The Challenge
In Summer 2020, Paradise was tapped by the historic, AAA Five-Diamond rated, Ponte Vedra Inn & Club luxury resort to introduce their reimagined and iconic Ocean Course as well as their 41 new beachfront rooms and suites at the Ocean House and Peyton House. The PVIC team was looking for a Public Relations strategy that would quickly position the property as the premier luxury golf and leisure resort in their highly competitive leisure market.
Our goal was to produce media exposure that created awareness amongst modern luxury travelers for Ponte Vedra Inn & Club and the Ocean Course while reinforcing brand position, values and passion points, extending messaging as well as enhancing its perception on a local, regional and national level.
The Solution
Paradise developed a multifaceted strategy to focus on promoting the property to local, regional and national leisure media, as well as a focused pitching approach to a selective group of golf media. As part of our outreach, we emphasized the legendary, yet timeless property and golf course, showcasing the significance of this relaunch investment during a rather challenging time for the travel industry. With Covid-19 posing a possible challenge to what normally would have been an experiential experience, our team doubled down on digital outreach for all targeted press. In addition, we developed an intimate media launch event for both leisure and golf media, offering press a firsthand preview of both the new rooms and suites, as well as a chance to try out the storied Ocean Course – all handled with utmost care for our guests’ safety. We hosted a virtual media tour along with the CVB and provided an in-kind sizzle video to further showcase the resort to the participating national media.
The Results
Results in the initial 10 month launch period garnered coverage in national, regional and local business and leisure media, including Forbes, MSN, Veranda, Golf Week, as well as upcoming coverage in USA Today, the Associated Press, Fodor’s, Orbitz, Reader’s Digest, Mediapost, Florida Times Union and Charleston Living.
Press Coverage
Media Launch Event
