Case Study: Wellness Travel
CLIENT: The Beach Club at Charleston Harbor Resort & Marina Hosted Press Trips and ROI
THE RUB: Shine a light on “the other side of Charleston.” In a crowded marketplace of being the country’s #1 tourist destination, selling waterfront views and luring people away from downtown is no easy feat. The Beach Club at Charleston Harbor Resort & Marina was a recent newcomer to the Charleston scene and we had to make a big splash in with something journalists hadn’t already experienced in America’s #1 City. Wellness was one of the currents infused into our curated three-day trip, with riding cruisers to Sullivan’s Island on our Bike to Beach collaboration with Schwinn and private sailing lessons with the College of Charleston. Nature was a strong theme.
THE WORK: We flew in journalists from around the country with outlets that would bring national recognition and reach. We created a bespoke itinerary with experiences including water activities, fitness, spa, dining, and a class with the Charleston Academy of Domestic Pursuits’ Suzanne Pollak to name a few, in an effort to inspire our guests to see Charleston in a new light for their stories.
RESULTS: Four Journalists produced on point on pieces of work. The Wall Street Journal did a cover story in OFF DUTY called “What I Did On My Summer Vacation” that featured our sailing lessons in the harbor. Virtuoso profiled the property in a story called “Five Things We Love: The Beach Club at Charleston Harbor Resort and Marina.” Town & Country named the resort “One of the Dreamiest Hotels in Charleston” and Cosmopolitan ran a story titled, “This Instagrammable Hotel Will Make You Forget Literally All Your Responsibilities.” In total, these stories had a reach of 10,218,693 and all of the stories are searchable online to this day, supplying evergreen travel content for the client.
“Fam trips have become an integral part of our business and PR plan and for us have proven to be worth every penny. There is no substitute for having journalists come and actually stay on property, building personal relationships with us and the resort while experiencing everything we have to offer firsthand. The upfront costs are paid ten times over the long term – editorial is valued so much higher than paid ads, plus, editorial is typically shared across several channels and available for a long time. Running a standard full page ad in a local magazine will set you back $2,000. We’ve never spent more than $8,000 and our trips have resulted in our being included in Forbes, Virtuoso, Town & Country, Cosmopolitan, the Wall Street Journal and more in addition to raising our profile and helping us win awards in USA Today’s 10Best, Condé Nast Traveler Readers’ Choice Awards and Travel + Leisure’s World’s Best. We will continue with press trips in the years to come, even more so after the challenges COVID has brought on our industry.”
– Oliver Rooskins, Managing Director, The Beach Club