Getting the attention of newspaper editors for new travel website

I have launched an innovative new web site which connects the public with travel agents via Skype video chat.

I have written a press release and sent it to travel editors at the major newspapers, but knowing they must get hundreds of press releases, have had no response. I would phone them, but perhaps I don't have the experience to know the 'right' approach.

The travel trade is behind the concept and I will speaking at a major travel technology show at Earls Court in February. I need a PR person who is adept at spotting the right angle for a story about this new site and can be fairly confident of getting the attention of at least one national newspaper, major regional paper or other high profile reach.

This is initially a one off job to get publicity