PR Underdogs on Top: Meet the “Earned-First Minded” Travel Marketers

Date: 7 November 2024

With travel back in a big way for 2024 and beyond, destinations and brands have their work cut out for them, vying for attention in an increasingly cluttered marketplace. Some tourism brands are managing to hit above their weight with PR and earned-first strategies enabling them to achieve mass-market penetration while faced with increased competition, reduced marketing budgets and the competition from inside their own ranks.