Working with the editors of Food & Wine, the agency helped
Press and PR
secure advance television exposure for the Europe in NYC event
Press and PR activities focussed mainly on media relations in
2004, using the recovery in travel by Americans to help boost
on two local programmes (WB11 morning news and CNBC Power
interest in Europe. Early in the year, efforts were made to
Lunch) that showcased film footage of Belgium, Germany, Italy,
counteract concern over the effect of the weak dollar on travel to
Sweden, Spain, Great Britain and Vienna.
Europe, a focus that took a new direction in March with the
New agency
terrorist attack in Madrid.
In 2004, ETC changed its agency from Donald N Martin
In fact, the weak dollar and the Madrid attack had only a limited
and Company to Spring, O'Brien & Co.
effect on US travel to Europe, which continued to be strong. The
PR strategy emphasised the value of Europe, and an aggressive
media strategy involved most of the top newspaper travel editors
We would like to thank Donald N Martin & Company for their
including the New York Times, Los Angeles Times, Washington
enormous contribution to ETC's work in the United States.
Post, Wall Street Journal, Miami Herald, USA Today, Associated
The firm acted as the US Operations Group's marketing and
Press (AP) and Houston Chronicle. ETC also worked with Peter
PR agency for more than forty years until the end of 2003.
Greenberg, Today Show travel editor, gathering information for an
advertorial on off-peak travel in The New Yorker.
DNM & CO supported the group in activities ranging from
the publication of brochures and newspaper supplements to
Throughout the year, the new VisitEurope website was positioned
television promotions and the creation of the VisitEurope.com
as the place to find 'hot' deals and bargains in Europe. Indeed,
website. They also played an important role in helping the
budget strategies to help tourists get the most from their dollars
group to attract partnership funding which often tripled - and
while travelling in Europe were a major focus: ETC's agency
sometimes quadrupled - ETC's marketing budget in America.
gathered information from US Operations Group members and
fed the data to editors along with additional outside research.
Contact details:
ETC USA
c/o Spring, O'Brien & Co.
50 West 23rd Street, 11th Floor
New York, NY 10010 - USA
Phone: 1-212-620-7100
Fax: 1-212-620-7166
E-Mail: etc@spring-obrien.com