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Explore brought us on as PR agency of record to launch this small-group, adventure tour operator that is also B Corp Certified, to the North American trade and consumer market. A well-known, 40-plus year old brand in the UK, Explore sought to grow awareness and business by dedicating resources to a new Toronto office handling marketing and PR for the US and Canada.
From the get-go, the over-arching goal of the PR campaign has been to grow widespread awareness so Explore stands out from a crowded field of better-known tour companies in this market. So, to Redpoint, we knew that meant one thing:
Our job is to pitch the hell out of their offerings from every possible angle in order to maximize coverage.
Naturally, we need to be strategic in our approach…focusing on key destinations, specific departures, and areas of Explore’s business that are ripe for the spotlight. Indeed, we work in lockstep with their in-house team to align pitches with their business needs. And that level of close collaboration ensures that we can be nimble and seize media opportunities quickly and efficiently, to the best possible end.
Our pitching toolbox is extensive, leveraging journalist visits, destination round-ups, executive interviews, seasonal offerings, hot/emerging markets, promotional opportunities, and much more. We especially LOVE to position Explore at the forefront of consumer, lifestyle, travel, and media trends, and we dig deep into Explore’s wide range of experiences to identify the perfect gems for each story opportunity.
This kind of creative, dedicated pitching has led to major coverage for Explore, such as:
- Feature stories on “hot” and emerging destinations like this one in the Nashua Telegraph on Mont Blanc in France…
- And this one in Travel Agent Central on Algeria, one of North Africa’s hottest destinations.
- Solo travel in AARP.
- Packing tips in Real Simple.
- Women-only travel in Reader’s Digest.
- Astro-tourism in the Chicago Tribune.
- Literary tourism in Condé Nast Traveler.
- Coverage of Explore’s own business trends, like this stat tidbit in Travel + Leisure and this one about international travel in Travel Market Report.
- Stories on guest experiences, like a traveler who took an Explore hiking trip along the Amalfi Coast in USA Today.
- Trending news with the cheeky “Tariff Timeout” deal only for Canadian travelers in TravelWeek.
- Seasonal deal trends like Black Friday/Cyber Monday in the New York Times.
Needless to say, Explore is jazzed about all the coverage…and WE’RE jazzed that they’re jazzed.
Learn more about our PR capabilities, like the programs we oversee for Atlantic Canada, Woodstock Inn & Resort, and CIE Tours.
