When it comes to making the most of their customer data, most travel companies are well-versed in using it as a direct marketing tool, targeting prospects and customers with personalised messaging and bespoke offers.
Here, we examine why data-driven storytelling is such a critical aspect of the travel and aviation PR, and what comms professionals can do to better engage and build relationships with journalists across the industry.
Journalists crave compelling and trustworthy stories – and data sits at the heart of this. Don’t just take our word for it. When asked specifically what communications professionals can do to make their jobs easier, 66% of journalists said they want more ‘data and expert sources’.
However, when engaging travel journalists and using data as part of a PR campaign, many companies are guilty of filling their pitches with too much irrelevant jargon, self-serving nonsense, or overblown hyperbole.
Let’s explore how travel and aviation companies can create data-driven PR campaigns that build trustworthy relationships with journalists and drive tangible results.
Data as an authority builder
Data adds credibility, reliability, and authority to your stories, positioning your brand as a thought-leader in your industry. Generally, data-driven messages are often more interesting and informative, especially in travel where consumer habits and behaviours are easily trackable.
Quantifying your stories with hard data will make it infinitely more memorable and engaging, while also demonstrating your credibility in predicting trends and identifying changes to the market over time.
Know what journalists want
Travel journalists are rightfully picky when it comes to which stories gain coverage. Their inboxes are often flooded with irrelevant PR pitches and marketing babble. As we observed, data helps makes your stories more eye-catching, but there are many other key factors to consider when pitching, including:
- Solve a problem: Does your story address a challenge facing your customers and the journalist’s audience? According to research, a third of journalists won’t consider covering a product pitch unless it includes data about how the product actively solves a problem for their readers.
- Relevant: Does your topic align to both your customers/prospects and the journalist’s readership?
- Topical: Does your story tap into a current trend or topic that people are actively talking about? Research shows over two-thirds (68%) of journalists want to see original research and trend data in pitches.
- Human interest: What impact will your story have on your customers and the journalist’s audience?
- Visualisation: Does your pitch come with data visualisations to illustrate your insights and help journalists better understand the story you’re trying to tell? Research shows 43% of journalists used data visualisations in the past year.
Generate quarterly or annual research
Commissioning your own research projects around topics and trends important to the industry is a great way to attract media attention and raise your brand’s profile. If you’re consistent with the quality of your data and its launch dates, your research will become something journalists look out for, even proactively incorporating it into their own editorial calendars.
Working closely with your market research partners is critical to producing valuable surveys and analysis-driven results. Through close collaboration and always keeping media content front of mind, your media coverage net will be cast wider, reaching both national and trade press.
Don’t overlook your own customer data
Journalists love unique data with fresh and interesting angles, so take advantage of the wealth of customer data available to you. You literally have the latest travel insights (customer behaviour, preferences, purchase activity) in the palm of your hand – use them.
However, many travel and aviation brands fall into the trap of pushing their own agenda, or prioritising self-serving data. There’s a balance to strike here. Yes, your data should, ultimately, be painting your product or service in a good light – but remember, journalists are a perceptive bunch, and they’re not fans of the hard sell.
OAG: Data-driven storytelling in action
As the world’s leading provider of digital flight information and analytics for airports, providing quality data is OAG’s modus operandi. To build OAG’s reputation among relevant audiences, 8020 Communications identified topical aviation topics and trends, including the London Heathrow expansion debate and the varying success of airline alliances.
By delivering a multi-format, data-driven PR campaign, OAG earned a prominent position across the industry, with 68% of coverage achieved in tier one publications. Check out our full case study here.
