Press Event or Media Tour

Tour group company sends journalists on a socially conscious press trip

G Adventures wanted to raise awareness of its corporate social responsibility initiative.

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Although its main business is small-group tours, G Adventures is a social enterprise that partners with Planeterra, a nonprofit founded by Bruce Poon Tip (who founded both companies). G Adventures has created 75 social enterprise projects built into the traveler experience, focused on empowering women and marginalized youth as well as the preservation of indigenous cultures. Setting up a trip for journalists that focused on G Adventures’ corporate social responsibility activities has earned the company first place in the “Press Event or Media Tour” category of PR Daily’s Media Relations Awards.

G Adventures is no stranger to press trips; it sends 100 journalists and influencers on such junkets every year so they can report on some of the 700 trips the company offers in 100 countries on all seven continents. Yet its corporate social responsibility efforts have gone largely unrecognized.

The “G for Good: Peru” press trip was led by the company’s founder. Peru was selected not only for the work G Adventures has done there but also because it’s an important destination in the company’s portfolio. The trip was designed for more than 20 journalists to introduce them to the social enterprise projects the company was involved with in Peru—micro-enterprises, for example.

The team worked with the Peruvian tourist board to gain support for the trip, which included journalists and influencers who would reach audiences in the company’s key markets (including the U.S., Canada, the U.K., Germany, Ireland, Australia and New Zealand). In total, 125 articles were published globally in top-tier consumer and media publications, each of which featured the company’s social impact message.

Congratulations to Casey Mead, Kim McCabe, Timothy Chan, Bella Twomey, Leah Whitfield and Sarah Miginiac.

View More Media Relations Awards 2019 Winners.

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