Arthur Frommer’s Budget Travel is the ultimate resource for the world’s savviest travelers. It provides 2.4 million smart consumers with practical and timely tips and tools, uncovering the best under-the-radar discoveries and showing just how any destination can be made accessible. Reader generated content is featured in editorial departments such as Reader Tips, Trip Coach and True Stories, giving readers a forum to share their experiences and interact with each other, creating an inclusive community that serves to bond readers to one another and the magazine.
Challenge: As the agency of record for over 7 years, WORKHOUSE was charged with developing a comprehensive program of sustainable PR and promotional initiatives to establish both Arthur Frommer’s Budget Travel magazine and their sister magazine Girlfriend Getaways. We have also been charged with promotion of their B2C and B2B media, website, promotion, individual hardcover books campaigns, and tourism projects into a ‘mass with class’markets. Equally as important, has been our mission to educate both the media and consumers about the differences between ‘budget’and ‘budget savvy’.
Strategy: Workhouse created cross-platform campaigns covering lifestyle and business in both print and broadcast media. The agency also targeted media placements and promotions to geographic regions. And, developed a calendar of storylines and seasonal promotions, special events, and added-value partnerships.
Result: Workhouse helped Budget Travel establish an ongoing, on-air relationship with America’s leading television programs such as The Today Show and Good Morning America. Budget Travel Magazine and Girlfriend Getaways Magazine are often regularly featured by top media including The New York Times, The Wall Street Journal, CNBC, Fox News, ABC News, The Associated Press, MSNBC and more. Regular broadcast placements on The Travel Channel, CNN and E! Entertainment Television. Placements in national business, trade and lifestyle publications such as Newsweek, Elle, MIN, National Geographic, MediaBistro, MediaWeek, USA Today, US News & World Report, Ad Age, and BusinessWeek. Strong penetration of regional glossies and key market dailies such as Smart Money, Gotham Magazine, Vegas, LA Times, Chicago Tribune, The Atlanta Journal Constitution, Philadelphia Inquirer and more.
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