Working with press is an effective way of promoting a destination, as it results in buzz in the form of inspirational articles, photos and social media presence, sparking tourists’ desire to travel to Greenland. This is why Visit Greenland continues to invest in press trips, as the most effective way of gaining PR.
Looking back at our media presence of 2023 is a great opportunity to evaluate our efforts and learn from the results.
We have compiled the key highlights and takeaways from Visit Greenland’s traditional media report 2023, relevant for our partners:
A peak point of visibility for news media in 2023 was in March when it was announced that Greenland would adopt daylight saving time year-round. Visit Greenland created a campaign which highlighted the change, but also setting focus on the concept of time in Greenland. In total, 537 articles were written with the headline “Greenland has opted to stay in daylight saving time forever” during the month.
It is evident from the report that the trips supported by VG, Air Greenland, Icelandair and the tourism industry are the articles resulting in highest reach.
Visit Greenland’s media exposure was compared to other tourism boards Visit FaroeIslands, Visit Iceland, and Visit Norway. In March, Visit Greenland’s peak, driven by daylight saving time change, significantly impacted competitors’ media visibility.
Visit Iceland achieved the highest potential reach due to news about tourists being swept away at Iceland’s most dangerous beach. This illustrates how negative PR often generates more press. It is also evident how bigger media results in bigger reach. Visit Iceland had fewer articles but in bigger publications, reaching more readers.
Lonely Planet’s publication ‘Best in Travel 2024’ highlighted Greenland as top sustainable travel destination in 2024. This created a lot of attention and allowed for us to use the already existing buzz about Greenland and reinforce it. This proved to be an effective strategy and is worth remembering for future use when occasion allows it.
More press clips can be found here: https://traveltrade.visitgreenland.com/media-highlights/
Visit Greenland works together with industry partners to highlight new products, destinations and experiences. If you have a great product that you would like to promote and collaborate on in a sponsored trip for international operators or media, you are welcome to reach out to us at press@visitgreenland.com. We are already noting down destination development needs for next year.
This year sponsored group trips go to:
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