The Opportunity:
In November of 2013, our client partner Delaware North took over concessions in Kings Canyon National Park, adding to the services it already provided for nearby Sequoia National Parks.
Noticing the opportunity to streamline messaging for the now-united destinations, we created a comprehensive public relations plan to amplify Sequoia’s existing messages and attract Kings Canyon’s unique audiences at the same time.
The Solution:
Our team crafted a communications strategy incorporating traditional public relations, media outreach, social media community building and marketing partnerships.
We adjusted both locations’ goals and strategies to support a cohesive “Sequoia & Kings Canyon National Parks” brand, promote the unique draws and attractions of each park and present a united front to media and potential travelers.
We transformed fragmented hospitality and destination social media, showed off the parks’ astonishing beauty with Instagram photo contests, and emphasized all-season opportunities to targeted media outlets.
Thanks to our efforts through direct and earned media, heads hit pillows at properties throughout Sequoia and Kings Canyon, including Wuksachi Lodge and John Muir Lodge.
The Results:
Between November 2013 and October 2014, the newly-minted Sequoia and Kings Canyon National Park brand saw…
- 43% increase in Facebook “Likes”
- 118% increase in Twitter Followers
- 8% increase in visits to Sequoia National Park
- 45% increase in overnight stays at Sequoia’s Wuksachi Lodge
- 10.4% increase in stays at Kings Canyon’s Grant Grove Village
- 43 media hits on outlets including VIA, NBC Bay Area, Trekaroo and Westways
Julie Wright
