BluBird was tasked with creating a public relations campaign that would attract visitors during the spring and fall months. The campaign would have to account for the factors that combine to create low demand during shoulder seasons: the weather is unpredictable, kids are in school, the flight schedule is scaled back and travellers have been negatively conditioned over decades with respect to the experience.
BluBird settled on two campaigns. In the fall, Mammoth Lakes would be positioned as California’s Fall Colors destination. Leaf peeping opportunities are limited in the Golden State, but not in Mammoth Lakes, where the Eastern Sierra colors are brilliant if you know where to look and when. Our success depended on providing highly specific, actionable, up-to-date information and content on the status of the color change. These took the form of weekly reports including photos and intel from sources on the ground. The reports made BluBird a trusted resource to journalists and influencers, who came to rely on the info and beautiful imagery, easily turning it around into stories on the destination during the fall that were both timely and content-rich.
In the spring BluBird took a similar approach, but instead of fall colors the focus centered around waterfalls, which peak in the spring months at the height of the snowmelt. Mud season became waterfall season.
By focusing storytelling on the quality of experience and not value, BluBird cut through the noise. At a time of year when most destinations are pushing deals, BluBird created narratives around unique experiences that are only available during these specific seasons, giving the media exactly what they want, when they want it.