Travel and tourism companies might fear letting journalists design their own experiences, but the strategy can yield a lot of coverage and a great endorsement.
"Allow journalists to immerse themselves on their terms and by their rules," says RenŽ Mack, president of the travel and lifestyle practice at Weber Shandwick. "If you provide legitimate content, you [get] a better story and... relationships with media and consumers."
For the Canadian Tourism Commission (CTC), WS offered to let Pittsburgh Post-Gazette writer Samantha ...