GEC PR worked with CATA to raise awareness of Central America as a compelling and diverse travel destination among UK consumers, travel trade and media. Through an integrated press office programme combining strategic media relations, proactive storytelling, reactive commentary opportunities, and impactful media trips, GEC PR successfully elevated the profile of the region across UK consumer, travel and lifestyle media.
Key objectives included:
- Increasing the Central America profile across UK travel, lifestyle, consumer and trade media.
- Positioning the region as a must-visit destination offering authentic cultural experiences, adventure travel, wildlife, sustainability and luxury tourism.
- Driving positive media coverage across print, online, broadcast and social channels.
- Supporting member countries in gaining greater visibility within the competitive UK travel market.
- Building strong relationships with travel journalists, influencers, tour operators and industry partners to encourage long-term destination advocacy.
- Enhancing awareness of Central America as a multi-country destination and increasing consideration among UK travellers.
GEC PR developed a comprehensive press office programme designed to keep Central America consistently visible within the UK travel media landscape.
Activities included:
- Developing and distributing destination-focused press releases.
- Creating seasonal and trend-led story angles.
- Identifying opportunities linked to travel trends, consumer behaviour and news agendas.
- Proactively and reactively managing media enquiries and interview requests.
- Delivering proactive outreach to travel, lifestyle, consumer and trade journalists and content creators.
- Organising and hosting high-impact media trips for influential journalists and content creators.
This ensured a continuous flow of destination stories reaching target media throughout the campaign.
The Results: Impactful Earned Coverage
The campaign delivered sustained visibility for Central America across the UK media landscape, generating extensive earned coverage among target travel audiences.
Key Achievements
- Secured over £100,000 of coverage in leading UK national newspapers and travel publications such as Conde Nast Traveller, The Travel Magazine, Tripreporter.co.uk, trade publications such as TTG, Travel Weekly and Selling Travel.
- Generated destination features highlighting Central America’s varied tourism experiences.
- Increased media engagement through proactive and reactive press office activity.
- Hosted successful media trips for top-tier travel journalists and content creators including Sunday Mirror, Sunday People, The i Newspaper and award-winning content creator and presenter Alex Outhwaite
- Delivered authentic destination storytelling across both traditional and digital channels.
- Strengthened Central America’s positioning as an aspirational, experience-led travel destination for UK consumers.