TOURISM AUSTRALIA

Targeted goal:

To dispel perceived barriers (distance, cost, enormity of the country, etc.) and emphasize the emotional power of Australia’s extraordinary experiences — thereby building a compelling argument to "visit Australia now."

Strategies:

• Implement a Visiting Journalist Program to "qualify" journalists and generate compelling stories about incomparable Aussie experiences

• Leverage partnerships and create newsworthy events to reveal Australia as a modern, sophisticated destination

• Create results-oriented events, like a New York Media Walkabout (marketplace), and a 10-day consumer event, "G’Day LA: Australia Week"

Results:

• LDPR has sent over 300 top journalists to Australia

• These journalists have generated more than 300 stories across all segments (general travel, sailing, diving, honeymoon, spa, active travelers) and broadcast features (including Travel + Leisure, Town & Country, Robb Report, Men’s Journal, The New York Times, The Food Network, Condé Nast Traveler, Outside, Food & Wine, Saveur, Dallas Morning News, E! Style Network, PBS/Condé Nast Traveler Presents, and Fine Living Network)

• More than 150 journalists have attended Media Walkabout events in the last two years

• In 2005, Tourism Australia signed LDPR as its PR agency for an unprecedented seventh year

CURTAIN BLUFF RESORT

Targeted goal:

To reposition this “Caribbean classic” resort and broaden its age demographic to attract a younger generation of guests.

Strategies:

• Re-brand the 40-year-old resort in the eyes of the media by controlling and changing the message

• Pair the resort with younger demographic brands through strategic partnerships

• Focus on niche media markets (i.e., wedding/honeymoon, luxury lifestyle)

Results:

• High impact stories in top media (including The New York Times, New York Daily News, The Wall Street Journal, Travel + Leisure, Points North, Gotham, Condé Nast Traveler “Hot List” and Travel Weekly)

• PR Value of close to $1 million and return on investment of 20:1

• Largely due to the re-branding efforts of LDPR, Curtain Bluff has dramatically increased its younger profile, its occupancy and average daily rate

• Curtain Bluff was voted number two resort in the Caribbean by Travel + Leisure 2005 World’s Best Awards and number three resort in Condé Nast Traveler November 2005 Readers Choice Awards

GRANDE LAKES ORLANDO

Targeted goal:

To open this remarkable resort in July 2003 amid a flurry of publicity and position it as the new level of luxury for Orlando.

Strategies:

• Create media buzz in pre-opening months using a customized marketing mix, complete with creative deliveries and pitching unique stories (i.e., “citrus consultant”)

• Peak media curiosity at Grand Opening

• Maintain interest and momentum

Results:

• Over 600 placements in all media categories

• Coverage on expansive scope of services, amenities and luxury experience

• Seamless integration into local marketplace

• Although hired for the opening, LDPR still holds the account after four years

• Throughout that time, annual return on investment has averaged between 35:1 and 40:1

TARTAN DAY IN NEW YORK

Targeted goal:

The Irish celebrate their national pride on St. Patrick’s Day, but the Scots need an entire week — Tartan Week. The goal: to raise awareness of Scotland as an exciting and flavor-filled travel destination on behalf of VisitScotland (the tourist board) through a festival devoted to Scottish history and culture.

Strategies:

• Send media teasers to New York-area print/broadcast, highlighting both traditional and contemporary Scottish icons

• Coordinate guerrilla marketing, including taking bagpipe bands and Highland dancers to the national morning shows

• Guerilla marketing activities (i.e., driving “Tartan Taxis” around New York for photo opportunities)

• Create broadcast footage showing the Loch Ness Monster cruising up the East River for April Fool’s Day

• Pitch on-air fashion shows with a charismatic young kilt designer, Howie Nicholsby

Results:

• Media coverage reached over 85 million potential travelers with segments on all three national morning shows (NBC “Today Show,” ABC “Good Morning America,” CBS “Early Show”), local TV and radio coverage (including WB11 “Morning Show,” NY1 Travel, WOR-AM, Z100), newspaper coverage (including The New York Times, New York Daily News, New York Post, The New York Sun, Newsday, Time Out New York, WHERE), and features in American Way and a Bon Appétit issue devoted to Scotland

• PR value for media coverage: $2.7 million (540:1 return on investment)

• Web site hits were up 100 percent during Tartan Week

MARRIOTT WEDDING CAMPAIGN

Targeted goal:

To position Marriott as THE expert in wedding planning and the first in the hotel business to offer an extensive wedding program.

Strategies:

• Promote and position Marriott's Certified Wedding Event Planners as experts in all areas of planning with key U.S. consumer media outlets from bridal magazines and top daily newspapers to online and broadcast press

• Increase wedding leads and revenue

• Implement the program and elevate awareness internally to increase the number of certified wedding planners globally

• Pair Marriott with a well-know bridal publishing brand through strategic partnerships

Results:

• Coverage in target media categories equated with a $3.9 million ad value. Combined media impressions: 296 million (including The Learning Channel, “A Perfect Wedding;” Associated Press wire story; Modern Bride; Bridal Guide; WeddingBells; lovetripper.com)

• Partnership with Condé Nast Bridal Group, generating more than 65,000 unique visitors to Marriott wedding Web site

• Seventy percent increase in number of certified planners

• Ten percent increase in wedding revenue

• Two-hundred leads generated by resource line in two months

There is something even more important than results — the right results.
LDPR prides itself on achieving targeted goals by controlling media focus and emphasizing key messages. This is the “smart and strategic” approach, funneling resources to the areas that need PR support the most. Nothing is wasted and everything counts.