to strengthen personal relationships between the media and the destination representatives.

Strategy

1. In order to meet the above-mentioned objective, Baltus Communications contacted several editorial offices that suited both destinations. These were travel magazines, camping related magazines and cycling magazines.
2. Eight different magazines are visited as a result of the above.
3. Give a brief insight in what the destination has to offer per specific title.
4. Discuss the objectives and target audience per title and find matching aspects with the destinations and their KPIs (Key Point of Interest).
5. Make concrete plans about articles in the respective magazines and press trip possibilities around the preferred KPIs of both our clients as well as the magazines.
6. Publication of articles
7. Organising press trips
8. Publication after press trips

Results

  • 6 out of 8 magazines have showed interest in publications regarding the destinations after the roadshow. Several plans have been made to organise press trips and topics for editorials have been discussed. As most meetings were with the editor in chief, he or she him-/herself is in charge of making these plans happen.
  • The combined total print run of the titles we visited added up to 628.000 copies.
  • In addition to these publications in several magazines, we also discussed opportunities for collaboration between the two destinations and a travel guidebook. As a result of this meeting a press trip will be organised and several highlights from that trip will be featured in the updated version of the guidebook.