Caldwell House Bed and Breakfast
The Caldwell House Bed and Breakfast in Salisbury Mills, New York, already had a growing clientele, great blogging, and a strong social media presence but the innkeepers wanted a way to reach new guests through articles and other news stories. In the several years we've been working together, the bed and breakfast has grown from five rooms to 14, added a wedding and events center, a chapel backdrop, a spa room, and a carriage house. The B&B is environmentally-friendly and has a rich Irish past. Caldwell House has also won numerous awards and solidified its place as a member of the prestigious Select Registry and Diamond Collection groups of inns (Top photo credit and thumbnail: Elizabeth Campbell Photography/Caldwell House Bed and Breakfast).
Sample media placements:
Pie on the Pillow: Dena Finneran, who co-owns the bed and breakfast with her husband, John, loves to cook. In fact, she's been slowly working her way to a cookbook. To further position her as an expert, we created a "Pie on the Pillow" publicity campaign, where Dena bakes lots of miniature pies for a memorable turndown service. The initiative, complete with a "sweet dreams" mini pie calendar, takes place every Fall using locally-sourced ingredients. What started as a one-time thing has become so popular with the press and the guests, that we repeat it every year,
Leap Day Proposals: In a nod toward Caldwell House Bed and Breakfast's rich Irish heritage, we make a point to create Irish theme getaways every chance we get. Leap Day was a perfect opportunity to garner press. Turning to rom-com's for inspiration, particularly the movie Leap Year, we crafted a getaway that honored the Irish tradition that every 4-years a woman may propose to a man on February 29th. Then, we made the tradition a tad more modern and added a perk. John and Dena agreed that on February 29th a woman may propose to whomever she loves. Brave souls received a complimentary night's stay. USA Today liked the idea but needed a photo -- and it couldn't be a shot of the interior or the exterior of the B&B. To further complicate things, the request came the same day that the Finneran's became grandparents to their very first grandchild. Unsure if we'd hear back from the innkeepers in time, Jay and I bought some super-sized dishes and put some organic peas to boil on the stove -- then we used toothpicks to dab some honey on a plate and spelled out "Leap With Me?" in peas; we used my engagement ring as the dot on the "i" and added a Caldwell House mug for some product placement. We landed the cover shot!
Inn-to-Inn Bicycle Tour: We heard through the grapevine that a national news writer was looking for inn-to-inn tours to include in a story and quickly called John and Dena to alert them. Jay and I only have one inn per target market, to avoid any thoughts of conflicts of interest, which means we wouldn't be able to put together an inn-to-inn story within our existing bed and breakfasts... that's where John and Dena came in; they reached out to a nearby property who agreed to team up for an inn-to-inn getaway and since the second B&B was close enough, we added bicycles and highlighted the natural splendor and scenic roadways. We put together a package where guests cycle from one inn to the other and leave the shuttling of their personal items to the innkeepers. The end result: a nationally syndicated article.