GRAND CANYON WEST
Public Relations
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Situation
Grand Canyon West wanted to raise awareness that it was separate from the National Park while capitalizing on the name recognition. They also wanted to prioritize the resort as an alternative to the park and give more exposure to the Hualapai Tribe, the sovereign Indian Nation behind the enterprise, and have media coverage highlight sustainability to protect against overtourism.
Approach
We began by identifying a core group of targeted media outlets for key travel intent audiences and to establish regular communication for increased familiarity. We also initiated relationships with local media to serve as the authority voice on tourism and recreation across the region.
Once our media targets were set, we pitched regional outlets in key markets highlighting getaway features and business topics. Additionally, we identified opportunities for FAM trips and interviews with the Grand Canyon West team.
We also took on additional public relations projects, including a crisis communication response to assist the team when situations occurred. This plan included prepared statements for media and social, talking points for the CEO, and media monitoring services.
Results
Research and Strategy
We identified a core group of targeted media outlets for key travel intent audiences and to establish regular communication.
Media Relations
We pitched regional outlets in key markets highlighting getaway features and business topics and hosted a FAM trip for media.
Crisis Communications
We developed a crisis communication response plan with prepared statements for reporters and social media, talking points for the CEO, and media monitoring services.
