Palamedes PR was appointed by Visit Russia for a project-based tourism PR campaign. The Tourist Board was seeking a UK PR agency to promote St Petersburg and the Russian National Tourist Office as a new and affordable cultural travel destination.
Palamedes PR established a Media Visit schedule and established a number of key media partnerships with whom coverage and imagery was secured through a commitment from editorial staff. The agency provided a dedicated service which, in the lead up to the visits, variously included the creation of bespoke media itineraries, ensuring VISAs and other documentation was approved and obtained, the creation of media packs, and continual dialogue with accommodation providers. The campaign also included post-visit activity to ensure that resulting media coverage was on-message and aligned to the client’s primary goals.
This PR campaign resulted in extensive travel pieces about St Petersburg from each of the visiting journalists. The media coverage hit the brief; all publicity was positive and contained crucial brand messages throughout, in addition to URLs and imagery. A sample of the coverage that was obtained for Visit Russia included travel articles in the Sunday Times, the Metro and others – see below:
“Palamedes PR orchestrated a press trip to Russia on behalf of the Russian Tourist Board. They did a great job and spearheaded the visits perfectly.”
This tourism PR campaign exceeded the client’s goals by securing publicity in a range of key target travel media and national newspapers. The resulting AVE was significant.