Overall objective  

The focus of this campaign was to highlight the region as a leading experiential destination, focusing on the historic sites as well as the stunning landscapes, the range of activities, local produce and much more, with a variety of hotels selected to showcase the varied offering.

The campaign centred on a series of press trips, targeting a range of titles; from leading newsgroups to selected niche media. 

Our approach   

Working closely with the client, Spice PR devised a compelling itinerary to appeal to leading travel editors and writers, liaising with a range of media and resulting in ten journalists selected, covering more than 16 publications between them.

This included national news titles such as the Mirror, leading travel publications including Lonely Planet, magazines such as MyWeekly and People’s Friend plus regional publications – including online magazines and local newspapers – across all of England, Scotland, Wales and Northern Ireland.

Spice PR also liaised with Aer Lingus to obtain support for a number of flights, building brand partnerships and maximising resources.

Results   

Feedback was excellent and the trips delivered extensive online and print media coverage, exceeding expectations with syndication across the whole of the UK. Overall the campaign delivered: 

• Reach of over 94 million
• Extensive online traffic
• 5 national news features
• 40 media features in total
• 280 media mentions
• Syndication across one of the UK’s leading news groups
• Return on investment of more than 15:1

What the client said: 

“We're delighted with both the quality and quantity of media coverage which Spice PR has delivered. They worked closely with our own team to ensure the activity and messaging aligned with our strategic objectives and devised a campaign that resonated with our target audiences."

Read our blog on why Ireland’s Ancient East is a thoroughly modern destination or get in touch here if you’d like to find out more about how we can help build your brand.