LifeCycle Adventures 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 was 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. A.wordsmith crafted a communications plan targeting writers and editors on a variety of angles including mother/daughter getaways, wine vacations, region-specific destinations and honeymoons. A.wordsmith also focused heavily on freelancers, recognizing 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.
A.wordsmith secured placements in top-tier travel, cycling and localized publications.