A travel PR plan by Sperlingreene PR and Marketing Communications for a vacation resort
Branding Experience Hawks Cay: Public Relations Proposal
Objectives●Brand Experience Hawks Cay as an unique, ownable property that captures theloyalty and passion of a wide range of target markets●Establish Hawks Cay Resort as the leader in barefoot luxury and position theresort as a family friendly destination that equals a Caribbean vacation withoutleaving the mainland●Highlight HCR’s many and varied water sports and additional attributes includingthe island-themed spa, children’s camp, dolphin activities, pet friendly policy and environmentally “green” features●Highlight the resort as a multi-generational getaway and a great alternative tocruises and other traditional Florida vacations●Identify and position an HCR spokesperson as a thought leader on Florida tourism,as well as an expert on family-friendly luxury travel●Support efforts to direct traffic to the HCR company website●Increase guest visitation●Support sales efforts 2
Strategy 5-Pronged Approach •Create and distribute frequent news releases and additional press material to online and traditional media sources that reach target audiences and encourage on-going dialogue with the press •Arrange onsite press and travel industry visits, arrange and conduct offsite press interviews and monitor, measure and report media results •Support social media efforts, support HCR blog and contributeto travel and tourism online sites while following industry trends and breaking news to develop media opportunities for HCR spokesperson(s) •Research, develop and promote broad interest and niche interest on-site special events to generate awareness, excitement, participation and traffic •Maximize HCR presence and coverage at relevant trade shows and industry conferences
Experience Hawks Cay: The Smith Family of Tampa Bay Florida
Dave’s a hard-driving Dad who loves to fish and’ll grab any chance to get out onthe water and go for wahoo – maybe a sailfish. This year when he heard aboutthe Redbone Tarpon Tournament, he knew he had to be there, kicking back withthe guys, throwing his line in. How could he get Ellen and the kids to go for it?Ellen loved Dave and she sure needed to get away, but with three kids a weekof fishing was no vacation. Dave sold her on Hawks Cay -- camp for the kids, spafor her, all on the water – and they cooked up the catch! Adult pool, facials andmassage? Bring it on! Their daughter Allison, 16, wasn’t into hanging withfamily. And fishing, yuk! But the place sounded pretty luxe, and some cute guysmight show at the teen program. Allison loved reef diving, so AquaJam won herover – they couldn’t bug her 10 feet under! Tyler, 11, loves sports and fishingwith his dad, but after a day or two, deep sea fishing was too much. Flats fishingspots for snappers sounded cool. And he could get in some sports at the CoveCamp. Amy, 7, was an easy sell – water, kids and plenty of room to run. To Ellenand Dave, it looked like a great experience for the whole gang. Time to load up!
On Ellen’s pillow the night they arrived, their Experience Ambassador pointed tothe invitation to Calm Waters Spa, complete with a complimentary cup of “Cay-momille” Tea. What made this one of the Top Spas? It was an immersion into thebest of Hawk’s Cay – from a Dolphin Surround Sound Spa Session to atherapeutic Cay Fish Oil Massage. After a day fighting kingfish, a ruggedFisherman’s Neck & Shoulder Massage would do Dave some good, and theexotic Caviar Treatment for Two (complete with a top champagne from Alma)would be perfect when they returned for their wedding anniversary. And howcould they say no to a Key Lime Pie Treatment for Amy -- complete with atropical milkshake? Hawks Cay really gets it! The next day Ellen bid a sleepy‘bye to Dave, dropped the kids at AquaJam and the Kids Club and entered theCalm Waters Spa. She signed into her Facebook at the kiosk for extra HCRPoints and started to Experience Hawks. She just might fall in love with thisplace.
A week later, Dave’s coming home from Hawks Cay with a sailfish tomount,new casting tips and a happy family looking forward to returning next year,maybe sooner! Ellen got the vacation she deserved, satisfied kids andplans to go back for their anniversary, SHH! Allison, 16, has 23 newFacebook friends from Hawks Cay, 4 from Tampa and a reunion in mind.Tyler, 11, caught a few fish and had the time of his life! Amy, 7, had herfirst big girl beauty treatment and a lot of new friends! What an experience!All agree, “We love that place!”
Examples of Tactics•Business story: Secure placement and interviews for key property and corporate executivesto brand the business and trade proposition for Hawks Cay●Frequent news releases: Develop a constant stream of news for Hawks Cayand utilize several avenues of distribution including wire services, customized medialists and social network platforms thus contributing to Hawks Cay online marketing , topof mind awareness, WOM and WOB●Social media: Help amplify HCR’s current Twitter and Facebook presence and supportadditional online campaigns utilizing Flicker, ping.fm, Pixelpipe, LinkedIn, YouTube,Squidoo and additional online sites●Water sport events: Publicize HCR’s major fishing and water sportstournaments, and seek out additional potentially high profile watersports events forpromotion such as (SUP) Stand Up Paddle instruction and competition and spear fishing●Celebrities: Encourage celebrities and their families to visit Hawks Cay, and furnish news oftheir sightings to gossip columnists and online news sites as an additional way of boostingthe resort’s cachet
Enrolling Guests as Social MediaMarketersMy Experience Alert “Eat your hearts out, guys!”Stations throughout resortwhere guests can uploadto Facebook, Twitter orother accounts to spreadthe news, brag abouttheir latest catch, eventand earn HCR Points
2010 Hawks Cay iTournament “As of 11/3/09 NY131 in lead with 43.3 lb.Year-long International HCR marlin!”virtual fishing tournament inwhich guests compete for topcatch in each category. Theykeep track via the Hawks CayiTourney App for Facebookand iPhones. To count, catchmust be caught while onsite.Winner gets to bring 5 friendsto HCR to celebrate.
Month at EXPERIENCEHawks Cay ROMANCE AT HAWKS CAY Our February Signature Event, Heart-Healthy Living and Sweet Romance for Couples, Families and The Kids! Proposal tips from our Romance Ambassador: Do it again the right way aboard a sunset cruise under the moon light Kiss a dolphin! Pull in some heart-healthy fish Renew your vows 5’ under at Aqua Jam: You may kiss the bride! Renew your vows with your kids as witnesses Couples only! Chocolate massage at Calm Water Spa Summer fashion Makeovers with Florida fashion designers Husbands barbecue for their wives with guest chef Bobby Flay Kids make Valentines gifts for Mom and Dad
News Angles● To heck with Mickey this Xmas: Hawks Cay offers another reason to take the kids to Florida● A green Christmas : From water sports to water bottles -- Hawks Cay makes for a more eco- friendly holiday● The Hawks Cay Dolphin Program: Participate with on-site Marine specialists in one of the country’s foremost programs to study and protect dolphins in the wild● Not Your Father’s Florida: How Florida shed its old image to attract today’s savvy travelers● Position Hawks Cay spokesperson as an expert on Florida, luxury family travel and weather- related management● The Calm Water Spa at Hawks Cay: A luxurious spa that offers a taste of the Islands with coconut and pineapple spa treatments, sea salt wraps and deep massage● Why Europeans are thronging to a place called Duck Key this winter● Unusual room amenities: Unique hotel room “goodies” add value
News Angles• Beach comparison: The differences in the ocean, sand, flora and fauna, and scenery at the top US resorts• Family learning vacations where the emphasis is on fun: Hawks Cay’s lessons are disguised as fun for water lovers• How fathers can turn vacation time into memory makers with your son/daughter at Hawks Cay• How to take the yuck out of fishing on your next vacation at Hawks Cay• The fishing gurus of the Keys: expert opinions from the fishing guides at Hawks Cay
News Angles Continued• What it takes to be a great family vacation counselor: Hawks Cay counselors blend big smiles, strong expertise and a little cajoling to make it fun for the whole family• Great U.S. vacations for water-loving families: you can enjoy the warm water without leaving the U.S. at Hawks Cay• New survey reveals the impact of kids on family vacations: Xmas travel as a sign for improved economy: Hawks Cay predicts upswing for luxury Christmas vacations this year
News Angles• EcoWeek 2010: Hawks Cay and other Duck Key resorts show how the Keys have gone green this Oktoberfest, hoist your rod!• Conchtoberfest at Hawks Cay a big hit• A great vacation for Florida retirees without leaving Florida: Hawks Cay offers a local, luxury option• The cruise without the cruise ship: at Hawks Cay you can leave your passport at home• Its 10PM at Hawks Cay. Do you know where your parents are?
Case StudyChallenge: The town of Taos, NM was looking to boost website traffic, tourism and hotel room stays for summer ’09Solution: Create the Taos Summer of Love Event, throw a 40th Birthday Party for motion picture classic Easy Rider, and invite Taos resident and Easy Rider icon Dennis Hopper, to be Master of CeremoniesHighlights: Hopper’s paintings and photography Exhibit opened at the Harwood Museum of Art in Taos to coincide with Easy Rider event. Taos was featured on NPR’s Weekend Edition, in USA Today, the LA Times and GQ Magazine as well as many travel columns, and Motorcyclist enthusiast publications
Case StudyChallenge: South Street Seaport at the southern tip of Manhattan needed to attract both tourists as well as New York residents to eat, shop and spend money on siteSolution: Make the Seaport a New York destination by promoting it as a venue for local events and frequent fireworks displays, and promote major buying occasions with traffic building promotions. Become active in New York Convention and Visitors Bureau and the Lower Manhattan Marketing Association to align the Seaport with the top visitor attractions in NYC, and participate in joint tourism promotionsHighlights: Increased visitor traffic by more than 50 percent in the first year of representation. Landed feature story in The New York Times repositioning South Street Seaport as a thriving destination for residents and tourists. Was the Christmas Cover Story for Colonial Homes Magazine, and turned the Seaport into a popular backdrop for television and movie productions and corporate and commercial events.
Case StudyChallenge: Parducci Wine Cellars of Mendocino County, California, a value wine brand, was looking to launch a new premium, small-case production wine brand – the Sketchbook Mendocino Collection -- ($30 a bottle) amidst stiff and well known brand competitionSolution: Initiate a campaign to position Mendocino as the more accessible, affordable cousin to Napa and Sonoma, offering wines of comparable high quality for more affordable prices, and simultaneously promote the region as an eclectic coastal community that’s more approachable than its famous neighborsHighlights: The Sketchbook Mendocino Collection made Wine Enthusiast and Wine Spectator, and NPR’s Good Food Show, and items also appeared in USA Today, and Forbes. Notably, Sketchbook wines made a million dollars in it’s first year – a major feat for a small case production wine brand.
Case StudyChallenge: Boost awareness and visitor traffic to La Villa Bonita, a culinary resort in Tepoztlan, Mexico that offers immersion cooking classes in authentic Mexican cuisineSolution: Enhance positioning of the resort’s Executive Chef into a brand name in the U.S. through press junkets and the development of a promotional and spokesperson platform with Mexican and US companies and organizations.Highlights: Through our 1st year efforts, the executive chef has signed a 1-year spokesperson opportunity with the largest manufacturer of Hispanic cookware in the Western Hemisphere – the Executive Chef is to be featured on website, and recipes to be inserted into more than 1 million pieces of cookware for retail sales. Signed contract with large Mexican Hotel and Fractional ownership chain to give on-site cooking classes to hotel guests in both high and low seasons. Developed deal with Warner Brothers for new U.S. Mexican Cooking Show hosted by La Villa Bonita Executive Chef. Sales video has been shot and is currently being shopped to various U.S. television networks.
Timeline The following are examples of news release headlines with over the next six months:11/4 Hawks Cay announces its new marketing program11/13 Make your vacation a little greener this Christmas11/27 Xmas travel as a sign for improved economy12/08 What are the rich and famous doing this Holiday season12/22 Ring in the New Year – 2010: The year of the family togetherness vacation1/05/10 Hawks Cay spokesperson– Tips on planning a multi-generational vacation1/19 Destination Weddings – Barefoot luxury that’s more than a fantasy2/09 The Sailfish Open (3/5-3/8/10) A longstanding tradition attracts new fans2/23 New survey reveals the impact of kids on family vacations3/09 The Redbone Tarpon Tournament (4/23-4/25/10) – Deep sea fishing at its finest and one of the most exciting fishing tournament’s in the U.S.3/23 Attention Snowbirds and Second Home buyers: Here’s turnkey luxury real estate that earns you money when you’re not there4/1 Luxury vacation for retirees without leaving Florida4/13 Dolphin allure: The HCR Dolphin Program – entertainment and serious science4/27 Preparing for bad weather – How a prominent resort plans for a rainy day
Karen Sperling Chief Conversation Officer Karen Sperling has branded, launched and popularized scores of new experiences, products and services• She is positioning La Villa Bonita as a center for authentic Mexican cooking, and building Chef Ana Garcia’s brand with the production of a network television program, large-scale joint promotions and spokesperson deals• Her introduction of Mattus’s Lowfat Ice Cream by Haagen Dazs inventor Reuben Mattus garnered a “Best New Product of the Year” by Time Magazine• A strategically placed flying trapeze in lower Manhattan complete with flying lessons for busy Wall Street execs, was seen around the world and helped build the reputation and clientele of a Club Med-style resort for adults• She threw a midnight snack for the Ringling Brothers Circus in Herald Square to draw attention to one of the first urban shopping malls in New York• She took Goya Foods, the largest Hispanic food company in the nation from a Hispanic-only food provider to a major general market brand name
Steven Greene Chairman of The Conversation Steven Greene’s offers a lifetime as an award-winning branding and marketing specialist at the nation’s marketing firms● With years of award-winning work on brands including Coca Cola and IBM, Steveserved at major agencies Interpublic and WPP Group where he won top honors forhis creative on consumer campaigns for Bayer Aspirin, Burger King and Johnson &Johnson, as well as receiving the Time Inc. Forum For Freedom Award●Taking equal pride in his consumer and B2B campaigns, Steve has led firms fromstart-up to buyout or public offering. He took FalconStor, the Computer Associatesspin-off, from launch to a $400 million public offering in a matter of months.●He created the first World Record Pizza Toss in Times Square and branded a web-surfing dog for Labrador Software, netting front page Wall Street Journal placement●He takes a 360 degree view of his client’s business, incorporating offline and digital PRand social media tactics to create marketplace success
Josie Gulliksen Florida Keys PR Specialist Josie personally led PR efforts for the FL Keys & Key West Tourism Council until 2009.● For seven years, Josie represented the FL Keys & Key West Tourism Council through her previous firm. She implemented yearly national radio promotion and on-site filming for national morning shows with CBS, ABC, NBC and Univision. Attended national media events and missions, wrote press releases and e-newsletter articles. Implemented and coordinate press trips for local, national and international print and broadcast media.● Previously provided PR for Miami Science Museum● Wrote as journalist for Miami Today and other outlets● Josie is familiar with HCR and has visited
Next Steps •Review and discuss program and fees •Sign agreement •Set up road map meeting with Sperlingreene and HCR •Establish corporate spokesperson and client/agency contacts •Review and revise press material •Develop primary and secondary copy points •Schedule client interviews for backgrounder and bios •Develop calendar of events, timeline, client/agency meetingand reporting schedule
ContactOffices: –North Miami –New York CitySteven GreeneChairman of The ConversationSperlingreene PR and Marketing Communications45 East 33rd StreetNew York City, NY firstname.lastname@example.org://www.linkedin.com/in/stevengreenehttp://www.linkedin.com/in/stevengreene(917) 656-1837