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. BID is continuing to work with Newquay-based communications agency Excess Energy 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.
On behalf of Newquay BID, Excess Energy have invited around a hundred 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.
Since BID’s first year, in 2011 there have been over 70 successful trips, resulting in impressive editorial coverage in key media and creating lasting relationships with journalists. With press trip activity well underway for the second term, 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, and target publications that appeal to the four key personas that will visit and spend in Newquay. These travel personas have been identified as a match to Newquay’s offering, which will suit what the town has to offer as destination. They also fall within coastal growth markets, which identify groups who may stay longer, spend more and return frequently.
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 showcasing Newquay this year include Caravan magazine, Chat magazine, Cyclist magazine, Lonely Planet Traveller, Woman’s Weekly, Health & Fitness, West magazine, The Scottish Sun, Bournemouth & Dorset Echo and OK! Magazine. The combined readership of these publications is an impressive 2,413,911. Three of these features have already been published, and can be viewed on the BID website.
BID aims to involve as many businesses as possible and always welcome new accommodation, activities and eateries to work into the bespoke itineraries 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 click here.