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Quality in Tourism | PicPr

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Quality in PR…

The Need

Quality in Tourism (QiT) is the official assessment body for Visit England, providing ratings and accreditations to thousands of accommodation outlets throughout England. With strong competition, QiT was keen to position itself as the expert, and thought leader when it came to the subject matter of quality and tourism.

It wanted to be recognised by more accommodation owners, consumers, as well as wanting to arm its sales force with better sales materials, and ultimately increase member numbers.

The Solution

A targeted ‘feature article’ project.

We spent 3 full-on months speaking to all the key feature writers on all the relevant trade and consumer media, suggesting and negotiating various topic angles. Once a feature opportunity was firmed up, we then wrote these up on behalf of QiT, and submitted them to the relevant journalist.

On top of this, and in-line with QiT’s new website. We spent a majority of time speaking with the online editors too. Again to secure feature article opportunities, but also to build up a bank of high quality links, where each media outlet would link back to the QiT site, and help improve its organic Google rankings.

We also provided a photoshoot for the key spokespeople at QiT so that we had an array of quality images to accompany each article.

The Results

  • In just 3 months we secured, wrote, and placed over 30 feature articles with key media. The majority (89%) of online pieces included a link back to the QiT website
  • We don’t tend to measure our campaigns using Advertising Value Equivalents (AVEs) or Editorial Value Equivalents (EVEs). But if we were, then this activity generated an AVE of £60,795, and an EVE of £182,385
  • Member figures for QiT rose from 18,000 to 18,500 in this 3 month time frame. Web visits increased, and the sales team were now equipped with expert articles. The press knows who QiT is, and so do its readers
  • Finally, following this project QiT signed an on-going 1-year contract with Pic PR. The PR programme includes all of Pic PR’s services and is heavily led by innovative ideas to drive stories. The latest being our ‘Streets of Quality’ campaign, which highlighted the best streets in England for accommodation, and which obtained masses of media coverage from regional press through to National press