POSITIONING /BRANDING: CHATEAU ON THE LAKE, BRANSON MISSOURI
CASE STUDY: The resort secured national press delivering an ROI of 750% on the annual PR investment.
CHALLENGE: The news media often overlooked Chateau on the Lake, in Branson Missouri because the resort was luxurious and not your typical kitschy Branson retreat.
STRATEGY: To secure widespread media attention strategic news stories were developed aimed at luxury lifestyle publications. Additionally, any editorial features would be posted to the resort’s various social channels to reach luxury travelers socially.
RESULTS: Chateau on the Lake secured placements in top-tier magazines: Travel & Leisure, Shape Magazine, Successful Meetings, AAA Midwest and many other publications throughout the year. The media relations campaign continued successfully on a regional level securing overage in 417 Magazine, and the Saint Louis Dispatch. The campaign also supported the resort’s in-house fine dining establishment by securing coverage on local culinary blogs, which increased awareness. Google Analytics insights indicated that editorial placements greatly increased traffic to the resort’s website. Additionally, the editorial supported a substantial gain in Facebook Likes. Yearlong traditional media impressions reached over 27-million potential travelers, (an advertising value of $174,926). Social media channels also grew with monthly active users topping 52,000 in November. Budget: Monthly retainer fee. The overall ROI was 750% for the annual PR investment.