How To Host A Successful (Travel) Media Event
In most industries and careers, in order to be successful, relationships are key. In public relations and travel specifically, the chance to make a positive impression with the media is imperative in everything we do, and bringing our brands to them can make all the difference since we don’t have the luxury of bringing everyone to the destination or flying them to the product. However, I’ve seen a lot of money wasted on events that don’t have a clear direction or offer value to the media. The stakes are high when it comes to an expensive event, so allow me to give you some insight from years of experience - along with perspectives from industry-leading media, event designers, and one of my PR mentors.
It’s all about perspectives. A fundamental skill of a good publicist is being able to see and understand a lot of perspectives, then tailor your message to them. That is especially important with the changing media landscape whether a writer covers hard news, online lifestyle stories, or focuses on long-lead print content. It is critical to understand the journalist or content creator’s beat and what content would best suit their audience. In the case of bloggers and influencers, do they mostly cover first-hand reviews? Are they a freelancer working with several outlets?
Being considerate of the individual’s needs, time and in tune with media dynamics shows you can serve as a trusted source that won’t waste their time. The more you can balance client aspirations with the reality of earned media will pay off. When you consistently host high-quality, focused events, RSVPs will be easier to obtain.
Key Takeaways:
What is “the why”?
Consider the audience and ideal outcome simultaneously
Carefully select the venue, timing, and experience
Always manage expectations
Start at the Beginning:
Why now? What’s the hook or story?
Are you launching a new product, air route, campaign, or new spokesperson? Are you looking to have face time with tastemakers and writers? Do you want to have social media engagement? If you want the media to do something, you have to create the right environment and serve up the news to cater to their needs.
Think about “why” you want to host this event
Be critical of what is truly news. Be a consummate consumer of the outlets you want to be featured in and target audience including the influencers/tastemaker targets who are based in the city you’re hosting.
Right away, define success collectively with those involved and whoever is footing the bill. Setting realistic goals and educating those less familiar with earned media is critical to managing expectations throughout. If there is actual news, then you have to make sure that everyone is committed to helping bring the news and product to life.
Who’s involved
Are you hosting with partners and sponsors? Consider keeping things tight, so you’re not obligated to many brand messages and expectations - unless they are relevant i.e. airline launch party and you involve the local tourism board to help round out the media opportunities. Bringing in local chefs and entertainment that tell a better story that is unique to you.
Budget
Determine the budget based on your goals, and it will guide your next steps. Don’t skimp on critical elements if you’re expecting a certain outcome.
Hire a specialist
If you’re going big, consider an event planner. While ‘PR people’ are very savvy party planners and the on-site can be helpful, a full-scale event with many moving parts requires a specialist.
My past Kenya Airways client was trying to create an event around UNGA in Manhattan - one of the nuttiest times in the city with His Excellency in attendance. With our honorable guest, it upped the entire event, venue selection, and so forth. I had to pull in my partner in event crime from Jazz Age Lawn Party Tina Wright (she’s amazing, hire her!), and have her pull off one of the hardest events I’ve ever had to do in my early consulting days, plus the actual non-stop flight launch, ribbon cuttings, receptions and media tarmac viewings. You need someone who is a detailed whiz, especially when it comes to airport red tape and can still create the impossible.
Provide access
Providing a good source and expert to speak to the media is a key foundation of your event. The media want access and a big reason why they’d take time out of their busy schedules to attend. A ‘suit’ or dry CEO that isn’t dynamic is always hard to present as a storyteller. If it’s an engineer for an airline, then his knowledge is crucial.
James Boyd, VP of Communications for Singapore Airlines shared, “Having experts on hand, who can really explain how a product came to be or philosophy of a program, what was the inspiration - take us on the journey from idea to actual execution. It adds credibility.”
“It’s important to put yourself in the shoes of your invitee. What’s in it for them?” he added.
Singapore Airlines Product Reveal at Travel Massive @ The Benjamin Hotel
It’s not the time to placate someone’s feelings if you're the one on the hook for the results. Be honest, provide ideas, solutions, and creative assets, instead of saying no to a client if the speakers don’t fit the storyline or help achieve the goals.
The Media Weigh In
Paul Brady, Articles Editor at Travel+Leisure, also shared what would compel him to attend an event: “The best media events are ones where there's actually news or some incredible access: The launch of a new cruise ship, the chance for a 1:1 with the CEO, a hardhat tour of a forthcoming airport terminal. That's not always possible, of course, but the best media events typically have a legit news hook that we can then share with our readers.”
Joseph Hernandez, Senior Service Editor at the Philadelphia Inquirer, pointed out, “Is it a product launch that can just be an email?” Undoubtedly, many media walk away from events thinking this could have been an email. Avoid the expense of an event if this is the case.
He shares, “Something that helps me say yes to attending an event is knowing ahead of time what the run of show is. Who are the speakers, what's the topic that will be discussed, and what can I expect? It helps me judge if something is worth my or my reporters' time if I know potential talking points ahead of time.
If it's a panel on XYZ, I would like advance notice on who the speakers are — do they represent different backgrounds? Or is their point of view limited or one-sided? Or Is the purpose of an event to sell me on something? I've been to too many events targeted towards affinity groups or ostensibly to discuss diversity and inclusion in an industry, only to stare at a panel of 5 white dudes perform wokeness,” said Joseph.
Over coffee, my friend and VP of Gannett Annemarie Dooling shared, “I can never attend these long events, because I have to be back at my desk to report on the news. If they provide an Uber there and back as well as keep the program to the news portion, I would definitely go. Sadly, with limited time, we can’t go and the freelancers might be afforded that flexibility, however, they don’t call the shots in coverage like us on-staff editors.” Which is another great point, brands should budget for car service and Ubers especially for the reporters on a time crunch. The goal is coverage so set it up so the decision makers and editors can make it.
If you’re aiming for media to attend your event, you will want to strongly consider a deep media market such as NYC where most major outlets have offices and writers live. It’s more costly in the city, yet worth it. It also has tons of venues that will accommodate various event types and help showcase your story.
When I hosted Travel Massive NYC events monthly, I would scout out places that aligned with the brand and tourism partner hosting that month. It was a point of pride when I would find an ideal match and connection with the hotel or venue to make it a nice partnership. Because, in many cases, the venue will get a lot of play and can be a part of the allure for media to come.
PRO TIP: Pick something new, hip or a place people have been dying to go to. It should be a venue that is accessible and you should provide Uber codes/or some sort of options when possible, which echoes what Dooling shared.
Long-time travel journalist Nancy Trejos said, “Having an accessible and nice venue counts for something. It should also be fun. Of course, it’s work and networking but you don’t want to be bored!” The quality of speakers and attendees is crucial, avoid “Long-winded speakers who are not relevant,” said Nancy.
Be smarter about who holds the microphone - interesting and diverse. All of it is important.
The Invite & Run of Show (ROS)
When you’ve sorted out your goals and ideal outcomes, you can create the run of show and elements that will deliver for each media need. Consider the timing of day, when the news will officially drop, the event storytellers, and any specifics for timely media hooks.
In the invite, share the ROS ahead of time with the media, so they can make sure not to miss the real moment they need to cover ie. an exclusive first-look or hardhat tour as Paul mentioned. Typically, I send the invites a few weeks out, a reminder /follow-up from those you haven’t heard from a week away, then a reminder the day of. I do this cadence to not be annoying and close enough to the date of the event that they know what their schedule looks like or can accommodate if needed. Sometimes that’s not ideal for headcount needs, however, after doing this for many years, I have a good sense of attendance outcome/dropoff.
A point Joseph said that needs to be front and center now, “I appreciate a guest invite that is clear about safety and accessibility (masks? no masks? are you checking proof of vaccine?) and also let me know if I can bring a plus 1 or not (I hate having to ask, especially if the event feels more social — help an introvert out.) And please, no more tote bags with pens and literature. I do miss the days of receiving a rideshare code/discount to use at the end of the night, especially for an event hosted by a luxury brand — there's an added element of hospitality that I appreciate.”
Plan for RSVP drop off (which is inevitable, especially if the weather turns) and commuting hiccups! If you know people could run late due to traffic and commuting, build that time in.
In NYC, there can be weird party crashers, so be vigilant with your check-in and list. You don’t want some random coming up to strike up a conversation with your CEO. Make sure the main people have a handler at the event to make sure they’re where they need to be and when. That person is there to prompt who each media are and points to cover.
What will make Nancy attend, “The reputation of the group sponsoring it is important and whether I’ve had good experiences at past events.The quality of the speakers and the potential for getting compelling ideas and meeting new sources is also important.”
Remember, a one-time media event doesn’t warrant coverage. Media can only publish something their readers can buy or attend another time if it's an annual or ongoing experience. If you’re doing a wow factor just for sizzle and social media, then let it be just that and manage all expectations on that expenditure. Sometimes trade media can mention an event or moment that prompted a story, yet it’s rare.
Exclusivity. When we are speaking to certain news reporters (and possibly juggling competing outlets), you have to be very mindful of offering each their preferred piece of the story. In that case, plan even earlier access or before the larger audience; consider having an area specific for media interviews and quiet space.
Venue Choice & Timing to Another Event
Pick a venue that will always make your event seem full. Don’t pick a large venue unless you’ve got a major celebrity or real need for it. In the days of Covid, you do want to have a balance of space and not seem empty. It should evoke a connection to your brand where possible with decor, signage, drink selection, and other brand touches.
James shared, “It’s important the substance is tightly aligned with your brand promise - luxury should be a luxury event. Work very hard to support those elements of the brand and experience.” In this case, pick a luxury hotel or space where you don’t have to bring a lot of event setup or expense.
Cody Galloway of Collaborative Events had similar advice to share, “I love to work with the venue to utilize what they already have in stock/store before spending more on rentals. You'd be surprised by how many venues allow you to move their in-house furniture around or pull things they already have from back-stock or other areas to create a custom feel without having to spend tons on lounge rentals. I have even been known to bring throw pillows or accent rugs from my home to tie it all together but even renting some soft accent pieces is a whole lot cheaper than bringing in full rental sets,” said Cody. This is why you hire an expert! No stone (or pillow!) goes unturned.
Find an existing community and audience, such as timing it to another event where the media will be. Think of Art Basel, Travel Shows in NYC, TravMedia’s IMM, Food & Wine Events - luxury travel events or conferences like IPW, ILTM or Virtuoso Week. Sometimes it's worth leaning on these. It helps with the audience numbers and you can time an announcement to these events.
Emily Salberg of Collaborative Events pointed out a key thing people tend to overlook: “Permits! “Do you need specific allowances from the venue or city offices for what you're trying to do? Street closures, alcohol permits, health department review, etc.? Look into this FIRST as these always have deadlines that can sneak up on you and could be the downfall of your event,” said Emily.
Cody suggests thinking about product donations during the event planning phase. “If your venue allows in-kind product, collaborate with local brands (wines, spirits, restaurants etc.) to get product donated - if there is event audience/target audience crossover it is a win-win!,” she said.
The Actual Event:
Special touches, the vibe, the flow, unveiling, or cool surprises
You’ve shared the run of show with the media and your team. Now it’s time for the main event. Start with a seamless check-in experience. It’s good to have someone knowledgeable of the media in attendance to greet and relay to the team who has arrived. Make sure they get the ‘media needs’ mentioned above. If you’re having a camera crew or photographers, you need to make sure they have clear views and assign someone to them.
Signage matters. Cody added, “Signage is a super easy way to tie everything together with a big bow....thread your theme, branding, and color scheme through, and make even a super low budget spread look thoughtful and photo friendly. The flow goes back to ensuring the guest experience is top-notch. What is the experience from the time they enter the door to the event, to the time they leave....you can have every detail covered from fancy lighting and florals and amazing entertainment but if they can't find the bathroom, get a drink or hear anything- they will likely still leave with a sour taste in their mouth.” So true. Also, make sure people can get on the Wifi easily and the signage will support that.
PRO Tip: Make the guests feel welcome. Have someone float around to connect with each person, especially if you see an introverted person standing alone. Never let someone feel uncomfortable or want to leave.
TravelCon Crew - Collaborative Events Team Emily Salberg on the left, Cody Galloway all the way on the right - Miss this crew!
When the people arrive, start off strong so they don’t want to leave. Cody suggests creating a surprise element. Consider “a surprise musical guest, an aerial artist pouring drinks as you walk in, an interactive drink wall, a roaming magician, a live art experience, an adult ball pit, a confetti drop, a parkour group grand entrance, a surprise giveaway, etc. It doesn't need to be over the top...but just unexpected,” said Cody.
People always want to do photo booths, however, they are pretty overdone. Emily suggests creating interactive areas. “If there's room in the budget, having a space at the event that is unique that allows guests to engage with each other or the brand will elevate the experience. Some examples: interview room (think Real World style), gaming area, live artists, mixologists, brand videos + headphones throughout telling the story, etc. Get more creative than a band or DJ and allow the guests to really jump in,” said Emily.
Pay attention to the vibe. Consider the speaker(s) and the time on stage or wherever you call their attention. Keep it to a minimum and sprinkle in visuals or a compelling short video. People will get restless when there are tons of speakers that don’t need the floor. Susan Portnoy of The Insatiable Traveler made me laugh when she said the party can be going and then all of a sudden a scratch on the record for someone to just say thanks for coming. I’ve been guilty of it, but always try to push back on those things.
Keep the drinks flowing. The right kind of food that matches your brand. Consider how your guests are juggling the food, drinks, purses, etc. Or do you have high tops, easy bites that don’t require a lot of effort but are still delicious. If your client, brand, or destination is known for food, then you need to lean into that and create ease to sample and review.
Taste of Waldorf Astoria with James Beard Rising Star Chefs paired with Lauded Waldorf Chefs from Around the World
Paul said, “I've seen countless thoughtful touches throughout the years—too many to list. These days, though, I'd say inclusivity in the broadest sense of the word is key: Keep the event impactful, yes, but also short, and at a reasonable time of day. Have you considered a hybrid component for those that can't attend in person? Does the Wi-Fi work? Sometimes people are so focused on the flash of an event that they overlook the basics!”
How does your event tell your story or bring your brand to life? Utilize the screens, AV and spaces strategically with content. Find clever ways to insert your brand. Susan mentioned, “Switzerland Tourism did a dinner with a few tables that represented a culinary aspect of the region - then the dinner was about 50 people, which wasn‘t overwhelming. The 360 projector with landscape and the city helped immerse us.”
One immersive event concept, I did at a previous agency was an “Around the World” party for the launch of Expedia & MasterCard at 214 Lafayette in Soho (which fun fact just appeared on ‘Inventing Anna’) with each room as a different destination and actual farmer’s market on the rooftop for people to take away produce. Bali was in the room with the pool - it was one of the coolest events. We were working with a bigger budget, and actual celebrity entertainment but not all events or brands have that luxury so you have to be creative on a dime, sometimes.
Around the World with Expedia and Citi - Wish I had better photos! #ThrowBack
For my own annual agency event, I enlisted a dear friend and the most talented floral designer Fernando Kabigting of FDK Florals (he’s a genius), who created an elegant globe made out of flowers and greenery. He constructed this by hand and it became the most incredible conversation piece where you could pin your next destination, bucket-list or favorite place . Just the right touch for my brand and no forced participation or fun. I don’t like ‘forced fun.’
Media Collateral and Gift Bags
Go paperless where you can. Pop all the assets and media materials on a QR code; no one uses USB sticks anymore and we are more accustomed to QR codes from the pandemic. Leverage NFT cards and the content there.
When going the swag route or offering up parting gifts, ask yourself the value it’s bringing to the table. It can be incredibly wasteful and not serve a true purpose, unless done well. If people are commuting or going somewhere after, they don’t want to lug a big goodie bag. Give something that is easily portable or offer a code to use later.
Cody said, “I am not a big fan of swag but branding and swag don't need to be one and the same. Very rarely do people hang on to the giveaway item, bring it home with them and then use or wear the item, and they end up creating a lot of waste in most instances. I am however a fan of useful/thoughtful takeaways- or food...always food. Work with a local bakery to do custom branded cookies, cake pops, or chocolates as a takeaway item - or have a typewriter for hire type a quick haiku about each guest to take with them.
Post Event: The Follow Up
Pitching takes time. Immediate coverage only happens when you’ve got hard news and a launch. You’ve created that access and opportunity for the media to get that deadline. You’ve also been mindful of the media’s competitors or any exclusive elements that had to be supported.
In many cases, Susan pointed out, “Clients need to understand, they’re not going to have an answer for them that day; does this involve a trip or are they interested in being a part of round-ups? It’s good for them to know which media will keep fighting for the story and support them, since it takes months to get editors to respond and pitching takes a lot of time.”
When you thank everyone for coming - or those that couldn’t make it, send a digestible press kit with images and multi-use assets. That goes over better and helps people not glaze over when receiving another boring press release. There are few outlets that use the same quote from a release.
In the thank you note, ask for any follow-up needs. Did you meet a great source you want to chat with? Do you want to dig deeper into a story idea? Do you need to go on a trip and confirm with editors?
While an event is expensive, you still have to put in the work long after. It’s our job to be relentlessly good sources for the media. This is about the long game and cultivating relationships. For attendees and industry in general, the more you show up - the more opportunities come your way. You never know who you will meet and work with down the line in your career -even among the other media attendees. Don’t say yes to everything, but showing up does matter and getting the story.
Related stories:
How To Create An Ideal Press Trip
The Future of Travel Events
Learn more about the Trip Whisperer travel PR agency here. And for those interested in more PR learnings, I have a class on Teachable and you have the option to bundle an hour “pick my brain” consulting session with me.
