15:1 RoxStars Meet Ianthe Butt - Meeting Notes


On the hot seat:

  • Ianthe Butt
    Freelance travel journalist, editor and consultant, Freelancer

Ianthe Butt

  • Portfolio:
    • Condé Nast Traveller
    • BA High Life
    • Sleeper
    • The Independent
    • Monthly hotel openings column
    • The Sunday Times Travel Magazine
    • Times LUXX
    • Also contributes to:
      • Metro
      • House and Garden (online)
      • IndyBest
      • EasyJet Traveller
      • Atlas by Etihad
      • National Geographic Traveller
      • BA The Club (online)
      • TTG Luxury
      • Virtuoso Life
      • ES magazine
      • Virgin Voyeur, and more.

Best email: ianthe.butt@gmail.com

Top tips:

  • Interested in:
    • Specialist in Asian travel; Travel trends; hotels; sustainability themes; off grid / wild places; emerging destinations (from a region to a local community)
    • Features where the reader can get involved too / participate in that adventure. Keen for more UK features (breakdown of time travelling this year UK 40%: International travel 60%)
    • Exclusives – be honest with who else you are pitching to
    • Know the titles Ianthe works for and pitch accordingly
    • Follow Ianthe on social feeds to see where she has been; where she is now; where she is planning to go next
    • She plans 3 months ahead
    • Not really interested in ‘round-up’ emails for pitching purposes but useful for her to have on file (she tends to do round up type pieces when editors request them)
    • If Ianthe needs help/information for quick-turnaround articles – she will post a tweet. So follow her.

  • Images:
    • Quality image is key to securing coverage, it’s not worth pitching her a story for a design led title without images.

  • Key contacts:
    • For last minute/quick turnaround pieces she has little time, so wants contact details of the key PRs and brands they work for easily visible online, etc.

  • Big no-no:
    • Don’t promise what you cannot deliver.

  • Press releases:
    • Subject matter – to the point.
    • 1 sentence elevator pitch.

  • Events:
    • Great story; great group of fellow travel journalists / know the PR well.

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