Work

Results

Zapala is purposely passionate about helping independent and family owned hotels, resorts and boutique inns and travel lifestyle brands succeed in a world where vanilla, mega-brands rule. Her love for authentic homegrown properties birthed ZapalaPR. Her mission statement; To generate headline news and viral social buzz for brands that want to remain true to their family heritage and give travelers a true travel experience.Her passion to support independent brands and properties is clearly illustrated in the client case studies below. Zapala is happy to answer any questions and discuss your plans for success. Please visit her contact page to schedule your complimentary consultation.
  • REBRANDING

    CASE STUDY: A rebranding project turns an exceptional brand into an amazing brand by utilizing and leveraging the traits of a successful brand; emotional connectivity, simplicity, inspiring/engaging/unique designs, and standing for something real.

    CHALLENGE: Dale Wayne Jewelry approached me as a brand/marketing consultant to explore the possibility of refocusing her brand. Her business was at a crossroads. Wayne’s hand-blown glass beaded jewelry had a cult like following and was inspired by her father a renowned sculpture. On the other hand, she was also very passionate about recycling/repurposing plastic bottles. She developed a way to recycle plastic creating gorgeous, colorful, whimsical shapes turning them into ornaments, wine stoppers, napkin holders and more. She didn’t want to give up her two passions.

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  • Social PR

    SOCIAL MEDIA: Leveraging editorial to increase exposure/awareness on social media

    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 reaching 15.6 million visitorsper month. The challenge was to leverage this fantastic editorial placement using social media. Twitter was the answer as you can post repeatedly without alienating followers.

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  • Social Media

    CASE STUDY: A 100% organic campaign generated over 71,000 Facebook impressions

    CHALLENGE: Windjammer Landing was falling behind in reservations during the month of August. On a tight budget the resort was looking for creative solutions beyond digital ads and discounting. As the resort’s social media manager, I was intimately involved in all social channels and knew the resort’s Facebook page had an exceptionally high organic reach 18% vs. the 6% average. A creative campaign concept was developed leveraging a partnership with an existing client, Hammock and Palms Sunglasses, Hollywood Florida. With both clients on board Zapala executed, launched and managed a strategic partnership campaign that reached the resort’s fan base while gaining incremental exposure for Hammock & Palms, a public relations goal for the brand. The primary goal of the campaign was to promote Windjammer’s August special in an interesting and entertaining way.

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  • Media Relations

    CASE STUDY: Zapala PR’s latest case study on media relations showcases how a creative approach, branded storytelling and trend-on news has the potential to reach millions.

    CHALLENGE: The resort was repeating the same traditional Christmas events that were offered in the previous year.  Translation; zero news value, and zero journalist interest. As a freelancer I was called upon to concept a creative story idea that would generate press for the holiday season. Equally challenging the deadline was tight as holiday news was already a trending topic.

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  • Rebranding

    CASE STUDY: Peter Island Resort and Spa, British Virgin Island is featured in a 22-page article in Sports Illustrated Swimsuit helping to reposition the resort. CHALLENGE: Peter Island Resort & Spa, a luxurious private island, had fallen off the grid.

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  • Media Relations

    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 budget to impact the market. Unconventional thinking, creative writing and strong relationships with travel writers were used to generate awareness.

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  • Product Launch

    CASE STUDY: YouTonics a new beauty/ brand located in Fort Myers, Florida launches a Facebook sampling program increasing website traffic by 88%

    CHALLENGE: YouTonics Collagen Renewal, a category buster in the beauty industry, needed a “big idea” to launch a national brand on a shoestring budget.

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  • Trendspotting

    CASE STUDY: Fairmont Southampton, Bermuda reaches over 12 million online travelers with a $99 ‘steals & deals’ vacation offer.

    CHALLENGE: The resort experienced the economic effects of the 2009 travel downturn and wanted to seed reservations for the year to more effectively manage ADR and RevPar. To overcome the economic situation a budget-friendly, steals & deals campaign was launched. To generate elevated excitement, the offer would only be available for 48 hours.

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  • Social Media

    CASE STUDY: YouTonics, located in Fort Myers Florida uses a giveaway to generate three million views.

    CHALLENGE: To generate national awareness for YouTonics on a shoestring budget in the highly competitive beauty industry. Facebook was driving website visits and it offered a targeted demographic to grow the brand.

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  • Trendspotting

    CASE STUDY: Milliken Creek Inn & Spa, a boutique inn located in Napa Valley California Cashes In On Sleep Trends to Fill Rooms.

    CHALLENGE: The Inn was behind in room bookings. To meet and exceed RevPar and ADR goals for the year, Zapala was challenged to assist in the Inn’s marketing efforts. Zapala tapped the hot “sleep” trend to craft a newsworthy campaign with the goal of increased sales during the off-season. An on-trend sleep package was crafted, which included a special turndown gift, the Good Night Sleep Kit authored by Deepak Chopra, M.D. This gift was in steep with Milliken’s brand: luxurious, detailed oriented and customer service centric.

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