Time Warner Cable
27543 Twin Peak
San Antonio, TX 78261-2010
830/980-9538
If you're looking to reach affluent globetrotters over the age of 40, Time Warner Cable has your vehicle. "The People's Guide to Travel" is a favorite among well-heeled,
experienced travelers. The destination format program is geared at travelers who have "already done the major capitals," says Carl Mertens, co-host and guest commentator. "They've
been to London, Rome and Paris, and they're looking for offbeat travel suggestions." The 30-minute weekly show accordingly offers in-depth information on a variety of
destinations, as well as travel tips.
Though Mertens can't provide viewer numbers, there are 120 million Time Warner Cable subscribers nationwide - meaning 120 million potential viewers for your video footage!
Content/Contacts
The show typically focuses on a single destination, with an introduction from Mertens and his co-host followed by in-depth video footage, often a combination of footage sent by
PR pros and original video shot by Mertens and his crew. From time to time, the show will do a theme which combines information on several travel spots. For example, Mertens says,
the program might focus on seasonal travel like a late fall/early winter show.
Coverage also includes information on destinations within a destination: must-see side trips or the best local dining. Mertens also reviews books on travel and various
destinations. "The Internet is good for people planning trips, but when it comes to the nitty-gritty, they need an actual travel guide."
Pitch Tips
Mertens is on the road so often that it's tricky to reach him by phone or email - and he hates to come back to backlogged phone messages and emails. The best way to reach him
is to send a snail mail package to 27543 Twin Peak, San Antonio, TX 78261-2010, hopefully including some video footage of the destination you're pitching.
"PR people often forget this is TV, and the press kit is totally print-oriented. "We like to receive tapes, particularly if they're well-produced and not overly
commercial."
While the show does do book reviews and food and wine reviews (Mertens just returned from the fall harvest in Chile's wine country), a media kit on a chef at a hotel who has
just won a culinary prize is not particularly helpful.
Comments
Of special interest for many smaller agencies and tourism boards is the fact that "The People's Guide to Travel" offers its own b-roll in digital format, not to mention the
crew's still photos, once it has finished filming. "In exchange for travel and accommodations, we'll give the PR agency a copy of the b-roll, and they can use that footage with no
strings attached for CD-ROMS, Web sites or sales films with their own narration." While Mertens says larger organizations and major PR agencies still prefer to produce their own
b-roll, the show's footage can be a powerful tool for smaller operations.
In The Pipeline
Mertens and team work three to six months out, so they're focusing on fall and winter travel right now. "Getting the logistics down takes a lot of lead time, and when we get
back we have footage to edit and scripting to do. I constantly get phone calls saying, 'We're having an event next weekend, can you cover it,' and we can't."
The show is currently working with the Turkish government's tourism bureau to produce a show on that country. The crew will spend most of the month of October in Turkey.
Mertens will also be covering any interesting new travel books that come along in the next few months.