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.