The Importance of Famils in Tourism Marketing

Familiarisation tours (a.k.a famils) can be a very effective PR tool – providing an immersive experience for media and influencers.

Check out what Giorgia (our PR and Content Account Executive) has to say about the importance of famils in (not only tourism) marketing:

“Earlier this year, we organised a group familiarisation tour to the Melbourne Market in Epping to raise awareness of the fruit and vegetable institution. The tour resulted in a double-page feature in The Age by Emma Breheny, with an advertising value equivalent (AVE) of $133,954 and reaching an audience of 1.3 million. Additionally, the article was published online to The Age’s website, increasing the potential reach by 2.8 million people.

Here are a few reasons why famil tours are a great way to get media coverage especially in-depth features:

• First-hand Experience: Famil tours provide first hand experiences, allowing media to personally engage with the destination and product. This then enables them to create compelling content and increase awareness around the stories behind the place, the local culture, attractions and activities.
• Fresh Angles: One of the key benefits of famils are that they allow media to form their own opinions based on direct experience. This authenticity leads to unique and genuine storytelling, setting their content apart from generic promotional material. By participating in these tours, journalists can produce fresh and insightful articles that resonate with readers, capturing the essence of a destination in a personal and relatable way.
• Exclusivity: Famils often include exclusive access to new products or behind-the-scenes experiences before they are available to the public. This exclusivity generates buzz and anticipation, and also equips journalists with insider information and unique angles to enrich their storytelling.

Familiarisation tours are a cornerstone of effective tourism and F&B marketing, offering media professionals the opportunity to create engaging content, share authentic experiences, and ultimately inspire travellers to explore new destinations.”

Thanks Giorgia! Want to hear more about this and other PR tools we might employ for you? Give us a call on 03 9025 9574 or check out more about our PR services.