To execute a results-focused strategic communications plan which creates conversation around Back Roads Touring, the small group touring experts, in Australia and New Zealand to both consumer and trade media.



In a cluttered European tour market, P4 Group was responsible for highlighting the unique differences and quality product that is Back-Roads Touring.



P4 Group developed a multi-faceted publicity campaign which focused on four key elements:

  • Media familiarisations
  • Publicising company news to trade media
  • Profiling destinations and tours
  • Partnering with likeminded brands



From 2015-2016, P4 Group secured 435 high quality media clippings for Back-Roads Touring which reached an audience of more than 38,700,999 people and has an equivalent advertising value of more than $2,845,398.

Highlights include multiple features in Newscorp’s national Escape lift-out, Fairfax’s national Traveler lift-out, syndicated features in Fairfax publications Australia wide, a segment on The Morning Show, features in The Huffington Post and, and regular features in top tier travel-trade publications.

For more information on Back-Roads Touring, visit