PR-Centric Integrated Marketing Strategy Puts Heads in Beds During Difficult Times
Working with an independent hotel group in New York State over the past two years, I was never more challenged professionally than I was in March when consumer travel came to a grinding halt and no one knew when it would resume. Just before everyone in the world took to their homes, the hotels’ new websites went live, social channels were lively, email marketing was putting reservations on the books, and we had several travel writers interested in visiting properties in Chautauqua County, Watkins Glen and 1000 Islands. It was all going so well. We certainly couldn’t stop. So, what were we going to do? Our first move was to flip messaging in all channels from “book now,” to content that was soft, inspirational and assuring in tone. Despite the fact that there was no “call to action” in emails and social media campaigns, [...]
