Gerasimov and PLES are designer hotels located in the Tambov region, one of the most environmentally friendly regions in Russia. The concept of hotels is based on the opening of a "third space" - a place where not only guests, but also residents of cities can find comfort and coziness, go on a gastronomic journey through the cuisines of different countries, meet friends, and celebrate the most important events in life.

As part of the implementation of the strategy to bring a new tourist product to the market, in May 2022, the SEA Company PR agency organized a FAM tour for key Russian tour operators in the Tambov region.

Despite the picturesque nature and many cultural heritage sites (there are more than 100 of them in Michurinsk), today the Tambov region is not associated with a tourist destination. This is due to the lack of publications in the media about the tourism opportunities of the region and its infrastructure. An equally important problem is the lack of any established relationships with tour operators that form products and create tourist flows. In addition, there are no professional consultants in the region who are able to conduct analytics and build a development roadmap, as well as effectively implement it.

In order to implement a PR and marketing strategy for promotion in the B2B and B2C segments, SEA Company consultants proposed to form a new weekend tourist route "Michurinsk-Tambov" and build a market entry strategy based on this package. As a second step in the implementation of the "setting sales channels" strategy, it was decided to organize a FAM tour for the largest tour operators in Russia developing domestic tourism. This will not only present the possibilities of hotels and the region, but also demonstrate the possibilities of the region through the trendiest format of recreation and business events for the target audience, as well as establish direct trusting relationships with tour operators and launch sales as soon as possible.

1. SEA Company consultants have prepared and pre-tested a new weekend trip, including accommodation in two hotels, as well as a menu of excursions that guests can choose on their own based on their preferences.
2. The sales department of SEA Company prepared and approved a list of tour operators involved in the development of domestic tourism. It included and was attended by Intourist, Alean, PAX, PAC, ICS, Tez Tour and Pegas.
3. The Department of Public Relations, Advertising and Marketing of the SEA Company prepared all the necessary marketing materials, including press releases of hotels and the announcement of the launch of sales of the package offer, prepared the tour program and an invitation letter for participants, agreed on the format of partnership participation of the Administration of the Tambov Region.
4. Employees of SEA Company ensured full coordination of the FAM tour: invitation, ticket purchase, escort of tour participants 24/7.
5. Provided the tour participants with all the necessary information, and initiated the signing of contracts. All communication is carried out directly between representatives of tour operators and hotels.

1. The Tambov region appeared in the list of products sold by tour operators as a new tourist destination for recreation and organizing outdoor events.
2. Already in the first weeks after the FAM tour, hotels began to receive applications from tour operators for individual and group arrivals, as well as for offsite corporate events.
3. A warm and trusting relationship has been established between the hotel team, the regional administration and tour operators.