Travel Media Relations
Situation:
As part of an ongoing media relations program for Ayers Rock Resort Management e-agency made frequent
contact with a range of travel writers.
The primary goal is to extol the considerable pleasures awaiting the traveler in Australia's Red Centre
and to promote Ayers Rock Resort as the area's best in accommodations.
Action:
E-agency contacted a highly-regarded freelance travel writer, Elizabeth Hansen, to discuss the possibility of a
future familiarization trip to the Red Centre. Elizabeth had been to Australia many times, but had not
visited Central Australia in several years. The various changes and additions at Ayers Rock Resort properties were discussed.
The conversation was followed with a "thanks for your time" letter and updated media kit, another routine part of AVISO's
media contact program.
Results:
The timing was perfect. A few weeks after the conversation, the editor of Postcards magazine, with a readership of more
than 300,000 travel agents and potential travelers, approached Elizabeth to write a round-up story on Australia. The
content of the story was up to Elizabeth. Because information was fresh in the writer's mind, the Red Centre was included
in the story. And that's how a routine "how can we help you" call created a valuable placement for Ayers Rock Resort Management.
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