Berkeley Taps Travel Public Relations
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.
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.
- 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.