Make PR stand out by highlighting unique angles

Stanley hurwitz

Coming out of the pandemic, a client of three hotels in Provincetown, Massachusetts needed ways to let the world know his properties were open for the 2021 tourist season.

Everyone’s been to Provincetown (P-town) or heard of it, haven’t they? To cool off, the small seaside resort is located at the far tip of Cape Cod. It has a year-round population of 3,000, but its summer population reaches 60,000. P-town is known for its beaches, harbor, artists, tourist industry, and as a vacation destination for the LGBTQ + community.

The hotel sector has been hit hard by the COVID-19 health crisis. The American Hotel and Lodging Association reported that more than 670,000 hospitality industry jobs and nearly 4 million hospitality jobs were lost in 2020 and predicted a sharp recovery. The industry was among the first to be affected by the pandemic and among the last to recover from it.

P-town has some 75 hotels, so the competition is always tough. To get a head start, my hotel owner client commissioned a local writer / historian to put together a series of ‘eco-tours’ that would draw new and returning guests to the Breakwater Hotel at the Cape Colony Inn. and at Truro Beach Cottages. Each guest will receive a free tour of their choice. Announcements were emailed to guest lists and posted on social media. The organizer described the eco-adventures as “the perfect way to get some fresh air, exercise, stay safe, learn interesting stories and see the hidden beauty of the Outer Cape. If hiking isn’t your thing, we’ll direct you to shows, gallery exhibits, fishing expeditions, mountain biking trails and more. The general public could buy tickets at hotels.

The free tour offer was promoted on every hotel website and on travel, tourism and business organization websites. Reports were distributed to media in New England as well as New York and New Jersey, highlighting hotel locations, amenities and tour descriptions. Seductive language sparked excitement: “Off the beaten track day trips led by local scientists, actors and writers. One tour was billed as “Provincetown’s very first adult-only tour featuring a history not taught in schools.” During this tour, musician, actor and writer Billy Hough led small groups on a thrilling and surprising tour of Bohemian Provincetown – The Far West of the East – walking to places where things have turned out with famous people since the landing of the pilgrims in 1620. customer reviews on TripAdvisor have been rave!

Regardless of the business, many experts recommend that business owners spend 5-10% of sales revenue on marketing / PR / advertising. Business owners should run their businesses and leave creative public relations to proven professionals. Let’s talk: [email protected]

Stanley Hurwitz is the founder of Creative Communications, Plymouth, Mass.

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