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