Press Office and Press Trip Campaign
Press assets, communication and recruiting major national UK and Irish media to visit Latvia and experience the country, from the historic capital of Riga to wellness getaways.

The Brief

AM+A were contracted to increase awareness of Latvia as a top European destination and generate publicity about the country’s unique tourism offerings through a press trips campaign.

Our Solution

Press trip programme - AM+A recruited journalists and influencer from major publications including The Telegraph, PA Media and Time Out to visit Latvia and experience the fantastic opportunities on offer. This was a combination of a group press trip and four individual media trips with different itineraries to showcase alternative aspects of Latvia.

National media coverage - As a result of the press trips AM+A successfully generated publicity in national and regional UK and Ireland newspapers as well as online travel publications utilising key hooks such as Latvia’s rural detox and wellness experiences.

Newsletters - AM+A wrote and distributed 3 newsletters, highlighting the latest travel news and offering travel inspiration. These were: Latvia added to UK green travel list: Why you should visit this Autumn, Merry Christmas From Latvia and Discover Latvia in 2022. Each newsletter was distributed to over 200 UK journalists.

PR & Media Communication - AM+A regularly responded to journalist requests to promote Latvia. AM+A also included Latvia in company round ups which were sent to over 200 journalists.

What They Said

The Results

- Coverage was published in the print editions of over 50 national and regional publications such as the Sunday Mirror, Sunday Express, Birmingham Post and Edinburgh Evening News. Online coverage was also published in major publications including The Telegraph, Time Out and RTÉ.

- The total reach of articles published as a result of AM+A’s work so far is 41,530,406 and the total value of this coverage is £452,740

- For every £1 the Latvian Investment and Development Agency of Latvia spent, we generated a reach of 4,818

- AM+A organised press trips for The Telegraph, The Sun, Time Out, TTG, Reach PLC, Press and Journal, PA Media and The Business Post.

Some of the coverage generated:

The Daily Telegraph - Why a trip to the forest-bathing capital of Europe could change your life

RTÉ (RTÉ Ireland's National Television and Radio Broadcaster) - Why Latvia might be the perfect wellness break

The Business Post - Positively Baltic: Riga has been somewhat ignored as a tourist destination, but it’s friendlier and more welcoming than its Scandinavian neighbours

The Irish News - Could these odd Latvian traditions be the secret to a perfect wellness break?

Bella Magazine - Merry & white in Latvia

Skills & Services Delivered

PR strategy development and implementation

Destination representation

Press trip management

Press office services

Content creation


Media monitoring

Reporting and Analysis

Recent Work