The UK media still want to hear about the 'positives' in Spain

The Spanish Costas remain heavily dependent on the annual influx of northern Europeans, particularly those from the Scandic countries, UK and Ireland to fill the hotels, rent apartments and populate the abundance of golf courses.

Establishing strong links with these countries to ensure Spain is consistently on the radar, particularly when competition from the US, France and Portugal remains strong, is often not carried out as efficiently as it should be!  Why? Simply because, many of them don't get to grips with maximising opportunities to reach their target audience, which, with a bit of strategy planning and forethought, is easily achievable.

Done correctly, the rewards are tremendously satisfying. Local, national and international newspapers and magazines, clamour to fill column inches on developments, resorts and the like, particularly if the properties have a unique selling point. They'll also be keen to talk to satisfied customers which strengthens the 'third party objective' approach of the story.

Likewise, once journalists have been identified, the relationship can be maintained by keeping them in the loop with upgrades, new pricing structures/tariffs/deals and so on.. There are great ways to help get the promotion bubbling along nicely by thinking strategically, identifying the media you wish to target, carry out appropriate desk research to ensure your targets will reach into the audience you wish to address and then make contact with your information.

If your marketing budget is tight, then this is a good, cost effective approach that may leave its mark for years to come!