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Digital Public Relations

Get Your Destination Talked About. Everywhere.

Our Digital PR services get your story featured in top travel publications, connects you with influential voices, and builds the five-star buzz that inspires travelers to visit.

A beautiful resort or a vibrant city isn't enough to capture today's traveler. The modern journey begins online, sparked by an article in a favorite travel blog, a feature in a glossy online magazine, or a recommendation from a trusted influencer. If your destination isn't part of that conversation, you're invisible.

At nxtConcepts, we are experts in Digital Public Relations for the travel and tourism industry. We go beyond traditional PR to get your destination the positive attention it deserves. We craft compelling narratives and connect with the journalists, bloggers, and influencers whose audiences are actively searching for their next great escape. Leveraging our deep experience with destinations, including the ski industry, we know how to turn your unique story into powerful, third-party validation that drives both reputation and revenue.

Our Digital PR Services for Destinations

Media & Travel Blogger Outreach

We don't just send press releases. We build relationships and pitch compelling, customized stories to our network of travel journalists and top-tier bloggers.

Online Reputation Management

We proactively monitor and manage your presence on TripAdvisor, Google, and other critical review sites to protect your brand and amplify positive guest experiences.

Influencer Marketing Campaigns

We identify, vet, and manage strategic partnerships with travel influencers whose followers match your ideal guest profile, creating authentic and engaging content.

Strategic SEO Link Building

Every media feature becomes a powerful asset for your SEO strategy, earning high-authority backlinks that boost your website's ranking in search results.

Story & Angle Development

We work with you to uncover the newsworthy stories within your destination—from a major event to a unique human-interest angle—and craft them into a pitch that gets noticed.

    From a Hidden Gem to a Must-Visit Hotspot

    Effective Digital PR is about creating desire and building trust at scale. We help you earn the media placements that ads can't buy.

    For Ski & Winter Resorts

    From First Flakes to Last Chair

    In the competitive ski industry, your reputation is built on anticipation and experience. Our Digital PR services work to build buzz before the first snowflake falls and maintain it all season long. We create the compelling stories that make your resort a "must-visit" destination for passionate skiers and vacationing families alike.

    • Earn Pre-Season Credibility: We target top-tier ski publications and influential snow sports blogs to secure features on your new terrain, capital improvements (like a high-speed quad), or unique family programs. This drives early season pass sales and holiday bookings.

    • Generate In-Season Buzz: We create timely, newsworthy angles around your snow conditions, chef-driven restaurants, and signature events, securing placements with travel, food, and lifestyle writers that keep the excitement high all winter.

    For Beach & Coastal Areas

    Sell Sunshine and Serenity

    The beach resort market is crowded. To stand out, you need more than beautiful photos—you need a story that captures the unique essence of your property and makes it irresistible. We help you cut through the noise by getting your story told by trusted, influential voices in travel.  Our goal is to attract high value guests for you.

    • Showcase Your Niche: We generate buzz by focusing on what makes you unique. Whether it's a new, world-class wellness retreat, a farm-to-table dining experience, or your status as the top wedding venue in the region, we pitch the stories that attract your ideal guest.

    • Drive Off-Season & Group Bookings: We find the angles that create demand year-round, securing features in travel magazines, wellness publications, and corporate retreat roundups that fill rooms long after the summer peak season has ended.

    For DMOs & CVBs

    Shape your Region's Narrative

    As the lead storyteller for your destination, your mission is to build a powerful, unified brand identity that drives economic impact. Our Digital PR services act as your strategic megaphone, telling your story on a national stage to attract both high-value leisure travelers and lucrative meetings and events.  Let us help you become a "Must Visit" destination.

    • Attract High-Value Meetings & Events: We specifically target meeting planners and event organizers where they get their information. By landing your destination in key MICE (Meetings, Incentives, Conferences, and Exhibitions) publications, we highlight your convention facilities, unique off-site venues, and "bleisure" appeal to drive qualified RFPs and attract valuable group business.

    • Drive Tangible Economic Impact: Our ultimate goal is to generate positive, third-party validation that translates into real results for your partners. 

      Good to Know

      Frequently Asked Questions

      Frequently Asked Questions about Digital Public Relations

      How is Digital Public Relations different from traditional PR?

      While they share the goal of building brand reputation, Digital PR expands the toolkit for the modern age. Traditional PR often focused on print media and broadcast channels. Digital PR includes that but puts a heavy emphasis on:

      • Online Media: Building relationships with influential travel bloggers, digital-only magazine editors, and online journalists.

      • SEO Impact: A primary goal of Digital PR is to earn high-quality backlinks from reputable publications. These links act as "votes of confidence" that significantly boost your website's authority and search engine rankings, driving organic traffic for years to come.

      • Measurable Traffic: Unlike a print mention, we can directly track the referral traffic that a featured article sends to your website.

      It's easy to see how an ad leads to a booking. How does a media feature or a blog mention translate into revenue?

      This is a key question. A PR program drives revenue in three powerful ways:

      1. Trust & Credibility: A positive story in a respected travel publication is a powerful third-party endorsement. It builds a level of trust and desire that no advertisement can buy, making travelers significantly more likely to choose you.

      2. High-Quality Traffic: The readers of travel publications are, by definition, an audience of active and aspiring travelers. A link from a feature sends highly qualified, high-intent visitors directly to your website.

      3. Long-Term SEO Value: This is the most important and lasting benefit. The backlinks you earn from Digital PR continuously improve your website's ranking on Google for valuable keywords (like "best family ski resort" or "luxury beach getaways"), creating a sustainable stream of free, organic booking traffic.

      4. Quantifiable Media Value: We utilize a sophisticated media tracking service to analyze the value of your earned media placements. This service calculates the Ad Value Equivalency (AVE) for each feature, which estimates what it would have cost to buy the same amount of space or airtime as an advertisement. This provides a tangible metric to help measure the direct financial value and ROI of your public relations investment.
      We don't have a grand opening or major event coming up. What would you even have to pitch about our destination?

      This is a common concern, but great PR is about creating compelling stories, not just announcing "news." We are experts at finding the newsworthy angles within your destination, such as:

      • Human-Interest Stories: Positioning your GM, lead ski instructor, or local historian as an expert for interviews.

      • Connecting to Trends: Tying your destination to larger travel trends like wellness, sustainability, "bleisure" (business + leisure), or culinary tourism.

      • Unique Packages & Experiences: Crafting a pitch around a unique offering, like a "digital detox" weekend or a "learn to surf" package for families.

      • Data-Driven Pitches: Using your internal data to create a story (e.g., "Our resort has seen a 40% increase in solo female travelers, and here's why...").

      There is always a story to tell; our job is to find and frame it for the media.

      Can you guarantee us a feature in a specific publication like Condé Nast Traveler or POWDER?

      No reputable PR professional can ever guarantee a placement in a specific outlet. When payment is exchanged for a feature, that's called advertising. The power of PR comes from the fact that it is earned media.

      We have to earn the journalist's attention and trust with a compelling, relevant, and timely story that fits their needs. What we do guarantee is a professional, persistent, and strategic approach, strong media relationships, and a deep understanding of what it takes to craft a story that gets noticed by top-tier publications.

      What is the difference between Digital PR (working with journalists) and Influencer Marketing?

      They are both important, but distinct.

      • Digital PR focuses on building relationships with journalists, editors, and established bloggers who work for media outlets. The goal is to secure unbiased, editorial coverage for your destination.

      • Influencer Marketing focuses on partnering with social media creators who have a dedicated personal following. This is often a paid collaboration to leverage the creator's unique voice, aesthetic, and direct trust with their audience.

      A strong brand strategy often includes a mix of both, and we can help you determine the right balance.

      Why do we need a professional agency for PR? Can't we just email some journalists ourselves?

      While it's possible to send emails, securing high-quality coverage requires specialized expertise. When you partner with us, you're getting:

      • Media Relationships: We have spent years building a network of trusted contacts in the travel media space. We know who to pitch and how they prefer to be contacted.

      • Storytelling Expertise: We know how to take a simple fact about your destination and frame it into a compelling story angle that will cut through the noise and grab a busy journalist's attention.

      • Time and Persistence: Effective PR requires hundreds of hours of research, list-building, pitching, and diligent follow-up. We handle that immense workload, freeing your team to focus on other priorities.