Insight
Stitchtopia offers a wide range of knitting, crochet and stitching holidays, led by a series of well-known experts from the craft world.
The brief: “We would like to expand awareness of our crafting tours, which head-off to traditional places such as the Shetlands and Faroe Islands plus far-flung destinations such as India and Japan.”
Implementation
A full media relations campaign was created. A regular flow of press releases were issued to launch all new season holidays and keep Stitchtopia front-of-mind with the crafting community.
A series of expert features were also arranged with the media to gain further profile pieces on the experts and their tours.
Press trips were set-up with target media to gain in-depth features.
Impact
The media relations campaign kept Stitchtopia in the national travel media and knitting and craft magazines. Highlights included: major review in Daily Express for knitting tour to Iceland and a five-page feature on tour on a knitting cruise to the Northern Lights in Knitting magazine.
The campaign gained sustained coverage on holiday updates in craft titles, plus hit the headlines in the nationals too.
Trip to Faroe Islands was listed in ‘top 100 holidays’ in the Sunday Times.
“The editorial coverage gained by Big Wave PR far outweighs the cost of equivalent advertising. Not only did the PR give us greater awareness in our target marketplace it also helped to get the phones ringing.”
www.arenatravel.com/craft-holidays
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