SOCIAL PR: Leveraging editorial to increase exposure/awareness on social media
SOCIAL PR CASE STUDY: A Travel Channel article about a boutique hotel in the Caribbean generated over 750,000 media impressions via Twitter
CHALLENGE: Attracting direct leisure sales while decreasing dependence on OTA’s was a primary objective assigned to the Director of Sales and Marketing at the resort. The goal was to gain a consistent stream of exposure for the property to ensure top-of-mind awareness during the booking decision process. The public relations strategy was working. The Travel Channel featured the client in an online article entitled, “11 Incredible Treehouse Resorts” which reached 15.6 million visitors per month. The challenge was to leverage this fantastic editorial placement using Social PR. Twitter was the answer as you can post repeatedly without alienating followers.
RESULTS: Social PR on Twitter generated over 750,000 impressions. Travel writers, editors, and bloggers eagerly shared this post amplifying the message in the digital world as it reached their online followers and was shared within their online communities too. The story was interesting, yet equally importantly it wasn’t the resort touting its self, it was a credible third party that gave legitimacy to the story and editorial. Additionally, the resort received exposure within the travel writing marketplace which may also lead to additional articles.