Shots from the KickAss Road Trips press trip.

Client:
After years of working in the hospitality industry at hotels, restaurants and as an outdoor guide, Eric Koczab decided to create an entirely new travel experience – personalized road trips exploring America’s Southwest. Customizable itineraries include rafting, biking, hiking, camping, festivals, parks, and major cities. Participants just need to show up – Eric takes care of the transportation, scheduling, cooking and gear rental.

Challenge:
KickAss Road Trips are so unique and customizable, it is hard for customers to wrap their heads around the possibilities. Easily explaining the experience is challenge, as is getting customers to commit to something so unknown.

Solution:
We decided the best way to get others on board was to show media influencers – journalists covering the outdoors, travel, cycling, mountain biking and men’s interests – what the experience was like. We created an action-packed seven day press trip and pitched the concept as a story to media influencers who could not attend.

Results:
Media outreach secured a feature article on GrindTV.com as well as coverage in the Arizona Republic, Examiner and on the blog of a National Geographic writer. The press trip made media members true believers in the KickAss Road Trips experience, resulting in a feature article in Mountain Bike Tales and a feature episode of Thrive on AskMen.com. During the press trip, media attendees posted on Facebook, Instagram and Twitter about their experience using the hashtag #kickassroadtrips and tagging @kickassroadtrips. These glowing media testimonials gave Eric a credible platform from which to sell his travel experience and media impressions totaled 18.5 million.

Testimonial:
As a travel startup with a focus on outdoor adventures in Colorado and Utah, I was having a hard time marketing and capturing my target customers. I reached out Gina after seeing what she had accomplished for others. She counseled me on marketing and promoting my business while also getting it covered on GrindTV.com, Arizona Republic, Examiner and GlobeTrottingMama. Most importantly, she coordinated a press trip with Singletracks, Pink Bike, Mountain Bike Tales and secured KickAss Road Trips for an episode of Thrive on AskMen.com! She got us noticed where our customers are, boosted our company credibility and was awesome to work with. She is diligent at all aspects of her job. Her thoroughness, persistence and positive enthusiasm made me confident and trusting that our collaboration would be a success. Gina exceeded my expectations. I can’t wait to work with her again.

Eric Koczab
Owner, KickAss Road Trips