Name: Fergus Dunipace
About the company:
Citrus PR is a specialist travel public relations consultancy for the UK and Ireland, promising creative, innovative and well managed PR campaigns tailored to meet each clients’ specific requirements. Formed in 2003, we are proud of our reputation with our clients, journalists and industry contacts.
How did you get into your line of work?
By accident really. I love travel and found myself in property and property PR and bored so made the move. Never looked back; love, love it!
What do you do day-to-day?
My day is totally varied, no one is the same, from chatting and planning with clients to liaising with journalists, and then fixing one of the teams computers to developing some web content. On another day I might be on a plane going to visit a client or make a pitch to a new hotel group.
What’s the most exciting part of your role?
Seeing the team consistently deliver what our clients want, it gives me a huge sense of pride.
Give us an overview of what you’ll be discussing at ABiC:
Without giving away to many trade secrets I am going to show how for a little time and investment travel companies can start to build their own brand in the media. Not wanting to do myself out of a job of course, but there are certain things that companies can do to promote themselves without the need of a PR Agency.
What type of companies/individuals will find your talk relevant?
Anyone who has a product to promote or sell within the travel industry, but mainly those focused on selling to consumers not trade.
How will they benefit from it?
They will hopefully learn how to gain free coverage I the national and consumer press. Better than advertising!
In your field, what exciting developments will 2012 bring?
2012 is going to be a pivotal year, the travel industry has taken a beating in the last couple of years, those left standing have an amazing chance to capitalise on their success and track record and tis will involve considerable investment in marketing and PR.
How best can the travel industry use social media and the internet?
How best is a massive question with loads of answers – however this is no longer a nice to do, but a must do. To give an example, one of our clients takes 68% of their revenue through search engines and of the 68% – 80% comes from Google. Therefore they have to be SEO savvy, one of the best ways for them to push their ranking is via the online media and social media.
What’s your favourite travel destination?
UK – Herm Island in the Channel Islands
Europe – Mallorca
Long Haul – Vamizi Island (Mozambique)
Where’s your favourite place in London?
Sum up the capital in five words:
Eccentric, endless possibilities, multi-cultural