Event Buzz
7m+ social impressions
Metric
Values
Metric
Values
Situation
Linkd Tourism implemented a targeted winter media familiarisation (fam) programme to promote Colorado’s winter tourism offerings in the Australian market. The aim was to generate significant media coverage, showcasing Colorado’s winter attractions to a wide audience of winter travel enthusiasts.
The fam trips sought to secure high-value coverage across various platforms reaching audiences interested in winter travel experiences.
The key objective was to raise awareness of Colorado’s winter attractions among Australian travellers, driving engagement and visitation through impactful media stories.
Action
Linkd Tourism organised and hosted winter-focused familiarisation trips for a group of influential Australian journalists. The trips showcased Colorado’s top winter destinations, including skiing, snowboarding, and après-ski activities. Journalists were provided with access to unique experiences across different Colorado winter locations to inspire a range of story angles. Throughout the trips, logistical support and resources were provided to aid content creation, ensuring the journalists could capture the essence of Colorado’s winter charm and develop compelling narratives for their publications.
Results
The programme generated substantial media coverage. Craig Tansley wrote five stories across Traveller, The Age, and Explore, while Kate Allman secured features in SnowsBest, Chillfactor, Trailrun, and Escape. James Wilkinson’s coverage appeared in Wayfarer, with more expected, and Justin Jamieson published two stories in Get Lost Magazine. Jeremy Drake produced coverage in The New Daily and four stories in Escape, while Steve Madgwick’s feature in Traveller and Ricky French’s story in The Australian Luxury & Travel are both forthcoming.
Concurrent broadcast coverage was secured on Australia’s top breakfast show, Sunrise, which dedicated two days of filming in Colorado in February.
The total Advertising Value Equivalent (AVE) was $4,653,994.44, with a PR Value (AVE x 3) of $13,961,983.30.
