Deals Madness: Three Tips For Generating Press on Travel Promotions

March 28, 2014

Many DMOs create special promotions to drive visitor arrivals during their shoulder seasons. While PR managers are often tasked basketball3with generating editorial coverage of these seasonal deals, securing placements isn’t always as straight forward as it sounds.

Competition for placement is fierce, so the fight to place your deals can be a bit like March Madness—everyone’s jockeying for that top spot.

Here are three tips to help make your deal stand out:

1. The Drill. Format Your Pitch Perfectly: Make your deal as easy to read as possible.

  • Title of deal/promotion
  • Value of the savings (discount obtained – percentage and total dollars – by booking package over booking products separately)
  • Dates the deal/package is valid
  • Price and clarification (if the deal is per room, per person/twin share etc.)
  • Package inclusions (accommodation type, meals, admission to local attractions, etc.)
  • Special activities/additional services or amenities (i.e. bottle of sparkling wine, dinner for two, gift certificates etc.)
  • Blackout dates (if applicable)
  • URL for more information
  • PR Contact: name, title, email, phone
  • No Attachments: Do not send images or additional unsolicited information.

2. The Slam Dunk. Emphasize Savings: Savings can be measured as either a dollar value or percentage discount off the full retail price – but noting both will ensure the most editorial pick-up. As a rule of thumb, deals should offer at least a 20 percent savings to be considered by editorial decision makers.

3. The Winning Teams. Deals Editors Who Drive Bookings: Here are nine deals editors we’ve seen drive actual bookings.

  •  Atlanta Journal-Constitution: Clara Bosonetto Maerz, Travel Deals Columnist
  • BudgetTravel.com: Kaeli Conforti, Digital Editor
  • Chicago Tribune: Phil Marty, Assistant Travel Editor
  • Los Angeles Times: Mary Forgione, Daily Deal and Travel Blogger
  • New York Daily News: Ed Glazarev, Reporter
  • Sherman’s Travel: Jayme DeGaetano, Associate Deals Producer
  • SmarterTraveler.com: Tim Winship, Editor-at-large
  • Travel + Leisure: Peter Schlesinger, Research Editor
  • Washington Post: Carol Sottilli, Travel Deals Contributing Writer

If you need contact details for this starting line-up, just drop me a line at malcolm.griffiths@aboutdci.com.

Written by Malcolm Griffiths

Malcolm is Vice President in Development Counsellors International’s Tourism Practice. Since joining DCI from Tourism Australia in 2003, he has developed creative marketing and public relations campaigns to communicate travel experiences for destinations spanning the globe, from California to Sweden, Miami to Tasmania.

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