Hi, oh I love this idea!!!! I might just have to sign up with my girlfriends! The key elements you need to achieve mainstream media coverage that you’re aiming for, which appeals to the audience you’re wanting to attract are:
1. Have a compelling product, service or solution that is topical and unique, and ultimately how it will benefit others
2. Know and understand your audience and who is likely to be interested
3. Marry those in two to the media channel(s) that will reach them best. Having existing media relationships helps, but isn’t absolutely essential if you have a good story to tell
4. A news hook that isn’t a sales pitch, but a new, interesting, timely angle
5. Consider any other third parties that could endorse the story to provide more relevance i.e. in your case a quote from a psychologist talking about the importance of social connection on mental health (again not essential in your case but another option to think about). Or a customer who has booked your first local trip talking about why they wanted to do it.
It seems you have points 1 – 3 pretty well sorted. So refining your news hook is the key. I would suggest validating the human need and benefit would be interesting i.e. a quick piece of research to ask women what are the things they’ve missed the most about isolation and what social things are high on their list – providing multichoice answers. This can done through quick omnibus research and you just pay for each Qs asked. This will provide you with a new stat to lead with i.e. New research by Kiwi travel company Venus Adventures shows [80 per cent] of women surveyed say hanging out with their girlfriends is the top thing they have missed the most about isolation. Nearly all women surveyed say reconnecting with their friends will be the best way to improve their mental well being. Then you’d go on to say that Venus Adventures is adapting its global travel business for Kiwi women to offer adventures locally and much needed opportunity them to reconnect with their friends, as well as stimulate the local tourism economy.
That’s just one idea, but you could also use anecdotal feedback that there’s a real need for women to reconnect i.e. by canvassing your social followers and run a snap poll through social. It’s the combo of the fact you’re a Kiwi businesses that is being innovative and adapting your business in a way that benefits your business, team, the local domestic tourism market and your customers by providing an essential human need to connect that’s compelling.
If you’d like to discuss this more in detail please get in touch at email@example.com. I would be happy to put a team member on to writing the release for you and connecting you to journalist who might be interested.