The Case
To most travelers under the age of 70, the words "escorted tour" sound hopelessly geriatric - or vaguely sexual.
Today's tourists are Baby Boomers and young senior citizens who have active travel goals. Escorted tour operator Globus & Cosmos stood to lose sales if they couldn't
change their reputation as part of an industry catering to the most subdued of travelers.
The company looked to a sweeping media relations campaign to break the stereotypes of buses packed with grannies and tame European sightseeing routes. Globus & Cosmos
partnered with PR agency Schenkein from August 1998 to July 1999 to create a campaign that would enhance its image with travel agents and consumers, drawing today's younger,
hipper tourists to its business.
The Strategy
Schenkein found that Globus & Cosmos' media relations efforts previously had focused on trade publications and low-profile consumer magazines. The agency developed a Top
200 media list to target with the Globus & Cosmos message, including key trade pubs and high-circulation consumer media like The Wall Street Journal, The New
York Times and National Geographic Traveler magazine. Schenkein also trained company spokespeople, who were used to a low-key press relations strategy, in dealing with
major media.
The team then drafted creative pitches highlighting Globus & Cosmos' newest tours for travel editors, plus pitches focused on the company and the industry to appeal to
business and trade editors.
Trading the Bus for the Space Shuttle
Pitches to major consumer publications tied into high-impact current events to increase chances of coverage. When John Glenn made his historic return to space, Schenkein sent
a pitch letter to top media linking 77-year-old Glenn's gravity-defying lifestyle to the kind of travel most senior citizens enjoy today - and the type of tours Globus &
Cosmos provides. The pitch procured coverage on the front page of the business section in The New York Times.
In keeping with the theme of more adventurous tours, Schenkein conducted a survey of more than 1,000 Americans to compile edgy fodder for other pitch ideas. "We began by
brainstorming travel trend questions that would offer a quirky but telling look at America's vacation habits," says Joy Meadows, Schenkein account group manager. Questions
included how many shoes the average woman brings on a four-day vacation, which spouse is more likely to pack the suitcase, what percentage of people bring work on vacation and
even how many couples are "more romantic" when they're traveling. Pitches using those stats landed Globus & Cosmos in Modern Bride, National Geographic Traveler
and USA Today, and "the survey results helped us to establish credibility with key reporters," Meadows says.
Globus & Cosmos also developed a "Travel Think Tank" comprised of six travel experts from different countries. The eclectic group - including a geography professor, tour
guides, a travel agent, and the owner of a bike and hiking supply store - spawned new tour concepts, and the unique approach to product development served as the basis for new
pitch material.
The Travel Trade
Schenkein escorted Globus & Cosmos execs on a media relations tour in order to enhance the company's visibility in the travel industry. The New York tour introduced Globus
& Cosmos CEO Paolo Mantegazza to the press and established the company's relationship with key publications. The tour resulted in placements in Travel Agent Magazine,
Travel Weekly, Travel Holiday and Diversion magazine, as well as a cover story in Travel Agent.
Company officials also met and mingled with the press at the American Society of Travel Agents World Travel Congress. Schenkein set up meetings between executives and "Today"
show reporters, Travel Weekly and Conde Nast Traveler. A release went out to key media contacts on Globus & Cosmos' seminar "The Changing Face of Touring,"
procuring media attendance including Travel Holiday.
Outcome
The campaign effectively changed the reputation of the escorted tour among the media. Schenkein's efforts resulted in 160 million media impressions, 540% above its annual goal
of 25 million. Globus & Cosmos received 176 placements in the Top 200 media list Schenkein developed, and 53 of those were in the Top 20. And by establishing long-term
relationships with the press through conference meetings and the media tour, Schenkein positioned Globus & Cosmos as the experts in the escorted travel field, with editors
calling company spokespeople for comments on a regular basis. (Globus & Cosmos: Scott Nisbet, 303/703-7799; Schenkein: Jennifer McCarty, 303/292-6655, Joy Meadows,
303/672-4313)
Measuring Media
In order to track the impact of media relations on Globus & Cosmos tour sales, Schenkein pursuaded the company to establish a toll-free number that was only distributed via
media placements. The line was designed for consumers seeking brochures or more information on booking a tour.
The number has provided an effective way of gauging PR impact on consumers. So far, around 900 calls have come in on the PR line, surpassing calls generated by other means.
Schenkein
HQ: Denver
Founded: 1973
Gross Billings (1999): $2.1 million
Staff: 30 full-time
Specialties: Media relations, crisis management
Clients: United Airlines, Home Depot, Water Pik Technologies, WholePeople.com
Unique
Selling Points: Schenkein's workplace culture includes a professional coaching
program, and the company emphasizes measurement in its PR activities. The agency
is a member of Pinnacle Worldwide.