To increase awareness of Gambia as travel destination among Nordic travelers, Related organized a group press trip to Gambia on behalf of Gambia Tourism Board – in partnership with (former) tour operator Thomas Cook, flying directly from the Nordic airports to Gambia.
For 6 days, the group of 8 journalists from tier 1 media got to experience both Gambia’s beach resorts, historical sights, local markets and went sailing on the river to visit a small jungle resort. The participants also joined a cooking class to learn more about Gambia’s food traditions. The dedicated Related PR representative joined the trip.
The trip resulted in several articles in tier 1 media with a total reach of 2 million and a media value exceeding 500,000 EUR.