Print ⋅ Digital ⋅ Public Relations ⋅ Digital Media Planning ⋅ Branding Campaign
The Cold Shoulder Seasons
CHALLENGE
- Short Term: Boost fall and winter bookings…QUICKLY!
- Long Term: Increase visitation during fall, winter & spring seasons year-over-year
- Increase awareness of county lodging, activities and attractions both inside and outside of Yosemite National Park
- Increase length of stay – one night just isn’t long enough
SOLUTIONS
- Brand the destination as “Adventure County” to speak to everything the destination has to offer
- Develop comprehensive strategic and creative seasonal campaigns to target various markets and audiences
- Create itineraries that encourage longer visits, educating on the variety of activities and uniqueness of each season
- Promote value-added packages in advance of shoulder seasons (fall and winter)
RESULTS
- Fall and winter bookings increased immediately following the campaign launch – occupancy rates exceeded the previous year
- TOT revenue increased 14.9 percent, nearly $1.5 million, setting a record high since the creation of the Tourism Bureau