“Radio Row” is a term used to describe a throng of radio stations all broadcasting from a single location, often places like the Super Bowl, the Waste Management Phoenix Open, or – as I discovered on a recent trip, Disneyland!
It’s an effective way for the stations to fill their shows with content of interest to their listeners. Sort of a one-stop-shop, if you will. It’s also convenient for the spokespeople, who can do multiple interviews without having to go too far.
In the case of a resort or other destination, it’s called a familiarization (fam) tour. HMA Public Relations has arranged trips like this for many clients over the years, providing several media at-a-time with the opportunity to experience what any given destination might have to offer and then, hopefully, have them relay that to their particular audiences.
Disneyland does it, too.
Valerie Lee, a former Phoenix PR pro who is now in her second stint at Disneyland Resort Public Relations, told me they do the same for TV stations.
“We invite TV stations and set-up several locations/content/visuals/spokespeople and windows of opportunity to tape or broadcast live. When they aren’t able to attend, we create video content and upload to a site for them to pull b-roll. We each have TV markets we are responsible for,” she explained.
It’s not unlike other destinations who utilize this tried and true practice. Only here, it must be the happiest of fam tours at the “happiest place on earth.”