Owning the destination

for 01/06/2008

bgb has been given the task of positioning SeaFrance as a destination specialist. To do this, bgb organised three group press trips in 2008 to the north of France and Belgium, which could demonstrate SeaFrance's knowledge of its destination.

Through building strong relationships with the local tourist boards, bgb and SeaFrance created three varied and quirky itineraries which highlighted hidden gems in the area that press would not have discovered any other way. The trips included a brand new 2CV tour of the Pas-de-Calais, the seaside towns of Flanders and local producers in the Nord Pas-de-Calais.

bgb secured A-list media for each of the trips, including the Mail on Sunday, Observer, Independent on Sunday, Guardian, Daily Express, Times Online, Tiscali and Sunday Times Travel Magazine. The resulting coverage has not only galvanised consumers to travel, but has also influenced the media's perception of SeaFrance as one of the leading ferry operators to France.

bgb is continuing this strategy into 2009, with three brand new group press trip itineraries reaching slightly further afield.