Case Study

On Foot Holidays

“Discovery and Freedom through Slow Travel”


Looking for a more significant presence in North America, UK-based On Foot Holidays asked a journalist at a travel industry conference for recommendations on USA-based public relations representatives specializing in travel and hospitality media relations.  The journalist referred them to me, and in August of 2017, On Foot Holidays became a client. I handled their public relations with a strong focus on building awareness for the travel company in North America (USA and Canada). This was the first time the company utilized a PR agency in North America, and they were an active client until the pandemic in March of 2020.

About On Foot Holidays

Creating some imaginative routes where travelers can immerse themselves in the local culture and cuisine, UK=based On Foot Holidays offers self-guided walking holidays throughout Europe. Guests stay in friendly, small hotels and inns with charming hosts. Each route is designed by a local on hand to help if needed and showcases an authentic rural Europe with its landscapes, cultures, and traditions intact.

Working with On Foot Holidays

Founded in 2004, On Foot Holidays is a travel specialist offering a range of boutique, self-guided walking holidays in the quieter, unspoiled parts of Europe. Well known throughout Europe, On Foot Holidays desired greater awareness throughout North America and hoped to build its long-standing reputation with a targeted audience in the US and Canada. Their market is the travel-savvy consumer who enjoys the independence of self-guided trips with an emphasis on being immersed in the local culture while seeing beautiful landscapes on foot.  To reach their target audience, I implemented a strategic media relations campaign focused on reaching daily newspapers throughout North America.  I succeeded in securing articles and mentions for On Foot Holidays in The Los Angeles Times, The Boston Globe, The New York Times, The Washington Post, The Columbus Dispatch and many more.  A feature stand-alone article published in The San Diego Union-Tribune syndicated throughout the country, resulting in over 100 articles in daily newspapers throughout the USA.  The success of this media relations campaign moved the needle for On Foot Holidays, resulting in greater interest in their self-guided trips among North American travelers.