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Sunwing Vacations
The Need This fast-growing tour operator specializing in vacation packages to the Caribbean wanted to build their public profile through mainstream media and maintain a dominant presence in travel trade publications.
The Brown & Cohen Solution Identify newsworthy and time-sensitive stories such as business success profiles, new program and product features, new destination and departure city options, special offers, and current travel trends. Create media relations campaign for the launch of Sunwing Airlines, a charter airline to service the company's passengers, later to be expanded to include regular domestic travel. Turn negative events such as hurricane warnings and travel bans into positive stories by showcasing the company's efforts to ensure the security of their passengers. Create editorial content for travel trade publications on exciting new company initiatives, promotions, and general news.
The Results More than 250 pieces of media coverage over a two-year period, including the Toronto Star, Globe and Mail, National Post, Toronto Sun, Hamilton Spectator, London Free Press, Ottawa Citizen, Ottawa Sun, Halifax Daily News, Winnipeg Free Press, Niagara Falls Review, Calgary Herald, CBC News, CFRB 1010, Global TV, CFTO News, City TV, TravelWeek, Travel Courier and Canadian Travel Press, and others.

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Sunwing Vacations