Karol Marketing carried out a series of activities covering social media, journalist liaison and events for the launch for the Umbrian Tourist Board’s travel guide, ‘The Way of St Francis’. The activities included:
- Thought-provoking boxed invitations filled with authentic olive leaves, stones and scented coffee beans from Umbria
- A bespoke bookmark for journalists, featuring potential story angles
- Press trips for travel correspondents to the region
- A highly successful event with attendance from over 80 journalists
- A team of native speakers presenting and engaging with guests at the event
- A 20 minute interview with the book’s author Sandy Brown on Premier Christian Radio with the potential for 1.3 million to hear
- 400,000 opportunities to see information about the book via print and online
- 1,335 direct interactions via social media (retweets and sharing of posts)
- An opportunity for author Sandy Brown to write the ‘A great little place I know’ column for The Guardian