In a world where communication is ultra-fast and saturated with information, eventsoffer an immersive experience, allowing media and influencers to experience the brand from the inside, far beyond simple press releases and digital campaigns.

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At OKEV, we've orchestrated impactful press trips for a variety of brands, enabling them to amplify their visibility, strengthen their storytelling and create a lasting connection with their target audience. In this article, we explore how these events are reinventing themselves in 2025, and why they remain essential to any premium communications strategy.

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1. More than an event, a total immersion in the brand universe

Press trips are no longer limited to a simple stay or product presentation. They must tell a story, immersing guests in an emotional and engaging universe.

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What works today:

✔ A strong, differentiating concept: Each trip must be thought of as an extension of the brand's DNA. It's not just about inviting journalists and influencers, but giving them a unique experience that they'll want to share spontaneously.

✔ Meticulous scripting: every detail, from the location to the ambience to the activities on offer, must serve the brand's message and values.

✔ Emotional impact: The aim is to leave a lasting impression to generate powerful word-of-mouth and engaging organic content.

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💡 Example: For a luxury brand, a press trip to a private chateau with artisans creating pieces live is far more impactful than a simple showroom in town. The experience becomes memorable and ultra-photogenic.

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2. Careful selection of guests to maximize impact

Hybrid press trips, mixing journalists and influencers, will become widespread in 2025. Brands need to adopt a strategic approach to selecting the right people to create high value-added content.

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‍How tochoose the right guests?

Brand alignment: Each media outlet or influencer must share the brand's values and speak to its target audience.

Balance between traditional press and digital influence: while the media provide credibility, influencers generate instant engagement on social networks.

Diversification of profiles: Opting for a varied selection allows you to reach several market segments and amplify the reach of your message.

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Example: A high-end beauty brand can invite the editor-in-chief of a major magazine, a journalist specializing in clean beauty, and a skincare influencer recognized for his technical expertise.

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3. An upstream content strategy to maximize reach

A press trip doesn't stop when guests leave the event. It must be designed to generate content before, during and after.

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‍ The key elements of a good content strategy :

An "Instagrammable" setting: Venues and activities should be designed to naturally encourage guests to share content on their platforms.

Varied formats: Stories, backstage videos, live interviews... The more formats you can use, the more visibility your trip will gain.

✍ Immersive storytelling: Creating strong storytellingprovides media and influencers with real editorial material, which will encourage them to produce engaging content.

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💡 Example: Incorporating a professional shoot or backstage documentary into the program creates reusable content for months to come, not just during the event.

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4. Post-event engagement: transforming a moment into a lasting relationship

The classic mistake of press trips is to think that the event is over once the guests have gone home. Post-event follow-up is key to maintaining the relationship and transforming a simple stay into a genuine long-term partnership.

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‍Good practices for effective post-event engagement:

✔ A personalized thank-you: A post-event message or gift strengthens the emotional bond with guests.

✔ Editorial follow-up: Relay exclusive content to journalists to facilitate their articles and publications.

✔ A long-term collaboration strategy: Turn guests into brand ambassadors, offering them ongoing opportunities after the trip.

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💡 Example: after a successful press trip, offering influencers a collaboration for a future campaign or a speaker slot at a brand event can prolong the media impact.

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Press trips: a strategic investment for high-impact communication

In 2025, press trips are more than ever an essential lever for brands, enabling them to build a strong image, develop ambassador loyalty and generate high-impact content.

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✔ They create an authentic connection between the brand and its audience.

✔ They amplify the message organically and qualitatively.

✔ They strengthen the relationship between the brand and the media/influencers over the long term.

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At OKEV, we design tailor-made press trips, creating immersive, strategically-thought-out experiences to maximize your visibility.

Would you like to organize an impactful press trip? Contact our teams today and let us turn your vision into an unforgettable experience.

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