Case Study
Travel Public Relations Campaign Leverages NBA Finals
Tourism
Background
For the first time in franchise history, the Toronto Raptors’ made the NBA Finals, thrilling Canadians and sparking a flurry of marketing opportunities in Canada.
Services Provided
Strategy
DCI initiated three destination marketing campaigns leveraging the Toronto Raptors’ historic appearance in the NBA Finals to draw attention to three travel destinations – Barbados, California, and Rockford.
Results
- Travel public relations efforts scored 700 million + media impressions
- Barbados became the first destination to tap into the Raptors’ “Keep Kawhi Leonard” retainment efforts, by offfering him a trip to Barbados for re-signing with the team, a trip that he eventually made on his own, generating media coverage
- California connected with Raptor’s fans through digital marketing that congratulated the Raptors on achieving their NBA Finals dream and encouraged travelers to pursue their dream vacation in California
- Rockford, Illinois, viewing parties for Raptors’ hometown hero Fred VanVleet drew 3,500 locals, garnered media coverage and boosted local pride
700M
impressions
3%
Increase in Arrivals to California
2.3%
Increase in Arrivals to Barbados