Managing an integrated destination PR and marketing campaign for Czechia across press office, social media and broadcast campaigns

The Brief

AM+A were tasked with devising and implementing a comprehensive integrated PR strategy to generate high profile media coverage and drive social media follower growth.

Our Solution

Our objectives:

  • Enhance Media Presence: Increase coverage of CzechTourism in top UK and Irish media outlets
  • Engage Audiences: Create dynamic and encourage interaction through the Visit Czech Republic UK Facebook page
  • Strengthen Partnerships: Foster relationships with journalists and bloggers to promote destination awareness
  • Facilitate Press Trips: Organise and execute press trips to showcase the diverse offerings of Czech destinations

Our tactics: 

Press Releases and Pitches:

  • Write and distribute regular press releases highlighting key attractions, events, and milestones
  • Proactively and reactively pitch stories to media outlets, ensuring a continuous presence in print and online publications. Such as responding to all relevant journalist requests and including Czechia in agency wide travel round-ups 
  • Seek high profile broadcast coverage opportunities with leading television channels

Proofreading, Editing, and Ad Hoc Assistance:

  • Provide proofreading and editing services to refine promotional materials
  • Provide ad hoc assistance, addressing urgent media inquiries and ensuring timely and accurate responses

Press Trip Coordination:

  • Recruit 12 journalists for a variety of group and individual press trips, curating experiences that showcase the diverse cultural and natural assets of Czech destinations. Publications included some of the top UK media such as the iPaper, The Guardian and the Irish Daily Mail 

Social Media Management: 

  • Manage the Visit Czech Republic Facebook page, ensuring a consistent and engaging presence
  • Develop and implement a content calendar featuring seasonal highlights, fostering community engagement
  • Post content 3 times a week, sharing destination stories, travel news and articles

What They Said

The Results

AM+A generated widespread coverage and brand awareness through a variety of PR and marketing tactics

Our results led to CzechTourism recording a total reach of 9,251,495,060

Top press coverage:

The Guardian - Prague and beyond: five of the Czech Republic’s most beautiful towns and cities 
Reach: 89,986,257
AVE: £138,675.45

Travel Daily - The Czechia (Česko) rebrand: The Czechia (Česko) rebrand
Reach: 148,660
AVE: £229.10

PR Newswire UK - Pilsner Urquell: The Original Beer Experience opens in Central Prague
Reach: 71,018
AVE: £109.44

The Times - 15 best things to do in Prague at Christmas - Times Travel
Reach: 15,867,048
AVE: £24,452.29

Wanderlust - The best Christmas markets in Czechia
Reach: 412,425
AVE: £636

ITV collaboration

We collaborated with ITV's This Morning to use Czechia as a festive filming location as a backdrop to their huge viewer prize draw ‘Win Christmas’.

During live episodes of This Morning and Loose Women - two hugely popular programmes in the UK, each show’s presenters linked ‘live to Prague’ where on location presenter, Jeff Brazier was broadcasting live from various key locations in the city. ITV also filmed from top attractions such as the Charles Bridge and the famous Astronomical Clock in the heart of Prague’s Old Town. The presenter, Jeff Brazier also posted about his filming trip to Prague on Instagram.

Over the course of two prime ITV programmes, This Morning and Loose Women, there were regular live links to Jeff Brazier in Prague. These were broadcast over two days, resulting in two consecutive days’ episodes featuring Prague footage and mentions on national television. The studio anchor presenters on the programmes were Rylan Clark and Emma Willis (This Morning), and Kaye Adams and Charlene White (Loose Women).

782,300 - average daily viewers of This Morning across ITV1 and ITVX
- average daily viewers of Loose Women across ITV1 and ITVX

Press trip success:

AM+A were able to organise press trips for a range of national publications in 2023. These included:

- Press Association
- The Guardian
- The Express
- Scottish Sun
- Irish Daily Mail
- i paper
- Bella magazine
- UK Daily Star
- Golf Magic

Social media success in numbers:

1,381,149 - Facebook reach (1st March - 23rd December)

285.4% - increase in reach since March 2022

133 - number of posts published

24,806 - Facebook page likes

56,543 - Facebook page visits

566.2% - increase in visits (May 2022 - February 2023)

Skills & Services Delivered

Content Creation

Strategy Creation 


Reporting and Analysis

Earned Media 

Press Trip Management

Crisis Management

Global Press office

Recent Work