FAM Trips, Press Trips and Active Tourism
- Fiola Ní Fhoghlú
- Feb 18
- 3 min read
Updated: Feb 25
Over the past 15 years I have organized and hosted numerous press trips for leading cycling, running and outdoor media outlets for clients ranging from bike and outdoor brands and events to tourism destinations - often in collaboration with both. Press and familiarization trips ranged from 2 days to 5 days, from Ireland, to Mallorca, the Faroe Islands, Scotland and Catalunya. Each press event is custom designed to deliver the most relevant experience for the journalists and content creators and the client to ultimately facilitate the best output wither that is visual, video or text.
Press trips allow you to come into direct contact with journalists, to spend quality time with them and give them a real insight into your product, whether that is a physical product or a location experience.
The result is often worth way more than the advertising equivalency in terms of quality and engagement with your target audiences. You are building connections, credibility and a reputation with an independent third party and reaching an engaged, dedicated and targeted new audience.
Lake District Tourism x 13 Valleys Ultra
What: A 2 day press and content creator trip to the Lake District, UK
Purpose: highlight the locality and the ultra running race 13 Valleys Ultra, with national endemic media outlets such as Advntr, the Guardian, Women's Running UK and others.
Mallorca, Gravel Cycling
What: A unique press activation before one of Mallorca's most successful gravel cycling races.
Purpose: Promote gravel cycling in Mallorca and Toros de Gravel, a new gravel cycling festival - secondary: showcase komoot and partners such as Canyon through engaging international media.
Journalists and influencers were divided into teams and encouraged to participate in a scavenger hunt using the komoot app to find the treasures.
The Faroe Islands, Bikepacking
What: A 3 day trip with a take-over of Sidetracked Magazine social media to share content directly from a bikepacking trip on the Faroe Islands.
Purpose: Create and deliver content for one of the UK's leading adventure magazines promoting komoot as a route planner and the Faroe Islands as a destination for adventure cycling.
Read the article with images from Chris McClean here: https://www.sidetracked.com/the-draw-of-the-faroes/
Yorkshire Dales, Bikepacking
What: A two night bike packing trip across the Yorkshire Dales to in collaboration with Pannier and Garmin.
Purpose: create content and showcase the region for Yorkshire Tourism and Pannier as it was to show how komoot can be used as a reliable route planner in conjunction with various Garmin devices.
Scottish Highlands - Cycling FAM Trip
What: A 2 night bikepacking adventure with content creator and influencer and Cyclist Magazine UK, through the Scottish Highlands from Fort Augustus to Kinloch Hourn and back.
Purpose: Showcase the Scottish Highlands as a destination for gravel and adventure cycling, promote Komoot as a route and itinerary planner to readers of Cyclist Magazine UK.
Full article can be seen here: https://www.cyclist.co.uk/in-depth/highlands-gravel-bikepacking-cycling
Copenhagen, Denmark, Pas Normal Studios
What: A 2 day press event hosted by Pas Normal Studios, the Danish premium cycling apparel brand, to launch their new 'Mechanism' Collection. A high tech, performance orientated line of bib shorts and jerseys targeting elite cyclists.
Purpose: The press trip included a product presentation at the Pas Normal Studios headquarters in Copenhagen followed by a test experience on the indoor velodrome. Dinners in local restaurants with members of the Pas Normal Studios team of R&D, community and marketing personel were a highlight for the journalists. On the last day an optional group ride along the coast was offered.
Coverage highlights
The coveragebook can be viewed here with all clippings for the brand:
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