Freshwater was engaged by Rabbie’s Small Group tours to raise awareness of the brand name, pitch the company as reputable with a good quality product, and promote their new tours targeting both national and Scottish travel media.
We devised a targeted media campaign with a focus on press visits, press releases to highlight the new tours, and partnerships to create new packages. We brokered a number of partnerships – notably collaborating with another client, The Carlton George Hotel in Glasgow, attracting visitors to the city, and encouraging further exploration of the country by combining accommodation in Glasgow with a Rabbie’s tour.
During the first year of the campaign, almost 90 items of coverage were secured. Effective media liaison saw one press trip translate into over 20 separate travel features in the regional press.