In order to make the most of having writers and editors at your resort, there are a few tricks to be aware of that can turn the typical press trip into one that will leave a lasting and, hopefully, valuable impression. The following list of dos and don’ts was compiled after learning a number of lessons the hard way as an organizer of such excursions.
From staff briefings to checking for food allergies and from designing a unique and inspiring itinerary of activities in the surrounding town to learning of the journalist’s expectations, this guide can help marketing departments plan fam trips that work.
Prepare Carefully
- Select the magazines, newspapers and trade publications you want to target for your ski area. Send an invitation letter along with a complete press kit to the appropriate editor highlighting anything new, including upgraded day care facilities, new spa treatments, fitness amenities and cuisine as well as new lifts, trails, lodges and snowmaking. Think beyond just the travel editor: Perhaps a beauty, fitness or nutrition editor might be inspired by your offerings. Be sure to include the proposed dates of the press trip, your Website address and contact information. You may also want to email the letter as well, attaching one press release at most. Double check the title and spelling of the editor’s name.
- Invite no more than five to seven editors per trip to keep the group intimate without compromising one-on-one time. Be sure to invite editors from non-competing magazines. That way, they all will feel like they are getting the exclusive story and you will have a broader reach.
- Inviting staff editors at target magazines is important, but inviting credentialed freelance journalists (do your research and don’t be afraid to ask for clippings of recent work) can be invaluable. Many freelancers can pitch their story to multiple outlets and that often results in more than one story in print.
- Plan a unique itinerary. If you have fitness and nutrition experts on staff, arrange for them to meet the editors over breakfast or dinner. Perhaps the snowboard school director or manager of the day care center can explain what makes their department stand out. It’s a good idea to include at least one expert or other valuable employee at dinner so that the editors can meet the key players at your resort.
Be sure to incorporate fitness activities (yoga or stretching) for the early birds in the group. Guided snowshoe hikes on or off property are always a great way to showcase your grounds and neighborhood. If you have a health club, dedicate a day or half-day to its offerings. Tubing, cross-country and other non-ski activities at the resort should also be featured. Or spend a day off the hill with part of the group, exploring nearby attractions (wineries, lunch at a famous local restaurant, hot air ballooning, horseback riding, etc.). Contact the owners of other venues in advance and let them know about the journalists you will be hosting. Ask about working out a trade since the visit is good publicity for both of you.
Avoid Roadblocks
- If you are paying for airfare, contact the publicity departments of airlines that fly into the nearest airport to see if they will help cover the cost or whether there are reduced rates for journalists. Frequently, airlines will require a letter of assignment. Since most editors cannot guarantee an article up front, plan early enough to book a 21-day or at least a 14-day advance fare. Be sure to confirm the itinerary with the editor and get his or her approval on times before booking. Ask whether they have a frequent flyer number for a particular airline and include that in the booking. If not, set up an account for them; the effort will be appreciated. Be sure to email and fax a copy of the final itinerary, along with contact names and phone numbers in case flights are delayed.
- Send a memo to all department heads, alerting them to the dates of the trip and who will be coming. Arrange for a staff meeting to go over the itinerary and logistics well in advance so it’s clear who will meet with the journalists and when.
- Be certain to arrange for car service to pick editors up at the airport and take them to their lodging. Try to arrange several arrivals at the same time to reduce the number of trips to the airport. The same should be done for the return. An added benefit is for the driver to be a knowledgeable employee.
- Arrange to have enough knowledgeable ski or snowboard guides available for breaking the writers up into smaller groups when sending up the mountain. If one editor wants to explore your signature tree skiing, send an appropriate personal guide.
- Book spa appointments in advance. There’s nothing worse for an editor than to get to the health club to discover there’s no appointment. Work with the director to book a variety of services. You may want to offer a reduced rate (20 to 50 percent) for additional services.
- Avoid embarrassing billing problems or confusion at checkout. After the editors have confirmed their trips, send a follow-up letter explaining what will be covered (i.e., room and tax, meals, the ski/snowboard lessons, etc.) and what won’t (long-distance phone calls, alcohol, mini bars, gratuities, etc.). It’s important to put this in writing and the front desk should be clear about it as well.
Employ Proper Etiquette
- Create individual resort itineraries for each editor, incorporating a daily ski or snowboard schedule, meal times and locations, facility tours, etc., which should be sent to the editors a few days prior to arrival. A hard copy of the itinerary should be waiting for them in their room or at the front desk.
- Arrange for a welcome amenity and a hand-written note from the general manager to be waiting in the room. Gift baskets with your signature products, a book written about your resort, an eye pillow, an aromatherapy candle, a robe, etc., are good choices. Consider delivering a local treat—fudge or a maybe a maple candy—to the room each night while you are at dinner.
- Meet with the staff to let them know that editors will be on the hill and reinforce proper etiquette. In other words, instructors, guides or anyone who might meet with the editor or writer should not ask personal questions or make comments about the publication. Ski instructors should always introduce themselves to the editors, just like any guest, before the lesson and explain what will be covered and how it will take place.
- Ask the editors who have confirmed whether they have any food allergies or preferences before they arrive and notify the chef and staff so they are prepared.
Following these tips will help assure media visits will go smoothly and present your resort in its best possible light. The rewards are well worth the effort.
