PRESS TRIPS: GOOD PR OR TONE DEAF?

Written by Influencer Intelligence

Press trips, in one form or another, have been a steadfast weapon in the PR arsenal since the early days of the practice. Initially designed for journalists as a fully comped experience, in exchange for coverage, the practice has expanded in recent years to include influencers, as a vehicle for social content capture and storytelling that promotes a brand, product or location.

But is there still a place for press trips in the current climate?

The travel industry certainly suffered as a result of the COVID pandemic, being one of the hardest hit industries. Aside from restrictions and safety concerns of the past three years, the world is now in the grips of economic instability. With the war in Ukraine causing many countries to approach the brink of recession and ushering in a cost-of-living crisis, travel, particularly of the extravagant kind is something of a luxury for most. The fact that in most cases, influencers are ‘gifted’ these elaborate experiences and merchandise may not resonate positively with some audiences.

A high-profile example of this debate was an influencer trip organised by Tarte Cosmetics in January 2023. In partnership with Sephora, the cosmetics brand flew around 50 content creators to Dubai to promote the launch of a new foundation. Top tier TikTokers such as Alix Earle and Meredith Duxbury enjoyed business class Emirates flights, a stay at the Ritz-Carlton and a number of complimentary fashion and beauty goodies on arrival. The event sparked a lot of online chatter (#TarteDubaiTrip has over 20m views) and media coverage questioning the optics, with some claiming the activation was ‘tone deaf’ and sparking a conversation about the future of press trips on the whole.

At the same time, overconsumption, carbon footprints and climate change are of gargantuan concern to many consumers, with sustainability and environmental protection being a top demand in modern society.

That being said, it is unlikely air travel is going to become a thing of the past any time soon, and if brands want to dedicate their marketing budget to overseas activations in order to capture memorable, engaging content, it isn’t too different from organising an international location photoshoot for advertising campaigns or paying to send an influencer to Coachella.

So should influencer press trips be cancelled in 2023?

In short, no. press trips can still be an incredibly effective PR tactic with great return. What brands today should be considering is how to minimize the environmental impact of such trips, instead promoting a more mindful approach. For example, Swedish tourism board Malmö Tourism invites social media influencers to visit the area flight-free in exchange for publicity – opting for bus, train, car or ferry transport. The company also chooses to work with influencers who already regularly promote sustainable travel practices.

Similarly, brands could organise influencer press trips that incorporate a social good or purpose element, that make a positive impact on the area visited. Consider activities such as ocean waste or beach clean-ups in long-haul destinations.

Brands can also choose to engage influencers more local to the destination rather than flying out talent from other areas. Marketers and PRs should research creators native to that region who either have strong audiences in their own territory, or those they believe would appeal.

Another way to mitigate risk would be to put on an experiential class or activity such as a wine tasting or yoga class instead of handing out expensive gifts in bulk to attendees. These elements can still be designed to be promotional in nature but may not feel as insensitive or wasteful to today’s audience.

Going forward, brands need simply embrace a change of perspective in order to avoid negative feedback. Where possible, marketers should be working in partnership with airlines, accommodations and other service providers. Not only does this often reduce cost but promotes local businesses and nurtures future relationships.