We may all be in the festive spirit and winding down ready for the Christmas break but let’s be honest; it is all over way too quickly and as January hits our thoughts soon turn to summer holidays.
Choosing a summer holiday destination is like choosing a new coat. We spend time doing our research, taking advice from others and reading various reviews.
This summer I visited the beautiful Greek Island of Mykonos. Having done my research, and on the advice of some colleagues who had visited other Greek Islands, I knew this was the perfect place to go and relax.
Mykonos was somewhere I had heard of on occasions but wasn’t overly aware of, that was until the Greek tourist board managed to pull off a brilliant PR move which certainly put the island on the map. They invited one of the most famous families in showbiz, the Kardashians, to the island for an all expenses paid family holiday and as expected it was all to be filmed for their TV show.
With up to three million people watching the show, all of whom are very much influenced by what the family do, where they go and what they wear, it was a great platform to showcase the island to a global audience. As you’d expect, every piece of footage looked just beautiful and showed the island off to its absolute best. With their every movement caught on camera, the PR for individual bars and restaurants was fantastic and by the time I visited towards mid September (usually a quieter time of season), the Island was still very much full of life!
My holiday may have been booked prior to the Kardashian’s visit but my itinerary whilst there was very much influenced by all the subtle PR and branding throughout the episodes – if it’s good enough for them, it’s good enough for me!
Similarly, Jembisa Bush Home in South Africa was the setting for a recent Made in Chelsea episode. With a number of full on-screen credits, the show provided excellent PR coverage for the retreat, which now hosts a separate page on its website with full details and pictures of the MIC gang enjoying their time at the reserve.
Celebrity endorsement is something we have become more and more aware of in day to day life but until now this has tended to remain within the fashion, beauty and food sectors (restaurants & bars) but now we are even being influenced for our holidays. So where to next year? According to the media this week, The Cyruses are set to be the new Kardashian’s with their new Youtube TV show, dare we take on their holiday advice…answers on a postcard please!
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