Historical Figure brings DEI to the Forefront: Auburn, NY – Harriet Tubman’s Chosen Hometown
How this Case Study may be relevant to you: This project involved applying DEI principles to a strategic PR and marketing campaign, balancing promotion goals with authentic messaging and community support. We earned 1.7 billion PR impressions from 80 placements including feature placements in national and niche publications, and partnerships with key influencers. photo credit: TourCayuga…
Read MoreRe-aligning Strategy to Meet Changing Visitor Sentiment
How this Case Study may be relevant to you: This is an example of strategy and a deep understanding of the changing visitor landscape. The marketing campaign reached target audiences in New England and other nearby drive destinations to engage with events, purchase tickets, enjoy virtual workshops and plan a future trip to a cultural…
Read MoreLocal and Regional PR Efforts Lead with Laughter to Build Brand Awareness
How this Case Study may be relevant to you: This example of work illustrates Break the Ice Media’s strengths in leveraging local and regional PR to build brand awareness and promote visitation from nearby drive markets. As of January 2021, we earned over 265.6M media impressions in national outlets and in key regional drive markets. Photo…
Read MoreInfluencer Outreach and Media FAMs Stimulate Drive Market Visitation for Open Air Museum
How this Case Study may be relevant to you: This example of work illustrates Break the Ice Media’s strengths in leveraging PR to create interest in expanded offerings and shoulder season experiences to create demand for visitation from drive markets. In 2019, our campaign resulted in 79 placements and over 8.5 Million media impressions. Eight hosted…
Read MoreBranding and Messaging Strengthen a Public-Private Partnership
How this Case Study may be relevant to you: This project used creativity to spur community engagement on a capital campaign during a crisis. We developed the brand to launch the project and messaging to build excitement. We helped the Autism Nature Trail raise $1.9M in 10 months to complete its public fundraising initiative and pave…
Read MoreStrategic integrated marketing campaign leads to high economic impact in 2020
How this Case Study may be relevant to you: This example of work illustrates our strengths in strategic planning and the tool we developed to help destinations plan for strategic recovery during the pandemic. It also demonstrates how we executed an integrated, short-term campaign. We drove strong results in a very short period, using a…
Read MoreTaking Charge of a Shoulder Season to Reposition Winter for Locals & Visitors
How this Case Study may be relevant to you: This campaign used the PESO model to develop a holistic approach to marketing, driving visitation and hotel occupancy within a destination. We earned 5.61 million media impressions in just four months, created video content that received 18,038 YouTube views, and 52,036 Facebook views. The campaign was covered…
Read MoreBuilding Brand Awareness by Brewing Up Media Attention
How this Case Study may be relevant to you: Through press releases and story pitches, the 2019 public relations program for the New York State Brewer’s Association (NYSBA) successfully drove awareness of New York as a craft beer state, encouraging visitation to New York’s 460+ craft breweries. Earned media placements highlighted the state’s craft beer…
Read MoreCreating Year-Round Demand with Storytelling & Strategy
How this Case Study may be relevant to you: The Haunted History Trail is a shining example of a multi-stakeholder project, as it is a state-wide initiative with over 30 county participants and 85 individual locations, managed by Genesee County Tourism Marketing Director Kelly Rapone. In the 2017-18 season we earned 178 million media impressions. 64% of…
Read MoreFunding a Capital Campaign by Connecting a Community
How this Case Study may be relevant to you: This project involved several tactics to engage the community and officials to bring attention and raise funds for a capital campaign project. From public relations and a social media contest, to event planning and a newsletter, we supported the campaign committee with mass outreach to the community…
Read More