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TradeWinds Press Trip



The Client

TradeWinds operates crewed charter catamaran voyages across ten destinations in the Caribbean, Central America, the Mediterranean and the South Pacific. The all-inclusive pricing model includes all food and beverages while on board, and when cabins are split between friends or couples, offers a viable alternative to the traditional resort vacation.

The Challenge

Launch the product to the Canadian Media through an aggressive media relations campaign in order to drive IT bookings to a previously “members only” club.

The Solution

Siren proposed organizing a series of press trips for a select group of travel and lifestyle media, who wrote for outlets that matched TradeWinds’ key demographics. The trips were strategically timed so that coverage would appear to coincide with peak travel season throughout Canada and the US. 

In the 2011 campaign alone, Siren secured coverage in The Globe and Mail, Zoomer, enRoute, Fashion, Elle Canada, Precedent/LawandStyle.ca, Toronto Life Stylebook, Sharp, King West Magazine and Culturites.com.

The Results 

• Over 13 million media impressions across Canada
• $472,680 in measured media value
• Features secured in 15 outlets - including the cover of The Globe and Mail’s Travel section and an 8-page article in enRoute (Air Canada’s inflight magazine)