I’ve run The Whitby Guide for 17 years. In that time I’ve decided what goes in front of the people planning trips to the coast, now 26k newsletter subscribers and 144k Facebook followers. So here’s the view from the other side of the desk: what gets a business featured, and what doesn’t.
Why it matters
Destination guides, local newsletters and local media reach people while they’re still deciding where to go. A feature puts you in front of them before they open an OTA and compare you with 200 other listings. It’s the closest thing to a personal recommendation that scales.
What gets featured
- News. Something new: a reopening, a new room, a new owner, an award.
- Events. Anything tied to a date visitors care about: a festival weekend, a seasonal menu, a special offer.
- Stories. The history of the building, the local maker you work with, why you started.
- Useful tips. Your local knowledge: the best walk, the quiet beach, where to watch the sunset.
- Great photos. Bright, landscape and portrait, with no logos or text on top. No picture, no story.
What doesn’t get featured: “we have availability” and “book now”. That’s an advert, not a story. Readers scroll past it, so editors do too.
How to pitch
- Find the right person. The editor, or whoever runs the newsletter or page. Look at who writes the posts.
- Keep it short. One line on what’s new, two or three lines of detail, two or three photos, and your website.
- Time it. Guides plan ahead. Pitch spring and summer stories in winter, and Christmas stories by early autumn.
- Follow up once. A week later. Then leave it.
Partnerships work best
Some of the strongest results I’ve seen come from partners who treat the guide as part of their marketing, not a one-off. English Heritage has worked with The Whitby Guide on Illuminated Abbey for ten years, including promoting a Guinness World Record for the largest gathering of vampires at Whitby Abbey. A Saltmoore afternoon tea competition run through the guide added 1,657 people to their own email list.
The pattern is the same: a clear story, good photos, a date that matters, and a link back to their own website.
Paid placements: check before you buy
Paid listings and sponsored posts can be worth it. Before you pay, ask for the audience figures and how recent they are. Ask for two businesses like yours that advertise, then find a third yourself and call them. Use a tracked link or a code so you know what it sends you.
Want to be featured? Jet Coast runs The Whitby Guide, Around Tenby and We Love Brighton. See the advertising options, or tell me your story.