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The Hidden Track Media FAM Trip

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The Situation

Organized by New Age Marketing for the Tourism Committee of Armenia, this first-ever Group Press FAM Trip to Armenia from Germany, held from July 20–25, 2024, was designed to introduce leading German media to Armenia’s rich culture, dramatic landscapes, and timeless traditions. The goal was to position Armenia as an emerging destination for German travelers, tapping into a new market and establishing a strong presence in the German media landscape.

Clients:
Tourism Committee of Armenia

Markets: 
Germany

Services:
Media Relations, PR Strategy, Fam Coordination

The Challenge

New Age Marketing was tasked with handling media relations for Armenia’s tourism efforts in Germany for the first time. The challenge was to build awareness and spark interest among German media, positioning Armenia as a cultural and adventurous destination while establishing meaningful relationships with top-tier media representatives. The goal was not only to raise visibility but also to convert that interest into lasting coverage that could drive tourism growth.

The Solution

New Age Marketing, in collaboration with the Tourism Committee of Armenia, organized a bespoke Group Press FAM Trip to introduce top tier German journalists first hand to Armenia’s offerings. The carefully crafted itinerary, developed with the Tourism Committee, highlighted Armenia’s cultural heritage, landscapes, and history. Journalists visited iconic sites such as Yerevan, Geghard Monastery, and Ararat Plain, with plenty of opportunities for media engagements and interviews with local experts and tourism stakeholders. The goal was to create compelling, authentic narratives that would resonate with German audiences, boosting Armenia’s presence in the German tourism market.

The Results

This pioneering Group Media FAM Trip resulted in extensive media coverage across leading national and regional newspapers, such as Welt am Sonntag (national), Rhein-Neckar-Zeitung (regional), and Passauer Neue Presse (regional), as well as online and print platforms. The trip garnered significant attention, establishing Armenia as a desirable destination for German travelers. Overall, the FAM trip achieved total reach of over 6.6 million and generated €347,000 in Ad Value Equivalent, with more than 10 published pieces showcasing Armenia’s cultural and tourism offerings.

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