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Case Studies |
Mountain Lake Hotel
Mountain Lake Hotel in the Appalachian Mountains of Virginia offers scenic beauty and outdoor activities for families, nature lovers and meeting planners alike. To increase occupancy through awareness of the property via earned media exposure, AccessPR has targeted consumers as well as conference and meeting planners throughout the mid-Atlantic states and the East Coast region. Announcements about special events and packages are distributed to print and electronic media, with strong focus on family travel, reunions, outdoor recreation, nature and outdoor, environmental preservation, business travel and tourism categories. AccessPR capitalizes on regional and national travel and meeting trends by seeking pitching opportunities for select beat editors and reporters. Recent tactics: In 2007, AccessPR pitched the 20th anniversary of the release of the romantic movie “Dirty Dancing,” filmed at Mountain Lake, to media outlets used by women aged 35 to 54—the group is most likely to have connected with the 1987 film. Placements have included, to date, People magazine, the New York Daily News, The London Sun, the Family Travel Network, Blue Ridge Country magazine and the Virginia Tourism Corporation’s nationally distributed newsletter. All three of Mountain Lake’s “Dirty Dancing” weekend event packages have sold out as a result of this media exposure. Winner: PRSA Blue Ridge Gold Summit Award
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