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Case study

Winning Weekday Stays for Desert Resort & Spa

La Casa del Zorro Spa & Resort had trouble attracting weekday guests. We created a weekday spa package that doubled del Zorro’s spa revenue over four months.

The Opportunity:

Located in the Borrego Springs desert, La Casa del Zorro Resort and Spa is a historic seasonal resort approximately two hours from downtown San Diego.

A gorgeous destination with 44 poolside guest rooms and 19 private casitas, the hotel performed well on weekends, but it was struggling with mid-week business.

Del Zorro’s leadership asked us to create an innovative marketing solution to increase Sunday through Thursday bookings.

The Solution:

Our team created a midweek Spa package, which provided a natural springboard for creating a midweek campaign.

We found that NBC San Diego’s target audience made it an ideal partner for highlighting the resort’s offerings and worked with the station on a multi-layered campaign that included digital marketing, advertising and a promotional contest.

We developed an online retargeting campaign and a paid Facebook campaign to boost the mid-week spa message among key target audiences. We also went to work on a traditional PR effort that included pitches to media with an interest in travel and wellness.

The Results:

After four months, our measurable outcomes for del Zorro included…

  • 63% increase in site visitors
  • 133% increase in visits to its Spa page
  • 160% increase in visits to its Promotions page
  • 90% increase in visits to its Meetings page

The midweek Spa package was not booked frequently as it started at $423. However, spa business doubled at the resort during the campaign, and spa revenue outpaced occupancy increases.

Hosted media site visits and media coverage featuring the spa continued throughout the campaign, including:

  • “The Best Destination Spas in Town” in Modern Luxury San Diego
  • “Desert Jewel: La Casa del Zorro Shines Anew” in East County Magazine
  • “Starry nights, adventurous days in Borrego” in The Desert Sun
  • “Borrego Springs in the Springtime” in the San Francisco Holistic Travel Examiner
  • “America’s Best Hotels for Stargazing” in HuffingtonPost.com
  • “Babymoon in Borrego Springs” in North Park News
  • “Restoring Your Soul in the New Year” in Awareness Magazine

Check into any of the case studies below to learn about the measurable travel & tourism public relations results we’ve driven for brands like yours.

Community Engagement to Support Agritourism

Community Engagement to Support Agritourism

In 2017, land development threatened Oceanside’s rich agricultural heritage. City leaders enlisted our team to show residents and visitors the value of agritourism.
Learn More
Utah Media for California Beach Town

Utah Media for California Beach Town

When Oceanside asked us to draw Salt Lake vacationers to its beaches, it sure wasn’t expecting a viewership of almost a million, but that’s exactly what the City got.
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Approaching 10,000 Leads for Tenaya Lodge

Approaching 10,000 Leads for Tenaya Lodge

Yosemite’s Tenaya Lodge needed to raise awareness about its new outdoor activities and luxury cabins. Our campaign secured Tenaya nearly 10,000 leads and much more.
Learn More
Winning Weekday Stays for Desert Resort & Spa

Winning Weekday Stays for Desert Resort & Spa

La Casa del Zorro Spa & Resort had trouble attracting weekday guests. We created a weekday spa package that doubled del Zorro’s spa revenue over four months.
Learn More
Award-Winning Influencer Relations Campaign

Award-Winning Influencer Relations Campaign

Delaware North’s media familiarization event needed increased exposure, and we gave it to them with a first-ever, award-winning influencer campaign.
Learn More
Driving a Record Year for National Parks

Driving a Record Year for National Parks

We seized the opportunity when our client partner Delaware North took over concessions at King’s Canyon, uniting the brand’s ventures to put heads in beds.
Learn More
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Justin Beach

Developer & Technical Resource

Justin Beach brings over 25 years of expertise in web development, programming and technical support to his role at (W)right On Communications. As the agency’s Web Developer and Technical Resource, Justin ensures our client partners’ digital platforms are optimized for success and deliver seamless functionality and a compelling user experience.

Justin’s career spans leadership and entrepreneurial roles with experience building corporate websites, e-commerce platforms and electronic marketing campaigns for a diverse client base. His technical fluency extends across PHP, ASP, MySQL, CSS, JS and multiple database architectures.

Previously, Justin supported strategic SEO campaigns at Myers Media Group, creating platforms responsible for deploying over a million search-optimized web pages. He also led the development of an online shopping platform for Kodak subsidiary ENCAD, Inc., driving e-commerce growth through sophisticated web solutions and marketing integrations.

From guiding print marketing clients into the digital age to deploying hundreds of websites across various frameworks, Justin’s ability to blend design and technical expertise has benefited industries ranging from finance and bioscience to wellness and nonprofit organizations.

At (W)right On Communications, Justin’s creative problem-solving, deep technical know-how and passion for excellence power our clients’ digital strategies, elevating their brands in the digital space.

Blake Bunch

Content Strategist

Blake provides (W)right On’s client partners more than 15 years of experience as a regional newspaper Editor, Copywriter and Digital Content Creator. Blake is instrumental in creating media relations strategies and results; optimizing website strategies and road mapping; developing creative, engaging, SEO-driven and data-oriented content across all platforms in brand voice; and keeping abreast of emerging digital, social media and website technologies. Blake has a strong understanding of cultural diversity and what resonates with audiences; is adept at delivering complex content projects under tight deadline; and leads analytical reviews to improve processes and recommendations.

A resident of San Diego’s coastal community, Blake holds a Bachelor of Arts degree in political science from the College of Charleston, South Carolina.

Claudia Askew, APR

Senior Communications Strategist

Claudia Askew, APR is based in Washington, D.C. and draws on her 30 years of experience in strategic communications to serve client partners in the energy, cleantech and B2B sectors. She led marketing and PR planning for the NeighborWorks America program for eight years helping low-income residents in all 50 states access down payment assistance through the Neighborhood LIFT program. She has a long history of volunteerism helping underserved youth and low-income women, and holds a Bachelor of Arts in Speech Communication from Wake Forest University and her Accredited in PR (APR) designation from the Public Relations Society of America.

Marsha Kelly

Tribal Media + Outreach Specialist

Marsha Kelly has dedicated her career to assisting American Indian tribal communities and businesses with strategies to diversify their economies through wind farms, solar arrays, EV charging infrastructure and other initiatives. Her tribal relationships include the Mesa Grande Band of Mission Indians and the Minnesota Indian Gaming Association with consulting to other tribes across California, Michigan, New Mexico, North and South Dakota and Wisconsin. She holds a Bachelor of Science in English and Communications from the University of Minnesota.

Tatiana Martinez

Hispanic Media + Outreach Specialist

Tatiana Martinez leads Spanish-language media outreach and community relations efforts for the agency and its client partners. She acts as a spokesperson for Spanish-language media and business or community group outreach. Tatiana has provided translations, Spanish voiceovers and strategies for reaching Spanish-speaking stakeholders. A former journalist for Mexican and American media outlets, Tatiana has a journalism degree from the University of Arizona and communications degree from Mexico’s Universidad Autonoma de Guadalajara.

Terry Whitaker

Senior Consultant

A communications veteran with more than 20 years’ experience, Terry brings brand development and communication programs to life through strategic counsel and event activations across the agency’s client partners. He’s most at home developing and implementing fresh ideas and strategically integrated approaches for client partners’ complex communication needs that keep the agency at the forefront of our industry.

Before joining the (W)right On team, Terry was based in Sydney, Australia and represented client partners such as the USA’s National Football League, Visit California, Sydney Festival, Budweiser, Electronic Sports League, Holden, IBM, TEDx, Major League Baseball International and numerous others.

Terry’s past accomplishments include winning a Bronze Media Lion Award at the Cannes International Advertising Festival; helping three Australian startups be named to the Fast 100; and managing media relations for the Australian speaking tours of former US Presidents Bill Clinton and George HW Bush involving hundreds of journalists and raising millions for charity.

Outside of his professional endeavors, Terry enjoys family time with his wife and two young children, travel and team sports.

Julie Wright

President and Founder

Julie Wright is President of (W)right On Communications, Inc., the award-winning integrated strategic communications firm she founded in 1998. With offices in San Diego, Los Angeles and Vancouver, B.C., her team handles complex communications challenges for B2B tech, cleantech and energy, healthcare, tourism and hospitality, not-for-profit and public sector organizations. Wright and her team elevate the agency experience through data-driven insights and measurable results for client partners.

Earlier in her career, Wright served at several public relations agencies and in-house as Director of Marketing for a financial institution. She began her career as a journalist, working as a radio news anchor.

Wright currently serves as a director and past chair of the San Diego North Economic Development Council and a director of CalTravel. Her previous community service has included director of the Los Angeles chapter of the International Association of Business Communicators, board vice president of the La Jolla Village Merchants Association, trustee for the Tri-City Hospital Foundation and chair of the President’s Advisory Council for California State University San Marcos.

Wright was named a “Woman Who Means Business” by the San Diego Business Journal and a “40 Under 40” honoree by the San Diego Metropolitan magazine. She was also recognized with the annual Fran Aleshire Award for community leadership by Leadership North County and founded the LNC Alumni group, which is now 400 strong.

Wright holds a Bachelor of Arts degree from the University of B.C. and a Master of Journalism degree from the Graduate School of Journalism at the University of Western Ontario. She is a graduate of the Leadership North County program as well as the Corporate Directors Forum Governance Academy.

She lives in San Diego with her husband, has two sons in college, loves being outdoors in Southern California and Vancouver, and has a passion for elephants, frogs and Champagne. Twitter LinkedIn Facebook 

Alex Mikhail

Communications Strategist, Lifestyle & Hospitality

Alex Mikhail brings more than four years of experience as a communications & public relations professional to his role as a Communications Strategist with (W)right On Communications. Alex possesses a particular interest in media relations, having established and maintained relationships with myriad producers, editor and reporters from coast to coast. At (W)right On, he’s responsible for such strategic activities as content creation, media outreach, relationship building, client reporting, etc. A native of Southern California, Alex earned a Bachelor of Arts degree in communications with a minor in public relations from Loyola Marymount University in Los Angeles.

Grant Wright

CEO & Managing Partner

Grant Wright has more than 30 years of senior management experience including external affairs and business development leadership roles for major American and Canadian corporations and their subsidiaries. With extensive skills in all aspects of communications including media, regulatory, governmental, community outreach and labor relations; he has also led major infrastructure project development, M&A due diligence and implementation management, marketing and brand development, strategic planning and business plan development for small through Fortune 500 companies.

As CEO and Managing Partner, Grant provides oversight and senior-level communications and business counsel for the agency’s client partners while also overseeing agency management and administration.

Grant holds a Bachelor of Science degree in Biology and an MBA in Marketing and Finance. Professionally, he is formerly a Board Director of the San Diego Venture Group (now Connect San Diego – the region’s venture capital ecosystem). Grant is a two-time Finalist for the San Diego Business Journal’s Most Admired CEO Awards, and currently is in his second year as Chair of the North American chapter of the International PR Network (IPRN) based in Brussels, Belgium. He is also one of five board directors chosen by its worldwide membership for a second year to lead IPRN globally. A resident of and advocate for San Diego, and with (W)right On being a prominent tenant in San Diego’s iconic Emerald Plaza, Grant also serves on the board of directors of the Downtown San Diego Partnership.

During his free time, Grant enjoys scuba diving, hiking and family time. He is also a commercial pilot licensed in both Canada and the U.S. and is the founding board chairman of the Southern California Aviation Association that has provided more than $500,000 in student scholarship grants since the organization’s inception.

David Cumpston

Associate Vice President, Lifestyle & Hospitality

David brings more than 22 years of communication experience to (W)right On’s client partners, currently overseeing the agency’s hospitality, tourism, senior living, wellness and education practice areas. He has developed and successfully led strategic communications for numerous prominent brands including JP Morgan Chase, Oakmont Management Group, Aramark, San Diego Tourism Marketing District, SEGA, RISE Healthcare Group, Horizon Organic, Visit Napa Valley, Stanford Children’s Hospital, Orbitz, Best Western, Walmart and Velodyne Lidar.

He is a two-time winner of Bulldog Media’s Best Response to Breaking News Award and earned a bachelor degree in Mass Communication & Public Relations from Texas State University.  David cemented his love for travel early on and has visited more than 45 countries on six continents; he’s also passionate about dogs and, in particular, his Chiweenie mix, Dora.

Larry Smalheiser

Vice President, B2B & Tech

Larry is a strategic communications and PR pro who brings more than 20 years’ in-house, agency and independent experience driving brand visibility, supporting sales growth, and establishing executives as thought leaders in the B2B and B2C spaces. He has a track record of building, leading, and excelling on cross-functional global teams for emerging and established brands including Sony, Dell, VMware, RSA, Xerox, Virgin Galactic, Underwriters Laboratories, Purfresh, Radiant Logic, Sumo Logic and more. He regularly serves as mentor to business and community organizations and has earned two PRSA Silver Anvil Awards for his work over the years.

Larry most recently served as Public Relations and Analyst Relations Lead at Sony Electronics, where he worked closely with Sony Electronics North America President & COO, and the global team. He holds a Master’s degree, is fluent in Japanese and Spanish, and lives in San Diego with his wife and their rescue Morkie, Cookie.

Felicia Watson

Associate Vice President, Creative Services

With a proven track record of success and more than 20 years of design and marketing experience, Felicia approaches each project with a commitment to create an impactful design that achieves results. Responsible for leading the agency’s creative services that integrate print and digital graphic design, online programming, videography, editing and photography, Felicia also oversees agency services including animation, motion graphics, and emerging technologies including augmented/virtual reality and holography as they may be integrated in strategic communication programs.

Through the course of her career, Felicia has created effective marketing campaigns for many notable domestic and international brands including the Motion Picture Association of America, Kirkland, St. Jude Children’s Research Hospital, bliss Skincare, City National Bank, Abbott Diagnostics, KB Home and more.

Felicia was named a 2023 San Diego Business Journal Leader of Influence in Advertising, PR & Marketing. Felicia holds a Bachelor of Arts from the University of San Diego and enjoys keeping abreast of new creative technologies in the ever-evolving field of marketing communications.

Corie Fiebiger

Senior Communications Strategist

With more than 10 years of experience in prior marketing roles in the Santa Barbara and Los Angeles markets, Corie supports the (W)right On team in multi-channel digital marketing, client relations management, social media, copywriting and copyediting, research and analytics, media pitching and more.

Corie holds a Bachelor of Arts degree in Communications from the University of California Santa Barbara.

Brian Wright

Communications Program Analyst

Responsible for communication programs research and analysis, Brian provides administrative and functional support to the agency’s program leads as well as senior management. With experience managing a retail store in the complex pool supply industry, Brian is a key contributor for social media programs, media relations, content development, vendor management, software programs oversight and other critical program aspects. He brings an innate sense of the agency’s GSD attitude to help ensure the agency remains at the industry forefront.

Brian holds a Bachelor of Economics degree from the University of Victoria in British Columbia, is an FAA-licensed Private Pilot, and is an accomplished musician and music producer in his spare time.

Shae Geary

Director, Hospitality Communications

Shae Geary is a seasoned professional with 20 years of experience representing world-class travel and hospitality PR clients. Formerly PR Director with Four Seasons Resorts and a consultant for a wide variety of resorts in California, Hawaii and Mexico, Shae began her career in Hawaii for six years with the state’s largest PR firm. Over the course of her career, Shae has spearheaded numerous campaigns involving everything from hotel openings and property renovations to anniversaries and special events. Her expertise in communications and all things hospitality includes a broad range of niche markets – spa, golf, recreation, weddings, dining, luxury, family and green travel. Shae holds a Bachelor’s degree from Arizona State University and Master’s degree in Mass Communications (with PR emphasis) from UC Santa Barbara. In her spare time, Shae enjoys playing soccer, running training and spending time with her husband and two kids.

Roman Lukjanenko

Producer/Videographer

With more than 10 years of video production experience, Roman is a skilled cinematographer, editor and animator for such organizations as HP, PetSmart, Airbnb and Nike. Prior to joining the (W)right On team, Roman supported UCLA and UCLA Health where he successfully helped researchers, educators and healthcare professionals communicate their messages through comprehensive videos and motion graphic animations.  Roman believes that a well-crafted video brings organizations and their audiences closer together, improving understanding and ultimately strengthening society as a whole.

Phelan Riessen

Lead Developer and Technical Resource

Phelan Riessen is a passionate web and graphic design artist with over 25 years of experience designing and building more than 60 websites for a variety of organizations. Skilled in fontography, web design, Photoshop and web marketing strategies; Phelan also holds a strong presence in the San Diego tech community by serving as an organizer of several large-scale events including RefreshSD, March Mingle and Startup Week.

Katrina Early

Media Integration Specialist

Formerly with VisitBritain and Showtime Networks, Katrina Early provides (W)right On client partners’ integrated and creative partnerships with film and TV studios, retailers, and media outlets such as Sony Pictures, Universal, Warner Brothers, The Ellen DeGeneres Show and Entertainment Tonight to name a few. Experienced in the hospitality, travel, entertainment industries among others, Katrina coordinates all aspects of B2B industry events, as well as grows client partners’ audience social media engagement through highly sharable digital content. Results achieved include positive media placement in top tier outlets including National Geographic, Robb Report, Forbes, USA Today, LA Times, NBC/Today Show, E! News, Extra, The Tonight Show, People and many others. Katrina holds a Bachelor of Arts in Journalism & Public Relations from CSU Long Beach and a Master of Arts in Communications from the prestigious University of Southern California Annenberg School of Communication.

Hamish Marshall

Director, Research & Analytics (W)OC Intelligence

As Director of Research & Analytics based out of (W)right On’s Vancouver office, Hamish leads (W)right On’s survey and stakeholder information gathering initiatives North America-wide. A former advisor to the Prime Minister of Canada, Provincial Premiers, City Mayors and dozens of elected officials, he also served in the government of Canada overseeing the quantitative and qualitative research activities of federal government agencies. With experience using every sort of data collection method to provide critical insights for strategic planning, marketing and other organizational activities, Hamish has worked with dozens of private and public sector client partners, including the world’s largest mining company. In 2004 he worked in radio business development in Kabul, Afghanistan, and he has volunteered in democracy-building activities in Bangladesh and Jordan. Today, Hamish is frequently sought out by the media as an expert commentator for national television, radio and print publications. Prior to joining (W)right On, Hamish worked as the Research Director for Angus Reid Public Opinion, conducting and performing analysis on surveys in the United States, Canada and the United Kingdom. He holds a Master of Business Administration degree from the University of Oxford in England, a Bachelor of Arts (Honors) degree from the University of Toronto and enjoys history, writing and sailing.