GPP Newsletter Content and Imagery Generates Business
Michael Morcos, publisher of World Traveler Publications, shares what his readers are looking for and how the content found in GPP monthly newsletters can generate stories for travel to the South.
Q: Tell us about Canadian World Traveler – Who are your readers? What kinds of articles interest them?
A: Now in our 22nd year of publishing, American and Canadian World Traveler explores the culture and history of worldwide destinations, sharing the adventure of discovery with our readers and motivating them to make their travel dreams a reality. We help sophisticated, independent travelers choose their next destination by offering a lively blend of intelligent, informative articles and tantalizing photographic images from the world’s best destinations, cruises, accommodations and activities to suit every traveler’s taste.
Our publication, World Traveler, is exceptional in its reach. Our long-time and also growing list of readers can find us 4 ways: our print issue (22 years and counting); on our ever-growing website worldtraveler.travel; in our popular eMagazines (through many web-based kiosks); through our eNewsletter (sent bi-weekly by email); and on the various top social media platforms.
Our fantastic reader demographic is made up of well-traveled individuals who are primarily 45 years and older. At this stage in life, they generally have more time and money at hand and will take 2-3 trips per year, spending $3,500-$5,000 per person per trip. Because they travel often, they are looking for new destinations that have a well-preserved history, lively attractions, interesting local gastronomy and also some soft adventure while at the same time feeling safe and well taken care of. In general, they look to upscale accommodations knowing that these reflect their surroundings and are an integral part of the trip.
Q: Do you see a connection between destinations you highlight and trade selling those destinations?
A: Our featured articles, advertorials and destination ads are a good starting point for our well-traveled audience. From there, they can learn more from destination websites and by speaking with travel professionals about tours and options.
Q: You recently used our Enewsletter as an impetus for writing stories about West Virginia, Alabama and Mississippi. What advice would you give partners in submitting content that helps you drive business to their destinations?
A: The content we receive from your PR agency is well-written and includes interesting accompanying images, that when properly laid-out, become attractive, interesting, informative, entertaining and a great way to learn and discover these highlighted states that they might have little to no knowledge about. I have always said travelers will never spend time and money on a destination they do not know about, and an introduction to these places in our publications is a fantastic start as they feel we have already vetted out this location.
Also, with so many worldwide destinations to choose from, most of our readers will want to do the most traveled and iconic itineraries and add some out-of-the-way activities. So it is best to always feature the best of that state and suggest something special that might add a unique experience. Travel, after all, is about bragging rights and most will drop a few words about going to the top attractions, eating and savouring the best local favorites, staying in the finer establishments and venturing into the rather remote places for hiking, riding and discovering magnificent vistas.
Q: Competition is tough- if you were the PR manager for a destination in the South, what are the 1 or 2 things you would make sure to do?
A: It might be good to have cross-state itineraries, where the guests are able to partake in the best offerings of these regions. Otherwise, keep doing what they are doing; it usually takes multiple impressions from many different media to get into the minds of a sophisticated traveler and convince them that a destination is worthy of their time and money.
The other long-term goal is to create a ‘buzz’ surrounding the destination and have word-of-mouth become the perfect ambassador. I have always said that marketing is like a leaky bucket, it always has to be topped up. Hence, creating a ‘house-hold’ brand-name takes time and monetary commitment, but when done properly, the rewards are exceptional for the many years to come!
To read Michael’s article entitled, “Tune Into the Sounds of the South With Country Music,” click here.