Behind the scenes of a successful press trip
When it comes to travel PR, there’s more to the story than press releases and media lists. For our client, Nicols Boating Holidays, we’ve been putting experiential PR into action – by arranging carefully targeted press trips that showcase their offering and brand in the best possible light.
From selecting the right journalist to managing the itinerary and maximising coverage after the trip, here’s how we help make waves in the media.
1. Targeting the right media
Before any boat is booked, the process begins with research. We identify publications and journalists whose audience aligns with the Nicols brand – those who cover experiential travel, family holidays, slow travel or lifestyle content with a destination or travel focus.
“It’s not just about numbers – it’s about relevance. A niche publication with high engagement from travel enthusiasts often beats a mass-market title with a vague fit.”
We also consider factors like past travel features, tone of voice and the journalist’s reach across both print and digital channels.
2. Selling the story
Next comes the art of the pitch. Rather than a generic invitation, we tailor the angle to fit the journalist’s interests and the publication’s content style. For example, a family-focused outlet might hear about the joys of lock-free cruising with kids, while a luxury publication might get a pitch focused on wine-region itineraries and gourmet stops.
We’ll also link into topical or social issues, such as sustainable travel. The media are currently warm towards anything that is helping the environment so talking to writers about Nicols fully electric boat (the first and only of its kind) or the move towards HVO powered boats is a draw.
No previous experience and no licence is needed to drive these boats – and we regularly challenge travel journalists to put this to the test!
“We’re not just offering a free trip – we’re offering story potential.”
And it’s working. Recently, we’ve arranged trips for a food and travel writer from a glossy destination magazine, the editor of a respected boating and waterways publication and later this year an award-winning writer from one of the UK’s biggest national newspapers will be experiencing a Nicols trip for themselves.
Each of these press trips is designed to suit the individual journalist and the outlet’s audience – whether that’s a focus on culinary highlights along the waterways, technical insights into boat features and cruising routes or the broader lifestyle appeal of slow, scenic holidays in France and across Europe.
3. Planning the experience
Once a journalist is on board (pun definitely intended) we shift into logistics mode. From route planning to choosing the most suitable boat, travel advice and what to see and do throughout the trip, everything must run smoothly. The goal is to let the destination and the experience shine – without distractions.
We work closely with the Nicols team and their local base teams to create an itinerary that feels both authentic and editorially rich.
4. Post-trip follow-up and maximisation of coverage
A successful press trip doesn’t end when the boat docks. We follow up promptly with each journalist, ensuring they have everything they need. Photos, fact-checking resources, quotes, or even help shaping the story if needed.
Then, once the article is published, we help Nicols Boating Holidays make the most of the exposure. That might include sharing coverage on social media, using quotes in future marketing, or updating their photo library.
“One story in a top outlet can live far beyond its original publication – if you know how to amplify it.”
Why press trips are worth the investment
Of course, press trips take time, coordination and commitment – not just from us as the PR agency, but also from our client, Nicols Boating Holidays. But the return is more than worth it.
You don’t just get beautiful travel features in respected titles. You get trusted third-party endorsement that carries far more weight than a paid advert ever could. Readers can tell the difference between editorial and advertising and stories born from first-hand experience resonate in a much more authentic way.
“You can’t buy that kind of credibility – or the storytelling that comes from actually being there.”
When you weigh the investment in a press trip against the cost of buying and designing a one-off ad, the value becomes clear: real exposure, real storytelling and long-term brand impact.
In conclusion – anchoring the strategy
Press trips, when done right, are a powerful PR tool. They require a mix of strategy, creativity, and detailed execution – but the payoff in earned media and brand storytelling is well worth it.
At Mondo Marketing, we love rolling up our sleeves and making these campaigns happen – creating opportunities for coverage that truly bring brands like Nicols Boating Holidays to life.
If you’re a travel brand looking to use press trips as a way to secure media coverage then we’d be delighted to help. If you’re a travel writer interested in finding out more about a Nicols Boating Holidays press trip then please also get in touch.
Of course, you don’t have to be a travel company for experiential PR to provide the same benefits for your business. Here at Mondo, we know how to make it work for clients selling products, services and experiences – from day visits to tourist attractions though to product reviews.