Bonnie Crail - Communications Success Stories

  • Launched Fearing's Restaurant with a goal of making Esquire Magazine's coveted "20 Best New Restaurants" list. Worked with Esquire critic to secure a restaurant review the day after opening. Not only did the restaurant make the list, but Esquire also named Fearing's "Restaurant of the Year." Additionally, the pre-opening restaurant was featured in a page-one, front section, above-the-fold Sunday feature in the Dallas Morning News – an industry first.
  • Designed and executed a top-tier hotel brand's first-ever Luxury Meetings Forum, securing 30-plus pages of meetings-focused brand coverage in the nation's top meetings magazines at an event cost of less than $15,000. Won an HSMAI Silver Adrian Award for the innovative program.
  • In order to extend a national leisure brand into a new positioning category, managed a surfing-related Big Wave Challenge, generating more than 200 million media impressions in a one-month period, at a cost that was less than that of a single page of advertising in the company's target print ad medium. Coverage included two-page color features in USA Today, the Los Angeles Times and a favorable 15-minute segment on Dateline NBC.
  • Developed a low-season travel strategy to attract Los Angeles drive-market guests to a Las Vegas-area resort. Collaborated with the leading morning news TV show in Los Angeles to conduct a three-hour live remote newscast from the property, promoting a new need-period travel package. Generated so many consumer telephone inquiries to the parent company's central hotel reservations line that incoming daily call volume for the three-hour period exceeded by 120% the call average for the entire brand.
  • Designed, priced and promoted an innovative "Spa 101" hotel package that drove extensive spa traffic and a new audience segment to a high-profile luxury hotel and spa. Generated package and spa coverage in Travel + Leisure Magazine, on HLN (multiple TV segments) and on CNBC-TV. Cost to promote was zero.
  • Developed and marketed a novel ski resort student pass, partnering with a credit card partner to advertise and publicize the pass on key radio stations in the Los Angeles drive market. A project communications cost of very low five figures and related no-cost e-marketing to the target audience generated several million dollars in incremental revenues to the resort. Related seasonal printing costs of nearly $100,000 were completely eliminated, as the target audience was reached without need of brochures and direct mail which initially had been budgeted.
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