PR & GO UP
Relais & Châteaux, press trip to discover sustainable fishing
On the occasion of World Oceans Day 2023, which was celebrated on June 8th in collaboration with Ethic Ocean, in early May, our agency organized a 3-day press trip for our client Relais & Châteaux. From Liguria to Tuscany, we accompanied 3 journalists to discover, through visits to four properties, the commitment of the members in terms of sustainable cuisine and hospitality.
Since 1954, Relais & Châteaux has promoted a travel approach based on authenticity, territory, and cuisine as a key to discovering cultural diversity. It was born from the intuition of eight hoteliers and restaurateurs whose properties were located along the N7, the Route Nationale “of Parisian vacationers” that connected Paris to the French Riviera. They chose to network to promote the territory to which they were deeply connected and of which they were authentic connoisseurs.
Over the years, the association has evolved, expanding first in Europe and then worldwide. Today, it counts 580 properties on five continents. The values that unite these establishments, charming hotels, and Michelin-starred gastronomic restaurants, are independence, rootedness in the territory, passion for hospitality, and the belief that this work can be carried out responsibly.
The first sustainability report of Relais & Chateaux
In January 2023, the association presented its first Sustainability Report, a document that accounts for the achievements made in recent years and sets objectives for 2025 and 2030, such as carbon neutrality and gender equality. Since 2016, Relais & Châteaux has been working together with associations to provide its chefs with useful tools for professional growth and to offer continuous food for thought to its clientele. For the sixth consecutive year, on the occasion of World Ocean Day 2023, the association promoted an awareness campaign on the theme of marine biodiversity conservation.
The chosen theme this year was the seasonality of fish species, around which there are some myths to debunk: contrary to what happens in the plant world, “in season” in the sea does not necessarily mean sustainable, and the real criterion for evaluating the sustainability of consuming a particular species is the health of the stock. Through events, masterclasses, and informative activities on social networks, Relais & Châteaux chefs became spokespersons and promoters of this message for the health of our oceans.
In the press trip program, we included a series of activities dedicated to sustainable fishing, including a workshop with Elisabeth Vallet, Director of Ethic Ocean, visits to local farms and fish markets, gourmet dinners at the chef’s table, and cooking courses.
The objective was to demonstrate the key role of chefs in the local economy and the influence of their voice on consumption choices, both in terms of purchasing volumes and the possibility of disseminating information and raising awareness among the end customers.
The initiative was well received and developed by the three participating publications (La Cucina Italiana, Italia a Tavola, and Il Giornale), which published various types of articles: from travel reports to investigations on sustainability in the kitchen, to articles targeting the final consumer with purchasing advice and recipes, along with substantial coverage on Instagram, ensuring overall significant visibility for the Association and the initiative.
3 journalists invite to the press trip
4 properties visited: Relais & Châteaux La Meridiana Hotel & Golf Resort in Garlenda, Relais & Châteaux Villa della Pergola, Relais & Châteaux Il Bottaccio di Montignos e Relais & Châteaux Hotel Plaza e de Russie
4 articles published in the following two weeks
42 content posted on social networks
1,7 million readers
€ 18.750,00 total advertising value