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Period: October 2025 to present
Industry: Travel & Tourism
Objective: Through consistent press work, Worldia was to become more visible among travel agents and decision-makers, and to position itself as a genuine alternative to the established providers in the market.
Services:
- Writing and distributing press releases
- Building and maintaining media relationships
- Press distribution list and distribution management
- Monitoring of relevant trade media and newsletters
- Concept and support for an ITB campaign
The challenge
Worldia operates in a market shaped by large, long-established competitors. Ten years in business – and still barely a topic in the relevant B2B trade media. That was our starting point: Worldia needed a continuous presence among the trade public, had to win over travel agencies and build lasting relationships with the key editorial teams.
Our approach
We began with a thorough analysis: which trade media are relevant, and how do their editorial and media plans work? On that basis, we developed a steady stream of suitable story ideas and aligned them with Worldia in regular jour fixe meetings.
Concept, copy and distribution of the press releases were entirely in our hands – via a press distribution list built specifically for Worldia. And because good relationships with journalists are never a one-off, we kept at it: consistent follow-up repeatedly secured additional placements.
Alongside the classic press work came a dedicated campaign around ITB. For this we designed a lead generation funnel including a ticket giveaway and a brunch event in cooperation with Cinnamood. The cooperation idea, the concept and all accompanying communications were handled entirely by us. A training session rounded off the event and delivered direct added value to the target group.
The result
Within the first year alone, it was clear that our strategy was paying off. Around 40 editorial features in travel trade media and industry newsletters speak for themselves – including publications in leading titles such as fvw|TravelTalk, Touristik aktuell, Counter vor9 and Reise vor9, tip Austria, TOP am Counter and TOUREXPI, partly editorial, partly through their associated newsletters. Added to this were an advertorial in T.A.I., a placement in the digital magazine of TRVL Counter and a mention of the Worldia webinars on the learning platform of the Junge Reiseprofis. One particularly effective lever was securing a seat on the jury of the Globus Award – a position that generates lasting visibility in the trade press. Personal follow-up with journalists also proved especially valuable: individual contacts repeatedly turned into additional coverage.
The ITB campaign delivered measurable results too: more than 40 brunch registrations and over 50 entries to the accompanying prize draw generated not only reach, but above all valuable new contacts.
Today, Worldia enjoys a significantly stronger presence within the travel trade public – and has a robust network of media contacts that will benefit the company well into the future. Consistent press work, well-considered topic planning and an attention-grabbing ITB campaign together laid the foundation for this success – and form the basis for continuing to build Worldia's profile in the years ahead.
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