This African Tourism Authority is an organisation affiliated with the Ministry of Tourism in an African country. Its mission is to promote this state as an attractive tourist destination on international markets. In November 2024, this organisation participated in the ITTF Warsaw 2024 trade fair at the Palace of Culture and Science in Warsaw, Poland.
The ITTF Warsaw is one of Poland’s largest events in the travel industry, attracting numerous journalists, organisations, and experts. Our main challenge as PR experts was to capture the attention of journalists who were already heavily engaged in other activities related to the event. What was more difficult, we had only one week to prepare the entire campaign.
Our main goal was to generate press interest in our clients’ presence at the event. To achieve this, we invited journalists from the biggest general-interest media outlets such as Wp.pl, Onet.pl, and Super Express and ensured the representation from travel-focused media titles.
We supported the organisation of press conferences and handled logistics such as journalist accreditation and refreshments. Additionally, we arranged on-site interviews for Polish media outlets with the CEO of the Tourism Authority.
29 journalists from top-tier Polish publications attended the event at our invitation, including representatives from Rzeczpospolita (Poland’s most influential press title), Super Express, Polityka, Fakt, and Gazeta.pl. We also facilitated 9 interviews with the CEO of the Tourism Authority. 5 of them were conducted in person (with Super Express, XYZ, Wprost.pl, StronaPodrozy, HorecaTrends). 4 interviews were planned remotely with 3 of the most influential Polish online media outlets (Onet.pl, WP.pl, Interia.pl) and Fakt.pl. We secured 23 post-event PR publications, including prominent general-interest portals such as Rp.pl, Gazeta.pl, naTemat.pl, WP.pl, ESKA.pl, and Wprost.pl, as well as travel-focused outlets like Turysci.pl and StronaPodrozy.pl. The campaign generated a 34.8 million total media reach.