Media Work

On average, VisitBrighton hosts over 90 press visits a year. Our aim is to generate as much positive coverage for the city as possible in:

• publications
• web sites
• broadcast media (both in the UK and overseas).

In 2006, we estimated that we generated, or significantly influenced, media coverage worth £3.7 million.

Media work is an essential tool for destination marketing because it is perceived by customers as an independent opinion of the city and, therefore, they are most likely to believe it. In 2007/08 we are working with specialist agencies to develop media features to promote the city as a city rich in heritage and culture. 

VisitBrighton partners can get involved in our media work by helping to host journalists. This often results in the business, who is hosting, featuring in the coverage. Media work can also drive traffic to www.visitbrighton.com and partners websites.

When a journalist visits the city we find suitable accommodation, create itineraries for their visit and meet with them to hand over press packs and answer questions. We often get help from accommodation providers who provide complimentary or discounted rooms. If a journalist has a general enquiry, or can't visit the city, we will communicate by phone and email.

When a publisher is running a feature on Brighton & Hove we are often asked to support it with paid advertising or advertorial. We will only do this when we feel that the coverage is very valuable to the city - for example, in a broadsheet newspaper or an influential magazine.

We generate media coverage by:

• maintaining  a database of valuable press contacts
• compiling lists of story ideas about the city and sending them to editors of important magazines and newspapers
• employing PR agencies to help us get stories into print and broadcast media
• organising familiarisation visits to Brighton for the media

We judge the value of media work by calculating how much we would have to spend if we had to buy the same amount of advertising space.