Discovering Italy

When VBT Bicycling & Walking Vacations wanted to draw attention to its exceptional cycling tours of Italy, we pulled out the stops to target top publications that would deliver solid ROI. We promoted the various Italy tours and VBT’s prestigious awards to travel, leisure, lifestyle and women’s interest magazines and national newspapers, highlighting the “VBT Difference” and the hassle-free, immersive experience the company delivers to every traveler on every trip.

This secured inclusion for VBT in a USA Today roundup about the best companies offering tours of Italy. We also obtained coverage in O, The Oprah Magazine about VBT’s “Tuscan Coast” tour along with a sweepstakes promotion, which generated more than 3,500 opt-in contacts for the VBT database – the 7th best Oprah promotion ever.

And, we sent a freelance writer on VBT’s culinary adventure, “Cycling Piedmont: Into Italy’s Slow Food Farmland” to experience the tour firsthand and report how VBT delivers a one-of-a-kind opportunity to go slow and discover the best of the region. The resulting Forbes online feature came complete with quotes from VBT’s remarkable local tour guide and raves from the writer.


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