Iberian Escapes - launching a luxury tour operator in the UK
the brief_
Iberian Escapes, a new luxury tour operator in Portugal and most recently Spain appointed Siren Comms to launch them in the UK. In an already saturated market, Siren put together a dynamic and strategic plan to help Iberian Escapes stand out from the crowd. As the new kid on the block Siren’s task was to build brand awareness, credibility and draw attention to their breadth of luxury offerings.
the approach_
Siren presented a new kind of Portugal and Spain experience, forcing re-appraisal of a much-loved and familiar destination to the media. Using compelling news generation, profiling and press trips, Siren created engaging features and content that gained online and print coverage across travel and lifestyle publications.
Siren hosted Iberian Escapes first press trip with a mixture of trade and luxury consumer titles, a total of six high profile media joined the trip and journeyed through picturesque Porto and stunning Lisbon discovering the eclectic mix of refined experiences that Iberian Escapes provides.
the result_
Following the launch of Iberian Escapes, Siren secured 40 pieces of coverage in respected and relevant lifestyle, travel, trade and national titles including The Telegraph, Sunday Times Travel Magazine, Travel Weekly and Delicious. These came to a combined media value of £78,000 and a total reach of 1,132,729.
Pieces of coverage
Media value (£)
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