Preferred Inns of New Jersey Bed and Breakfast Association
The Preferred Inns of New Jersey Bed and Breakfast Association was looking to put together some group publicity campaigns that would include as many of their member inns as possible, particularly they were seeking positive news in the months that followed Hurricane Sandy. We put together two large-scale campaigns, and many small ones too. As a result, PINJ inns were featured in newspapers big and small, on regional and national television segments, and on countless other media.
Sample media placements:
Back Inn Business: As a way to show that the inns were indeed back in business, we launched the Back Inn Business campaign and tied it into the upcoming anniversary of Hurricane Sandy. The media would most definitely be talking about the storm -- it was the deadliest and most destructive hurricane to hit the northeast in 40 years and the second-costliest hurricane in U.S. history -- so we seized the moment to start a positive conversation. More than two dozen inns banded together to show there's strength in numbers and to share their stories of triumph over adversity. The inns offered a discount to entice travelers to visit the Garden State and see for themselves how the areas, once in despair, had regrouped and rebuilt better than before. Even inns that weren't impacted by Sandy, joined the campaign in a show of camaraderie. We created a special badge, a logo of sorts, for inns to use on their websites and social media; tapped into New Jersey's Stronger Than The Storm campaign, and created a special web page with a custom URL where potential visitors could go to quickly find participating inns by city and region. Back Inn Business was featured in The New York Times, TODAY, Press of Atlantic City, and countless media outlets.
Huddle NJ: The Super Bowl was held in New Jersey in 2014 and prices for hotel stays went through the roof! This gave innkeepers a chance to highlight the amazing value an inn provides -- from reasonable room rates to built-in amenities. Sixteen inns, all members of PINJ, teamed up to offer Super Bowl-goers the affordable experience of a lifetime. Some inns included a limo to the game with a stocked cooler, others packed guests lunch-to-go if they were taking the train to the game. We created a special web page with a custom URL for the participating inns with details on their location, distance to the Big Game, and complimentary amenities. We also made a Pinterest board with interactive map. The campaign attracted much media attention, scoring placements in The New York Times, The Denver Post, NY1's Travel with Val, and NBC-TV, among many others.
Life's a Beach: The Jersey Shore is a popular summer destination but not much talked about the rest of the year. We set out to change that, making it our mission to have the shore, and inns that were open along its coast, included in articles on where to go for Fall and must-see beaches. Our various media pitches, resulted in several story mentions, like this one on Smarter Travel that got syndicated.