In synch with the strategy to rebrand Travel Mart as Virtuoso Travel Week, consumers got an extended glimpse behind Virtuoso’s Vegas velvet ropes as mainstream media—including CBS, USA Today and Forbes.com―outnumbered trade media for the first time.
As of August 29, Virtuoso’s PR outreach for Virtuoso Week has generated more than 209 million impressions, which can be translated as the cumulative number of times coverage of the event has been in front of viewers and readers. The Virtuoso Week coverage brings Virtuoso’s year-to-date total to nearly 2.3 billion impressions.
The plan to attract more mass media—and ultimately reach exponentially more consumers―dovetails with Virtuoso’s Collaborative Commerce™ strategy, which features consumer engagement as a key element of a three-pronged focus. Network sales growth will be propelled by the introduction of new traveler-focused tools such as Virtuoso Travel Folio and the forthcoming relaunch of Virtuoso.com.
Press coverage was also driven by the first Virtuoso Week news conference in which suppliers and other affiliated organizations leveraged the assembled media to announce product launches and other developments. Participating in the inaugural presser were AmaWaterways; Ecuador Tourism Board; the governments of Mexico and Bhutan; Aqua Expeditions, which unveiled its expansion into Southeast Asia; and Abercrombie & Kent, which revealed the launch of a new brand.
A few highlights of the Virtuoso Week coverage:
To learn more about Virtuoso, visit www.virtuoso.com.