The Atlantic Canada Agreement on Tourism (ACAT)’s UK program includes a robust media relations plan to generate media interest and coverage of the region in the UK. Based in London, the Brighter Group has been contracted to deliver the program, which includes media events, press releases, press trips, and more. Resulting coverage in travel and lifestyle magazines, national and regional newspapers, digital and social channels builds awareness of Atlantic Canada as a premier travel destination, enticing UK travellers to make the journey.
The Brighter Group’s Emily Olsen and April Cernuschi attended TravMedia’s annual International Media Marketplace in Westminster, London on behalf of ACAT. TravMedia’s International Media Marketplace is the world’s leading event connecting journalists with the global travel and tourism industry. The ACAT table was situated adjacent to the Destination Canada table and several other Canadian Provinces and Destination Marketing Organizations. The format consisted of 15-minute meeting slots whereby media could meet with their chosen exhibitors. Brighter Group secured 28 appointments with consumer, trade and blogging media such as Express Newspapers, Travel Bulletin, Family Traveller, Rough Guides, Along Dusty Roads and Culture Trip to name a few.
The TravMedia International Media Marketplace provided Brighter Group representatives an opportunity to meet one-on-one with UK media, present 2018 story ideas for general coverage, and generate interest in press trips for the upcoming year. Feedback from media appointments was quite positive and progress is being made to secure press trips and coverage in 2018.