Case Studies

Visit Finland

Visit Finland had worked with the same PR agency in the UK for over 10 years. They came to Lotus UK with a simple brief, to inject creativity, extend awareness of Finland beyond the winter Lapland product and to attract media from key national papers and glossy magazines with little or no previous experience of Finland.

Action

Specific titles and influential journalists were outlined as the primary targets. Creative and relevant sell-ins were made to these media resulting in a series of senior individual and group media trips reinforced by targeted newsletters, press releases and promotional activity featuring Finland’s summer and family offering and focusing on lesser known cities and areas.

The Results

From the dedicated media list drawn up with the Visit Finland marketing team, Lotus UK secured features in over 80% of the target list in the first six months of the campaign. As an example a key target publication for Visit Finland was The Independent. In August 2009 Lotus UK secured a three page feature in The Independent focusing on Finland’s Lake District as a summer family activity destination. This was followed by subsequent one page features on Turku and Helsinki.

"VisitFinland started working with Lotus PR February 2009 and I can truly say that it has been fantastic working with such an enthusiastic, professional, 100% dedicated PR company. Finland has gained a great exposure in the UK media through their high profile contact base. I would be happy to recommend them at any time." - Riitta Balza, Marketing Manager UK & Ireland, VisitFinland

Ibiza Tourist Board

Having not worked with a UK press office, Ibiza Tourist Board hired Lotus UK to help raise awareness of the diversity of the island beyond that of the nightlife and to attract a different visitor with a higher spend that would travel in shoulder as well as high season and explore the diversity of the island.

Action

Media liaison focused on the ‘alternative Ibiza’ encompassing culture, activities, rural hotels, gastronomy, family holidays and wellness. An extensive programme of highly targeted press trips was launched focusing on activities, culture and rural pursuits. For 2010 themes of ‘Learn, Explore and Indulge’ have been created highlighting the different offerings the island has including Spanish and cookery courses, cycling, riding and trekking and the developing spa product which competes on the European stage. In February the Tourist Board will hold its first trade, agent and media event in London launching the 2010 strategy, updating the industry on developments and showing support to the media and trade.

The Results

In the first six months of the campaign, press coverage within national, key regional, online, broadcast and lifestyle magazines focusing on the ‘alternative Ibiza’ amounted to excess of £1,800,000.

"Lotus UK has been collaborating with Ibiza Tourism Board for nearly a year now and we are really pleased. Their PR activities have proved very valid and useful to promote our destination and the action/reaction times have been truly quick. Lotus UK has been very proactive during this period. The results are optimal and the opportunities that Lotus UK have created for us are magnificent." - Carmen Sánchez, Director, Ibiza Tourism Board

Costa Brava and Pirineu de Girona (Spain)

With the growth of low cost routes from regional UK and Irish departure airports to Girona, Costa Brava tourist board hired Lotus UK to increase the destination’s visibility amongst travel agents and the public.

Action

A series of ‘Discover Costa Brava’ events were organised to take place around the UK and Ireland comprising of travel agent workshops and shopping centre exhibitions.

1. Travel Agent Workshops: The format consisted of a series of one to one meetings with tourism suppliers from the Costa Brava, followed by a tourist board presentation and a gala dinner where food and wine of the region was served.

2. Shopping Centre Promotions: Lotus UK arranged for the tourist board to have a presence in the biggest shopping centre in cities that were key departure points for the destination.

A stand was set up offering food and wine tastings from the region along with distribution of important literature to passing shoppers. The shopping centre activity was reinforced with regional media promotions to create an interest amongst shoppers and potential customers.

The Results

The travel agent events were attended by over 100 agents, all of whom were trained on the area. Online and offline presence in all the trade press was secure. The shopping centre promotions achieved over 300,000 direct contacts with potential visitors and media exposure with a value in excess of £50,000.

Circuit de Catalunya

Circuit de Catalunya hired Lotus UK to assist them in developing their distribution channels in the UK and Ireland to help promote the destination with leisure and corporate visitors beyond outside of the Formula One dates. The objective was to introduce the racing venue to the UK/Irish travel trade and open doors with key distributors to enable Circuit de Catalunya to be present in a wide variety of programmes.

Action

Lotus UK organised a series of one-to-one commercial meetings with tour operators and ticket sellers that are strategically important for the growth of Circuit de Catalunya in the UK and Ireland. These included Thomas Cook Sport, lastminute.com, See Tickets, Isango, Travel Republic, Seatem.

The Results

The client met with decision makers in each of the main tour operators and sellers and has initiated direct contracts with all of them to make incremental sales in the UK/Irish market. Their business from the UK continues to grow.

Ecuador

Ecuador hired Lotus UK to assist them in their exposition at World Travel Market. The objective for Ecuador was to raise the profile of the country as an accessible destination committed to sustainable tourism.

Action

Media coverage was secured in and around the WTM venue including outdoor billboards and posters, taxi media, trade press adverts and flyers. Lotus UK organised a private drinks reception hosted by the British Ambassador invited guests were national and international trade and consumer press along with tour operators that feature the destination or were interested in featuring the destination. The minister presented the 2020 sustainable tourism plan; this was followed by traditional dances, and drinks and canapés. A number of interviews took place with the press on the sustainable tourism agenda along with new tour operator introductions.

The Results

Articles were published in trade and consumer titles including Travel Weekly, Travelmole, Metro, and ABTA magazine and four new tour operator programmes were established as a direct result of the event.

"This is just a quick note to say how much we enjoyed your party and how wonderfully everything was organised. It was a great opportunity to make more contacts and develop important links with Ecuador tourism which has gone forward in leaps and bounds! Keep up all the good work!" - Ania Mudrewicz - Galapagos Classic Cruises.

Prestige Hotels of the World

Prestige Hotels of the World is a selection of worldwide luxury hotels.

As experts in the UK travel and tourism market, Prestige Hotels of the World hired Lotus UK to organise events in London with the objective of facilitating new partnerships between member hotels and distributors.

Action

The target market for the hotel members was very specific and fell directly within the luxury segment.

Lotus UK secured quality travel agents, corporate buyers and event agencies to attend the event all of whom had a direct interest in the participating hotels.

The lunchtime network events were organised to maximise attendance and investment. Guests were invited for presentations from hotel members followed by a network lunch.

The Results

Each event was limited to 20 buyers which included decision makers from companies including Black Tomato, Kirker Holidays, Travel Counsellors, Kuoni and more.