client case study
AWEVENTURER: SMALL GROUP TRAVEL COMPANY
SERVICE: MEDIA RELATIONS
Aweventurer is an experiential group travel company, with a focus on life-changing expeditions led by influential social media figures. The female-led company merges wonder, wayfaring, and the expertise of influential figures to create diverse experiences all united by their mission to conjure a sense of awe in the traveller. From yoga retreats in Byron Bay with leading yoga influencers, to swimming with whales in Ningaloo with well-known environmentalists, to literary tours in Morocco led by prominent authors.
Aweventurer enlisted Famiglia PR for the launch campaign of the company - the travel group had no prior media coverage in digital or print, and at this stage had only done one tour, so we had no base to leverage, however we were able to utilise our strong network of travel media contacts and pitching skills to generate some fantastic, on-message feature stories.
This proved invaluable for the client, who were able to add the media stories to their website to build brand credibility and trust with potential consumers.
HOW WE LAUNCHED
TACTICS
We developed messaging focusing on a travel trend hook - “awe” as a travel motivator, pitching and winning a multi-page feature in leading Australian womens’ print glossy, Marie Claire, that used the client’s company name as the title story inspiration, featured an interview with the founder and used several photos from the company’s trial tour.
We used our creative thinking to develop a secondary story angle for our client, inserting our client into a conversation sweeping the media at the time - that of a boom in post-covid resignations or career changes . We developed talking points for our client, who had left her job to start her own travel company, that lent into this angle, securing coverage in major national news outlet, ABC Online. A great example of what we call ‘newsjacking’ in the PR world. This high-profile coverage lent our client credibility and built trust in the client as a business owner, and also then led to another opportunity for the client with the NSW Small Business Commission.
Providing ready-to-go content: we called on the client to utilise their experience in the travel arena to develop expert-insight style content in formats common to digital media (eg listicles, countdowns). AWOL - which, at the time was QANTAS Magazine’s digital outlet - picked up two content stories from our client.
