The tourist industry has been superb in offering traveling press excellent discounts on hotel accommodation, tours, dinners, etc.
Visit Greenland ensures, through an annual travel sponsorship deal with the national airline Air Greenland, that Greenland receives favourable publicity every year as a tourist destination. In comparison, the value of this sponsorship is the equivalent of millions of kroner if the money was used to cover advertisements instead.
During this past year we have made it possible for 35 individuals to go to Greenland, representing 30 different types of media from countries such as Denmark, Germany, USA, Great Britain, France, Japan and China among others.
The number of journalists, camera teams, photographers and so forth has dropped during the last few years particularly due to budget restrictions, although not in proportion to the amounts that have been cut with regards to branding. The tourist industry has been superb in offering traveling press excellent discounts on hotel accommodation, tours, dinners, etc.
One main reason for us to continue to be able to invite the same number of journalists – ideally we would like to see many more in the coming years – is the fact that the industry from the ticket booking agent to the tour agent is fully or partially able to sponsor the products in question thus ensuring exposure of said products through, and by, the media.
As a general rule the company in question will be mentioned in the article itself or towards the bottom part under the headline “facts” showing links, pricing and more. We cannot guarantee positive publicity, but as long as the product offered is delivered as promised, positive publicity is more the rule than the exception, and Visit Greenland will do its best to influence the media to adopt a “give and take” approach.
Visit Greenland’s primary role in working with the media, is to screen the press and thus ensure that we get the most qualified media to come and visit, namely the media that covers markets relevant to us and the eleven different types of tourists who come for a visit to Greenland. Furthermore we plan the trip – often individual travel for one to three people, compared to the many large groups we have seen in previous years – the planning is done in close cooperation with the media in question and of course in close cooperation with the tour operators in all regions.
Visit Greenland’s primary role in working with the media, is to screen the press and thus ensure that we get the most qualified media to come and visit.
We only seek to combine a maximum of two regions next to each other in connection with travel for individuals from the media.
It is a misunderstanding that we favour some regions of the country above others, and we sometimes run into this misunderstanding, particularly from people who are not professionally engaged in the tourist industry. As the National Tourist Board, we do not favour one or more destinations above others, but we do take into consideration media requests and what is practical according to the season in question. For practical reasons we only seek to combine a maximum of two regions next to each other in connection with travel for individuals from the media.
We receive the bulk of the inquiries directly from the media, and also from the media through Air Greenland. We screen all received requests, but we also work proactively seeking out and inviting media to come and visit, such as the larger, national Danish newspapers travel departments. They usually publish two-page articles adding spectacular photos as well.
For additional information on Visit Greenland’s work with the press, please write to firstname.lastname@example.org
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