Overview
Revered as America’s First Resort, the iconic Omni Homestead Resort underwent a $150 million property-wide renovation in October 2023. A momentous project for the Omni brand and historic property, we wanted to highlight these exciting renovations with loyal audiences while also inspiring new travelers to experience the refreshed resort for the first time.
Our Solution
Magrino implemented a phased media relations strategy to engage meaningful media and social coverage leading up to the resort’s grand reopening. This strategy entailed key announcements (Meetings & Events; and “Now Open” releases), virtual design deskside meetings, day-of outreach efforts surrounding the Proclamation Event, as well as a media and influencer FAM weekend.
For the FAM trip, Magrino secured 11 guests spanning national media and regional influencers from the Southeast area to celebrate the Grand Reopening weekend. To build excitement and spotlight the resort’s key points of difference through every touchpoint of the attendees’ journey, we facilitated a pre-trip mailer, implemented in-flight amenities aboard the private plane service and provided bath salts, branded merch and a journal to take home. We leveraged the FAM experience to cultivate impactful feature stories, as well as social coverage from influencers who captured content above and beyond our arranged contract obligations.
Results
Our team secured 37 placements in top national and regional media outlets resulting in over 287 million media impressions and counting, including The New York Times, Town & Country, Veranda, National Geographic and more; direct media coverage as a result of secured guests who attended the FAM trip included Conde Nast Traveler, Travel + Leisure, Fodor’s, Good Housekeeping and Forbes; with a total social reach of over 1 million resulting from secured influencer guests.
: @MAGRINOPR