Pineapple Public Relations has generated placements for Dahlonega-Lumpkin County, Georgia reaching an audience of more than $151 million and totaled an advertising equivalency value of nearly $7 million. The 2017 national publicity includes coverage in/on USA Today Online, Travel + Leisure Online, Country Living Online, multiple Southern Living Print and Online pieces, MSN.com, Redbook Online, Yahoo.com.
OVERVIEW: Site of the first major U.S. Gold Rush and the Heart of Georgia Wine Country, Dahlonega offers an authentic, mountain getaway only an hour north of Atlanta. Nestled in the foothills of the Blue Ridge Mountains, Dahlonega offers expansive mountain vistas, roaring waterfalls, outdoor adventure, and historic tours and attractions.
OBJECTIVE: Dahlonega, with its picture-postcard, authentic Appalachian Mountain town atmosphere, complete with a historic Public Square and Downtown District on the National Register appealed to national media. The distinct historic wood and brick structures filled with restaurants serving amazing food and music, independently-owned shops, boutiques, art galleries further provided the visuals media need for coverage. To reach those audiences, Pineapple Public Relations expanded its media outreach efforts to include top national publications that cover vacation destinations with a large-scale reach.
STRATEGY: Pineapple Public Relations researched and tapped into existing national media contacts with customized pitching strategies. Focusing on the town’s distinctive attributes and attractions such as historic tours, bucket-list hiking and waterfalls, outdoor adventure, as well as promoting the Historic Downtown’s merchants such as unique restaurants, live music venues, independently-owned shops, boutiques and art galleries, and tasting rooms. Also key were the original accommodations perfect for a weekend getaway from B&Bs and inns to resorts and romantic mountain cabins. Capitalizing on key travel topics from appropriate “Best of” categories, National Wine Day, to the holidays, Pineapple PR garnered the attention of national travel editors.