travel agency pr campaign

Five of the Best Travel PR Campaigns

Despite the 2020 pandemic, travel and tourism remains one of the fastest growing sectors in the world. It’s also one of the most congested. Due to the rise of low-cost airlines, ecotourism, and online etailers such as Tripadvisor and Expedia, the options are endless, and competition is fierce. You need to do something pretty special to stand out.

This is where travel PR comes in. Whether you run a tour operator, travel agency, cruise line or other travel-related business, glowing coverage in a national newspaper, industry magazine, or on the blog of a high-profile traveller can set you apart, get eyeballs on your brand and send bookings soaring.

All you need is a genius travel PR campaign.

Need some inspiration? Here are five of the best travel industry PR campaigns.

Tourism Queensland’s ‘best job in the world’

This one dates back to 2009, but it’s made the list as it’s still widely regarded as one of the greatest travel PR campaigns in history.

To raise the profile of the Great Barrier Reef, Tourism Queensland launched a global publicity campaign to attract more visitors. They placed a job advert in newspapers around the world, titled ‘The Best Job in the World.’ The tourist board were on the hunt for a caretaker for the stunning islands. The successful candidate would live on Hamilton Island for six months and be responsible for cleaning the pool, feeding the fish, exploring the islands, and reporting back to the world via blogs and social media .

The winner would earn £73,000 for the privilege.

Applicants were asked to post a one-minute video on the Queensland Tourism website explaining why they should be chosen for the job. And the response was astounding. Within six weeks, they received 34,000 applications from 200 countries.

Following an X-Factor-style whittling-down of candidates, 16 finalists were flown to the Great Barrier Reef for an interview and in May 2009, Ben Southall, a charity worker from Northampton, was appointed.

Over the six months, Ben posted around 60 blogs, 2,000 photos and 47 video diaries. He also fielded 450 media interviews and presented a six-part documentary series on the National Geographic Adventure Channel, which aired in more than 135 million homes.

Why did this PR campaign work?

The travel PR campaign exceeded all expectations as it was aspirational. Who wouldn’t want to live on a paradise island and be paid a hefty sum for the privilege?

Also, the whole thing played out online, giving it the viral factor. Within two days of the campaign going live, word had spread around the globe, generating 46,000 mainstream media stories, 230,000 mentions in blogs and vlogs, and a BBC documentary. Add to that the 34,000 video applications on YouTube, and Tourism Queensland had a heap of fabulous publicity for the islands.

No other medium could have achieved results like that.

In total, the campaign garnered over £50m in earned media , putting the islands of the Great Barrier Reef firmly on the map as a must-see destination.

Virgin Holidays Hypno-pods

Holiday blues are a real thing. Which is why millions of us book our summer holiday on the first day back at work after the Christmas break.

The folk at Richard Branson’s Virgin Holidays are all too aware of this phenomenon, which is why they teamed up with celebrity hypnotist Paul McKenna at the beginning of 2015, to run a series of ‘holiday hypnosis’ sessions at Bluewater Shopping Centre in Kent .

McKenna hypnotised willing participants for 20-minutes in a purpose-built hypno-pod, from which they emerged feeling like they had been on a relaxing two-week holiday.

The brand launched the stunt as part of its #FlauntIt campaign to counteract the January blues.

Why did this campaign work?

This PR campaign was simple, but brilliant. After all, nothing beats the feeling of an amazing holiday. Virgin tapped into it at prime booking time, leaving the brand top of mind for holiday-starved travellers. It also bagged Virgin coverage in the mainstream and trade press.

British Airways’ ‘Magic’ campaign

In 2017, British Airways launched a heart-warming travel PR campaign, ‘ BA Magic’ . The initiative saw the airline carry out acts of kindness for passengers, to make their journeys even more special.

The airline asked the public to nominate family or friends to receive a bit of BA magic as they passed through the airport. Nominations came flooding in and BA arranged everything from marriage proposals and reuniting loved ones, to arranging money-can’t-buy experiences for terminally ill children.

One of the most emotional events was for Marjorie, a 13-year-old girl with Hodgkin Lymphoma disease. Her biggest wish was to be an air hostess. BA made her wish come true in the most spectacular way. Watch Marjorie’s BA story .

All the acts of kindness were captured on camera and posted on BA’s website. The tear-jerking videos have generated over six million views on social media.

The campaign was a roaring success on two fronts: It solidified British Airways’ reputation as a brand that goes the extra mile for customers. It also earned them loads of column inches in the industry press.

Emotional marketing is a powerful tool. It can increase your engagement tenfold. Find out how you can use it to your advantage in Hubspot’s ‘ Ultimate Guide to Emotional Marketing’ .

Finavia: Trapped in Terminal 2

Whether it’s a delay, cancelled flight or missed connection, we’ve all been stuck in an airport for longer than we wanted. So, spare a thought for Ryan Zhu, a Chinese actor and influencer, who spent 30 days in Helsinki Airport, in October 2017.

Zhu lived in a cabin in Terminal 2 for a month, as part of a creative PR stunt by Helsinki Airport operator Finavia.

This creative travel PR campaign aimed to challenge the preconception that spending time in the airport is a ‘hellish’ experience. To prove it, Zhu experienced different aspects of airport life, from shopping, to dining, and reported back on his experiences. He was also given daily challenges to complete. On day one, he had to find his cabin within fifteen minutes. Day two involved buying five items in 30 minutes. And on day nineteen he left the airport to spend eight hours in Helsinki.

The challenges were posted on #LifeinHel website, in a series of short videos, and on all the usual social media channels.

Why this travel PR campaign worked

Zhu, a celebrity in his native China, gave the airport a glowing review, resulting in a ton of positive coverage and legions of new fans in the form of Zhu’s followers.

The campaign also gained traction in Europe, winning a Bronze Lion at the Cannes Lions International Festival of Creativity.

A survey carried out by Edelman in 2019 found that 63% of consumers trust what an influencer says about a brand over what a brand says about itself. If you team up with the right influencer, it can do wonders for your reputation and win you legions of new fans.

The Faroe Islands: Closed for Maintenance

The Faroe Islands is a beautiful remote archipelago between Scotland and Iceland. Wild and rugged, it rains 300 days of the year and sheep outnumber residents.

In an effort to put the archipelago on the tourist map, the ‘Visit Faroe Islands’ tourist board came up with a cunning travel PR campaign.

In 2018, the Faroese Prime Minister launched a ‘closed for maintenance, open for voluntourism’ campaign, via a video statement . He announced that the archipelago would be closed to tourists over the weekend of 26-27 April 2019, with the exception of 100 volunteers, who would be given free food, lodging and transport, in return for helping with practical projects such as maintaining hiking pathways, creating signage, and improving facilities and access to beauty spots for visitors.

All people had to do was sign up and book their flights. 100 people were then picked at random to volunteer.

One day after the message went out, the story had received widespread media coverage and more than 1,000 people had signed up. By the closing date, over 6,000 people had applied.

Why this PR activity worked

As with the ‘Best Job in the World’, this PR campaign tapped into the scarcity principle. By limiting these once-in-a-lifetime opportunities to a select number of people, it made them more valuable to consumers.

By closing the country’s doors to all but 100 people, the Faroese tourist board prompted thousands of people to consider the Islands as a holiday destination and boosted their desire to visit.

It also captured the imagination of journalists, leading to coverage across Europe in the mainstream press .

How to create outstanding travel PR campaigns

These top travel industry PR campaigns made headlines as they did something different. Here are a few simple things you can do to make your travel PR campaign stand out.

Give away free stuff

Who doesn’t love a freebie? Giving something away is a great hook for your travel PR campaign. Whether it’s an extra free night’s stay at a hotel, a complimentary spa treatment, or a free upgrade, a juicy promotion can incentivise travellers to choose your brand over others. Take Thai Airways for example. The airline showed its support of the Thai government’s efforts to combat COVID-19 by rewarding travellers who stayed at home.

To qualify, members with active frequent flyer membership could download a ‘Stay Home Miles Exchange’ app on their phone. The app used geolocation technology to determine their location. Users were given one mile for every four hours of staying at home during the campaign period.

Offer unique, immersive experiences

If you really want to stand out, offer your customers an immersive experience. Marriott Hotels did this to great effect to promote some of its prime destinations.  Using Oculus Rift and 360-degree live-action video, the Marriott Teleporter enabled people to ‘visit’ Wai’anapanapa Black Sand Beach in Maui or take in the views from the top of Tower 42 in London. They could even feel the ocean breeze and the warmth of the sun, thanks to sophisticated 4D sensory technology.

As a result of the immersive stunt, Marriott bagged a load of coverage in the trade press and saw an increase in web traffic and bookings.

Innovate in times of crisis

Another way to distinguish your brand is to innovate in a time of crisis. This is what low-cost airline easyJet did, following the easing of travel restrictions during the COVID-19 crisis.

The brand teamed up with Irish artist Will Sliney to create lion and pilot-themed face coverings for young passengers, in order to reduce their anxiety around wearing masks on flights, one of the new requirements.

This simple ‘no-frills’ campaign won easyJet lots of coverage in the national press . It not only drew attention to the fact the airline was taking to the skies once again, but also highlighted the new safety measures for passengers and crew, while communicating its concern for its youngest passengers.

Want to join the PR revolution? Call me now on +44 (0)77604 70309

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What is the Role of Public Relations in the Travel and Tourism Industry?

What are the benefits of public relations in travel and tourism, tips and tricks for creating an effective pr campaign, 1. have a strong social media strategy, 2. bet on local, personalized messages, 3. partner with important travelers and influencers, 4. focus on mobile devices, 5. create video content, 6. participate in and organize events, 7. look to the future of vr technology, 8. interact with prospects and customers, 9. monitor social media mentions of your brand, 10. measure the results of your efforts, final thoughts , public relations in travel and tourism: how to do it right.

Kinga Edwards

Dec, 17, 2021

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Travel and tourism public relations play a key role in helping your company remain visible in its field. Without proper PR, most people won’t even know who your brand is or what it does.

💡 Read Digital PR Explained: Best Strategies and Tools

Here are some ways you can create great PR yourself, even without hiring a professional agency.

People travel further and more frequently than ever before. So your brand has no choice but to try harder and harder to stand out in this competitive market.

Public Relations (PR) is one of the big things that affect tourism. It refers to getting information out there to the public about an entity, offering them something exciting and newsworthy.

Public relations covers traditional media relations, content creation, and social media initiatives. It’s a long-term strategy – a consistent, ongoing presence generates awareness and exposure and helps companies reach revenue goals.

Despite its importance, public relations is still viewed as a less important part of the marketing mix by many brands. 

There is nothing more false than that – PR, no matter the industry, should be treated seriously and with the right strategy.

It’s essential to portray your brand well to increase bookings, engage customers, and build a positive reputation that will impact your whole brand’s performance.

• Travel PR brings valuable media connections. The media regularly release, for example, lists of the top hotels to visit – use it to your advantage and make sure that your business is in it. Such positive publicity builds credibility and helps create a positive image.
• PR can be a useful promotional tool. Blog reviews and press releases are a great way to tell your company’s story in an engaging, opinionated tone. It doesn’t have to be too pushy to be successful. They can help you build credibility and exposure for the brand.
• PR streamlines the process of creating your brand’s awareness. By supporting charities or organizing special events, you can easily promote your brand and build awareness. Whether launching a new product or just running a promotional campaign, you can easily promote your business through these PR activities.
• PR provides a greater connection with the audience. All actions will not stay irrelevant for your target audience. It will pay off in the future.
• PR can help you communicate with the stakeholders. Public relations activities can help you maintain a good relationship with all the stakeholders, e.g., the investors or even engage your employees .

Read: PR Automation: Best Tools Which Do The Work For You

Tourism and travel is a slightly different industry than others (but one where you have lots of room for action). The following tips are helpful in general, but you can also find some that work particularly well in your field.

To succeed in this hugely competitive market – take a look at some actions that can help you leverage your business objectives.

It may not surprise you at all – but pay close attention to your social media strategy. The Internet has become the most popular channel for travelers to book their trips – more than ever before travelers are online and mobile-savvy.

83% of US adults now prefer to book their travel online. From general data, reviews to exciting photos of resorts and hotels – every detail matters to encourage them to purchase.

Experiment with different strategies to see what works best for you. Be creative, gather your data, look at what others do, and develop a plan that suits your business model best.

This is easy to say but often hard to actually do. We are all so used to our own social media platforms that it is tough to look outside of your comfort zone. 

It’s no use just posting on Facebook or Instagram – if you want actionable results, you have to take a closer look at each platform and see what opportunities they offer you. For instance, you can work on a theme-based design for your Instagram profile. It is important you  change background in photo  so your posted pictures match the overall theme of your profile.

You can’t be everywhere at the same time. So don’t try to market your company in every corner of the world – focus on specific areas and people who live there . 

The personal touch goes a long way, especially when trying to increase your brand awareness among travelers. Keep in mind that word-of-mouth marketing is quite popular in the tourism industry.

Understand your target audience, and customer needs clearly to know how to create a message that will convince them.

Explore influencers and brands associated with the demographic you’re aiming for, and figure out how you can partner with and gain exposure through them.

There are many influencers explicitly connected with the travel industry (from nano influencers to top ones). Most of them work within Instagram but very often extend their activity to other platforms as well.

Bringing in partners to help with your tourism campaign can be a great idea. But before you start, make sure you approach the right person who will bring in more traffic and increase brand awareness.

70% of travelers research trips on their smartphones . Even if you’re used to targeting desktop users, it makes sense to create a couple of versions of your site – one specifically designed for the small screen.

Having a mobile version of your website will keep you ahead of the competition and ensure that users can find everything they may need on the go.

Videos are an excellent way to catch consumers’ attention and help them picture what it would be like to vacation on the beach, ski in fresh powder, or cruise among Norwegian fiords.

All PR activities can be strengthened by engaging, creative content. Create a video using the best quality equipment you have available. It doesn’t need to be professional-level editing or animation, but it does need to look good. 

The video’s production value is a massive factor in terms of the return on investment it will generate for you, simply because viewers will be far more likely to engage with your work if it looks appealing.

That’s why we recommend using FlexClip , an excellent tool for creating high-quality travel video content that will captivate your audience and showcase the beauty and excitement of your destination.

Public relations events are your chance to show off your company or offers and services to the general public. Organizing and participating in PR events allows you to create a positive image of your company and highlight its social benefits.

Take part in events organized by third parties, such as fairs and exhibitions, to gain significant opportunities to reach customers directly and gain lasting business relationships. Promoting your brand during major travel events is a great way to call attention to your company. You can also research virtual events for this purpose.

The development of VR technology can change the world of tourism (and already does).

As a growing number of enterprises start using VR as a sales tool, such experience has become an important part of marketing strategies used by businesses that deal with the travel and tourism industry – from hotels to airlines companies . 

Companies must offer their customers tailored services and products – from developing a custom virtual reality app for mobile devices to unique virtual tours.

The technology can, for example, be used to present hotel interiors in detail or to show what tourists can expect at a particular place on the spot.

It’s a fantastic opportunity to showcase 360-degree imagery of a destination with high resolution, allowing the user to imagine themselves at the travel destination.

PR is not only about events, taking care of the overall image of your company, etc. You can’t forget about one of the most critical factors – your audience. It’s not enough to give them engaging content and experience .

To take care of your positive online image, you have to interact with your audience. Respond to the reviews (both positive and negative), and remember that you should answer all the questions your prospects have.

Thus, you can create a positive customer experience and retain loyal clients.

We know that it’s hard to track all the mentions and react as quickly as possible. However, consider testing out a social monitoring tool if it’s too much for you and you want to make your work easier.

It’s a solution that will notify you as soon as somebody mentions your brand and automatically detect the mentions’ sentiment. It also provides ready-made reports, full of valuable data that you can generate in a matter of a minute.

Such real-time tracking helps you to manage your online presence and the whole PR campaign more effectively.

What happens if you’re running a PR campaign for your travel company and all of a sudden, you notice that the conversion rate has gone down? Or that there was no improvement whatsoever?

Before making any changes, it’s important to measure the results of your efforts . Otherwise, you can lose a lot of money unnecessarily.

Having metrics in place is the key to understanding if you’re doing a good job, and it will tell you what needs to be done. 

You should set up measurements to track your efforts. It can be as simple as creating a spreadsheet and adding columns such as:

• Type of PR (for example, press release, blog article)
• Metrics (e.g. sales leads)
• Result (was there any improvement?)

You can then dig into deeper data that will help you pinpoint the action items that need fixing. Ultimately, it enables you to understand whether or not your PR campaign is successful and if there are any areas for improvement.

Read: PR Measurement: What Is the Right Way to Prove PR Effectiveness?

Public relations in the travel and tourism industry is not just about adding hype to your product, getting online visibility, and so on. Instead, PR helps provide value that goes beyond just the promotion of your company or business.

In the travel industry, the benefits of PR are huge. It helps companies gain more market penetration, create awareness about their business, build loyalty with existing customers and potential prospects, and raise the conversion rate.

If you want to set up a successful PR campaign, then consider all the tips that we mentioned here. Good luck!

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Five Travel PR Campaigns From 2022 That We’re Proud Of – And Five That Inspired Us

Digital PR has become one of the most effective ways to boost brand recognition and attract new customers and partners. 

But the Covid-19 pandemic made it harder for every business to succeed, particularly in our industry with travel restrictions being introduced all over the world.

And whilst we are now almost three years on, travel has still been as turbulent as ever, with flight cancellations, delays and strikes hitting at us left, right and centre. 

But even when travel was at a complete standstill, our efforts were not .

We continued to create innovative campaigns for our clients and ignite feelings of wanderlust when people were relegated to their armchairs.

In fact, 2022 has elicited some of the most innovative digital PR campaigns we’ve seen as travel bounces back. 

Many of these incredible campaigns are bookmarked in our internet browsers as sources of inspiration for what can be achieved when you think outside the box. The digital PR industry really is doing some great things. 

So, with 2022 drawing to a close, we thought it would be fitting to write a blog post that celebrates all of the amazing campaigns that our team has created and some of the ones we have admired from other brands in the industry during yet another challenging year.

Five Travel PR Campaigns That We Created During 2022

Remote working, literally .

We launched this campaign at the beginning of the year when people were still conscious of Covid when travelling, especially in the US. 

At the time, people were looking for holidays away from hoards of people and workations were on the rise too, so we worked with our luxury Kauai accommodation provider to find out which secluded islands around the world were the best for remote working, literally. 

The index ranked the most secluded islands in the world for a workation, based on their proximity to the nearest mainland and their average internet speed – because a slow pace of life is good, but a slow connection is not…

This campaign caught the attention of the likes of Travel Pulse and MSN and is a great example of using public attitudes and behaviours to your advantage.

Most Popular Museums In Every Country

Whilst we work in the travel sector, we’re always looking for ways to get our clients mentioned in publications from other sectors including tech, food & drink, and lifestyle.

Taking lifestyle as our target, we worked with our luxury cruise client to find out which museum was the most popular in every country.

Why? Well, museums have the ability to completely immerse visitors in the culture of a destination through rich art, history and unique artefacts, so it was incredibly relevant to our travel client whilst also being of interest to lifestyle publications that regularly cover museums. 

Displaying this in an attractive map format , the campaign caught the attention of Apartment Therapy and Casa Vogue, as well as Time Out, Matador Network, and a range of nationals.

Multi-Generation Travel Index

As the world got pretty much back to normal and restrictions all but gone, we noticed that family holidays were really having a revival and research confirmed this, highlighting that two-thirds of Brits were set to take a holiday in 2022 with their loved ones.

We worked with our accommodation search engine client and analysed cities around the world based on factors that each age group deems important, finding out which destinations are the best for a multi-generational trip.

The campaign was our most successful this year, being covered not once but four times by CNBC! Yes, four separate articles about this campaign. It also caught the attention of Yahoo, MSN and Apartment Therapy.

It’s safe to say it is the star of the SEO Travel PR Christmas tree this year.

This is also a great example of why you shouldn’t just stick with the main story when it comes to data campaigns as many publications narrowed the data down and only used what was applicable to the generation of their reader demographic.

Slow Travel Package

We’re blessed to work with some really wonderful clients, clients who are wonderful for a range of different reasons.

But we feel blessed to work with a client that is vehemently trying to reduce its impact on the environment. 

After a chat with our luxury villa client about their sustainability efforts, we worked together to create a ‘slow travel package’ that can reduce their guests’ carbon footprint by up to 90%. 

This campaign caught the attention of Forbes, who wrote an entire article about the initiative. Not to mention pretty much every regional publication in the UK.

It also helped to cement our client as a leader and innovator within the luxury villa sector.

Real-Life Stories

Now, contrary to what the above might suggest, getting coverage on high domains does not just stem from heavy data sets and creative offerings. You can get fantastic coverage by finding an interesting story and framing it in the right way.

For our luxury Barbados accommodation provider , we wanted to jump on the digital nomad visa trend and highlight that their accommodation can be booked for long-term stays.

However, we know that people don’t like to be sold to, so we decided to let someone else tell the story for us. 

We spoke with a single mum who had recently moved from Scotland to Barbados with her three children and she shared her story with us, which we then shared with the world.

The heartwarming story was lapped up by the likes of the Metro and the Mirror, and it is a great example of how you’re not always the best person to tell the story. 

These real-life stories are incredibly valuable to journalists as they know that their readers will feel that they can trust the contents of the article because it comes from someone in the public rather than just the brand behind the story.

And now onto the ones that we wish we had produced…

5 Travel PR Campaigns That We Wish We Had Created During 2022

Although we know that our PR campaigns are pretty slick, there are lots of other agencies doing fantastic travel PR campaigns and so we felt it only right to pay homage to some of those that have inspired over the last year.

Although we know that our PR campaigns are pretty slick, there are lots of other agencies doing fantastic travel PR campaigns and so we felt it only right to pay homage to some of those that have inspired us over the last year.

Weird Reasons Why People Travel – British Airways 

Using over 500 billboards around the UK, British Airways launched its A British Original campaign, which aimed to showcase the weird and wonderful reasons that people fly abroad.

This includes everything from “mischief” and “olives the size of my actual fist” to “because this weather sucks” and the incredibly romantic “I’ve had a ring in my pocket long enough”. 

The campaign was created to highlight the many reasons why people travel and underline that all are equally important.

Such a simple idea and so beautifully executed.

28-Day All-Inclusive Breaks – easyJet

Another great example of jumping on the news is when easyJet launched a 28-day-long ‘Escape the UK’ all-inclusive holiday.

Tying this in with the cost-of-living crisis, easyJet claims the month-long getaway is cheaper than the cost of the average UK household’s monthly bills this winter.

An interesting approach sure, but perhaps not considering that data shows that many people were actually considering leaving the UK for an extended period of time to avoid increasing bills. 

And with prices from just £650 per person for the entire month… we’re off to book our spot.

Free Tattoo Translation Service – Duolingo

Perhaps one of the funniest campaigns we’ve seen this year. 

In light of World Tattoo Day back in March, Duolingo took it upon itself to uncover some of the most terribly translated tattoos that some of us unfortunately have.

The language learning app offered to translate any foreign language tattoos for free and even offered some lucky people the chance to a #DuoOver if their inking didn’t quite say what they thought it did.

Cringy, funny, and clever all in one!

Most Mispronounced Travel Destinations – Preply

Part of travelling is visiting a new destination, trying desperately to converse with locals and inevitably mullering the pronunciation of a word so badly that they don’t even know what you’re saying.

Preply recognised this and created a campaign that used Google search data to find out which travel destinations themselves are the most mispronounced.

In first place is Cannes in France, followed by the UK’s River Thames and Yosemite National Park in the US.

As funny as this campaign is, it actually offers useful information to journalists as it explains how to properly pronounce the tricky destinations.

The Rainiest Beaches In The UK – Parkdean

Now, we know that the UK is not renowned for its weather but when we Brits do venture to the Great British seaside, we often try to tie this in with a day that looks… dry.

That’s exactly why Parkdean analysed which beaches in the UK saw the most rain each year and this is exactly why it worked for them.

It works because every single Brit can relate to it. 

It’s a great example of harnessing public emotion and behaviours.

And… that’s it folks.

We hope that you have a lovely Christmas and that your New Year is full of follow links.

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About the author

Amelia is our PR Manager. She leads on our PR activity – gaining links on top publications through creative campaigns, press releases, PR stunts, newsjacking, and more! Outside the office, Amelia enjoys walking in the Peak District, having G&ts with friends, and adding to her never-ending travel bucket list. She also believes that a weekend is not a weekend without a brunch trip. The country that has Amelia’s heart is India – diverse scenery, incredible people, and the food is to die for!

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FINN’s tourism practice spans three continents, including major media hubs in New York, Los Angeles, Hong Kong, Shanghai, London and Munich. And we offer a full range of travel agency marketing services, including:

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Travelers have countless options — so travel and tourism companies need a compelling message, clear market position, and engaging personality to stand out. We use detailed research and vast experience to help your company build its brand.

Driving traffic to your site takes relevant content that’s high quality. It has to be interesting, insightful, and trustworthy — and that’s what we deliver.

Your voice and tone have to be consistent, compelling, and always aligned to your brand values. We build communication strategies that strike that tone — and, if needed, we craft honest responses to protect your brand and give you peace of mind.

No matter the issue, political turmoil, industry challenges, or even complex social dynamics, we can help craft communications to successfully navigate you through.

We’ll rely on extensive research, best practices, and burgeoning trends to create a digital marketing plan customized to your travel and tourism marketing efforts. Our integrated approach will cover all your needs, from video content to social media.

Influencer marketing can be especially effective for travel companies and destinations, but it takes finding the influencer whose personality and style are the perfect fit. We have close relationships with numerous influencers who can help you hit your goals.

Travel and tourism companies, as well as destinations, can benefit greatly by having a strong, genuine, lasting relationship with the media. We’ll help you build that relationship, nurturing new networks and growing your brand with key audiences.

Navigating the ever-changing landscape of travel and tourism takes rock-solid research and insights. We have the expertise and resources to conduct market research and deliver insights on a global scale.

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PR tells the story of your destination

You know what makes your travel and tourism destination special – whether that’s a luxury resort, a family-friendly getaway, or an outdoor attraction. But, how do you tell the story of what makes you special to a global audience of travelers?

Percepture is a marketing and public relations agency with two decades of success in travel PR. Every travel or tourism story we tell is different, but they all begin with a common philosophy: a focus on telling the authentic story behind a destination to the audience that wants to hear it.

We have connected travelers with hospitality brands and in-demand destinations around the globe, including boutique hotels, cruise lines, and some of the most well-known landmarks in the world. We leverage our deep industry connections with media as well as innovative tactics spanning digital outreach and physical activations.

Percepture is ready to tell the story of your destination to the entire world. We don’t want people just to notice your brand – we want them to engage, delight, and visit.

Who We Work With:

Our Approach to Travel & Tourism PR

Over the past two decades our team of Travel & Tourism PR experts have worked with every kind of hospitality brand and destination - from all-inclusive resorts to historical sites. Every destination requires a unique approach to target the right media outlets and influencers to connect with your unique audience of ideal travelers.

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With a distributed team spanning four continents, Percepture has the industry connections to help you attract travelers from around the world.

We want to help you meet your audience where they already are – the shows they watch, the news they read, and the platforms where they spend time every day. But, travel & tourism PR is more than just earned media placements! Our experienced hospitality PR team is ready to tell your story and grow your business from setting an initial strategy to executing your major events.

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We revitalized a cvb's digital presence, resulting in a 1025% increase in partner visits and significantly enhanced visitor engagement.

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Elevating skift's industry authority and amplifying editorial visibility.

Skift is the most credible and comprehensive resource in the world for travel industry trends and information.

Situation: Cement SKIFT’s authority as the most credible and comprehensive resource in the world for travel industry trends and information. Raise the profile of the organization’s co-founders and the SKIFT editorial team.

Strategy: Created massive PR program by building a comprehensive media list with a surgical focus on the travel industry as well as top consumer, business, media/marketing and broadcast outlets. Percepture conducted media outreach around the best, meatiest stories trending in the travel industry, and all pitches offered SKIFT spokespersons for insights and commentary.

Results: When you read or hear “according to Skift” in hundreds of stories per year, it’s usually because of our work behind the scenes, advancing the travel industry’s most coveted intelligence platform as an authority on travel news, developments and trends. In the first five months, Percepture secured 55 placements across a broad spectrum of press including top consumer, business and travel press, travel industry trades, and travel blogs. “Be the conversation” is our rally cry.

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We are a team of storytellers, conversation-starters and strategists who help brands communicate through creative public relations, digital and branding campaigns. We are experts in delivering intelligent, fresh and results-driven work with a deep understanding of the luxury travel, tourism, hospitality, food & beverage, and lifestyle industries.

With full-service offices in New York and Miami, we are situated in the places where trends are made, and from which influencers travel.

CIIC’s primary headquarters resides in New York, within close proximity to the country’s largest concentration of national media outlets and firmly in the middle of one of the largest U.S. markets. While we can grow internationally as needed, we have a firm reputation for excellence providing in-market PR services in Mexico, Canada and Latin America as well.

At 27, we're young enough to have our fingers on the pulse of what’s trending, but our principals are industry veterans - together, we bring a killer combination of youth, energy, enthusiasm and gravitas to the job.

CIIC is the exclusive US partner of LatamPR, a network of like-minded agencies situated in 10 top Latin American markets with extensive experience in Public Relations, Marketing, Internal Communications, Event Management and Digital Communications. 

Together with our bi-lingual team in Miami and with the intel of our on-the-ground partners, we have developed campaigns that resonate with our clients’ consumers , understanding their diverse interests and nuances. We design tailored-made, integrated communications solutions that yield results and maximize awareness.

With offices in New York and Miami, and global partnerships with the world’s leading creative agencies spanning five continents, CIIC’s team of specialists are available to meet any client’s needs — large or small.

award winning Campaigns

CIIC has a stellar reputation as a leading PR agency for which we have earned awards and industry recognitions year after year, from top sources such as PR Daily, PR News and the Hospitality Sales & Marketing Association International (HSMAI). CIIC was also recently awarded PR News’ ‘Top 100 Agency Elite’ and ‘Top Women In PR’ for our outstanding Public Relations campaigns.

Public affairs specialists and PR services for the travel and tourism sector with GlobalCom

GlobalCom PR Network  has been working successfully with clients for more than 15 years. Our global PR network comprises some 80 expert agencies that can provide public relations services for the travel and tourism industry in over 100 countries worldwide, whether it’s large scale PR campaigns or policy makers.

Use the adjacent form to get in touch with us about your travel and tourism PR campaign and we will get back to you in no time.

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PR campaigns for travel companies

When planning a PR campaign for a client I start with one simple question: “what do you want to achieve?” In most cases the answer is “more bookings”, so I create meaty PR campaigns that lead to extensive coverage in publications read by your target audience.

And great coverage leads to glowing reviews, referrals, awards, visits to your website, and then sales.

These are some of my recent campaign favourites:

Trevella Park

How do you make a holiday park in Cornwall stand out from the crowd?

Trevella Park doesn’t have a huge pool complex, lots of sports, bars and evening entertainment, but it does boast an wonderful location close to Crantock Beach and in the Cornish countryside.

So I worked with the team to launch Park Ranger activities, and they introduced a range of safari tents (a first for a caravan park on the Cornish coast).

To provide an irresistible offering to journalists, I also teamed up with a whole host of activity providers to offer free entry to some of Cornwall’s most popular attractions.

Press coverage

More than 230 pieces of press coverage reaching 15 million people. National coverage in the Daily Mail, Daily Mirror and the Sun, plus extensive regional coverage following press trips with the Press Association and individual journalists.

An extensive blogger programme led to widespread coverage with influential parenting bloggers who have helped spread the word using #CornwallAdventure on Twitter and through video reviews.

…find out more about my video work here

Trevella Park has been named one of the top three holiday parks in Cornwall by Cornwall Tourism, and one of the top 10 family holiday parks in the UK by Practical Caravan Magazine.

Press coverage helped drive traffic to the Trevella Park website and gave it a boost in search engine listings, with the result that direct traffic grew by 12% and organic search traffic increased by 37%.

Positive reviews, newspaper coverage, social media chatter, awards, videos and better search engine optimisation: all helped Trevella Park beat its holiday sales and caravan sales targets for every year of the campaign.

The Sherwood Hideaway

This collection of luxury lodges opened its doors in 2009. With super stylish interiors, sumptuous fittings and a hot tub on every balcony the luxury-Sherwood-Forest angle catches the eye, but we also teamed up with Experience Nottinghamshire to grab press interest with visits to the brand new National Civil War Centre, the new National Videogame Arcade, the hidden City of Caves and with Robin Hood tours – led by the man himself – through Nottingham Centre.

Coverage and recent press visits include My Weekly, Chat, the Sun, the Daily Mail, plus well-read regional newspapers including the Manchester Evening News and the Sheffield Star. A recent visit by the Press Association will generate coverage across a large number of regional titles.

With some of the UK’s highest circulation titles reviewing the The Sherwood Hideaway, we were able to grow website traffic by more than 670% in two years – it is little wonder that revenue has grown by more than 60%.

Siblu Villages

How do you generate press coverage for a company that has a great product, but isn’t doing anything new or out of the ordinary?

For French family-holiday specialist Siblu Villages we developed a series of angles tailored to specific press.

The Sun was tempted to try a soft adventure in Normandy, with a fearsome luge, sand yachting and the velo rail among the activities. The Daily Mail travelled to the same region, but with the 950th anniversary of 1066 and the Battle of Hastings as their inspiration, they went to dig into the early years of William the Conqueror.

The Daily Mirror was tempted to try out France’s Vendee region, and we brought on board the region’s tourist board to arrange visits to the Grand Defi adventure park and the relaxing Jardin du Vent to add colour to their report. The Press Association was also attracted to the Vendee, however it was the angle of a family adventure on two wheels that caught their imagination, and we worked with the journalist to provide bike hire and ideas for cycle routes for their stay.

For the Daily Telegraph , a last chance to holiday with a teen ready to flee the family nest was the theme, and a visit to the historic live action theme-park Puy du Fou, and the epic Cinescenie light show, was the highlight.

French Entrée magazine wanted to write about France’s best theme parks, so we arranged visits to Futuroscope and Puy do Fou during a stay with Siblu on in Charente Maritime.

The Sunday Times , Sun and Mail on Sunday were among the newspapers writing about great deals to France this summer, including Siblu in a number of great deals round ups.

Video testimonials

Siblu also has a caravan sales business for people looking to buy a holiday home in France. They wanted to give potential customers an insight into what it means to own a static caravan in France, so I created a number of testimonial films to tell the stories of existing owners. These have received thousands of views, helping Siblu on their way to hitting their sales targets.

…see more of my video work here

To find out more about the PR campaigns I have worked on, please contact me using the form below.

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Change Your View

Pr, social + experiential.

Our personalized service, strategy and creativity connect media, consumers and influencers across the globe, taking people to new places and changing their view for the better.

In 2020 we were awarded the prestigious HSMAI Adrian Award Best of Show in PR for our work on the National World War II Museum's 75th Anniversary of D-Day campaign. In 2021 we were awarded three Gold Best Practice awards, HSMAI's highest honor of the year for our work to create “Buy One, Give One,” a campaign designed to jump-start future travel bookings while also donating much-needed vacations to frontline medical workers, in addition to integrated recovery campaigns for clients Costa Rica Tourism and The British Virgin Islands.

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• The results are beyond my highest expectations. Rob Citino on CBS This Morning & making A1 of The New York Times the same day is something I'll never forget. Jonah Langenbeck, CMO, The National WWII Museum
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• NJF has elevated our PR profile to phenomenal new heights. For public relations, there are only three letters you need to know – N, J and F. Timothy E. Rubacky, Oceania Cruises
• The team at NJF is always on the lookout for new PR opportunities to maximize our brand exposure. They are not only an agency, but an extension of our team. Nadine Koszler, Eurail
• NJF is a wonderful partner and delivers repeatedly with some of the largest names in travel media such as Condé Nast, Travel and Leisure and USA Today. Former CMO, Rhode Island Commerce Corporation

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We are a dynamic niche PR agency that has been helping visionary luxury travel and hotel brands convey their true essence since 2010.

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We don’t follow the ‘one size fits all’ formula of conventional agencies.  We know our clients’ brands inside and out to create bespoke campaigns that bring the  brand story to life , engage with consumers and inspire the media – we ensure brands are seen and heard in all the right places.

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Cosy up on the cornish coast  .

Three Mile Beach launches two-bedroom luxury beach shacks designed for smaller families, groups and couples to enjoy intimate seaside…

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CHOMP GASTRO BEACH BAR REOPENS OFFERING ELEVATED BEACH-STYLE DINING, CORNISH CLASSICS AND SUMPTIOUS SHARING DISHES   

Cornwall’s collection of lauded, luxury self-catering beach houses, Three Mile Beach, has announced the reopening of much-loved gastro beach…

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Umbria’s enchanting Hotel Castello di Reschio is now open for a 2024 season filled with new creative experiences and an impressive calendar of cultural events   

An Umbrian sanctuary of splendour and solace, Reschio Estate is hidden amongst rolling hills, emerald valleys and towering cypress…

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Vestige Son Vell announces new partnerships with ROWSE as the property opens its doors for its first full season   

A meticulously restored 18th century manor house, Son Vell is a Balearic sanctuary ensconced amidst the verdant wilds of…

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Diamond PR approaches each client as an original and with a fresh perspective. What you offer and how we present it is a narrative unique to you. Trust us to immerse ourselves in your brand and bring it to life. At Diamond PR, we take clients through the full arc - from insight on travel trends to creative ideation to curated pitching to powerful results. We’ve successfully enhanced the image and awareness of clients across the globe. We keep up with, and ahead of, digital discussions, travel industry conversations and media communication. Our targeted approach drives awareness, thus business, and impacts the bottom line.

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Just because things have always been done a certain way, doesn’t mean it’s the best way. The world is changing and travel needs to evolve and change with it… as should your PR + social media campaigns. Ideation and innovation are at our core. If it hasn't been done, let's do it. We are at our best when exploring new opportunities and taking chances. We want you to be one step ahead.

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Our expertise is PR. Our specialty is exclusively tourism. Our knowledge of the two disciplines is a strong combination. We can talk the business of tourism, from load factors and seasonality, to ADR and RevPAR, which allows us to align a creative approach with sales goals and objectives. We can speak about trends to media just as well as we can discuss ROI with asset managers. Understanding your business makes us better at ours.

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Diamond PR has aligned with industry partners that drive sales and marketing efforts, allowing us to bring a complete arsenal of services to clients. In addition to PR prowess and in-house social media expertise, we offer support in reaching a crucial mix of travel and media insiders that include top producers, agents, operators, airlines, and more, bridging communications between the hotel / resort / destination and the end user - seamlessly. Click here for a complete list of our services.

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Category: Travel

Date: August 18, 2023

Innovative Travel Marketing Campaigns From Around The World

Creating a successful travel marketing campaign can be a challenging task for most of the travel marketers. With numerous travel agencies, airlines, and hotels in line, there is fierce competition for brand awareness.

A lot of travel marketing campaigns try hard to capture the curiosity of travelers, but fall flat. So, our expert digital marketers at ColorWhistle wanted to give you a little inspiration for your own travel and tourism marketing in 2023 and beyond.

From social media, video content, display, we searched for some of the most compelling travel marketing campaigns that inspired people to go on their next travel adventure.

Here’s a roundup of some of the most famous travel and tourism marketing campaigns you should check out.

Best Travel Marketing Campaigns From Around The World

We have segregated all the travel marketing campaigns into social media, video content and display ads. This will help you to frame a multi-channel strategy.

14 Best Examples of Travel Video Marketing Campaigns

Here are some of the most innovative travel videos.

1. KLM – Live Hologram Bar

KLM Royal Dutch Airlines has built a hologram bar where people can meet to exchange local tips when they are waiting for flights. These holograms are placed in the airports of Amsterdam, Oslo and Rio de Janeiro.

2. Turkish Airlines – The Journey

Turkish Airlines released a short film called ‘The Journey’ where 90% of the film was airplanes and scenery. This short film has done a brilliant job promoting the airline and the destinations.

3. Iceland – Explore the a-ö of Iceland

The A-Ö of Iceland, a marketing campaign uses Icelandic alphabet to increase awareness of Iceland as a good place to visit; a great place to do business; and a place that provides great food and experience.

4. Cheapflights – Drag, Drop and Go

Cheapflights and agency Uncle Grey designed an ad banner that appeared on articles about sports, art, music events and relevant publications. The user had to simply drag the article image into the Cheapflights banner and it will instantly find the best tickets. Rather than focusing on destinations, it promoted experiences that people were already interested in.

5. Van Gogh’s Bedroom – Let Yourself In

To promote the Art Institute of Chicago’s 2016 van Gogh exhibit, Leo Burnett built Van Gogh’s Bedroom and listed it on Airbnb as a place for people to stay for a night. The campaign was a tremendous success.

6. Switzerland – Yodel Ay Hee Hoo

This ad campaign encouraged busy city people to visit the countryside. A live video feed was placed in the train station where a man was sharing information about his village and even printed train tickets in real-time.

7. Tourism Ireland – Fill your Heart

Tourism Ireland asked a married couple to wear a custom-made technology which had head-mounted cameras during their holiday in Ireland. The technology tracked their response to various experiences. They wanted to use this data to show the ‘heart-filling’ effect that Ireland has on visitors. This campaign has combined storytelling with technology.

8. Airbnb – Let’s Keep Travelling Forward

Geo-politically, 2018 was not a good year. When Donald Trump imposed a travel ban during that year, Airbnb immediately released a video highlighting the brand’s belief – “to limit travel is to turn back progress.” This campaign helped to voice the brand’s message to the world while staying relevant.

9. Hong Kong Tourism Board – VR Time Travel

When the Hong Kong tourism board launched a VR time travel experience with Timelooper, it wanted to show people that this will be an engaging experience. This VR experience enabled viewers to see the 1960’s Hong Kong, the battle between two kung-fu fighters on Hollywood Road, aircraft landing at Kai Tan airport and more. This campaign showcased the location in an innovative and engaging way.

10. British Airways – Safety Video

Safety videos are usually boring. But, British Airways turned it into a marketing opportunity. They made a safety video with actors Sir Michael Caine, Olivia Colman and comedian Chabuddy G. This video created a great online buzz for British Airways.

11. Easyjet – Imagine

Easyjet launched a £12m pan-European campaign in 2018 called ‘Imagine.’ It was a TV ad which showed the many wonders of air travel. Along with this, the company also ran ads across print, digital and social. This ad campaign helped viewers associate Easyjet with imagination and experience.

12. SNCF – Europe, It’s Just Next Door

The French National Railway operator wanted to encourage people to take the train to visit nearby countries. It placed blue doors in and around Paris. When a person opens the door, it will give an immersive digital experience of what they could see ‘next door’.

13. Tourism Quebec – Blind Tourist

Quebec is a place known for its outdoor lifestyle. But, Tourism Quebec wanted to show people that traveling can be more than just visual experience. They wanted to offer a rich experience to the senses in such a way that seeing things was only a small part of the picture. This ad has a very rich narrative.

14. Northern Ireland – Doors Of Thrones

Northern Ireland used the hit show Game of Thrones to draw tourists in. They took destroyed remnants of battered trees and carved them into 10 intricate doors. All these doors resembled the 10 episodes of season 6.

15. Helsinki Airport – Life In Hel

Helsinki was voted the best airport in 2016. They leveraged this success by running a campaign featuring Chinese actor Ryan Zhu. He lived in this airport for 30 days and shared the experience across social media and other video channels.

11 Best Examples of Creative Travel and Tourism Print Ads

Here are some of the most innovative print ads.

1. LATAM Airlines used the rainbow flag in a series of print ads

2. Norwegian Airlines utilized the Brangelina split to its advantage

3. Kielo Travel – Dreaming of a Holiday?

4. Detroiter Travel Center – You Made It

5. CVC – The World Is Outside

6. Cruise Ship Centers – Dreaming of a cruise?

7. Flight Center – Forget Work

8. WWF – Exploring the ecosystem also threatens lives

9. TBWA Buenos Aires – Medical assistance for travelers

10. Shchusev State Museum of Architecture – Discover the full story

11. Staedtler – Where it begins

13 Best Examples of Travel Social Media Campaigns

Here are some of the most innovative travel social media campaigns.

1. Eurostar

This Instagram campaign from Eurostar turned heads by trying something new. They wanted to promote train travel from London to Paris. So, they split an illustration of a journey from London to Paris into 200 Instagram tile images. Some tiles were videos and others were hidden offers.

2. Alaska Airlines

At the end of the year, many companies give gifts to customers and employees. Keeping this in mind, Alaska Airlines launched a fun promotional Twitter campaign by partnering with Starbucks. They gave a free Starbucks gift card to their guests.

3. Hawaii Tourism Department

The Hawaii tourism department wanted to give first-time visitors an idea of Hawaii’s beauty and culture. Plus, they also wanted veteran vacationers to visit the island again So, the tourism department collaborated with travel Instagrammers to get users to share their favorite Hawaii memory by using the hashtag #LetHawaiiHappen. The campaign was a huge success because ordinary users shared their own experiences.

4. WOW Airlines

WOW Airlines launched a Snaptraveler program where 4 winners would get to tour across all 28 of the airline’s destinations for free. In exchange, they have to post a Snap story about all the locations they visit. The idea of this summer Snapchat contest was to create a reality television-like experience, target their main demographic and share relevant content in WOW Airlines’ Snapchat account. Here is a short video of the campaign.

5. National Geographic

National Geographic launched a wanderlust contest for aspiring travel and nature photographers. They have to submit their own photographs with the hashtag #Wanderlustcontest. The idea behind this campaign was to improve National Geographic’s reputation as the leading source for beautiful travel photography.

6. Kenya Tourism Board

Kenya Tourism Board partnered with Expedia to promote Kenya and an incredible destination to travelers. They choose a famous travel blogging couple and sent them on a one week trip to Kenya with no fixed itinerary. The people following this couple on Instagram can decide the itinerary by voting through an Instagram Stories poll. Throughout the week, the couple broadcasted their journey to their Instagram followers. The content was also repurposed on a microsite. This campaign was a huge success. Here is a short video of the campaign.

7. Cheapflights Facebook Messenger

Cheapflights Chat launched the world’s first Facebook Messenger bot which allowed people to search for flights and hotels. The bot utilized seven APIs. To promote this chat, videos of fictional conversations were created and shared across Facebook. Here is the chat demo.

8. Hotels.com

Hotels.com dedicated an entire Facebook ad carousel to promote its “Gift $50, Get $10” holiday deal. Each slide focuses on the deal and also shows the different types of trips that people can take. This is a simple and memorable ad.

10. Visit PA

Visit PA wanted to push Pennsylvania as the perfect summer getaway. They used Facebook’s carousel ads format to show one panoramic photo in parts.

Airbnb created a unique Instagram video ad that showed users how the experience of discovering each activity in the Airbnb app will look like.

12. Air Canada

Air Canada ran an ad in the US during the night of the 2016 presidential election. That night, Canada’s Immigration and Citizenship site had so many visitors that it crashed. Air Canada learnt this sudden interest and targeted the ad towards people who are looking to fly outside the country.

13. Explore Georgia

Explore Georgia wanted to position itself as the most pet-friendly state in America. So, they created a social media strategy targeting millennial pet owners. They shared lots of posts with the hashtag #ExploreGeorgiaPup to show that Georgia was the perfect place to visit with a dog. This campaign generated lots of traffic to their website and also helped them to reach 10,000+ followers on their pet-friendly travel Pinterest board.

7 Best Examples of Travel Email Marketing Campaigns

Here are some of the most innovative travel email marketing campaigns.

1. Air Canada

During email sign-up, Air Canada asks new subscribers to tell their home airport and the destinations they are interested to travel. By using this information, they send personalized emails according to the interest of the subscriber.

For example, this email was sent to a subscriber whose home airport is in Montreal.

2. Virgin Atlantic

Virgin Atlantic proved that it can promote activities that focus on the journey and not just the destination. The company created a memorable customer experience by sending them email offers for virtual reality skydiving. The name of the campaign was Virgin Experience Days.

3. Fairmont Hotels

Loyalty is hard to find in the travel business because travelers always search for the best deal rather than a specific brand. However, if there is a reward program, it will encourage loyalty and repeat business.

Fairmont Hotels wanted to persuade their subscribers to sign up for their loyalty program through an easy sign-up form which included a call-to-action. Here’s the attractive email.

4. Flight Centre

Limited period offers always create a sense of urgency and encourages people to take action. Flight Center used this idea and offered cheap deals to New York City. To convey that this was a limited-time offer, they added a countdown clock at the bottom of the email.

5. Southwest Airlines

Subscribers will feel good if you send emails appreciating them. Southwest Airlines sent an email to its subscribers by adding their customer’s name, travel history and reward points they earned. This ‘thank you’ email also had smiling faces and diverse employees.

Holidays are the time when flight tickets might go up. Mostly, people book tickets at the last time and when the rates are high, they often get disappointed. To avoid this, Hipmunk sent a simple email announcing that prices will go up.

7. Memphis CVB

Memphis CVB wanted to improve awareness of Memphis by showcasing its many attractions and key events they must attend. Here is one of the custom emails they sent to their subscribers.

Drive Conversions and Boost your Business with Expert Travel Website Development.

It’s time to start your next travel marketing campaign.

We hope that the above travel marketing campaigns will inspire you to kickstart your next one. All of these ads have gone beyond the typical boring list of destinations, images and pricing. They show the power of timing, relevance and personalization – all of which are important to create a great campaign.

To create such ad campaigns, all you have to do is get creative, think big and dig deep to find inspiration in the destination you represent. The ideas you come with today will continue to inspire travelers for years to come.

If you need any help to create a travel marketing strategy, our experts at ColorWhistle are eager to assist you. Contact us today. We will help you to stand out from the crowd.

Have you seen a better online travel marketing campaign? Do share them in the comment section below.

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About the Author - Anjana

Anjana is a full-time Copywriter at ColorWhistle managing content-related projects. She writes about website technologies, digital marketing, and industries such as travel. Plus, she has an unhealthy addiction towards online marketing, watching crime shows, and chocolates.

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10 of the Best PR Campaigns of 2022 & 2023

Dec 6, 2023

16 min. read

Getting your brand noticed and not just seen is arguably becoming harder. The bar to entry for new brands is lowering, thanks to digital technology and talent access across borders. Consumers are constantly bombarded with advertising messages—as many as  10,000 ad impressions per day —which leads to overstimulation and a reluctance to retain information. But a strong PR campaign can be game-changing for brands that want to break through the noise and be remembered. 

Unlike traditional advertising or marketing , a PR campaign is designed simply to get people talking. It’s a way to put your brand in the spotlight, drum up some press, and make a lasting impression on your audience. 

What exactly goes into a PR campaign? Let’s look at some specifics as well as some of the best recent PR campaign examples from 2022.

Table of Contents:

What Is a PR Campaign?

Why should campaigns be part of your pr strategy, how does a pr campaign work, best pr campaign examples of 2022, best pr campaign examples of 2023.

Let’s start with a definition . A PR campaign is a series of planned activities designed to give a company or brand publicity . Most PR campaigns have specific business goals, such as driving website traffic, getting notice about a new product, or drawing attention to a cause. Activities are carried out in a specific time frame relevant to the overarching goal. 

A successful PR campaign hinges on a strong communication strategy . Create the right message for your intended audience. Choose the right channels for your message. Know who else might be listening (e.g., your competitors). With communication as your foundation, your brand can start to make a positive connection with the public.

Tip: Want to learn how to create a PR campaign? This guideline will help you . Also, consider taking a look at our free PR in the Age of Influence Report .

In a world driven by sales messaging and calls to action, your public relations strategy can be a breath of fresh air for consumers. The brand isn’t asking for anything in return from the public. Instead, a PR campaign gives the audience a chance to learn more about the brand without marketing or sales pressure .

Taking this pressure away allows consumers to lower their guards and be more receptive to your company. A well-designed campaign breaks through their internal “ad blockers.” Campaigns aren’t just about the products or services you sell, but rather your brand identity.

As a result of a great PR campaign, brands can establish greater credibility with their audiences and build stronger media relations . Brand identities become stronger and more memorable. And in many cases, sales naturally follow.

Tip: Learn about the differences between marketing and PR .

We have already published another dedicated blog telling you how to create a PR campaign , but in general, they work like this:

Every PR strategy begins with a goal . Maybe you want to call attention to a new product or a rebrand. Or maybe you want to put your brand in a positive light after  receiving some negative publicity . Whatever your goal,  start your PR campaign  with a goal and work backward to decide the best approach for sharing your message.

Some PR campaigns are nothing more than a well-written press release distributed on large media networks - for example via our press distribution service . News media outlets, blogs, and other publishers may pick up the press release and share it on their channels. You can share this same press release on your channels, too, such as a website , blog, email subscriber list, and social media. 

Or, you might choose to launch a solely social PR strategy . Social media PR targets your social audiences and relies on likes, shares, and comments to help you spread the word. You can also pay for ads to expand your PR campaign’s reach.

Other campaigns take publicity to new heights, though. For example,  Red Bull’s New Moon event  showed wingsuit-clad stuntmen descending from the sky with sparklers, creating the image that UFOs were landing on Earth. In the UK,  a nude art installation  promoted Sky Arts and its milestone in becoming a free-to-air television channel.

Whether a written press release or a live publicity stunt, a PR campaign’s role remains the same: to intentionally attract attention from an audience to promote a brand (and ideally receive some sort of response).

For help planning, executing, and measuring the impact of a PR campaign while minimizing their time and cost investment, get in touch to learn more about Meltwater's media database  and  PR reporting .

Ready to  launch your own PR campaign ? Glean some inspiration with some of the best PR campaigns we’ve seen in 2021-2022. 

1. Airbnb.org for Ukraine Campaign

For most of 2022, Ukraine has been plagued with war, unrest, and plenty of uncertainty. Millions of people have lost their livelihoods. With the war’s end nowhere in sight, many brands have stepped up to support refugees and those who have stayed behind to support and defend the country.

One brand campaign that stands out is Airbnb.org . The short-term rental company hit the ground running in partnering with international and regional nonprofits and governments to secure housing for up to 100,000 refugees. The company has been coordinating efforts to offer shelter and safety free of charge . More than 28,000 people have signed up through Airbnb.org to offer temporary housing to others, while Airbnb founders have committed to match donations up to $10 million.

In addition (and thanks in large to user-generated social media PR ), people around the world starting booking rooms at properties in the Ukraine as a way to support hosts during the conflict. This movement started as a way to send immediate assistance to those whose travel businesses had been impacted.

2. Penguin Random House’s Unburnable Book

In response to schools banning and burning books, publisher Penguin Random House launched an unburnable copy of Margaret Atwood’s acclaimed dystopian novel, The Handmaid’s Tale. The book represents one of many works that has notoriously been the target of book bans. Wrapped in a black cinefoil jacket, the book features white heat shield foil pages , nickel wire binding, stainless steel bands, and high-temperature adhesives to protect the freedom of expression. The book was placed on Sotheby’s auction, with proceeds promised to PEN America to continue protecting free speech.

3. Iceland’s Out-Horse Your Email Campaign

With travel back on the menu for millions of tourists, Iceland is taking advantage of people’s wanderlust and encouraging them to disconnect from work . The Out-Horse Your Email campaign is a clear winner in tourism PR. The country’s tourism board build a giant working keyboard – big enough to hold a horse! – and taught the horses to walk on it. Tourists can l et the horses handle their inbox while they sit back and relax on their Icelandic vacation. The idea is to show that nothing is more important than taking time to disconnect and enjoy a well-deserved trip abroad.

4. IKEA’s Seed Ball Campaign

A fun PR and social media campaign , IKEA created a playful take on its famous Swedish meatballs with its release of the IKEA Seed Ball – at least, the instructions on how to make one.

The Seed Ball is a savory, nutritious treat for bugs created in partnership with the World Wildlife Fund . Using simple ingredients like clay, dirt, and wildflower seeds, IKEA fans can craft their own seed balls to nourish the insect community.

5. LEGO's MRI PR Campaign

LEGO has always been focused on childhood development and fun, so it’s no surprise their public relations strategy includes a little something for younger audiences. The company recently donated 600 LEGO magnetic resonance imaging (MRI) scanner building kits to help children overcome fears of getting an MRI scan . Through play, role-playing, and interactive building, LEGO and hospitals can help children to build confidence while learning and having fun in an otherwise nerve-wracking environment.

6. Coinbase Super Bowl QR Code

It’s bold of a brand to promote themselves so subtly on such a huge national stage like the Super Bowl. But the stunt paid off in spades for crypto brand Coinbase. The company paid nearly $14 million to show a black screen with a colored floating QR code . Curiosity seekers that scanned the code were directed to a link to receive $15 worth of free Bitcoin.

The ad proved so popular that the resulting website traffic crashed the company’s app. It racked up more than 20 million hits shortly after airing.

7. ITV’s Second-Hand Wardrobe Campaign

While many TV stars enjoy top-rated wardrobes from designer brands, ITV decided to take a different approach with its newest season of Love Island. The channel recently teamed up with eBay to announce that the show’s contestants would be wearing second-hand items in an effort to promote sustainable fashion .

With the fashion industry often coming under fire for their wasteful practices, this PR campaign encourages the practice of buying used, even when you’re a celebrity.

8. Dove #TheSelfieTalk Campaign

PR and social media go hand-in-hand , especially when it comes to gaining a response from your audience. Getting your audience involved in a communication campaign leads to user-generated content that can naturally strengthen the impact of your campaign.

As a leader in body positivity for women, Dove stays true to its brand with its latest social PR movement, #TheSelfieTalk . Aimed at young girls and women, the campaign is a smaller piece of the larger #NoDigitalDistortion movement that is working to improve body image .

The brand features two digital download kits as part of its campaign: one for parents and one for teachers. Each kit includes ways to talk to kids and teens about selfies and how to embrace individuality and body positivity.

Are you interested in more Dove campaigns? Learn how Dove raises the bar with its #ArmsUp campaign .

9. Gymshark’s Mental Weight Campaign

A champion of physical and mental health, Gymshark brought awareness to the often-secretive nature of mental illness in a communication campaign. In a series of weightlifting photos the brand posted on social media, subtle statements on the sides of free weights remind us all that the loads we carry in our minds can often be as heavy as the weights we lift at the gym .

10. CPB London’s International Women’s Day Campaign

Combatting gender pay gaps and promoting inclusivity have been common trends among PR campaign examples. One creative agency sought to expose gender biases that many people have but don’t always recognize it with a recent poster campaign. The team researched common gender biases according to how children perceive men and women in the world. The company then turned those insights into colorful posters that were displayed throughout London. By helping to uncover unconscious biases, the company brought awareness to gender issues at a critical time – International Women’s Day.

Tip: Learn how to hire a PR agency and how to hire a marketing firm .

The best PR campaigns are those where creativity knows no bounds. Best of all, any brand can benefit from a little PR, whether you’re executing a local campaign or running a national promotion.

Let’s look at 10 brands that have nailed the art of PR in 2023.

1. Coca-Cola’s “Create Real Magic” 

When the clock struck 2023, AI seemingly landed on everyone’s minds. The likes of ChatGPT and AI art generator Dall-E shone a game-changing light on content creation, inspiring one of the most recognizable brands to leverage the publicity of these new tools.

The result was the “Create Real Magic” campaign, which encouraged customers to create their own AI artwork for the brand. Using popular tools like Dall-E, fans could add their own spin to how they envision the brand — regardless of design skills.

Not only did Coca-Cola find a fun way to engage and connect with fans, but it also amassed a large volume of user-generated content to share on social media and use throughout its marketing.

2. Oatly’s “FckOatley” Website

Many brands tend to shy away from potentially bad publicity. But Oatly decided that since bad publicity happened anyway, the brand should lean into it and take control of the narrative . 

In light of boycotts and online criticism, the brand created a website for people to air their grievances and learn more about the why behind the company’s decisions and the backlash (such as the Glebe Farm lawsuit ). 

This tongue-in-cheek approach allowed the brand to acknowledge the public outrage but also control it , to a degree. The brand used the website to share its side of the story and show it truly does listen to its customers. The website carries multiple domains, none of which were promoted by the brand but rather discovered organically by the customers.

3. French’s Mustard-Flavored Skittles

America’s favorite mustard brand isn’t quitting its day job any time soon, but the past few PR campaigns indicate they have a serious sweet tooth that mustard just can’t satisfy. 

Take the latest PR stunt, for example. Earlier this summer, you might have seen bright yellow Skittles appear along the famous red flag logo. It wasn’t a trick — the brand really did collaborate with Skittles to create a mustard-flavored treat. 

Comments rolled in, spouting everything from, “This wasn’t on my 2023 Bingo card” to “Is this April Fool’s Day?” And it’s not the first time the brand has successfully sweetened its PR. They’ve also collaborated on mustard doughnuts and mustard ice cream!

4. Tito’s in a Can

PR campaigns aren’t always what they appear to be — and that's part of what makes them so effective. That’s the story with Tito’s in a Can, which as it turns out, isn’t exactly Tito’s in a Can.

Rather, it’s Tito’s in a Can. See the difference?

The website gives customers a clear breakdown of how it is — and isn’t — what you think. Rather than bottling Tito’s famous vodka in cans, it created a can-like koozie to keep your Tito’s cold. It’s an empty can until you add your Tito’s, at which point it becomes Tito’s in a Can. 

Lots to unpack there, but that’s enough to get people talking and enjoying the brand in a whole new way .

5. Dove’s “Stand Up for #KidsOnlineSafety” Campaign

Dove is no stranger to social advocacy, body positivity, and helping people feel good about themselves. Their recent hashtag campaign is no different, this time focusing on kids and their growing use of online channels. 

Partnering with Common Sense Media and Parents Together Action, the campaign aims to draw attention to the Kids Online Safety Act, which is legislation to help protect kids from online content that may be detrimental to their mental health.

The campaign tracks with Dove’s previous commitments to caring for the whole person, not just how they look and smell. It also demonstrates that PR efforts can be powerfully effective with the right partnerships .

6. Casper’s “Get Paid to Sleep”

Studies show that more than half of Americans have napped on the job. Your current boss might not approve, but if sleeping sounds like a dream job (pun intended), mattress brand Casper has your back.

The company offered a cushy job to a lucky few people—sleep your normal sleep for $25 per hour. The sleep participants also earned free Casper products , plus they could wear their pajamas to work. Sounds like a win/win.

7. Who Gives a Crap’s “Flush Your Ex”

Throwing a flaming bag of dog poo on your ex’s front step is so old-school. Cheeky toilet paper brand Who Gives a Crap found a better idea, and it’s way less messy. 

As part of a Valentine’s Day PR campaign, the company offered to “turn your ex’s empty promises into something that’s actually useful.” Customers could mail their old love letters to the company and have them turned into 100% recycled toilet paper. 

8. VisitLEX’s “Horse Kicks”

New York City is known for the Statue of Liberty, Philadelphia for its cheesesteaks, and Boston for its beans. When people think of Lexington, there’s no mistaking it for anything other than the capital of horse racing. So when the city’s tourism department needed a campaign idea, it naturally involved the city’s iconic history of horses.

The resulting campaign was a fake line of designer horseshoes , called Horse Kicks. These specialty sneakers began as a stunt to promote the city, but growing interest from the public turned it into a real collection of shoes, a storefront, a website, and lots of eye candy.

The campaign racked up more than 3 billion earned media impressions , millions of new social media followers, celebrity shout-outs, and even brand collaborations and custom orders from NFL and NBA teams and others. 

9. Walker’s “Heart-Shaped Crisps” Campaign

If you’ve ever thought your potato chip looked like a heart, a dog, or the shape of Florida, you’re not alone. Most chips aren’t perfect circles, and Walkers decided to call out that little detail just in time for Valentine’s Day. 

The brand opted to give away £100K to anyone who found a heart-shaped crisp in their bag of Walkers. Customers were encouraged to send in a picture of their finds for a chance to win some cash. The PR stunt was a huge hit, but it got even better when one unlucky customer missed his chance at the cash since he ate his special chip before he could redeem it.

10. Vimto to Vimpto

English is hard, so it’s no surprise that there are several words that people commonly mispronounce: acai, GIF, and cache, to name a few. Bbrand names can be easily mispronounced too, but one company decided to roll with it for a PR campaign.

Vimto, a popular brand of drinks in the Persian Gulf states, heard one too many people pronouncing its name as “Vimpto,” which inspired a new campaign. The company added a “P” to its logo along with a new tagline: ‘Changing our name to Vimpto… seeing as you all pronounce it that way.’

It was relatable, honest, and humorous , making for a successful campaign — so much so that many Vimto drinkers thought the change was real! At least it got people talking, which is the point of every good PR stunt.

How will you create your next PR campaign? Meltwater can help you shine when you need it most. Our PR strategy tools and expertise help you create and manage your PR campaigns from end to end. Request a demo today by filling out the form below.

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19 Successful PR Campaigns from Innovative Companies

• December 28, 2023

Successful PR campaigns come in as many different forms as there are brands. What could be innovative and on-point for one company may be totally off-key for another.

Despite that, looking at other companies’ PR successes can still be helpful when developing a comprehensive PR campaign for your brand . So let’s look at 19 major PR successes over the years from companies across various industries and key takeaways to strengthen the impact of your next PR campaign.

1. The “Summer of Barbie” Campaign

The “Summer of Barbie” campaign, associated with the 2023 Barbie movie, created a global buzz. This vibrant campaign included painting mansions pink and setting up life-sized Barbie boxes for photo ops, leading to a surprising pink paint shortage. The campaign’s success was monumental, contributing to the movie’s staggering $2.9 billion global gross.

The Barbie campaign tapped into the nostalgia of a beloved brand while aligning it with contemporary trends. Brands can learn to blend nostalgia with modern elements to appeal to both long-time followers and new audiences.

By weaving a compelling narrative around Barbie and integrating it with real-world experiences, the campaign created a story that people wanted to be a part of. Brands should focus on crafting stories that are not only engaging but also offer opportunities for the audience to participate and contribute, creating a shared and more impactful brand journey.

2. Reinventing Financial PR with Dwolla

Dwolla, an established player in the modern payments platform sector, sought to rejuvenate its image and boost brand awareness in 2022. Zen Media’s approach was a dynamic 90-day PR blitz, focusing on forward-thinking announcements and unveiling new partnerships. This comprehensive strategy also highlighted unique case studies and proactive podcast pitches, cementing Dwolla’s position as a fintech thought leader. The outcome was impressive: over 170 media pieces and 250+ social media engagements, significantly raising Dwolla’s profile and exceeding their expectations in brand visibility.

Dwolla’s campaign also underscores the importance of innovation within industry norms. In the financial sector, where trust and reliability are paramount, Dwolla managed to inject freshness and dynamism into its brand image without losing sight of these core values. Brands in other sectors can take note of this balance between innovation and adherence to industry standards.

3. Lego Rebuild the World 

Their first global PR campaign in decades, Lego’s Rebuild the World was focused on inspiring creative thinking in kids—but also adults. As part of the public relations campaign, Lego asked customers to submit pictures of their creations, aggregated onto a 3D globe on the brand’s website. Users can move and spin the globe to see what people worldwide have created. 

The best part is that Rebuild the World struck the perfect balance between inspirational and playful—an exact fit for Lego’s overall brand personality.

4. Kamua’s Product Launch campaign

Our client Kamua, an AI-powered video editing platform, wanted to establish itself as an authoritative voice in the video editing industry and rapidly expand its base of dedicated users. 

We worked with them to create a comprehensive, strategic public relations strategy that included bylined articles by Kamua founder and CEO Paul Robert Cary; multiple monthly mentions including in tier-one publications; and, most importantly, a Product Hunt launch campaign that would get Kamua’s name and product in front of thousands of tech-savvy users and influencers. 

Kamua became one of the top three most-hunted products on Product Hunt, was featured in Product Hunt’s email newsletter , and was named Best Product of the Week by Product Hunt the week of its campaign. Just one outcome of this PR campaign? The platform gained 400 new users literally overnight.

Related read: Product Launch Marketing: Strategy, Plan, and Execute

5. Dove’s #TheSelfieTalk Campaign

A decade after the women’s skincare brand launched its Real Beauty campaign, it’s still going strong. 

Why? Because they’ve involved real women (and girls) every step of the way. Their latest campaign is a commentary on how social media affects girls’ self-esteem. Their #TheSelfieTalkCampaign shows a young girl editing a photo of herself to post online. To make their point, Dove shows this process in reverse. The advertisement ends by showing the girl’s natural face without makeup or filters. 

From honest conversations on beauty standards to what it means to “throw like a girl,” Dove’s public relations campaigns have evolved and adapted to the times by staying sincerely in touch with what its customers are experiencing in their daily lives.

6. BBC’s Peaky Blinders fan art campaign

Fan art is a world unto itself—but surprisingly few brands embrace this “unofficial” view, even though it’s probably the best possible source of user-generated content a brand could ever ask for. 

An exception to this was the show Peaky Blinders , which issued a call to fans to create art for their new season’s imagery in 2019. Not only did this generate interest among casual viewers and those who were not yet fans, but it also strengthened the relationship between the show’s creators and the viewers who love it—a win-win. 

Related read: How to Take Your User-Generated Content from Good to Great

7. Caldwell’s newsjacking campaign

Caldwell, a law firm specializing in high-growth startups and early-stage tech and life sciences, aimed to extend its brand beyond its founder’s reputation. The firm worked with Zen Media, and our innovative strategy involved a newsjacking campaign, seizing real-time opportunities for Caldwell’s attorneys to comment on global cases. This proactive approach led to numerous features in trade magazines covering tech and biotech cases, enhancing Caldwell’s visibility and establishing its lawyers as industry thought leaders.

Caldwell’s approach illustrates the effectiveness of creating a multi-dimensional brand identity . By showcasing their expertise on various platforms and media, they not only enhanced their brand visibility but also added depth to their brand’s persona. Brands should strive to create a diverse yet cohesive image that reflects their multiple strengths and areas of expertise.

8. The Eras Tour — More than just a concert

Can we call a concert tour a campaign? Why not! Taylor Swift took over the world in 2023 with her Eras Tour. She not only blasted through global attendance and revenue records for a tour and had a direct impact on local economies where she performed (and released multiple albums and a film), but she also created a widespread culture that consumed the market. 

The Eras Tour exemplifies the power of a holistic marketing approach. By integrating various elements—music, visual arts, storytelling—into a cohesive campaign, Swift managed to create a brand experience that was both immersive and memorable. Brands can learn to integrate different marketing elements to create a more comprehensive and engaging campaign.

Another critical aspect of the Eras Tour’s success was Swift’s strong fan base. Brands should focus on building and nurturing a loyal community around their products or services—it can be a powerful tool in amplifying the impact of campaigns.

9. State Street Global Advisors Fearless Girl 

The Fearless Girl statue that the Wall Street firm State Street Global Advisors firm placed to face down the famous Wall Street bull became a symbol of the financial sector’s lack of gender diversity, and the women who have been at the forefront of trying to change that. 

But in addition to its symbolic importance, it’s also a carefully crafted advertisement—one for the firm’s exchange-traded Gender Diversity Index SHE fund. 

The firm has faced some criticism over the years since putting up the statue, as it hasn’t always been clear whether State Street Global Advisors is making gender diversity a true priority. 

And this brings up another important point when it comes to creating successful PR campaigns: Your brand needs to put its money where its mouth is. If you say diversity, or sustainability, or another issue is important to you, make sure you’re backing that up with real action. 

Related read: Negative Public Perceptions and Other PR Problems: How To Change The Narrative

10. Calian IT & Cyber Solutions—Blending brands for a bigger impact

Following its acquisition of Computex, Calian IT & Cyber Solutions faced the challenge of merging brand identities and penetrating the U.S. market. They partnered with us at Zen Media, and we created a strategic PR roadmap, including curated proactive pitching topics to position two of Calian IT & Cyber Solutions’ senior executives as thought leaders in their areas of expertise. 

Zen would also help secure the executives Forbes Technology Council memberships and launch a regular cadence of published bylines. This robust campaign led to significant media coverage and awards, with Calian’s IT & Cyber Solutions division reporting double-digit revenue growth, largely credited to their expanded U.S. presence.

In merging two brands, it’s crucial to balance innovation with the preservation of core values and strengths that define each brand. This balance helps in maintaining loyalty among existing customers while attracting new ones.

11. New Cosmos USA’s community-first approach

New Cosmos USA, committed to preventing natural gas explosions with their DeNova Detect alarm, took a unique community-centric PR approach. In response to a gas explosion in West Reading, Pennsylvania, they collaborated with Zen Media for a rapid community support and media outreach strategy. This involved donations, local PSA publications, and educational materials on gas safety. 

The campaign, replicated in other locations, not only bolstered community safety but also positioned DeNova Detect as a leader in natural gas safety, leading to increased sales in those areas. By positioning the DeNova Detect alarm as a solution to a community issue, New Cosmos USA effectively aligned their product with community welfare, enhancing the product’s value proposition. Brands should evaluate the success of their campaigns not just in terms of sales but also by their impact on community welfare and social awareness.

12. Gender Pay Gap Bot Fights For Fair Wages 

As we’ve stated, many companies like to raise awareness of social issues and fight for change. The Gender Pay Gap Bot is an automated Twitter account that advocates for women’s rights to equal pay—and on International Women’s Day, the bot ran a PR campaign to hold companies accountable. 

Their slogan: “Stop posting platitudes. Start fixing the problem.” 

As companies in various industries filled users’ feeds with empowering messages, the Gender Pay Gap Bot responded with data revealing the inequities in compensation between their male and female employees. This PR strategy sheds light on these issues through transparency and neutral messaging. Today, the Twitter account has over 240,000 followers. 

13. McDonald’s ‘We Hire People’ Campaign

Companies that emphasize the importance of diversity, equity, and inclusion (DEI) initiatives are paving the way for a kinder, more inclusive world. Promoting these brand values through public relations strategies is a great way to show your commitment to welcoming all of your employees and customers. 

McDonald’s ‘We Hire People” Campaign does just this. The fast-food chain introduces viewers to many individuals with various cultural backgrounds, passions, and ages. The advertisement shows that McDonald’s doors are open to everyone. These messages are essential in 2024. 

14. Nike’s ‘Just Do It’ Campaign

This campaign has been one of the most successful PR campaigns of all time. The tagline “Just Do It” is simple yet powerful and has become synonymous with Nike’s brand identity. The campaign’s success is due to its inspirational message that encourages consumers to push themselves beyond their limits and achieve their goals. Nike has used the campaign to showcase its products as tools that help people achieve their athletic potential. The “ Just Do It” campaign has also featured famous athletes, such as Michael Jordan and Serena Williams, who embody Nike’s brand values of determination, perseverance, and excellence.

15. Google’s Year in Search

Google’s “Year in Search” campaign is an annual PR campaign that showcases the top trending searches of the year. The campaign has been successful because it taps into people’s emotional connections to current events and showcases Google’s ability to capture the pulse of the world through search data. The campaign is also highly shareable and creates a sense of community around the shared experience of looking back at the year’s top moments. The campaign reinforces Google’s brand identity as a company that is at the forefront of technology and innovation.

16. Red Bull’s ‘Stratos’ Campaign

In 2012, Red Bull sponsored Felix Baumgartner’s record-breaking jump from the edge of space called the “ Red Bull Stratos. ” The campaign was a massive success, generating over 52 million views on YouTube and millions of dollars in earned media coverage. The campaign was successful because it showcased Red Bull’s brand values of extreme sports and adventure while also breaking a world record. The campaign was a testament to the power of experiential marketing and how brands can leverage events to create memorable and impactful campaigns.

17. Chipotle’s ‘Food with ‘Integrity’ campaign

Chipotle’s “ Food with Integrity” campaign was an innovative marketing campaign that aimed to differentiate the company from other fast-food chains by highlighting its commitment to sourcing sustainable and ethically produced ingredients for its menu. The campaign featured a series of advertisements that showcased Chipotle’s use of fresh, locally sourced, and sustainably-raised ingredients and its efforts to reduce its carbon footprint.

What made the campaign innovative was that it was not just a marketing gimmick; Chipotle really did change its sourcing practices to live up to the promises it made in the ads. The company worked directly with farmers and producers to develop sustainable farming practices, and it paid premium prices to ensure that the farmers were able to make a living wage. The success of the campaign was due to its resonance with consumers who valued healthier, more sustainable food options and appreciated Chipotle’s mission as much as its food.

18. Patagonia Says ‘Don’t Buy This Jacket’

Patagonia’s “ Don’t Buy This Jacket” campaign was an innovative marketing campaign that aimed to encourage customers to buy less and reduce their environmental impact. The campaign was launched in 2011 and featured a full-page ad in The New York Times that showed one of Patagonia’s best-selling jackets with the headline “Don’t Buy This Jacket.” The ad went on to explain the environmental impact of the jacket’s production and encouraged customers to think twice before making a purchase.

What made the campaign innovative was that it went against the traditional marketing strategy of encouraging customers to buy more. Instead, Patagonia wanted to use its platform to raise awareness about the environmental impact of consumerism and to encourage customers to make more conscious choices. The campaign also reflected Patagonia’s long-standing commitment to sustainability and its belief that the company had a responsibility to minimize its environmental impact. The campaign was a success and helped to solidify Patagonia’s reputation as a leader in sustainability and environmental activism.

19. Airbnb’s ‘Belong Anywhere’ Campaign

This PR campaign was an innovative campaign that aimed to position the company as a global community that offered unique and authentic travel experiences. The campaign focused on Airbnb’s ability to connect people from different cultures and backgrounds, highlighting the role of welcoming and knowledgeable local hosts. The campaign was successful because it tapped into the growing trend of experiential travel and emphasized the community aspect of travel. It helped establish Airbnb as a disruptor in the travel industry and drove significant growth for the company.

Creating an innovative, successful PR campaign requires a team of experts who know your brand inside and out. If you’re looking for help making your next PR campaign stand out, get in touch with Zen ! 

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Ready for some extra credit? I’m about to throw you some jaw-dropping stats.

In today’s B2B landscape, thought leadership content is more important than ever.

But B2B brands aren’t going all in. Why?

It isn’t as easy to track as other initiatives.

Here’s the thing, though: 

Even if it’s hard to measure, it’s still meaningful.

According to the 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report, 52% of decision-makers and 54% of C-level executives spend over an hour a week consuming thought leadership content. 73% report trusting this content more than marketing materials.

And they don’t leave comments. They don’t hit the like button. 

They share it on dark social, privately.  

The impact is undeniable.

75% of decision-makers have explored a product or service they weren’t considering after consuming thought leadership content, and 60% realized their organization was missing an opportunity thanks to it.

If you thought those numbers sounded impressive, wait until you read this: 

90% are more receptive to sales outreach from companies that share consistent, high-quality thought leadership.

86% are more likely to include these companies in the RFP process (seat at the table, anyone?), and 60% are willing to pay a premium to work with them. 

You can’t make this up!

As long as B2Bs continue to choose the merely measurable over the meaningful, they’ll keep missing golden opportunities. Now that you know, you can stop your brand from falling into this trap. Stay vigilant by frequently asking yourself these 4 questions: 

Question 1:  How does our thought leadership content support our overall business goals and objectives?

Action:  Ensure that your thought leadership content strategy is aligned with your company’s overarching business objectives, such as increasing market share, driving revenue growth, or establishing your brand as an industry leader.

Result:  Ensure alignment with business objectives.

Question 2:  Does our thought leadership content address the most pressing challenges, questions, and aspirations of our target audience?

Action:  Conduct thorough research to understand the needs, preferences, and pain points of your target audience. Develop thought leadership content that provides valuable insights, solutions, and perspectives that resonate with their specific challenges and goals.

Result:  Stay focused on customer needs.

Question 3:  How can we track and measure the engagement and impact of our thought leadership content, even if it’s not as straightforward as other marketing metrics?

Action:  Implement a comprehensive measurement framework that goes beyond simple metrics like likes and comments. Track indicators such as time spent on page, scroll depth, content downloads, newsletter sign-ups, and referral traffic. Use surveys and feedback loops to gather qualitative insights from your audience on how your content has influenced their perceptions and decisions.

Result:  Accurately track engagement and impact.

Question 4:  How can we ensure that our thought leadership content is effectively integrated with our sales and marketing efforts?

Action:  Collaborate closely with your sales and marketing teams to develop a cohesive content strategy that supports the entire customer journey. Use thought leadership content to nurture leads, support sales conversations, and establish your brand as a trusted resource. Provide your sales team with the tools and training they need to leverage thought leadership content effectively in their outreach and interactions with prospects.

Result:  Synergistic integration with sales and marketing.

And that’s a wrap! You’ve reached the final email of the 5-Day MBA in PR. Congratulations!

You now know more about earned media and PR than the majority of business leaders out there.

Over the past week, you’ve seriously leveled up your knowledge and your game.

On Day 1, you explored different types of PR and learned how to choose what makes sense for you.

On Day 2, you discovered why a strategic distribution plan is vital to the success of earned media efforts.

On Day 3, you identified a crucial media reframe needed for maximizing visibility.

On Day 4, you figured out how to leverage contemporary events to your advantage. 

On Day 5, you connected the dots between PR and sales. 

And today, you learned why thought leadership content is critical—even if it isn’t as easily directly measurable as other initiatives.

This is enough to make you a very savvy business leader when it comes to PR. You should be able to ask the right questions and start driving results! 

And if you found this e-Course helpful, send it to a colleague! It would be the ultimate compliment. 

But the truth is, I can only go so deep in an email course.

So, if you’re wondering how I can work in a deeper capacity with you, there are a few ways I can be of service: 

• I can come speak to your company or industry—not just on earned media but on how to actually stay RELEVANT in a world that is changing at the speed of your feed. I’ve spoken for everyone from NASA to Marriott. You can check my availability here.
• You can hire my awesome team at  Zen Media  to execute on behalf of your brand. Day 1 to Day 5 and then some. Here’s what  clients have to say  about working with us.

I genuinely hope this has been useful for you in your journey.

This isn’t goodbye, but more of an I’ll see you later!

All the best, 

Virgin Holidays – Tunnel To Barbados https://www.youtube.com/watch?v=wywOPX7cDhU OK, so we might be blowing our own trumpets here (just a little), but nevertheless our campaign for Virgin Holidays earlier this year deserves a nod. By using 3D street art we managed to create the illusion of walking through a tunnel and stepping off a plane on the beautiful Caribbean island of Barbados, even though the public were really strolling through Spinningfields, Central Manchester. Take a look at our case file here .

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Florida's tourism agency campaigns for 'legal' Mexican visitors

Visit florida, the state's tourism marketing arm, has a $368,000 contract for 'protecting and growing visitor volume from mexico to florida.'.

The state of Florida, hoping to boost tourism from Mexico, is ready to spend hundreds of thousands of dollars to increase "legal" travel from south of the border.

Visit Florida, the state's tourism marketing arm, is advertising a $368,000 contract for "protecting and growing visitor volume from Mexico to Florida" and "extending the length of stay and increasing spending by Mexican visitors," according to a request for proposals.

The agency outlines the requirements for the PR strategy, including paying for Mexican journalists and content creators to come to Florida and write tourism-related stories.

The initiative comes around the same time that Gov. Ron DeSantis, an outspoken critic of the federal government's response to the increase of migrants at the Mexican border, has suggested a special session for Florida lawmakers to address immigration enforcement.

"We encourage all visitors to come through the proper legal channels to experience all that Florida has to offer," Visit Florida President and CEO Dana Young said. "And if anyone attempts to come to our state illegally, the governor’s words speak for themselves."

This year, DeSantis signed legislation that increases the penalties for driving without a valid license, an issue for undocumented immigrants who cannot apply for a license in Florida, and prohibits counties and municipalities from accepting identification documents that are provided to people who are unlawfully living in the U.S.

DeSantis also sent the Florida State Guard to Texas to help set up razor wire along the Rio Grande in February, a move that went against the U.S. Supreme Court's decision that gave the Biden administration the authority to manage the border.

“It's sad that you don't have a president willing to just, you know, put his foot down and say, ‘I'm not going to let this happen to my country,’ ” DeSantis has said. “But in the absence of that leadership, in the face of the dereliction of duty, we're going to step up and do our part.”

Mission to Mexico

Last year, 514,000 Mexicans traveled to Florida , according to Visit Florida statistics. The top origin countries with travelers who visited Florida were Canada, with 3.8 million; the United Kingdom, with 1.1 million visitors; and Brazil, with 1 million.

The agency selected for the marketing campaign will be tasked with increasing media exposure in Mexico to "support targeted demographic markets" and to "increase the economic impact and gain by Mexican leisure travelers through marketing initiatives by (Visit Florida) and the tourism industry."

The agency awarded the contract will have an annual budget of $128,000 for public relations and $235,000 for trade, according to the request, and the agency must provide a full-time staff person for each, on top of a managing director for the marketing campaign.

Trade is a marketing strategy that targets distributors, wholesalers and retailers to promote business rather than consumers.

In 2023, Florida saw 135 million tourists , but international travel still has not returned to pre-COVID heights. Out of the 135 million tourists in 2023, only 12.1 million of them were from Canada or overseas markets, according to Visit Florida. Before the pandemic, 13.9 million visitors were international tourists.

Young said 2023 had the largest number of "legal visitors" from Mexico ever recorded. This past March, Florida saw a 61% increase in Mexican tourist visitation compared to the same period in 2019. Young said the numbers do not include undocumented immigrants.

Also, the campaign to promote Florida tourism in Mexico isn't new, Young said. The request for proposals "is the continuation of routine business that (Visit Florida) has been conducting for many years."

Visit Florida has long been in the crosshairs of the state’s legislative budget hawks, especially House Republicans, starting with then-House Speaker Richard Corcoran in 2016.

It leaked out that the state’s tourism marketing arm had secretly cut a deal worth up to $1 million for Miami rap superstar Pitbull to promote Florida tourism. Then-VISIT Florida CEO Will Seccombe resigned shortly afterward, and the House for years has tried to either abolish the agency through legislation or defund it in the budget process.

Florida's 2024-25 budget includes $80 million for VISIT Florida . DeSantis has not yet signed the budget for next year, which is expected to be several billion dollars lighter than the year before.

Border politics

DeSantis, who unsuccessfully ran for president for eight months, has consistently backed legislation to deter undocumented immigrants from living in Florida, including what was dubbed one of the harshest immigration laws in the country.

He has blasted Biden and the federal government, not only for their response to asylum seekers at the Mexican border, but also for a  Department of Homeland Security rule  that allows vetted Haitians, Nicaraguans, Venezuelans and Cubans to enter the country and work for two years.

"We’re doing more in Florida to deal with it than the Congress is," DeSantis said last week in Naples. "It’s just pathetic that that’s going on. So I was really, really disappointed to see that they basically capitulated entirely on the border, and at this point you’re not gonna see anything done on the border for the rest of this year."

"What are we just going to let in another 2 million people and do nothing about it? I think it was a real, real failure," he added.

Last year, when SB 1718 was passed, Mexico's president urged Latino voters not to vote for DeSantis, the day after the governor announced his campaign for the White House. "I hope the Hispanics of Florida wake up and don't give him a single vote," President Andrés Manuel López Obrador said.

USA TODAY contributed. Ana Goñi-Lessan  is the State Watchdog Reporter for USA TODAY - Florida and can be reached at  [email protected] . Follow her on Twitter/X: @goni_lessan.

Wireside Communications Kicks Off 2024 with Significant Growth, Expansion and Recognition

by Bulldog Reporter | Apr 30, 2024

Agency Continues Momentum into Q1 Following 35% YOY Growth in 2023

RICHMOND, Va. & BOSTON – Wireside Communications® , an award-winning, independent public relations agency focused on the consumer and B2B tech sectors, celebrates a dynamic first quarter coming off the back of a very successful 2023 with approximately 35% year-over-year growth. Wireside added three team members to support its growing client roster which now includes insurtech provider Socotra and quantum computing innovator Riverlane .

Agency Growth

Following Wireside’s steady momentum of technology portfolio additions, the firm’s new clients complement Wireside’s portfolio of industry-leading brands, including NTT Research, NTT DOCOMO, Volvo Penta, CitiusTech, Ethernovia and Enfabrica.

Supporting the agency’s growth this year, Wireside expanded its talent team with the addition of three new PR professionals. Kathryn Ghita is an Account Director with a wealth of experience in technology and healthcare communications and leads teams in strategic media relations. A Virginia Tech graduate with B2G and B2B tech and sustainability experience, Sierra Misra joined Wireside as a Senior Account Executive. Maya Sutherland, a recent graduate of James Madison University, joined the team as a Program Coordinator.

“We had a very strong 2023 and look forward to continuing to deliver industry-leading results in 2024. Our talented team once again conducted stellar work for clients at CES, MWC and other events. We are confident in our growing team’s ability to propel the agency to even greater heights,” said Wireside Partner and Co-CEO Joya Subudhi.

Recognition

Wireside was honored as a finalist for the 2024 SABRE Awards, recognizing its work with early-stage companies and their exceptional earned coverage throughout digital and traditional media. Additionally, Wireside Partner and Co-CEO RJ Bardsley joined South by Southwest (SXSW) as a mentor sharing insights on crafting strong brand narratives.

About Wireside

Wireside Communications is an award-winning, independent public relations agency focused on the consumer and B2B tech sectors with full-service offerings. The agency works with industry-leading international and domestic brands and provides a portfolio of communications programs to effectively meet business goals. Incorporated in 2004, Wireside is a hybrid-first organization with headquarters in Richmond, Va., and teams across the nation. For more information, please visit www.wireside.com .

Wireside® and Wireside Communications® are registered trademarks of Subudhi Consulting Group, Inc. All other referenced product names are trademarks of their respective owners. © 2024 Wireside Communications.

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Premier has been appointed to handle the PR and influencer brief for London’s three-day Wireless Festival, PRWeek UK understands.

Neither PR agency Premier nor music promoter Festival Republic commented on the appointment when contacted by PRWeek.

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• Saint Petersburg
• Golden Ring
• Tour Packages

Saint Basil's Cathedral Russia

Baikal lake, northern lights, the palace bridge, saint basil's cathedral, tour packages to russia, two hearts of russia, golden moscow, golden ring.

Grand Russia is DMC Travel Agency that offers full range of travel services in the entire country such as visa support letters (tourist invitation letter), transport services – from private vehicles up to 60 pax tourist coaches, professional tour guide assistance, domestic railway and airline tickets, hotel booking services, meals (of any preferences and rare food habits), tailor-made itinerary’s and exclusive excursions. Our main aim of the company is to help our guests understand Russian culture and history as well as make sure that all of their needs will be fulfilled and no matter what nation or culture they come from to make them feel like home.

Our Services

Visa support.

If you need a visa support we provide an invitation letter and a voucher for getting a tourist visa in the embassy of Russia. The documents may be sent by e-mail or by post if the original documents are required (the mailing fee in this case is paid by the customer). This service is absolutely free for our guests.

It is a great way of combining business and leisure.

We will organize a unique itinerary that will make your group members enjoy business related part of the trip with sightseeing of all major city highlights and unforgettable evening events.

Tailor Made Packages

Up on your request we can make your itinerary very special , depending only on your needs and preferences. Can be made for groups or individuals on request.

Conference & Event

Participation in any conferences, exhibitions, seminars and other events can be also arranged by our team. Please send your enquires to our managers and we will get back to you shortly.

Train Tickets

If you want to experience a trip by bullet trains or enjoy the views of the country from the Trans-Siberian train, we will be glad to help you. Purchase of train tickets for local or international destinations is one of the services which is offered by our company.

Air Tickets

As a part of your package to Russia we will be glad to assist you with a purchase of international and domestic airline tickets to make your trip planning easier.

Multilingual Guide & Interprineur

In case if you require a guide or an interpreter during your stay send us a request and we will offer you a professional in a short time.

We arrange a lease of any type of the land transport in case if you require it. Buses or minivans, sedan or Jeep, ATV or snowmobile.

• Golden Moscow
• Two Hearts of Russia

Quick Links

• About Grand Russia
• Address: Svetlaya street, 9-100 Krasnogorsk, Moscow Russia 143409
• Tel: +7 905 772 00 73
• Email: [email protected]
• Email: [email protected]

© 2024 Grand Russia.

• Saint Petersburg
• Golden Ring
• Moscow tours
• Siberia and Arctics
• North Caucasus
• Guided tours
• Tour packages
• Tips for tourists travelling to Russia
• Useful apps to download
• Visa and registration
• Restaurants and bars
• Packing tips
• Transport in Moscow

Visit Moscow Tours

Saint Petersburg - Karelia 9 days - 8 nights

Moscow - Saint Petersburg tour package 8 days/7 nights

Moscow - saint petersburg 5 days/4 nights.

Moscow - Saint Petersburg 6 days/5 nights

Sochi tour 8 days/7 nights

Altai tour package 11 days/10 nights

Murmansk 4 days/3 nights

Happy New Year tour package- best price 8 days/7 nights

Baikal tour package 7 days/6 nights

Christmas tour package- best price 5 days/4 nights

Moscow tour package 4 days/3 nights.

Special Winter Edition Tour 8 days/7 nights

Saint Peterburg tour package 4 days/3 nights

Moscow-Kazan-Saint Petersburg 9 days/8 nights

Moscow-Suzdal-Saint Petersburg 9 days/8 nights

Moscow-Saint Peterburg tour package 8 days/7 nights BEST DEAL (15th of MAY-22d of MAY only)

Moscow-sochi tour package 6 days/5 nights.

Moscow - Velikiy Novgorod - Saint Petersburg tour package 9 days/8 nights

Moscow-Saint Petersburg-Baikal lake 14 days/13 nights

Moscow-Saint Petersburg-Sochi tour package 10 days/9 nights

Moscow-Altai tour package 14 days/13 nights

Moscow-Murmansk-Saint Petersburg 11 days/10 nights

Saint Petersburg - Karelia 8 days/7 nights

Moscow tour package 5 days/4 nights including tank riding and Stalin Bunker visit

Moscow-Saint Petersburg tour package 7 days/6 nights including tank riding and Stalin Bunker visit

Magic Ice of Baikal Lake - 7 days / 6 nights

SPA tour package Grozny (Chechnya) 4 days - 3 nights

Hiking tour package Dagestan 5 days - 4 nights

Suzdal and Vladimir Tour

Moscow Kremlin Tour

River Cruise Tour

Driving Tour around Saint Petersburg

Peterhof Tour

Moscow Driving Tour

Moscow in 1 Day (Walking tour)

Welcome to visit moscow tours.

We provide authentic, informative and memorable tour packages and city tours, at very competitive prices. Visit Moscow Tours are available not only in Moscow, but also in other cities: Saint Petersburg, Kazan, Suzdal and Sergiev Posad.  We also organise customised individual programs tailored just for you.

Our guests come in large groups, small private groups, as couples or as single travellers. We take care of and treat our guests with respect in a friendly and warm family environment. We show people our beautiful cities with passion and deep knowledge of their history, culture and traditions.

Our guides are extremely hospitable, helpful and well-informed. They are simply the best because only by providing the best services can we make the world fall in love with Russia. And we are very happy when our guests say that they will definitely come back to Russia and that they will tell all their friends how great Russia is! That is what inspires us to put even more dedication and hard work into our tours, knowing that what we do is positive and meaningful.

Our classic tours include tours of Moscow and Saint Petersburg, two main Russian cities.

Moscow is a big and busy  megalopolis and Russia’s capital city, where more than 12 million people live and work. Our capital city is happening place; it is mysterious, elegant, luxurious, fashionable, clean and bright, with its unique legends, traditions and events. It is with great pride that we show the Red Square and the Kremlin, our Underground and Tretyakovskaya Gallery, among other stunning attractions.

Saint Petersburg is our second capital,  the second largest city in the Russian Federation. This wonderful city has a strong and lively aristocratic spirit, uniquely Russian royal architecture, magnificent museums and theatres. Saint Petersburg bears the royal heritage of Russia, which can be felt in its air, its streets, parks, monuments, museums and citizens.  In Saint Petersburg tours, we will take you to the Hermitage, Peter and Paul Fortress, Faberge Museum and Orthodox Cathedrals. We’re sure you will love it!

If you have a few more days to spare, venture into the dreamy Russian countryside in Suzdal or Sergiev Posad. Suzdal is a small town with a population of about ten thousand people, situated on less than 15 square kilometres. This tiny area is home to 53 historic cathedrals, five monasteries and a kremlin. Church domes are visible like mushrooms from anywhere and everywhere in the town like in a fairy tale. No wonder Suzdal is called the ‘Town Museum”.  It is definitely worth visiting!

Just try any of Visit Moscow Tours’ tour packages or any individual city tour, and we promise that you will want to come back to Russia again.  Russia is huge with countless amazing places to visit. There are so many unique experiences to be had and energies to be felt that one tour is definitely not enough to explore this vast land. It is also a very safe destination to travel, and we have a tradition of warm hospitality. Our people adore and take care of visitors as our own guests, and even if they do not know your language very well, they still try to be helpful and hospitable.

Our guides will show you the most interesting attractions and historical places, taking you on a journey to the past to enjoy stories of medieval times, the Romanov monarchy, the Soviet Era. And of course, we will show you the contemporary life of our country through authentic local experiences.

We look forward to meeting you soon!

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• AAdvantage ® program

Earning on flights

Book directly with american.

Starting with tickets issued on July 11, 2024, the only flights that earn AAdvantage ® miles and Loyalty Points are those booked directly with American, eligible one world ® and partner airlines, and preferred travel agencies.

Flights booked through non-preferred travel agencies will not earn miles or Loyalty Points, unless the customer is registered with the AAdvantage Business ™ program or has a contracted corporate agreement with American.

Booking with us provides a better travel experience. You can manage your trip online, receive travel credit for canceled trips and more. Plus, you’ll continue to earn miles and Loyalty Points through our non-airline partners and on eligible purchases with an AAdvantage ® credit card.

Eligible travel

You must book directly to earn on flights. ‘Booking directly’ includes travel booked through American or our partner airlines’:

• Reservations and airport teams
• Ticket sales centers

Find a ticket sales center

You can also earn miles and Loyalty Points on most flights:

• As an AAdvantage Business ™ member, anywhere you book
• As part of a contracted corporate agreement with American, anywhere you book
• Through our preferred travel agencies

Plus, all flights booked as part of an American Airlines Vacations ™ package will continue to be eligible.

Basic Economy tickets

The only way to earn on Basic Economy fare tickets is if you book through American or our eligible airline partners’ websites, apps, Reservations and airport teams, or ticket sales centers.

Ineligible travel

You’ll no longer earn miles or Loyalty Points on:

• Basic Economy fares that are not booked directly through American or our partner airlines
• Basic Economy fares not booked directly through American as an AAdvantage Business ™ member or as part of a contracted corporate agreement
• Any trip booked through non-preferred travel agencies, unless you’re registered with the AAdvantage Business ™ program or have a contracted corporate agreement with American

Unsure if your trip will earn miles?

For corporate travel, check with your company travel manager.

If you’re booking through a travel agency, check with them once this change begins. We will also have more information about preferred agencies by June 5, 2024.

Preferred travel agencies

All agencies on a 2024 contracted incentive agreement issued by American are eligible to qualify into the preferred agency program at American's sole discretion.

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Have questions?

Yes, you’ll still earn AAdvantage ® miles and Loyalty Points on the eligible tickets you buy before July 11, 2024.

Tell your company to sign up for the AAdvantage Business ™ program -- it's fast and free to join. You’ll continue to earn miles and Loyalty Points anywhere you book, except on Basic Economy fare tickets. If you book directly through American, your company earns additional miles for future travel, and you earn additional Loyalty Points toward status and rewards.

Register now Opens another site in a new window that may not meet accessibility guidelines

No matter where you book, you’ll earn miles and Loyalty Points if you include the AAdvantage Business ™ account number in your booking before departure. The exception is Basic Economy fare tickets, which must be booked directly through American.

To earn additional Loyalty Points on business travel through the AAdvantage Business ™ program, you must book directly through American. This helps accelerate your path to AAdvantage ® status and your business can earn 1 mile for every $1 spent on eligible travel.

There are no changes to miles or Loyalty Points earned on trips before July 11, 2024.

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• Learn about American Airlines modern retailing Opens another site in a new window that may not meet accessibility guidelines
• AAdvantage Business ™ program