During the final race of the Blancpain GT Series in Baku, Azerbaijan, the Race Organizer (SRO) and the Azeri Ministry of Tourism decided to take advantage of this event to promote the country as a tourist destination. INSTICOM has been contacted to set up a PR strategy as quickly as possible.
With a very tight schedule, it was necessary to think of something that would guarantee an excellent return through the enthusiasm of reporters and a large amount of published articles. As Azerbaijan is an almost unknown country, we proposed to organize a press trip with journalists from all over the world, in order to ensure the presence of the country in many travel, lifestyle, cultural and food media.
To put this ambitious project on foot, INSTICOM called its partners from the Worldcom network. The specific structure of this network of independent agencies allowed us to count on the expertise of communicators all over the world, as well as their contact books. INSTICOM and the client have compiled the list of the most relevant countries, organized the journalists’ trip and set up the program of visits. We briefed our partners and charged them to find the best reporters to participate to the trip, taking different interests into account: travel, culture, politics, sports, food,…
In four weeks, INSTICOM organized a 4-day press trip with the help of 27 Worldcom partners. Together, they brought together 44 journalists representing 25 countries.
While Azerbaijan is a relatively unknown country, the results of the press trip have been very encouraging. No fewer than 160 press articles have appeared all across the world and a dozen radio programs have revealed the tourist opportunities offered by Azerbaijan.
This project is a demonstration of INSTICOM’s ability to organize public relations activities worldwide, thanks to a large address book towards Travel and Tourism media in Belgium and The Netherlands (with our partner Wisse) and throughout the world thanks to the responsiveness and extensive experience of the members of the Worldcom network.