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.

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.