Press and Familiarisation trips
What are they and how can you benefit?
As part of our recent work promoting the South West Coast Path to international audiences, we’ve been talking a lot about ‘Press and fam trips’. But what exactly do we mean by this and why is it important to you, our business members?
What are press and fam trips?
Within the tourism industry, businesses use press and fam trips as a way of promoting their products or services. A familiarisation trip, better known in short as a ‘fam’ trip, is a paid-for visit for tour operators or travel consultants. The aim is for them to familiarise themselves with something so they can recommend it to their customers, generating new business for the organiser. Similar to this is a press trip. Sometimes referred to as a media visit, this trip is organised for bloggers or journalists in the hope they will write about their trip and encourage readers to follow in their footsteps.
Why are we offering these trips?
The South West Coast Path is 630 miles of glorious coastal walking, but it can be daunting to know where to start – particularly for people who aren’t from the UK. With this in mind we have created lots of new resources like our new walking itineraries to help people plan a trip. We’ve even translated them into German and Dutch to make it easier for the increasing number of visitors we get from these countries. To support this, we have arrange a number of press and fam trips so that key media and tour operators can experience one of these itineraries and see for themselves what wonderful things the South West has to offer. Each itinerary has recommendations to eat, drink, sleep and do in businesses like yours all along the Path so it’s a great opportunity to promote what you do.
How could I benefit?
There’s a good reason why these trips are a well-used tool in the tourism industry. They usually generate one of two things; media coverage or bookings and both of these are good for business! We recently hosted journalists from Germany’s biggest selling woman’s magazine ‘Brigitte’, and saw nearly 20 businesses we’d work with to organise the trip mentioned in the coverage. That’s editorial space worth over €400,000 going out to around 3 million readers! We’ve also had tour operators who have visited list packages to their customers just days after their visit and are already taking bookings. Click here to see just some of the coverage our recent efforts have generated.
How can I get involved?
We want to offer you, our business members the first opportunity to get involved in any press or fam trips we’re organising. It’s our way of saying thank you for supporting us and is one of the many benefits you receive by being part of our growing business network. We asked Nigel and Janet why they choose to be part of our Business Membership scheme “We welcome visitors all year round to Myrtle Cottage B&B and love to hear how much our guests enjoy walking the Coastal Path, the beauty of Exmoor and our pretty village of Porlock. Business Membership of the South West Coast Path Association enables us to support them in their tireless work in keeping the Coastal Path open and well signposted for everybody to enjoy and we are very pleased to have the opportunity to contribute in this way.”
If you want to get involved simply e-mail [email protected] with details of your business and whether you are able to offer anything complimentary or at a discounted rate and we’ll get in touch when the next opportunity comes up in your area.