Frankenmuth, Michigan
Summary
To shift perception beyond its holiday roots, Frankenmuth launched a Christmas in July PR campaign, complete with curated mailers, local treats, and a letter from Santa. One box landed with travel writer Katy Spratte Joyce, leading to a hosted visit and a feature in Travel + Leisure’s Best Small Towns of 2025. By blending bold storytelling with real-world experience, Frankenmuth turned a seasonal spotlight into a year-round story worth sharing.
Client
Frankenmuth, Michigan
Scope
Public Relations
Campaign Title
From a Box to the Big Leagues
Results
- Major National Win:
Frankenmuth named Travel + Leisure’s first-ever “Best Small Towns for Families” in 2025. - Repositioned the Destination:
Shifted perception from a seasonal getaway to a year-round, family-friendly destination. - Extended National Reach:
Travel + Leisure featured Frankenmuth on the TODAY Show, spotlighting the town’s charm on a national stage.
More Than Christmas
Frankenmuth, Michigan does holiday magic like few places can. But when you’re known for one season, it’s easy to get stuck in it. The holidays drew in the crowds, but the rest of the year flew under the radar.
To shift that perception, Frankenmuth tapped Madden’s PR team to spotlight what happens beyond the snow globe: river floats, beer gardens, and year-round Bavarian charm. They wanted travelers to know it’s not just a Christmas town, it’s a 365-day destination.
From Seasonal Story to Year-Round Conversation
To refresh Frankenmuth’s Christmas-only image, we launched Christmas in July—a summer-forward PR play with winter charm. We sent custom boxes to 15 hand-picked journalists, packed with hometown favorites like Zehnder’s chicken seasoning, a Bronner’s ornament, and a letter from Santa (yes, even he summers here). It was an invitation to rethink the story. A fresh angle that helped writers see—and share—Frankenmuth as a year-round experience.
From Mailer to Media
One mailer reached travel writer Katy Spratte Joyce, leading to a hosted visit and full feature in Travel + Leisure’s Best Small Towns of 2025. Her story highlighted Frankenmuth’s year-round charm, from family fun to Bavarian favorites, and even led to a spot on national TV.
