Visitation numbers for the park are generally around 8 million per year, and Over 400,000 more guests visited Georgia’s State Parks and Historic Sites in 2016 than in 2015, increasing visitation by 27%. Georgia State Parks & Historic Sites Hidden Gems coverage was featured in print, digital and broadcast mediums including Atlanta Journal-Constitution, Southern Seasons, RootsRated, Chattanooga Pulse, Georgia News Network’s Georgia Focus radio program, Georgia Trend, Best Self Atlanta, 365 Atlanta Family and more. The Hidden Gems campaign reached a viewership of nearly 249 million people earning a publicity value of $333.7 million.
OBJECTIVE: Been there, done that? Georgia State Parks & Historic Sites was celebrating their 85th anniversary and wanted a campaign to excite visitors and draw them to the parks. With the help of Pineapple Public Relations and Miles Marketing, the team created the Hidden Gems Series, highlighting the undiscovered side of Georgia State Parks & Historic Sites. From a tour of the historic plantation ruins called “Chocolate” at Sapelo Island, to seeing the bald eagle nest at Chattahoochee Bend, the campaign was visually appealing and urged visitors to get out and explore their parks.
STRATEGY: Pineapple Public Relations worked with Georgia State Parks to create messaging through press releases, targeted pitches, and social media to highlight the park’s Hidden Gems. Accompanied photos highlighted the visually beautiful aspects of these gems in the parks. The parks hosted programming throughout the year featuring guided hikes, paddles and educational experiences that led visitors to discover more about the Hidden Gems.