How to make a difference by promoting a destination to the right media?

Objective

Madagascar National Tourism Board was willing to promote the region of Tuléar (Ranohira & Andravona) as well as local partners

Approach

With only 4 seats for this press trip, GroupExpression chosen to select a majority of freelance journalists in order to maximise the coverage after the trip. The selection also had to cover a broad spectrum of audiences and therefore included the following media : trade presse, regional press, national press, Luxembourg press, ab+ category press

Results

PUBLICATIONS STAGGERED IN 2019 AND 2020

AUDIENCE: 18,5 MILLION
11 ARTICLES (PRINT & WEB)