News releases are pretty set in stone when it comes to the standard layout. However Tourism Whistler has found a bit of unique approach to take when it comes to their news releases, each one is delivered in a kind of picaresque sales pitch kind of way. They are the epitome of a classic statement that would proceed the phrase "picture this..." Most news releases are a bit more factual driven and concise. They tend to be short and sweet, straight to the point, simple but Tourism Whistler is very wordy, long-winded, descriptive, there are many adjectives used that would more or less be avoided in a typical news release.
To be perfectly honest though, I appreciate this new style that Tourism Whistler has decided to use. I mean I get the idea behind the traditional factual driven news release, it is designed to get all the key information out to the consumers with being too overwhelming and causing the reader to lose interest before they have read what you need them to see. However by setting it up as almost a time-share sales pitch, it allows the reader to envision themselves within that particular scenario. They can visualize the memories they would be making. They see their kids and grandkids there with them. They picture themselves playing golf on the incredible heaven-like golf course described or celebrating the end of the winter season by partying it up in style with their college buddies at the World Ski & Snowboard Festival.
By giving the reader the opportunity to picture their life within that setting, by creating an environment they can see themselves being inserted into, it becomes that much easier to accomplish the sale. Because the individual believes that said product is already a part of their life making, I mean they have already made memories in their head, so all that's left is making those memories a reality and that's when the checkbooks open. Brilliant! Bravo Tourism Whistler! This is truly an ingenious way to release a news release and more companies and journalists would probably benefit from taking the same approach.
