Media Relations

OBJECTIVE
  • Promote a massive investment in the infrastructure of iconic destination off the coast of Los Angeles

  • Garner recognition for Catalina Island Company as the driver behind the modernization of Catalina, while maintaining the island’s heritage

  • Increase day trip and overnight visitors to the island, especially amongst Southern California natives who may have forgotten about or have an outdated perception of Catalina

EXECUTION
  • Develop cohesive branding and messaging to tie together all the offerings of SCICo, includubf destination activities, hotels and brand new day spa and beach club, repositioning the company as a respected, expert leader on the Catalina lifestyle

  • Focused short-lead outreach in the regional Southern California market to start building buzz for the new projects, once legitimacy was re-established, launched a long lead campaign pitching national media

  • Assisted client with communications tactics to regain the trust and support of locals on Catalina for various projects

  • Identified key events to promote to the LA market to avoid oversaturation and build a sense of urgency for locals to rediscover Catalina

  • Successfully launched the Island’s first ever luxury spa, with an aggressive line-up of media visits

RESULTS

  • Achieved coverage in 70% of client’s top-tier outlets in first 14 months of campaign, resulting
    in an ROI of 10:1 and an advertising value of almost $2 million

  • While client sales numbers are confidential, PR efforts contributed to a significant increase in both first time and repeat visitors to Catalina Island from “across the channel”

  • Renewed and sustained media interest in the Island has supported efforts for Catalina Island Company to continue to invest in redevelopment

MURPHY O’BRIEN

407 N Maple Drive, Ground Floor

Beverly Hills, CA 90210

(310) 453-2539

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