CHALLENGE: Shifting Past Perceptions
After purchasing it and spending a year on extensive renovations, a local Seattle business family was ready to welcome guests to Iron Springs Resort, a historic oceanfront property in Washington State. Unfortunately, the resort had suffered from notable disrepair in the years prior, which led to a drastic occupancy-rate reduction and flooded review sites with negative ratings. How could we overcome the negative buzz and convince people to visit the new and improved resort?
Strategy: Impress the Trusted Travel Experts
We created brand positioning to spotlight the property’s overhaul, thoughtful redesign, upgraded amenities and idyllic setting. With the crucial summer travel season looming, we immediately developed engaging press materials and conducted travel-media outreach, including a media FAM trip, to spark positive coverage from trusted sources.
In addition, we developed creative seasonal packages for the property—including clam-digging and storm-watching—to sustain re-opening buzz through the shoulder season. Lastly, we planned and hosted welcome events for the local community to rebuild the resort’s reputation among its neighbors.
Results: New Heads in New Beds
We re-launched the property to glowing local and regional reviews while maintaining steady post-opening coverage that put heads in beds. Through our activities, we greatly helped restore and enhance Iron Springs’ public reputation.
By targeting a comprehensive mix of leisure, family-friendly and destination travel writers, we secured nearly 40 coverage pieces that aligned with the core guest audience. Notable articles appeared in Sunset, Martha Stewart Living, Bon Appétit, The Oregonian, Seattle’s Child and Northwest Travel and on Q-13, Seattle’s FOX affiliate. Ongoing program outreach resulted in placements in Travel + Leisure, Coastal Living and Rachael Ray Every Day.
Earned Editorial Placements
Best Cabin Award