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The Legend of the Catskills

Client

The Great Western Catskills Tourism Board

Year

As a PR intern for The Brandman Agency, I put together a presentation on an activation and pr plan for The Great Western Catskills tourism board, with the aim of increasing interest in the destination among travelers and media outlets.

2022

Background

In addition to our PR plan, interns were asked to produce a few deliverables including a media matrix of influencers and media outlets, a pitch to at least one journalist and a time & action plan.

Research

My research included 2022 travel trends, consumer trends and industry trends. This was very important as I had to take a nuanced approach to my activation in order to meet the needs of a target audience emerging from pandemic-era restrictions with what I found to be an energized commitment to audacious and inventive travel experiences.

Travelers want to make memories by experiencing. Christie Hudson explains that there is a clear need to “wring every bit of richness and meaning” out of our trips to make up for the constraints of the pandemic

Travelers are searching for activity and landscapes that they do not get to experience in their everyday lives

Hotels are diversifying their offerings to add some variety to their visitor’s experiences. Vikram Singh, an independent hotel consultant explains that “A hotel that can no longer afford to employ 50 servers in its events department might use the space to hold a yoga class or a talk by a local designer.”

Increased interest in “epic” destinations and vacations like Tanzania, cities near Machu Picchu, etc.

After over two years of lockdowns people living in highly dense, urban spaces are looking for a change of scenery. Most of all, they’re looking for a reason to get out there.

A Mintel survey showed that for 65% of respondents the biggest motivation was to relax, while 39% want to have an adventure and improve their mental health and wellbeing.

This year, travellers are leaning towards “vacation alternatives” such as national parks and local vacations. Opportunity to expand their perspectives. They also plan on taking more trips either with their family or to see them.

Lastly, travellers are turning to social media to discover where their next journey will take them. It will be a more important tool this year in determining their travel destinations.

Insights

My research showed me that travelers in 2022 are looking for very specific things and are hoping to elevate their trips this year in a few small ways:

Adventure: They want to get out of their comfort zone, experience something completely different from what they’re used to
Meaningful experiences: Travelers are looking to step away from their lives and reconnect with the things and people they care about

Previous Coverage and Resident Testimonials

I looked at how the area had been featured by media outlets in the past to get a better understanding of some of the benefits the location had offered to previous visitors especially city dwellers in New York. I also watched a couple of videos on the great Western Catskills website to hear from the residents what they consider to be so special about Delaware County.

Pete Terzian, in an article for Travel + Leisure describes the ambiance as “the reassuring feeling of being kids camping in a backyard.”

This is tied to the spirit of nostalgia driving consumer behavior as identified by Mintel, going as far back as 2011. Ten years later, Mintel determined that the Covid-19 pandemic influenced this trend leading to a resurgence of nostalgia-influenced behavior, as consumers continue to seek relief from the realities of the world.

Susan Barnett writes for Upstater, “New York City can be tough and having a place to get away becomes a must once you start thinking about quality of life, and what you want to do when the city doesn’t offer that much value anymore.”

Delaware county residents share their stories and experiences in the “Ask a Local” video series as seen on the GWC website.

They talk about everything from their favourite spots to their tight-knit communities.

These videos ascribe an unassuming charm and restorative ambiance to the county.

The Activation

From June 2nd – September 22nd, visitors to the Catskills can go on their own adventure through diverse offering of minigames and “missions” based on the indoor and outdoor leisure offerings at the different Delco towns.
Visitors will receive an adventure map, essentially an itinerary, which outlines all that is lined up for them. The story-based adventures will run for a week, but guests are able to stay longer.
Visitors can also experience and participate in local festivals, events and gatherings outside of their main adventure, where they can immerse themselves in the community.
Mini games and missions will include activities like orienteering, kayaking and hiking. Other public events will feature kayaking and swimming tournaments for multiple teams to compete against one another. Lastly, there will also be weeks dedicated to highlighting important aspects of the local economy: farmers markets, restaurants and breweries, etc as well as wellness events like guided meditation and spa visits.