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 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 MoreSeasonal Trail uses Gamification to Augment Visitation with New Virtual Experience
How this Case Study may be relevant to you: This annual campaign required creative problem solving to develop a touchless virtual component to encourage visitation and engagement. It involved development of a gamification strategy from concept through execution. We helped Wayne County turn their paper-and-stamp brochure into an app that saw over 8,000 unique visitors and…
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…
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