CREATING A FOCUSED PR CAMPAIGN: LAUNCHING COLORADO’S NEW HISTORIC HOT SPRINGS LOOP
For the past several years, the CTO has experienced a bit of a phenomenon with interest in anything related to hot springs in the state. Hot springs-related content is some of the top performing content on the CTO’s social media channels, Colorado.com, e-newsletters, press releases etc. A group of Colorado destinations got together to apply for a CTO marketing matching grant to create and promote a newly founded Historic Hot Springs Loop (HHSL), a 720-mile route that links five resort towns and features 19 unique hot springs facilities. The group was awarded the grant and created the loop and a landing page on Colorado.com, but they did not have the resources for a collective PR campaign. Handlebar PR saw the creation of the new HHSL as a golden PR opportunity to create a focused campaign to generate media interest in and coverage of Colorado’s hot springs and the variety of destinations along the route.
WHAT WE DID
Produced a top target media list and a media photo library.
Focused on feature story pitching and placement of the loop in target outlets within the developed list.
Drafted a press release that focused on the new HHSL and showcased unique adventure offerings along the loop.
Drafted and distributed a personalized pitch inviting an upwards of 50 journalists to experience the loop.
Hosted five top-tier journalists on assignment or with strong assignment prospects to experience portions of the HHSL firsthand. Media contributed to outlets including The Dallas Morning News, The Washington Post, National Geographic Traveler, USA Today and Outside.
RESULTS
Generated 18 articles covering the loop, mostly feature placements, in top target outlets including: National Geographic Traveler (with cover mention), Vogue, The Wall Street Journal, Sunset, Chicago Tribune, 5280, United Hemispheres, Dallas Morning News, The Washington Post, USA Today and more. These articles (including syndications) produced $5.4M in media value and 110M impressions.
Distributed the “Colorado’s New Historic Hot Springs Loop Pairs Year-Round Adventures with Rejuvenating Soaking Spots” press release to target media and PR Newswire, the release was picked up in 102 outlets and produced a media value of $1M and 34M impressions.
All of the destinations and hot springs along the loop reported increased visitation.
2017 Public Relations Society of America Colorado Chapter Gold Pick Awards Winner, Best Campaign and Best Component of a Campaign in promoting the Colorado Historic Hot Springs Loop.
