LifeCycle offers custom, self-guided cycling vacations in California, Oregon, Hawaii, Washington and Tuscany, Italy. Targeting a guest with a taste for adventure as well as class, LifeCycle is most interested in securing coverage in national, consumer, travel and biking publications. LifeCycle tapped A.wordsmith to lead its media relations campaign in late 2012.
The first year of our program consisted of pitching editors and writers on a variety of angles including mother/daughter getaways, wine vacations, region-specific destinations and honeymoons. Interest was secured with a wide range of top-tier outlets, and feature coverage appeared in Hana Hou: The Magazine of Hawaiian Airlines and Adventure Cyclist.
As we headed into 2014, we shifted our media approach to focus on freelancers. We recognized this group as paramount in getting into the type of publications important to LifeCycle. This strategy opened the door for increased conversations, press trips and ultimately secured opportunities.