Thornley Fallis has been Travelocity.ca’s public relations agency of record since 2001.
In the run-up to the 2008 holiday season, Travelocity faced a familiar problem: a noisy, crowded holiday media landscape, a smaller pool of journalists, the “same old” topics being featured by travel writers and no additional resources to break through the clutter. So, we took a different approach.
The Thornley Fallis team looked at typical holiday travel stories and created a story featuring an activity not typically associated with winter travel and with a low barrier to participation: tubing. Our team researched some great Canadian tubing destinations, got the low-down on tips for having a safe, fun tubing adventure and crafted a creative pitch wrapping it all together.
The results of the pitch surprised even us. The story received coverage in Tier 1 and local media outlets from coast to coast, generating over 16.5 million impressions and with an MRP quality score of 92%.
The tubing story is an example of Thornley Fallis’ ability to develop cost-effective public relations results through a creative approach.
