Case Study: Park City, Utah boosts year-round visitation with The Zimmerman Agency

Park City, Utah drives 177 million potential visitor impressions with The Zimmerman Agency

The Zimmerman Agency was engaged by Park City, Utah to address the challenge of establishing the destination as a year-round vacation spot, moving beyond its well-known identity as a premier winter ski resort. The key challenge was cutting through the clutter of competing epic summer mountain destinations to reach media and attract a new, younger demographic of visitors.

To achieve this, The Zimmerman Agency implemented a dynamic public relations strategy that utilized proprietary Z-INK pursuit and direct pitching. The solution involved securing high-profile media coverage by pitching niche story angles about Park City's unique summer and autumn activities. This strategy resulted in over $30 million in earned media coverage, more than 650 content exposures, and a record-breaking highest occupancy and tourism tax collection for the critical May through October season.

Park City, Utah