Fam Tour 101

Let’s talk about one of my absolute favorite weeks of the year: our annual FAM (familiarization) tour in Townsend, Tennessee — aka The Peaceful Side of the Smokies.

It’s a mix of blood, sweat, spreadsheets…and a little PR pixie dust.

Every year, we roll up our sleeves and pull off a carefully choreographed experience that introduces top-tier journalists and influencers to this hidden gem of a destination. We’re talking hundreds of emails, dozens of phone calls, aligning excursions, accommodations, gift baskets, and itinerary logistics — all down to the minute. Is it a lot? Absolutely. Is it worth it? Every single time.

When we launched our first FAM tour in 2022, let’s just say it was a hustle. Townsend wasn’t exactly on everyone’s radar, and convincing busy writers to make the trip felt a little like cold-calling in the age of iPhones. But each year, the buzz has grown. By 2025, I was literally turning writers away. (A humble brag? Yes. But also a testament to what works.)

So, how do you build a media tour that delivers headlines, hearts and hashtags?

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1. Know. Your. Brand.

Before you ever hit send on a pitch, you need to be crystal clear on the brand you’re representing.

• What makes it different from everywhere else?
• What are the can’t-miss experiences?
• Who is the target traveler?

Write a brand script. Not just a mission statement, but a narrative that paints the place in full color. (Shout out to Donald Miller’s StoryBrand framework — it works! Here’s how.)

Once you have that clarity, it becomes so much easier to identify what kinds of journalists will vibe with your story — and craft a pitch that speaks directly to them.

Dancing Bear Appalachian Bistro

2. Pitch Smart (Not Loud)

The biggest FAM tour mistake? Casting too wide a net.

Don’t pitch a rustic, off-the-grid cabin to luxury hotel reviewers. Don’t send millennial-focused recs to someone covering retirement travel. Tailor your list with precision. Who writes about wellness travel? Who’s into JOMO (joy of missing out)? Who covers hiking and fly fishing — and who would rather sip wine on a porch?

Pro tip: Stalk their bylines. Know their voice, audience, and recent features.

Then, make your subject line sparkle. According to Muck Rack’s 2024 State of PR, 91% of journalists prefer pitches tailored to their beat. That starts with a line that makes them want to open it.

Include visuals. A stunning image does more than set the scene — it tells the story your words can’t. Even better? Send a pre-tour teaser kit: a signature candle scent, a mini bottle of local whiskey, a fudge square, or even a branded ornament. (Hello, sensory marketing.)

Dancing Bear Appalachian Bistro

3. Perfect the Planning

Once your A-list is confirmed, the real work begins.

Build an itinerary that’s packed — but not overwhelming. Pad time for transitions and spontaneous magic. Let them linger by the river or chat with a local shop owner. Never rush a good time.

Make sure the experience reflects the destination in full — food, culture, accommodations, history, quirks, and charm.

Set the tone with a welcome basket in their room. Include everything they need to feel informed and appreciated: printed itineraries, snacks, water, locally made goodies, branded trinkets, and caffeine (non-negotiable).

And for the love of logistics: confirm all the partners involved are aligned on timing, messaging, and expectations.

Cades Cove, Great Smoky Mountains National Park

4. Follow Up (Don’t Ghost)

You’d be shocked how many PR pros disappear once the tickets are booked. Journalists are left wondering:

• “Who’s picking me up?”
• “What do I pack?”
• “Can I bring my partner?”
• “Wait…was my flight even booked?”

Don’t let all your hard work crumble at the finish line. Communicate clearly, check in frequently, and overshare information. You want them to arrive calm, not confused.

After the tour? Follow up. Say thank you. Ask for feedback. Send high-res images. Offer support with story angles, fact-checking, or additional interviews. Relationships built on thoughtful follow-through yield long-term results — we’ve seen writers feature our destinations multiple times, years after the tour.

Why It Works (With the Numbers to Prove It)

When a FAM tour is done well — with strategic planning, the right guests, and a clear brand narrative — the results are measurable, meaningful, and long-lasting.

Before we launched our first tour in 2022, earned media coverage around the Peaceful Side of the Smokies was modest, totaling fewer than 400,000 impressions annually.

This past year? We hit 3.1 million.

That’s a 675% increase in visibility — all driven by personalized storytelling, curated experiences, and media relationships that continue to pay dividends long after the tour ends.

Plus, we’ve seen:

• Repeat coverage from writers months and even years after their visit
• Higher engagement on shared content and social media
• Expanded audience reach across travel, food, family, outdoor and wellness verticals

In short: FAM tours aren’t fluff. They’re a smart strategy — and they work.

Want help planning a FAM tour that actually works? You know where to find us.