Smart PR can turn a little known vacation spot into a must-add to the traveler’s bucket list. Apple Vacations launched its travel packages to Cuba this week, and Cuba is a country that needs some PR among Americans vacationers. In the tourism industry, where awareness and appeal correlates with dollars, PR has the ability to produce strong ROI. Here are some other lesser-known island getaways around the world that could benefit from a stellar PR program, and the “pitch” we would recommend for each to attract media attention.
Kodiak Island, Alaska, U.S.A. Kodiak Island is full of gorgeous nature and wildlife to explore but has had to share PR glory with other more accessible Alaskan sites. You can go bear, whale and bird watching, fishing, hiking, kayaking and camping; and enjoy fresh seafood and art galleries and explore the history of the island at the museums.
We would pitch a story on the Kodiak Island touting its distinct culture within the U.S. and abundant wildlife. Partnering with outdoorsy travel shows such as Travel Channel’s Big Crazy Family Adventure would highlight the island’s “untamed,” colder-weather adventure appeal. A travel giveaway on a talk show such as Jimmy Kimmel Live would also be a smart integration tactic.
Lofoten Islands, Norway. Home to the world’s largest deep-water coral reef, the Røst Reef, you’ll find a haven of fishing villages, wildlife and a taste of Viking culture. Nature safaris allow visitors to see the island’s killer whales and sea eagles and explore Middle Age houses. Enjoy Scandinavian cuisine such as stockfish, which is fish (typically cod) dried in the sun – perfect for a broadcast piece with experts such as Anthony Bourdain.
Also, a social media program with select travel bloggers documenting their Lofoten adventures via Instagram and YouTube would generate branded third-party content.
Saint Pierre et Miquelon. This island duo is the last remaining French territory in Canada, 12 miles north of Newfoundland. During the summer, Bastille Day and the Basque Festival bring the islands to life. You can also schedule a tour through the beautiful abandoned village of Île aux Marins.
The islands have received little press. A strong story to tell through PR is that of a “small-town” escape that is both French and Canadian. Pitch to outlets such as AFAR magazine and well-known adventure blogs like National Geographic’s Intelligent Travel for features and pieces with a “unique places you’ve never heard of” angle.
Koh Rong, Cambodia. Off the coast of Sihanoukville, Koh Rong (Monkey Island) is a tropical oasis. The turquoise waters are full of tropical sea life, and you can relax in beach bungalows. Jungle trekking is also popular, and the High Point Rope Park for obstacle course lovers.
Seasons 31 and 32 of the Survivor TV series are filming at Koh Rong yet for now , Koh Rong is an affordable secret that appeals to budget travel writers such as New York Times’ Seth Kugel for his Frugal Traveler column. We would target key reporters and influential Instagrammers, such as photographer Kirsten Alana and bloggers Stephanie Be and Kate McCulley, to position this hidden gem as a detox for warm weather-loving travelers.
Malta Island. A Mediterranean island south of Italy and North of Libya, the Republic of Malta boasts over 7,000 years of history. Malta is the largest Maltese island and has the world’s oldest free-standing structures, the temples in Ggantija. There are a myriad of outdoor (gardens, parks, water sports, etc.) and indoor (nightlife, spas, restaurants, casinos, shopping, etc.) activities. The island has been the set for several movies, including Gladiator, Troy and The Count of Monte Cristo.
Pitching broadcast opportunities such as a feature on Samantha Brown’s Great Weekends, as well as topical lifestyle story angles centered on the island’s timely events and promotions can spotlight Malta’s mix of rich history with modern attractions.« 6 PR Lessons From The Olive Garden Food Truck | 8 Simple Ways To Improve Your PR Writing »