This job has taken me to some very cool places. In the last twelve months alone, I’ve been to Paris, Amsterdam, New York, Berlin (twice), and Brussels.
All of those trips - bar New York - were provided and paid for by brands as part of either product launches or appearances at tech exhibitions. I was flown out, put up for the night(s), fed lovely food, given the chance to meet the people behind the products I review, and make some wonderful creator friends.
These trips are fast-paced and fascinating, and there’s no manual for how one should approach them. That’s why I want to share with you today exactly how they work and reveal one surprising fact about brand-funded trips abroad.
I think you’ll be surprised.
In my relatively short experience attending overseas brand events, I’ve discovered that you rarely get very much notice. At the most, it might be a month, but I’ve been invited abroad with as little as two week’s notice. As a father of a 15-month-old son and a diary that’s already chock-full of commitments, it can be tricky to navigate.
I’m under no illusion how big an opportunity lies within these trips, though. It’s a chance to meet key people within my industry face-to-face. Sometimes, it’s an opportunity to get my hands on a product before the public does. Put simply, it’s the sort of thing you don’t want to let slip away. So, you make it work.
If you’re wondering how these invites arrive, it’s via one of two methods. The first, and most common, is an out-of-the-blue email (some brands use social media DMs for this too, which is why it’s so important to keep an eye on that Instagram inbox). These arrive without warning and usually from people you’ve never spoken to before. They’re also usually from a PR company acting on behalf of the brand in question.
The second method is an introduction via a mutual connection. This requires you to have content creator friends who are already in the ‘circle’ for these events. I’ve gained access to a couple of trips simply because I’ve made those friends, and it still amazes me how open people are about sharing their most important contacts. Once again, it’s what makes this industry so special.
As you might expect, the attendees of these excursions are a mixture of YouTube creators like yours truly and the press. Almost without question, it’s the YouTubers who are the most optimistic bunch of people out there; so many journalists still appear to be deeply dissatisfied with the companies for whom they write and are jaded to the point of exhaustion. It’s a shame because they’re always utterly lovely people.
The trips are exactly what you might expect. You’re flown out, put up in a hotel for a couple of nights, wined and dined, and asked to attend whatever event, launch, or celebration it is that’s taking place. You’ll get some free time, but it’s extremely limited. For instance, during a trip to Berlin earlier this year, the only sightseeing I could fit in was a mad early morning dash to the Brandenburg Gate - for about five minutes of checking out the impressive structure before hot-footing it back to the hotel.
The schedules are tight. Outbound flights are usually later in the day, which means you end up arriving at the destination airport, rushing to the hotel (which is always lovely), having a quick shower, and jumping in a shared taxi that takes you to dinner.
I’ve always likened the experience to a grown-up school trip. You spend most of your time following other people and making sure you don’t get separated from the pack. The teacher - in this case, the PR contact assigned to be ‘on the ground’ - is responsible for everyone in attendance and has the unenviable task of rounding up the group in busy convention centres and post-alcoholic beverage consumption later that evening.
What might surprise you about these trips is that you’re never asked to create content. There is, of course, a reason you’re treated so well and provided with the best flight, accommodation, and food the marketing budget can afford; the brand wants to impress you - get you on its side. But there’s never any pressure to actually do anything while you’re there. There’s no signature against a content package prior to the trip, and no nudge while you’re there to do something creative with your time.
Common sense therefore needs to be applied on behalf of the creator. You have two options: attend, make use of the free everything and then head home - or attend, fill your boots, but also create some content covering the key details of the trip. The latter will be noticed and rewarded with future opportunities with the brand. The former will, I’d guess, ensure you’re highly unlikely ever to be invited back for future trips.
I like this. It separates the creators who are in this for the business of actually creating content from those who want free products, status, and gratis travel abroad. The good news is that, in my experience, I’m yet to meet anyone of that ilk; every creator I’ve travelled with on these brand events has worked hard to create meaningful content that benefits both the brand and the audience. I also like the brand approach - they shouldn’t have to remind you to do your job during the trip for which they’ve footed the entire bill. It’s why you’re there.
There is a challenge inherent with all of this, though. If a brand is wining and dining you and putting you up in a lovely hotel in a country to which you’ve never previously travelled, it’s hard not to warm to them. However, as an impartial reviewer whose audience relies on you for honest opinions and buying guidance, it’s vital that you don’t let this generosity skew your opinion of the brand or its products. It’s tough - that’s the honest truth. We are all human, and I’d defy anyone not to battle with this when placed in that position. Despite this, I’ve always promised myself that I’ll give an honest opinion before pleasing a brand (in the hope that they’ll invite me on their next overseas adventure) because that’s the right thing to do.
One of the best things about these trips, however, is the aforementioned opportunity to make fellow creator friends. This has happened to me on each occasion, and I regard those I’ve met as good mates. We share stories, help each other, and support one another. It’s the best part about this industry, and it’s what keeps us all growing, learning, and - let’s be honest - going!
Great article, mate. Collaboration is the most essential thing in this industry