From October 2016 through September 2017, Butin directed a comprehensive PR campaign for Florida’s Space Coast Office of Tourism. The destination marketer’s one-year goal for the PR effort was a 15:1 return (with an equivalent publicity value of approximately $2.35 million) over that period.
Our successful year one of partnership focused on message diversification at the national level, which had tremendous effect. Butin over-delivered on the goal for the 12-month campaign by an estimated 260%, achieving nearly $8.5 million in publicity value for the Space Coast.
Butin’s strategic combination of proactive pitching and the cultivation of influential media relationships resulted in nearly 7,000 placements, with a potential cumulative audience total of more than 3.2 billion. Utilizing a variety of PR tactics throughout the campaign’s 12-month span, the agency generated extensive coverage that included Good Morning America, USA Today, Parents magazine, Travel + Leisure, Fox & Friends, The New York Times, Coastal Living, Associated Press, ABC World News Tonight, The Weather Channel, Los Angeles Times, and Parade, among others.