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The Power of Press and Familiarization Experiences

Its one thing to send out press releases about your latest product or news to a list of journalists and 'hope' that the message lands, and 'hope' that they write about it. Its another thing to work with someone who knows those writers first hand, counts them as 'friends' and has spent many a day with them in close quarters on press events.


There can be no substitute for that depth of in-person relationship. The kind of relationship and trust that is built over years of work with journalists from all over the world, writing for a broad spectrum of publications.


Over the past 15 years I have organized and hosted numerous press trips for leading cycling, running and outdoor publications for my PR Clients. Press and familiarization trips ranged from 2 days to 5 days, from Ireland, to Mallorca, the Faroes, Scotland and Catalunya. Each trip is bespoke to deliver the most relevant experience for the journalist and the client and 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 phycial 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.


Pas Normal Studios, Copenhagen, Mechanism Product Line Launch

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. 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

Rouleur Magazine UK

Granfondo Magazine DE

Fiets Magazinen NL

Alvento Magazine IT


The coveragebook can be viewed here with all clippings for the brand:


Pas Normal Studios, Girona, Escapism Collection, The Traka


13 Valleys Press Trip, UK


Komoot x BCA, Bikepacking Adventure, Catalunya


Komoot/Toros de Gravel, Mallorca

A unique press activation before one of Mallorca's most successful gravel cycling races. Journalists and influencers were divided into teams and encouraged to participate in a scavenger hunt using the komoot app to find the treasures.



Komoot/Sidetracked Magazine, Faroe Islands

A 3 day trip with a take-over of Sidetracked Magazines social media to share content directly from a bikepacking trip on the Faroe Islands.

Read the article with images from Chris McClean here: https://www.sidetracked.com/the-draw-of-the-faroes/


 
 
 

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