Situation
Park City, Utah has long been known for epic skiing as “America’s Largest Ski Resort” and “Winter’s Favorite Town”. Year after year the destination experiences record-breaking ski seasons. Tourism related tax collections have grown by nearly 6% year over year with recent reports of the highest occupancy rate in recorded history. With the incredible ski success, the agency was tasked with solidifying the destination as a year-round vacation and meeting location through a dynamic public relations strategy.
Key Strategy
Attracting a new, younger audience that would visit year-round would require strategies and creative initiatives that expanded the role of public relations and placed high-profile activations at the forefront of efforts for the destination.
Challenge
Epic summer destinations for mountain biking and hiking provided tough competition and a significant challenge to cut through the clutter and reach media with Park City’s message.


Key Initiatives

The agency developed a multi-layered approach to achieve increased visitation during critical shoulder seasons. The PR team strategically developed a pitching strategy, featuring niche angles, to secure stories that highlighted fresh air adventures, space as the new luxury, vehicle-free vacays and what to do when the snow subsides. Public relations told the stories yet to be told highlighting Park City’s unique summer activities and autumn adventures — think hot air ballooning over the Provo River or stand-up paddleboarding in a 100-year-old crater. In addition to exploring new terrain through storytelling, the team expanded its reach into new West Coast markets along with promoting summer visitation to consumers in the Southwest.

Coverage
Social
Outcome
The agency utilized proprietary Z-INK pursuit and direct pitching to achieve and exceed the annual goal of $30 million in earned media coverage for Park City through a combination of inbound visits and outbound desk-side appointments in major media markets. More than 90 editors and journalists visited Park City to hear the shoulder season story resulting in more than 650 content exposures reaching over 177 million potential visitors. The agency achieved 75%+ saturation of key markets at least three times with articles in Travel + Leisure, Architectural Digest, AFAR, Town & Country and more. The Z PR team helped the destination achieve the highest occupancy and tourism related tax collections during the critical May thru October season in history.
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