Case Study
Berkeley Taps Travel Public Relations
Tourism
Background
Travelers rarely thought of Berkeley, California, as a leisure destination. The city wanted to reposition itself as a must for cultural and intellectual travelers in the Bay Area looking for more free-spirited experiences.
Services Provided
Strategy
DCI crafted a travel public relations earned media program to broaden consumer perception of the experiences available in Berkeley that embraces its brainy counter-culture and quirky roots. Our bilateral story-telling strategy inspired day-trips from San Francisco and multi-night trips among travelers returning to the Bay Area on leisure and bleisure trips.
“DCI has helped open those doors to the travel media and continues to foster those relationships on behalf of Berkeley. Our dynamic account team invests the time and energy essential to engaging media on our behalf with deep destination knowledge and nuance.”
Results
- More than 25 qualified travel journalists visited Berkeley, California, to experience the destination first-hand.
- Proactive public relations led to media placements featuring Berkeley’s must-see experiences in outlets such as Minneapolis Star Tribune, Timeout New York, USA Today 10 Best, and Western Living.
- The campaign yielded more than 49.8M consumer impressions.
25
Media Visits
50M
Media Impressions