Travel Reference
In-Depth Information
while those with more to spend can choose from a
variety of colours, sizes and quality of paper.
some free publicity from issuing a press release are
limited. If the release is used, however, the information
it contains appears far more credible to the reader
than the same message conveyed in an advertisement.
There are some basic guidelines that will increase the
chances of a press release being used:
Advertisements
Travel and tourism organisations place adverts in a
variety of media, such as newspapers, magazines,
television, commercial radio, the internet, outdoor sites
and transport. Figure 5.11 provides a summary of the
advantages and disadvantages of each medium and
you can fi nd out more about advertising on page 183.
Remember to use the AIDA technique when writing
and designing adverts.
Keep it crisp, factual and informative;
Write to suit the style of the publication;
Answer the basic questions of who?, what?, when?,
where?, why?, as early as possible in the release,
preferably in the fi rst two paragraphs;
Get the main news point into the fi rst paragraph;
Direct marketing letters
Don't make it any longer than it needs to be;
Give a date to the release and indicate clearly if
Using direct mail is a popular technique in travel and
tourism promotional campaigns. A direct mail package
may consist of any (or all) of the following:
there is an embargo (a date or time before which it
cannot be used);
Include full details of a contact person at the end of
A personalised letter;
the release;
An envelope, which may be overprinted to match
Use double spacing to allow for editing.
the letterhead;
A reply device, such as a freepost address, website
Activity 5.13
address or free telephone number to call;
An insert, such as a leafl et, brochure or discount
voucher.
Write a press release for the coach company in
Activity 5.12 on page 198, using the guidelines given
above. The aim of the press release is to publicise the
launch of the company's new programme of holidays
to France. You will fi nd examples of press releases on
most travel and tourism organisations' websites, e.g.
VisitBritain, Brittany Ferries, Isle of Wight Tourism,
the National Maritime Museum, etc.
The mailing can be targeted at existing customers
on a company's database or be sent out to selected
addresses to increase sales or attract more customers.
Press releases
Editors are inundated with news releases on a whole
variety of subjects every day, so the chances of gaining
This activity is designed to provide evidence for P6.
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
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