Pineapple Public Relations has generated placements reaching an audience of more than 500 million and totaled an earned media value of more than $11 million. The 2017 Best Beaches national publicity includes coverage in/on National Geographic Print and Online, USA Today Online, Coastal Living Online, Southern Living Online, Country Living Online, MSN Online and Readers Digest Online.
OVERVIEW: With 45 miles of coastline, North Carolina’s Brunswick Islands is a prime coastal vacation destination comprised of six barrier island towns, along with charming inland communities. The Brunswick Islands are well-known within North Carolina as a top beach getaway that keeps families coming back year after year, but not as known outside of the state.
OBJECTIVE: NC’s Brunswick Islands, with its uncrowded beaches and relaxed coastal vibes and features and “best kept secret” had many features that appealed to national media. To reach that audience, Pineapple Public Relations expanded its media outreach efforts for the NC’s Brunswick Islands in 2017 to include top national publications that cover vacation destinations and reach readers on a national level.
STRATEGY: Pineapple Public Relations researched and tapped into existing national media contacts with customized pitching and media mailing strategies that encouraged national media to, “put NC Brunswick on their “Best Beaches Bucket List.” Pineapple PR capitalized on the bucket list travel trend by creating a “2017 Beach Bucket List” media mailer which was distributed to national publications and top-tier travel influencers. Selected traveler editors received a Brunswick Islands beach bucket that consisted of branded items to complete a beach day and inserts that depicted the top experiences and offerings in the area. Focusing on unique destination finds like the Kindred Spirit Mailbox and historic lighthouses as well as capitalizing on national travel topics from appropriate “Best of” categories, Pineapple PR garnered the attention of national travel editors. Media messages focused on national appeal, easy accessibility with two airports within 45 minutes and an angle that showed the value for out-of-state travelers to plan their vacation in the Brunswick Islands.