In tourism and hospitality, one of the most effective ways to showcase a destination or experience is through a media familiarization trip — better known as a FAM trip. These trips are designed to give journalists, influencers, and content creators first-hand experiences they can share with their audiences, helping to generate authentic, credible coverage.
At tartanbond, we’ve been planning and executing successful FAMs across Canada and beyond for years. And while every program is different, there are a few golden rules we follow to ensure each one leaves a lasting impression.
What Makes a FAM Successful?
A great FAM is about more than putting people on planes and showing them around. It’s about creating stories — thoughtful itineraries that connect a destination’s unique experiences with the interests of the attending media. When done right, FAMs don’t just result in coverage; they build relationships, strengthen brand reputation, and highlight the best of what a destination has to offer.
Here are some best practices we always keep in mind:
1. Start with Strategy
Before any logistics come into play, we work with clients to define the why: What story are we telling? Who do we want to reach? And how will the FAM support the client’s overall communications goals? This upfront alignment ensures every detail has a purpose.
2. Select the Right Media
Inviting the right mix of media and creators is crucial. A carefully curated list means the content generated aligns with your target audiences. It’s not about volume — it’s about the right fit.
3. Create a Balanced Itinerary
Media want memorable experiences — but they also need time to recharge and reflect. A successful itinerary balances immersive activities, cultural and culinary highlights, and a bit of flexibility so guests can explore at their own pace.
4. Partner with Local Experts
No one knows a destination better than its local tourism partners. From DMOs to regional operators, collaboration ensures itineraries are authentic, diverse, and logistically sound. It also strengthens community ties and maximizes available support.
5. Plan for the Unexpected
Weather changes. Flights get delayed. Stories shift. Building in contingency plans and having a team that can adapt quickly is what turns a potential hiccup into a seamless experience for guests.
6. Keep the Relationship Going
A FAM doesn’t end when the media board their return flights. Thoughtful follow-up — from thank-you notes to sharing media kits and imagery — is key to ensuring coverage is accurate, timely, and impactful. It’s also the foundation for long-term relationships.
Why It Matters
When done right, FAMs are more than trips — they’re storytelling opportunities that showcase destinations in the best possible light. At tartanbond, we’ve mastered the balance between creativity, logistics, and strategy to deliver FAMs that result in meaningful editorial coverage and long-term impact.
If you’re considering hosting a media FAM, let’s talk about how we can help you design an experience that not only inspires but also delivers results.
