WE DETOURED HIGHWAY 1 ROAD TRIPPERS...
CHALLENGE
How do you influence travelers to explore beyond the iconic, high-profile sites that have been the defining landmark attractions of a destination for decades, to experience the equally appealing secret treasures found nearby that make the region even more enchanting?
CREATIVE STRATEGY
Parasol engineered a robust storytelling strategy to introduce the hidden attractions and events of Monterey County to national and key regional feeder markets. A series of targeted PR campaigns focused on the unexpected moments and experiences the destination has to offer, from Salinas Valley wineries and local craft breweries to Christmas festivals and whale watching adventures. We took the Monterey story off-road to attract niche audiences including fitness enthusiasts, solo travelers, foodies, affordable adventurers and destination wedding groups.
RESULTS
Parasol secured coverage across multiple media platforms, successfully elevating the destination in print while enhancing direct-to-consumer and media in-market relationships with “Pacific to Plate” events and strategic alliances. Media placements include features in: Harper’s Bazaar, Vogue, Architectural Digest, TODAY Show, The New York Times, Condé Nast Traveler, Travel + Leisure and other high-profile outlets, yielding over 100 million media impressions.
Services Provided
Media Relations + News Bureau
Influencer Marketing
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