Category:
Press trip, strategy, PR management, Media relations

Dolomites Val Gardena

OBJECTIVES

With the purpose of showcasing Val Gardena as a year-round destination Atlantic Link arranged a group press trip for Danish media highlighting hiking and biking during summer.

Dolomites Val Gardena is a popular skiing spot in Northern Italy for Nordic travelers. But these beautiful mountains and Selva, St. Christina and Ortisei also offer a lot of summer activities such as hiking trains, mountain biking and cultural activities.

SOLUTION

Our solution to bring summer activities in Val Gardena in the media, we carefully selected media for a group press trip with both large national media as well as local media. That way the articles will reach different kind of households within the whole of Denmark.

Together with Dolomites Val Gardena we created a program that would fit well for a group of journalists in a way were both outdoor activities and cultural research were a big part of the program.

Even though the press trip mostly focused on outdoor, the journalists got the full package of Val Gardena with visits to local restaurants, spa at the hotel and visiting churches and cultural city walks.

RESULTS

Following the press trip a total of 41 articles were published in print and online with different topics and approaches. The articles approached summer in Val Gardena in different ways, that highlight the diversity of activities in Val Gardena. While the outdoor aspect of the trip was the main theme for all articles, culture, people, food, and hotel experiences were also a big part of the stories.