MEDIA RELATIONS: WINDJAMMER LANDING VILLA BEACH RESORT, ST.LUCIA
CASE STUDY: Windjammer Landing Villa Beach Resort, Saint Lucia: A Single Press Release Resulted In Five Million Media Impressions.
CHALLENGE: The resort had low visibility in the US, its primary target market, and didn’t have a large budget to impact the market. Unconventional thinking, creative writing and strong relationships with travel writers were used to generate awareness in the US and beyond.
RESULTS: The press releases generated a sustained buzz in the US, which lasted more than three months. During this period, editorial was secured in top travel publications such as USA Today and Travel & Leisure. An additional 15 newspapers featured the story as well, which generated more than five-million media impressions with a US dollar value of $123,264. This sustained visibility helped increase awareness and website traffic. Budget: Monthly retainer fee. ROI 13:1
AWARDS: The Florida Public Relations Society presented this campaign with multiple awards.