Media Panels

Media Panels

THE BRIEF:

Negate reputational damage and overcome the impact of over-tourism through communicating the Balearic Islands Tourism Board’s sustainable tourism strategy and initiatives, dedicated to responsible, sustained tourism.

THE APPROACH:

LOTUS created a communications campaign targeting consumer travel, environmental and travel trade media to highlight specific examples of projects funded by the sustainable tourism tax, focused on the long-term preservation of the unique ecosystem of the islands. 

The PR and communications campaign included a number of actions: a media round-table and panel discussion for key travel and environmental journalists, a ‘sustainable media breakfast’ at The Crystal; London’s leading sustainable venue, a group press trip showcasing new initiatives funded by the sustainable tourism tax, and a profiling campaign for key spokespeople. 

Activity was supported with an “always on”, proactive press office, content calendar planning, media pitching and one-on-one interviews.

RESULTS:

  • 218,000 AVE in line with sustainable messaging
  • 50 guests secured for media round-table and sustainable media breakfast
  • Coverage across target titles: The Guardian, The Daily Telegraph, Green Traveller, Rough Guides, UN Environment, Wanderlust, Travel Weekly, TTG, National Geographic Traveller