The Conscious Travel Foundation

As the global pandemic stopped tourism in its tracks, The Foundation was established to start a conversation around sustainable travel practices and inspire a more meaningful, intentional way of exploring the world.

• The Conscious Travel Foundation is a global community of travel businesses on a positive impact journey.
• The Community Impact Fund comprises 50% of the membership fees, and is awarded to two grassroots projects around the world, selected by the Philanthropy committee.

Most agency case studies conclude with a headline metric. This one is also measured by something less easy to quantify: helping people become more confident and capable storytellers in their own roles. The result is an ongoing impact that extends well beyond a single campaign.

Lemongrass Marketing, a B Corp-certified travel communications agency, provides ongoing content, communications and PR training support to The Conscious Travel Foundation - a global community of travel businesses working to make travel a force for good - and to its growing membership network.

The engagement covers:

• Member announcement promotion via targeted media outreach
• Media relations guidance and member-focused training, including media pitching workshops
• Communications support for the Foundation's annual fundraising auction
• Ongoing PR counsel and industry insight

Lemongrass is itself a member of The Conscious Travel Foundation.

The Foundation needed ongoing communications support across three quite different jobs at once: raising awareness of its own initiatives, promoting the achievements of its members, and providing practical PR guidance to a growing network of travel businesses - many of whom had never worked with an agency and had no realistic prospect of affording one.

That last group is the interesting problem. You can't run a press office for a hundred independent operators. But you can make a hundred independent operators meaningfully better at running their own.

We're a member of The Conscious Travel Foundation ourselves, which changes the nature of the relationship considerably. This isn't a retained account with a monthly report; it's an ongoing partnership where we provide strategic PR support, industry insight and communications expertise as part of a community we're genuinely inside.

It's the difference between advising a movement and being in one.

We taught rather than delivered, deliberately

The obvious commercial move for an agency here is to make every member a potential client. We went the other way and built capability instead.

We deliver media relations guidance and member-focused training, including media pitching workshops, so member businesses leave better equipped to represent themselves. A small sustainable operator who now knows how to pitch a journalist has something more durable than a piece of coverage we secured on their behalf - they have a skill that keeps paying out every time they use it.

Yes, this means some of them will never need to hire us. That's rather the point.

We show up for the moments that matter

Alongside the ongoing work, we provide dedicated support around the Foundation's key calendar moments - most notably its annual fundraising auction - plus continuous PR counsel and industry insight to strengthen communications activity year-round.

The partnership has increased visibility for both the Foundation and its individual members, supported fundraising and awareness initiatives, and equipped member businesses with practical tools to engage the media directly and independently.

It's ongoing, which is the honest measure of whether this kind of work is landing. The relationship continues to grow, and our support continues to amplify the Foundation's mission across the wider travel industry.

What does an ongoing content and PR partnership involve? Unlike a project-based campaign, an ongoing partnership provides continuous strategic counsel, content support and media relations across an organisation's full calendar - including training and capability-building alongside direct delivery.

What is The Conscious Travel Foundation? A global community of travel businesses united by a commitment to making travel a force for good, supporting members in creating positive impact for communities, cultures, wildlife and the environment through industry collaboration, education and philanthropy.