Securing coverage from top-tier media outlets remains critical for travel, lifestyle and wellbeing brands’ PR, alongside digital and influencer marketing. An endorsement from an established publication provides valuable third-party validation, but blasting out generic press releases with a scattergun approach won’t get you far.

The key is tailored pitches demonstrating familiarity with specific publications’ specialties and audiences. When journalists receive hundreds of press releases daily, catering to their preferences makes a pitch stand out. This includes targeting particular columns and being aware of lead times. With fierce competition, PR professionals must carefully draft press releases to spark meaningful conversations about their latest product launches, events and announcements, ultimately leading to conversions.

What’s your hook?

Frame travel and wellbeing announcements around exclusive experiences, prominent partnerships and newsworthy events. Showcase bespoke collaborations with celebrity travellers, famous chefs or athletes. Time product launches and brand events to align with culturally relevant moments, festivals or seasonal travel occasions when consumers are planning trips and focused on wellbeing. For example, Patagonia Eco-Adventures revealed an exclusive Galapagos cruise with renowned biologist Dr. Rebecca Smith, timed for World Oceans Day. It promised privileged access to remote areas and attracted various media coverage.

Research and connect with relevant journalists

Identify media contacts at travel publications, lifestyle outlets, regional luxury news sources, and premium verticals aligned to brand positioning using press release distribution tools such as Cision or Agility PR, offering advanced search and targeting functionality.

Follow editors covering related topics on Instagram, Twitter and LinkedIn and Instagram to absorb the types of stories and themes they prefer. Note seasonal tie-ins like annual gift guides with pitches for relevant products and subscribe to key outlets to analyse article types and formats.

Ask journalists how they most like to receive news and if you can tailor pitches in a way that makes them more digestible or targeted. You’ll be surprised at how few PRs do this and the amount of difference it makes to a journalist if they can read your email quickly and efficiently. 

Use a clear template with engaging multimedia

Press releases should follow standard print media style while integrating multimedia content befitting lifestyle brands – exclusive destination or product photography and video, quotes packaged for social sharing, and links to influencer promotion.

Consider a supplemental graphic release designed for social engagement encapsulating the travel or wellbeing experience visually. Build a media kit conveying the lifestyle with imagery, headshots and infographics.

Cut straight to the point

Avoid overusing superlatives and flowery language – convey significance more subtly to avoid rolled eyes behind screens at yet another flowery description of a hotel bathroom or a “genuinely, truly, authentic” experience. Journalists are wise to this and more likely to believe you have a brilliant product if you don’t oversell it.

Optimise your language for SEO

Ensure metadata, links and terminology match target search terms used in SEO. Align keywords to your subject matter such as travel or wellbeing associations like “rejuvenating”, “transformative”, “healthy” or “sustainable”. Some time-strapped copywriters on news desks will use your words, so make sure you’ve got the key ones in there, without being repetitive.

Distribute strategically

Identify media databases and newswire services with specialty lifestyle, travel and wellbeing contacts across both trade and consumer publications. Target outlets by relevant classifications like travel habits, household income and purchasing authority. Upload fully customised media lists on distribution platforms granting maximum visibility for brands they opt to cover. Personalise each pitch. Share releases on brand social channels too but focus on securing editorial endorsements for greater credibility versus owned and paid promotion.

Monitor pick-up among target audiences

Assess performance indicators related to shifting perceptions and capturing mindshare like social amplification, search query spikes post-announcement, page authority increases and inbound links from prominent media placements. Set up promo codes and track use directly attributed to press releases.

Review reactions from travel and wellbeing consumers and adjust messaging and partnerships accordingly to continually underscore brand qualities by catering communications to highly selective audience values.

Like this? Check out our article on how to write the perfect PR brief


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