The Hidden Track Group Media FAM Trip – Tourism Committee of Armenia

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The Situation

Until 2024, the Tourism Committee of Armenia had never conducted targeted media outreach in Germany. Despite its rich cultural heritage and growing appeal in Europe, Armenia remained largely unknown to German media and travellers. With no existing relationships or visibility in-market, there was a clear need to introduce Armenia as a unique, authentic destination — and build a foundation for long-term brand presence.

Clients:
Tourism Committee of Armenia

Markets:
Germany

Services:
Media Relations, PR Strategy, Fam Coordination

The Challenge

New Age Marketing was tasked with leading media relations for Armenia’s tourism efforts in Germany for the first time. The key challenge was to build awareness from scratch, position Armenia as a culturally rich and adventurous destination, and spark interest among top-tier German media. The aim was not only to secure immediate attention but to lay the groundwork for long-term coverage and increased tourism interest.

The Solution

New Age Marketing, in partnership with the Tourism Committee of Armenia, organized the first-ever Group Media FAM Trip from Germany to Armenia, securing a delegation of top-tier German journalists and overseeing all aspects of their participation. While the itinerary was developed by the Tourism Committee in consultation with our team, we led journalist recruitment, coordination, escorting, on-the-ground support, and post-trip follow-ups — including providing background information and media resources. The trip showcased Armenia’s cultural and natural highlights, from Yerevan and Geghard Monastery to the Ararat Plain, and featured authentic tourism experiences as well as opportunities for interviews with local experts and memorable cultural figures. This immersive programme was designed to inspire high-quality editorial coverage and firmly position Armenia as an emerging destination in the German media landscape.

The Results

The Group Media FAM Trip from Germany to Armenia delivered impressive editorial outcomes and strong visibility across national and regional media outlets:

10+ published articles in national and regional media, including Welt am Sonntag, Rhein-Neckar-Zeitung, and Passauer Neue Presse
Total reach of 6.6+ million across print and online coverage
Ad Value Equivalent (AVE): €347,000
Featured stories highlighted Armenia’s culture, landscapes, people, and tourism experiences

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