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Press Trips: Maximising Impact

With more than 20 years of developing successful PR campaigns for our clients, one of our tried-and-true tactics is the press trip. It’s an opportunity to connect with target journalists, build a relationship with them and provide access to insider information, which ultimately helps increase the chance for media coverage.

We’re always impressed with the different ways each journalist approaches the story and the compelling content they create for readers.

Recently, we travelled to Italy along with journalists and bloggers to share more about the production and provenance of Parma Ham and Parmigiano Reggiano. Brand Dialogue was on hand during the trips to ensure the attendees were looked after as well as pointing out interesting content moments.

Travelling to Emilia Romagna for an immersive experience included activities such as:

Visit of Parmas well-known sites and restaurants, with special menus featuring the productsProduction site tours to see first-hand the passion and time that goes into producing high-quality productsExperiencing other local products that pair well with Parma Ham or Parmigiano Reggiano, such as Balsamic Vinegar or LambruscoTour of the Torrechiara Castle, which provided a look into the deep history of the area

These trips remain popular among journalists, and not just for travel publications, because meeting with the people behind the products always helps bring a story to life. This results in interesting and impactful features, which in turn help readers understand why these products are so unique.

In addition to the articles written about the trip, we often find that journalists and bloggers are eager to post on social media. This provides their readers with an opportunity to follow along and see a behind-the-scenes look at the inspiration for their stories.

The press trip is alive and well, and we’re sure that it’s at tactic well continue to use for years to come. If you’d like to have a read, below are links to some of the coverage we’ve received from Brand Dialogue press trips.

Parmigiano Reggiano: Putting the art in Cheese: Parma, Emilia Romagna by Karen Yates for The Arbuturian

Parma Ham: Italian chopped salad with Parma Ham by Danni Martin for her blog Hungry, Healthy, Happy

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