Case Studies

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After a multi-year break in proactive media relations, Black Tie Ski Rental Delivery ownership realized they were losing potential placements – and likely bookings – to their key competitor. That realization came late (October) during an already challenging season (2020-2021), but Hula Communications mobilized to immediately execute a campaign that would affect a season already underway. Hula identified key differentiators between Black Tie and its main competitor, planning consistent proactive outreach targeted to known industry outlets and contributors. The effort was quick, with less than one month between contract and execution. And effective, resulting in placements in the New York Times, Los Angeles Times, 5280 and Boston Globe before the end of the season. Hula will continue into 2021-2022, building upon the success of its first year with Black Tie. 

 Ski resorts in southern Alberta had a problem: a lack of skiers and snowboarders visiting from the U.S. Hula Communications was brought on-board prior to the 2014-2015 season to revive the caché of the Canadian ski trip, specifically promoting Banff Sunshine, Lake Louise and Mt. Norquay. Hula was able to capitalize on both the economic climate – a favorable exchange rate for the U.S. Dollar – and key attributes of the area: non-stop flights from major U.S. cities into Calgary; proximity to the U.S. border.; feather-light, hip-deep powder; a longer spring season; and the postcard-perfect beauty of the Canadian Rockies. Hula started by researching, developing and pitching micro-targeted messages designed to increase recognition and introduce (or reintroduce) the brand. The client was working with a limited budget, so Hula identified and targeted freelance journalists contributing to a variety of outlets to maximize hosting dollars and ROI. The reintroduction of Banff Sunshine, Lake Louise and Mt. Norquay in the U.S. media marketplace resulted in immediate placements in Mountain magazine, Freeskier, Boston Herald, Jaunted.com, Outside magazine and ShermansTravel.com. Over the next five seasons (pre-COVID-19), Hula continued the pace of media visits and placements, landing stories in the Boston Globe, Dallas Morning News, New York Times, Forbes, Ski Magazine, Washington Post and other print and online publications. Brand recognition and destination visits from the U.S. increased exponentially and the effort continues today.

 In 2012, Steamboat Springs was struggling to maintain a year-round tourism economy due to the feast-or-famine nature of its identity as a ski town. At the time, resort towns across Colorado were identifying and pursuing funding streams to help promote summer tourism to alleviate the ebb of visitors during the spring, summer and fall seasons. Steamboat found itself falling behind its competitors, lacking a summer identity, a recognizable summer brand and a dedicated marketing effort. Hula Communications was hired to identify the resort’s key summer attributes, begin consistently promoting the summer brand, kick-start a summer public and media relations campaign and, ultimately, help the local chamber increase summer tax revenue. The key summer attributes identified by Hula Communications those many years ago have become the destination’s brand pillars and summer brand recognition is off the charts, so much so the destination has shifted focus to promote spring and fall visits to further support the local economy. Summer occupancy rivals winter stays, originally the resort town’s “high” season, and the PR effort continues to deliver. 

Award-winning restaurant consultant Elizabeth Blau and her team at Blau and Associates were brought in to re-concept the restaurant at the Vail Cascade Resort, located in Vail, Colo. Hula Communications was charged with the widespread re-launch, and created and implemented an extensive plan, including both traditional and emerging media-specific efforts, as well as word-of-mouth tactics. Hours after re-launching the two million dollar restaurant concept and star chef, Hula Communications learned the chef had tendered his resignation for personal reasons. The chef was key to the campaign and the PR and marketing plan had to be quickly and completely revised to continue with the launch while management devised next steps for the operation. Nearly one year later the property found a new chef and decided to re-launch the restaurant for a second time. Again, Hula Communications was asked to mastermind the effort, and provided a comprehensive and creative marketing communications plan, including traditional media outreach, community relations tactics and social media opportunities. Hula Communications was able to re-engage the media with a new message, creating excitement as the resort moved toward a full re-launch. The agency devised a new après ski pitch, provided suggestions for family-friendly dining and developed a brand for the experience, incorporating the new chef’s talents and background with the restaurant’s personality and attributes. The effort resulted in an excited buzz around town and a new reputation as the ‘place to be for après ski in Vail.’

Four Seasons Resort Vail was the first Four Seasons for Colorado and only the third property in the esteemed hotelier’s mountain collection. The resort includes a 121-room hotel, 19 fractional Residence Club residences, and 16 Private Residences. The property launched sales of its fractional and private residences just prior to the economic downturn with a concerted marketing, advertising and public relations effort. As buying trends changed, the developer put more of an emphasis on the PR effort, which was designed to highlight the positive side of the real estate story. Hula created well-timed sales and trend updates, featuring third party industry experts to lend credibility to our messaging, and optimized press releases for better reach on the web. Our efforts were invaluable to the sales team, with direct calls resulting from placements in the New York Times, USA Today, Robb Report, US News & World Report, Crain’s Chicago Business, Halogen Guides and Westlake Magazine. And awareness-building placements in Colorado Homes & Lifestyles, PEAKS magazine, SKI Magazine, GLOBORATI.com, Departures, Denver Business Journal, SecondHomes.com, Travel + Leisure, the Denver Post, and the Crittenden Report. About halfway into the U.S. recession, the developer decided to pull all marketing and public relations programs. Unfortunately, the move resulted in a complete drop in web visits and the phones stopped ringing altogether. Alarmed at the immediate effect, the developer reinstated the effort and experienced a prompt increase in web traffic and real estate inquiries.

Beaver Creek Resort had long been known for its perfectly groomed beginner and intermediate terrain, however the resort was continually challenged with the perception of limited advanced and expert terrain. The public relations and marketing teams worked together to concept a unique approach in communicating the quality of the advanced and expert experience at the resort, to reward guests for trying the terrain thus increasing awareness, and to push ski and snowboard school use. The program, the Talons Challenge, encourages and rewards guests for exploring the resort’s toughest terrain – black and double black diamonds, including the famed Birds of Prey World Cup Downhill course. The Talons Challenge has become an industry example and a best practice for many discussions about challenging public misconceptions. Beaver Creek’s Talons Challenge program continues today and has completely altered the public's view of the resort’s terrain.