Yosemite/Mariposa County: Case Study

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
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