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visitors to the island, especially amongst Southern California natives who may have forgotten about or have an outdated perception of Catalina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

11444 W. Olympic Blvd., Suite 600

Los Angeles, CA 90064

(310) 453-2539

16 Vestry Street, Fl. 2 

New York, NY 10013

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