Sarah Salord, Company Director at GEC PR, a travel, lifestyle and B2B PR agency
As PR and marketing professionals, especially in a leading UK travel and lifestyle PR agency, we understand the power of storytelling. We’re always linking back to narratives, brand journeys, and connecting with audiences on an emotional level. But sometimes, it takes stepping outside the office (or flying in this case) to truly appreciate the profound impact of immersive brand storytelling.
This August, my family and I enjoyed our annual holiday to Provence in the South of France. Provencal sunshine, sailing on the mediterranean sea and fresh, locally sourced food was our backdrop for two weeks. What I also discovered was this annual staple on our family calendar served as a powerful, real-life masterclass in exactly what we strive to achieve for our clients every day at GEC PR – creating authentic stories through experience and immersive-led public relations.
Here are my three key takeaways.
Cultural Storytelling in Travel PR
Spending a week on a sailing boat with the Château d’If as our daily backdrop, the fictional location in the Count of Monte Cristo, developed a deep cultural connection with the area. Telling our children about the history behind the island, and the storybook itself while sailing past was about as culturally interactive as it gets, and a memory we all brought home.
It perfectly showcased how travel PR campaigns can benefit from deeply rooted narratives. Cultural storytelling, when used strategically by public relations, is an impactful way to connect meaningfully with an audience.
Lifestyle Moments that Build Brand Connection
There’s a certain magic to enjoying a glass of local wine in the South of France. What makes the experience so captivating isn’t just the taste, but the story it tells and the feelings it creates. The locally grown grapes, traditional methods passed down through families and the scenic setting – it’s not just a glass of rose, it’s an emotional connection.
This moment reminded me of why lifestyle PR is so effective: it evokes identity, aspiration and connection. Weaving lifestyle storytelling into PR and influencer marketing strategies helps audiences see themselves within the brand’s world.
Local Stories that Drive PR Impact
Aix-en-Provence is one of my favourite towns to explore in the South of France. The Saturday market is an absolute must-visit to explore locally made produce. What made certain brands stand out from others was the authentic brand story behind the products – how they were made, who made them and why.
This is something we consistently look for in our work as PR specialists – the passionate people behind the product or service, and the unique ‘why’.
Slowing down and stepping away from our usual busy routines allowed us the time to appreciate how stories unfold around us every day, and the brands or destinations that stand out are those that tell their story the best. Now, who’s for a glass of Mirabeau rose?
Travel, lifestyle and B2B brands looking to grow their presence through PR storytelling can get in touch with GEC PR Company Director Sarah Salord, at sarah@gecpr.co.uk. Or for more information on GEC PR, follow us on our socials at Instagram, Facebook, Twitter and LinkedIn.