Virtual Experiences: Bringing a Destination to the Media When Travel Isn’t an Option

By Jennifer Nowicki

In early 2020, a popular tactic to introduce multiple media outlets to destination clients was a group FAM (familiarization) trip or targeted individual media visits.  As the pandemic hit and the industry rapidly had to pivot to find new avenues to get messages out, we at Pineapple PR created and implemented a campaign of targeted virtual deskside meetings. This proved to be a successful outreach strategy for prioritized media as virtual desksides became a proven short-term media project that could provide the quickest results – reaching up to 10 media in a week’s timeframe.  Additionally, the clients were able to highlight a multitude of area partners, showcasing their efforts to support them.

The success of the program was due to several key elements.  First, we identified key target media based upon changes within the COVID-10 marketing landscape such as an expanded drive-time market to develop extensive media lists. Then, we created a pitch that tied the highlights of the participating destination into current travel trend data such as outdoor adventure, socially distant lodging, and patio dining opportunities.  Another key strategy was to brainstorm a fun interactive element such as a quiz to determine what beach suits each participant or a ‘taste of’ gift basket sent prior to the calls, creating additional anticipation. And, finally, to ensure each media participant was getting the most relevant information for his or her outlets, Pineapple PR consulted with the clients to determine which industry partners and area attractions would best match the individual’s specific interests. Following the meetings, we made sure to immediately follow up with any additional requested information during the calls.

The virtual event mirrored in-person desksides of years past, complete with meaningful, focused conversations and gaining outlet insight all while attracting immediate media interest from key editors and contributors to desirable outlets such as Southern Living, AAA, Forbes, National Geographic, Thrillist, Matador, StyleBlueprint, The Local Palate and more.