The level of priority placed on press trips by the BID stems from the number of people that one article can reach, quite often meeting an excess of 1 million people. A recent article in Chat Magazine for example has a readership of 1,130,815; a magazine that will be read by people all over the country means that it is a way of reaching potential visitors that otherwise could not be reached.
A key part of the BIDs brief is to positively and effectively promote Newquay through PR and marketing activity that enhances the town’s image and public perception. To this end, the BID has worked with Newquay-based communications agency Excess Energy since 2011 on a programme of strategic PR activity to help promote the resort as a key holiday destination and manage its reputation in the national press.
The BID has worked hard to tackle the resort’s negative reputation amongst the national media, creating a serious sea-change in both media and consumer perception. It has invited over 30 key journalists to visit the resort for strategically planned press trips that showcase the best of what Newquay has to offer, resulting in an overwhelming wave of positive national media coverage.
To date there have been sixty five successful trips, resulting in impressive editorial coverage in key media and lasting relationships with journalists. With activity well underway for 2015, the BID has continued to highlight the brilliance, the beauty, the experience and the excellence of Newquay amongst target markets.
The BID invites journalists to visit specifically in the early parts of the year, avoiding peak season and attracting visitors to the town in the months when Newquay is less crowded. The pieces cover a range of different angles, from activity breaks to romantic weekends, relaxation sessions to family holidays. These trips are supported by a range of BID businesses across the town that provide complimentary hosting to the journalists in exchange for a mention in the piece.
Publications that have written about Newquay include glossy magazines like Chat and Woman’s Own; national newspapers like the Sunday Mirror; as well as high circulation regional publications like the South Wales Echo, Scottish Sun, Liverpool Echo, Western Gazette, Nottingham Post and the Oxford Times. Quotes from the pieces they have written include:
“The golden sands of desired beach, a smattering of surfers bobbing in the waves, the powder blue sky smudged with the occasional white cloud. We had driven for six hours to reach Britain’s surf capital of Newquay […] it was suddenly worth the journey.” Meg Jorsh, Daily Star.
“Newquay is branded the British California and it’s easy to see why […] life’s a beach at Cornwall seaside resort, from breath-taking scenery, golden beaches and water sports to delicious locally-sourced food, quaint shops and traditional pubs.” Crystal Chung, Daily Record.
Sophie Kelly, Group Marketing Manager for the Fistral Beach and Esplanade Hotel said: “Newquay BID has always been a valuable source of exposure for us. We target a family market at The Esplanade Hotel and I know Newquay BID is keen to bring families to all that Newquay has to offer. The press trips we have been involved in are very well organised, and in fact have a very low impact on our operations. It can be a little nerve wracking – however if you make sure that you brief all your staff and your product is up to scratch there really is nothing to worry about- they are just journalists- not monsters!”
Sophie continues: “At our Fistral Beach Hotel we target a very different market- we would consider our target market to be those that have yet to start a family and enjoy the finer things in life- together with a cheeky surf- and those with grownup children who are ready to get back to treating themselves. The journalists staying with us have always enjoyed our Spa and restaurant and it is a pleasure to know that we are helping to portray Newquay in a positive light.”
Eve Wooldridge, BID Manager says: “PR and Image has been an important an ongoing strand of the BID’s work since the start of its actuality in 2011. We aim to involve as many businesses as possible and always welcome new accommodation, activities and eateries to work into the bespoke itineries organised for each journalist that visits. If you would like more information about press trips please get in touch by calling the BID office on 01637 498599 or email firstname.lastname@example.org.”
To view a selection of the recent press trip coverage please visit http://www.newquaybid.co.uk/press-trips/.