Public relations for travel with BPCM…
Sarah Pallack, Director of Travel PR for BPCM (a fully integrated global public relations agency brand building and communications in fashion, beauty, travel, lifestyle and luxury markets – (bio)), joins joins Pavan Bahl , Samantha Shankman and John Matson at the MouthMedia Network Studios.
Adding travel to fashion, the push to digital, and Twitter vs. Instagram
Pallack shares how she runs travel wine and spirits department, and the work with hotel brands and properties, destinations from regions to islands, primarily working with luxury clients because they have budgets to do interesting things, and the experiences they offer to guests and journalists and stories to tell are interesting. How she came into a fashion house and started a travel arm, and the founders are world travelers. Doing a project for a countries like Morocco, how people talk about traveling as destination-based instead of property-based. Doing creative and edgy things and the way travel is talked about is different, more global. How traditional PR involves a lot of digital, why broadcast is difficult for luxury brands, working with social influencers as a lot of one-offs because of individual travel experiences and why that is preferred, using Instagram a lot because of the visual aspect of travel, and why Twitter can be a challenge due to language, Pinterest is strong, and whether Snapchat will be a “thing” with influencers, how Instagram Stories helps, Snapchat vs. Instagram, and being able to see what happens on Instagram with a map of activity. The way print is still the holy grail of what brands want, while the actual value and malleability of digital is much higher.