Pushing pedals
As a brand new company, Cornish Cycle Tours needed to gain national exposure in the travel media for their self-guided cycling holidays.
Photos: Westcountry Photographers
Strategy and plan
With the company targeting a niche market we approached national travel writers specialising in cycling, setting up press trips for journalists to experience the holidays first hand.
We issued a series of press releases about the new tours, drawing on seasonal and cultural themes relevant to the tours. Specially commissioned photography was made available through our press centre.
Results
In the past year we've scored coverage in The Guardian, The Daily Mail, Metro, Sunday Mail, Health & Fitness magazine, Cornwall Today, and The Week as well as setting up press trips for coverage to appear in 2011 in The Independent on Sunday and The Guardian.
We also secured extensive coverage in cycling magazines and websites, and regional media in the South West, Wales and Northern Ireland.
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