- A press trip for golf journalists sponsored in May by the Riviera Nayarit CVB has already resulted in seven published pieces generating over one million impressions—and all from just one of the writers that visited the destination.
The purpose of the FAM trips organized by the Riviera Nayarit Convention
and Visitors Bureau (CVB) through their public relations department is to
position the destination and its products within specific markets.
In order to determine the productivity of these trips one must analyze
the ROI, which in the case of the press trip for golf journalists held to
promote the Riviera Nayarit’s courses in North America—its natural market—is
already showing unmistakable results.
Of the three journalists that took part in the trip, one has already
published seven articles in www.travelgolfmexico.com, www.golfadvisor.com and www.golfchannel.com; together they greatly exceed one million visits per
month.
The author in question is Jason Deegan, who has become an opinion leader
on the topic; therefore what he publishes this summer will no doubt attract
foreign golfers for winter games on the greens of the Riviera Nayarit.
The Tigre, El Nayar, Flamingos, Litibú, Pacífico Punta Mita and Bahía
Punta Mita greens each received a detailed review; there was also a special
article titled “Four magical days of golf in the Riviera Nayarit, Mexico,” in
which the author makes a series of special recommendations.
“Generally a journalist comes to the destination with a single
assignment, finds more than what was expected and, in most cases, ends up
generating more than one article; this is usually influenced by the hospitality
he or she enjoys,” commented Marc Murphy, Managing Director for the Riviera
Nayarit CVB.
According to information collected via tourist surveys conducted by the
Riviera Nayarit CVB’s research department, over 14% of all the foreigners that
visited the destination in June of this year played golf during their stay.
Click the links for the articles:
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