Valamar All You Can Holiday

Key Facts:

• High volumes of positive editorial – 9 million print circulation
• Online coverage reached in excess of 17 million
• Social media posts reached over 800,000 people
• 100+ items secured in total from 17 participants in 5 press trips

The Brief:

Valamar Riviera is the leading tourism company in Croatia owning 48 properties along the beautiful Adriatic coast.

Our Travel PR brief was to increase Valamar’s profile within the UK market specifically for three Dubrovnik hotels, via coverage in target media with the largest reach, both print and online. The key call to action was to drive UK holiday-makers to book directly online at www.valamar.com.

Activity included:

• Securing editorial coverage in key media
• Arranging press trips, both group and individual
• Reacting to incoming press opportunities

Solution:

Our PR campaign focused on engagement with relevant journalists and influencers for press trips, to generate positive content positioning Valamar as a desirable destination for travellers within its target audience. We targeted national daily and weekly newspapers, consumer magazines and travel websites alongside regional newspapers with significant reach. We also worked with a select number of travel influencers who promoted Valamar through social media, particularly Instagram.

Our media relations activity followed two key strands:

• Organisation of press trips focused on hotels within the broader destination of Dubrovnik
• Distribution of newsworthy press releases and quick responses to incoming press enquiries to support Valamar’s profile amongst target media

Results:

Over 100 editorial items were secured, with 18 articles linking to Valamar’s website for direct holiday bookings. Positive coverage appeared in print titles reaching an audience of almost 3 million with online articles reaching in excess of 17 million. Social media reached 800,000 and achieved 7,000 likes.

Print and online media included:

• The i
• Daily Mirror
• Daily Express,
• Sunday Times (Scotland)
• Sunday People,
• Woman’s Weekly
• WEST magazine
• Eastern Daily Press.

We’re delighted with the results that Reflection PR have secured for us with travel media in the UK and we felt in really safe hands with Suzy and Laura. Their strong contacts and market knowledge as well as solid experience in setting up and hosting successful press trips have enabled us to raise our profile significantly with great coverage in key print titles and online.

Nike Labaš, PR & Marketing Manager, Valamar All You Can Holiday