Mark Warner, Praia da Luz and Madeleine McCann

by Neil MacLean on June 5, 2014

I wrote about Mark Warner and their travel PR strategy not long after Madeleine McCann went missing. It was a tough time for them and I think they handled it well.

But I wonder now, in hindsight, if they wish they had pulled out of Praia da Luz soon after those sad events.

It is a great place. I took a tennis course there for the Sunday Times and enjoyed it very much. But the spectre of the Madeleine McCann case hangs over the resort and refuses to go away – particularly now that British police are combing the undergrowth and increasing their on-site investigations.

It is hard not to feel some sympathy for holidaymakers in Praia da Luz.

Mark Warner would rather refer to the resort as Ocean Club Beach Resort but clearly most people can make the connection and – from the Mark Warner prices, which tend to be a bit lower than at their other resorts – it must be one of their hardest sells.

I don’t suppose that will not change as long as it stays in the news pages rather than the holiday section.

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Developing a travel PR campaign for affiliate clients presents a particular challenge. After all they do not own their own hotels, boats, planes, they do not sell their own package holidays and most of the time they do not even mind who you travel with.

That leaves us a bit short of stories on the PR side.

Travel affiliate clients just want traffic, which they can then convert to clickers to send on their way to happy merchants in exchange for a slice of the pie.

There’s very little there for a traditional travel PR to get their teeth into. Or is there?

Andy Barr MD at 10Yetis has considerable experience representing affiliates – most relevantly to us the travel site Sunshine.co.uk.

I asked him to share his views of travel PR for affiliate marketing. [click to continue…]

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