Before I build a media itinerary, I want to know what the writer cares about – areas of interest, passions, trends and more. Then I look for the person in the destination who cares about it also.
A Washington, D.C.-based national travel writer with a passion for foraging was going to visit one of our client destinations. His interest gave us a great starting point. We reached out to several of our chef contacts and found one who shares the writer’s passion for foraging. We coordinated a time for the two of them to go on a foraging expedition together. That night, the writer dined at the chef’s restaurant, and the chef prepared a meal with the ingredients they had gathered.
That story came from knowing the writer, knowing our contacts and introducing two people who shared a common interest.
The right partner can also turn an ordinary stop into something more. When a Southern Living writer visited one of our coastal destinations, a tour of an arts facility turned into a pottery class for her and her daughter. Moments like that are hard to schedule. They happen when the people hosting have room to share what they love.
Finding those people is part of the work. Some of our best partners have been under the radar. In New Smyrna Beach, Florida, we discovered Shark Bite Oysters through destination research. We reached out to the owner, met with him, and started developing pitches about him and his business. Those pitches generated significant media coverage and gave the destination a new local story to share.
Clients appreciate that homework. It might mean finding a new partner. It might mean learning that a current partner has launched a new initiative or offering worth pitching. Either way, the destination gains more stories, and writers gain more reasons to visit.
At PINEAPPLE, we look for ways to introduce writers to the right businesses, attractions, chefs, and experiences. Those connections can lead to stories and partnerships that extend well past the original visit.