November / December 2015

ACTP Media Relations Program Delivers Valuable Coverage in the United Kingdom

ACTP’s media relations strategy in the U.K. includes press releases, media outreach, in-market networking events and media visits to secure valuable coverage on Atlantic Canada as a top travel destination. ACTP contracts media relations firm Brighter Group to conduct activities on behalf of the partnership, inspiring U.K. media to produce Atlantic Canada features in newspapers, magazines, digital and social media.

Dame Esther Rantzen

Dame Esther Rantzen

In 2015, ACTP secured twelve U.K. press trips for the region from outlets such as the Financial Times, the Sunday Times, Wanderlust magazine and more. In addition, celebrity Dame Esther Rantzen, a well-known and respected English journalist and television presenter visited the Maritimes in October. Dame Rantzen has penned a feature to appear in December in the Daily Mail, with a readership of 1.6 million and MailOnline, the world’s most read website.

Presently, ACTP is planning a dedicated media event to host influential U.K. media to a taste of Atlantic Canada in London. Representatives from the provinces will deliver top news stories and promote 2016 visitation. The annual event generates fresh interest in Atlantic Canada during a key time for planning travel stories and booking press trips for the year ahead. A range of publications are expected to attend, including national newspapers, travel and lifestyle magazines, trade publications and broadcast outlets.

ACTP will also partner with Destination Canada at upcoming in-market events including the Canada Shared media luncheon and the British Annual Canada Travel Awards (BACTAs), to be held in early March 2016.

ACTP’s U.K. media relations program consistently generates a strong return-on-investment. During the 2012-2015 agreement, the program generated over $20 million in earned media value and reached over 190 million people. This represents a return of $42.15 for every dollar invested into the program.