Re-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…

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Local 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…

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Branding 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…

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Strategic 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…

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Taking 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…

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Building 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…

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Creating 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…

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Funding 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…

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Attracting Canadian Travelers to Upstate New York Destinations

How this Case Study may be relevant to you: This project involved attracting visitors beyond gateway cities, travel public relations, influencer marketing and media FAM planning for a multi-stakeholder collaborative effort. We earned 7.74 million PR impressions from 15 media visits including feature placements in major in-market publications, and influencer placements. Photo Credit: Chautauqua County Visitors…

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