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The Anti-FAM

Passive Marketing and the Travel Press

Myth: ƒ Press trips ⇒ better media coverage

2006 travel calendar A year in the life of a “typical� travel writer: China (independent) - 1 feature, 1 blurb Chile (partly subsidized) - 1 feature, 2 blurbs West Caicos (press trip) - 1 feature, 1 blurb Total: 3 features + 4 blurbs = not paying the rent

2006 Totals Firsthand travel experiences: 3 features, 4 blurbs

Total stories written: 15 features, 20+ blurbs

Little known fact: Most travel content does not come from firsthand experiences.

Travel-free travel stories

Departments stories “Process of travel” stories Roundups Features that don’t require travel

Travel-free travel story sources

Interviews, research Google searches Professional contacts Referrals Press releases

Great Smoky Mountains Phase 1: Research Air quality reports Independent studies (universities, nonprofits) Recent legislation

Phase 2: Narrative

Google: “guided hikes Smoky Mountains”

A Walk in the Woods Erik Plakanis, co-owner Available Knowledgeable Quotable

Maasailand, Kenya Wildland Adventures

Reputable Accessible Knowledgeable Quotable Media savvy Media-friendly website

Online press room

Online travel journal

“Best of” issues Know the timeline Oct./Nov. research begins for Feb./March issues

Be visible Industry partnerships Nonprofit affiliations Press releases for new & original itineraries

Make information accessible New trips link on home page Detailed itineraries for new/exploratory trip

Adventure Collection

“Exploratories”

“Expeditionary”

If you must FAM …

Small, select group (3 or less) Flexible itinerary Activity options Free time

Interviews Take requests in advance PR reps don’t count

The destination is not the story Accommodate story angles

West Caicos Island Ritz-Carlton Molasses Reef

3 writers Strong news peg Context (history, geography) Choice of activities Arranged interviews Access to opposing viewpoints

West Caicos Island