Case Study: The Crystal Coast boosts year-round tourism demand with The Zimmerman Agency

The Crystal Coast drives 360 million earned media impressions with The Zimmerman Agency

The Zimmerman Agency partnered with The Crystal Coast, a North Carolina beach destination, to address its challenge of over-reliance on summer tourism. The customer needed to increase visitor numbers during the critical shoulder and off-seasons, as its fledgling regional brand was overshadowed by the awareness of its individual cities.

The Zimmerman Agency implemented a public relations strategy that shifted the target demographic and created seasonal campaigns promoting non-beach activities. This solution dramatically increased demand from September to March, generating over 360 million earned media impressions for that period and contributing to a total of 545 million for the year. The efforts resulted in three consecutive years of growth in occupancy and tourism-related taxes for The Crystal Coast.

The Crystal Coast