HOSTING ENTICING MEDIA TRIPS THAT PRODUCE TOP-TIER COVERAGE: WOMEN’S GROUP BACKCOUNTRY SKIING + HUT TRIP
Women’s adventure programming and offerings have emerged as a travel trend in recent years, and Handlebar PR saw an opportunity to showcase an amazing outdoor adventure outfitter and bring together a group of top producing female journalists through a backcountry skiing hut trip. The outfitter, Chicks Climbing and Skiing had launched a new guided backcountry ski offering that year, which added a compelling news hook.
WHAT WE DID
Produced a top target media list of female outdoor adventure writers.
Worked with the town of Ouray, Chicks Climbing and Skiing and the Opus Hut to create a compelling itinerary.
Drafted and distributed a personalized pitch inviting upwards of 60 journalists to attend the trip.
Secured and hosted five prominent journalists on assignment or with strong story prospects to experience the trip including three nationally producing freelance writers and staff writers for the Austin American-Statesman and Skiing Magazine.
RESULTS
Trip attendees generated feature coverage about the trip in/on the Austin American-Statesman, Gear Institute, Elevation Outdoors, Mountain Magazine, National Geographic Adventure, Roots Rated, Dorado, Vogue.com and Outside online.
The articles produced $136K in media value with more than 2M impressions.
