The new age of marketing offers brands more ways to connect with varied segments within the luxury travel market. Social media marketing along with a smart PR campaign is more affordable than traditional advertising, and has been proven to be extraordinarily effective.
A boutique travel PR firm earns media coverage through relationships developed with journalists in the travel industry, news, and other media. An integrated marketing approach that includes a PR campaign can advance a luxury travel enterprise into a higher range of profitability, while dramatically reducing overall marketing spend.
The Bottom Line
Traditional advertising campaigns involve the high cost of ad strategy development, design, and copy. Once complete, brands face the added expense of ad placement in travel magazines and other publications – often resulting in disappointing returns. With an intelligently executed PR campaign, you can expect multiple articles and mentions in media stories, with significantly more exposure for every marketing dollar spent, and a positive, direct response in the bottom line.
Journalists are forever seeking new stories and fresh topics. A PR agency with a broad range of skills, who has access to prominent media contacts, can create a strategy that resonates with the luxury travel segment and increase conversions. The bottom line is what matters, and getting the most out of your marketing dollars. A smartly executed PR campaign raises a brand’s online visibility and delivers that elusive x-factor – desirability, legitimacy, and the allure of an exclusive travel experience.
The Right PR Campaign Brings Better Returns
PR professionals who know their business are constantly working behind the scenes, making contacts, and pitching concepts to professionals in the print, broadcast and digital media spaces – but that is just the beginning in a multi-faceted PR strategy to boost brand recognition. From planning events that attract, arranging high-profile speaking engagements, crafting packages and promotions that trigger purchase, to one-on-one conversations with the media contacts that matter, every action in the PR campaign has one goal: stimulating voluntary brand interest from potential customers.
Timing Matters
While a traditional ad campaign requires time to create and publish, PR campaigns are not bound by time restrictions. A breaking news story can be parlayed into PR assets quickly – harvesting an immediate response, rather than the wait time associated with an ad campaign. Social media plays a significant role in a well-executed PR campaign, and an insightful, artful, and intelligent approach can reap big rewards – within days, rather than weeks or months. These campaigns, when developed by a boutique travel PR firm, are planned and executed on an individual basis. Success in a PR campaign in the luxury travel market requires a breadth of knowledge of all factors driving the market, and what will prompt potential customers to buy. Every news cycle can generate new opportunities to promote a brand.
Positioning as an Authority and Source of News
How your brand is perceived makes all the difference in the profits generated. Public relations, when executed correctly, can create an aura of authority around you and your brand, spawning more coverage across all forms of media. Honing your ability to work with journalists in messaging and presentation can enhance your profile as an authority who remains at top-of-mind for journalists needing a comment or statement.
The Power of PR in Conjunction with an Ad Campaign
Most brands are aware that a marketing strategy must cover a lot of ground in the current culture. An integrated plan that includes traditional marketing, social media marketing, and a PR campaign is far more likely to generate the level of interest necessary for higher profitability. The PR campaign is the behind-the-scenes engine that drives the ad campaign and keeps it alive. The results of a PR campaign are measureable, and when the PR firm is working in close collaboration with an ad agency, the outcome of a campaign can be substantially better.
If you are in the planning stages of a new ad campaign, it is well worth discussing your project with a top New York PR agency before you move forward. You are spending your hard-earned profits, and getting more out of your campaign can not only increase profits – in the end, you could spend far less by with this approach.