continued
DESTINATION MARKETING I
POSITIONING TO BUILD BRAND
Developing
and Launching New Product
THE GLICKMAN GROUP
AND BEST-SELLING AUTHOR JOHN GRISHAM
JOIN FORCES TO
HELP RAISE $40,000 AT FIRST-EVER “REBUILD THE COAST” GOLF
TOURNAMENT
DESTINATION MARKETING -
Creating Private-Public
Partnerships
THE
CHALLENGE:
To attract people from out of state to golf and ski in
Virginia.
THE SOLUTION: To unify the competitors of both the
ski and golf industries in Virginia in order to create
associations that would partner with the Virginia Department
of Tourism to develop new and innovative ways to market
Virginia.
THE RESULTS: Both the Ski Virginia Association and
the Golf Virginia Association were created to partner with
the Virginia Division of Tourism on several marketing
initiatives. These included a dedicated 800 number for both
Golf and Ski, as well as joint marketing and advertising
initiatives including a Golf Virginia sweepstakes that
culminated in national and international exposure in
Golf, Golf Digest, Links, Golf for Women and the Golf
Channel. The success of this private-public partnership
changed the face of Virginia tourism which up to that point
had only promoted its historic offerings, The ski and golf
associations became the model for the future promotion of
Virginia's tourism.
POSITIONING TO BUILD
BRAND
Success of
Wintergreen Resort PR Campaign
THE
CHALLENGE:
In 1986, Wintergreen Resort was only known as a regional ski
resort and real estate community. The challenge was to build
awareness for Wintergreen as a national, year-round resort
destination.
THE SOLUTION: To determine what set Wintergreen apart from the competition
and create a public relations "build" campaign. Glickman
determined that Wintergreen's nature program was unique in
that it had a full-time biologist/naturalist on staff who
had been doing some very positive environmental projects for
the community. To date, the program had gone mostly
unrecognized, He became aware of the American Hotel and
Motel Association new Environment Quality Achievement Award.
Glickman prepared a 25-page presentation and a five-minute
video on Wintergreen's nature program, and the resort was
selected as the recipient of the AH & MA's National
Environmental Quality Achievement award.
THE RESULT: Glickman utilized this award to garner national publicity
for Wintergreen. His release was picked up by both
Associated Press and UPI and ran in hundreds of newspapers
across the country. The award and the national attention it
received gave Wintergreen instant credibility with the
travel press. Glickman took advantage of this to position
and entrench Wintergreen as 'one of the most
environmentally-sensitive resorts in the country Wintergreen
was included whenever stories were written on green resorts
and was featured in a cover story "Profit in Preservation"
in United Airlines magazine Hemispheres as well as in a
Sunday travel section story in the New York Times.
THE GLICKMAN
GROUP AND BEST-SELLING AUTHOR
JOHN GRISHAM JOIN FORCES
TO HELP RAISE $40,000
AT FIRST-EVER “REBUILD THE COAST”
GOLF TOURNAMENT
February 3,
2006-Nelson County, Virginia-The Glickman Group, an
international marketing and public relations agency based
in Charlottesville, Virginia joined forces with
best-selling author John Grisham, to help raise $40,000
for John and Renee Grishams “Rebuild the Coast” Fund.
Mark Glickman, President of The
Glickman Group, helped to organize the first-ever “Rebuild
the Coast” golf fundraiser in less than two weeks and
sold-out the tournament in hours when it was announced
that John and Renee Grisham would be on hand for a press
conference prior to the tournament.
In order to set the fundraising
effort apart from other hurricane relief initiatives,
Glickman came up with the idea to invite survivors of
Hurricane Camille from Nelson County to the press
conference with the Grishams because the event was being
held at the Rees Jones Stoney Creek course at Wintergreen
Resort in Nelson County. The majority of death and damages
from Hurricane Camille in Virginia occurred in Nelson
County in 1969.
Glickman’s angle
of ‘hurricane survivors helping hurricane survivors’
helped generate major national coverage for the event. The
photo of John and Renee Grisham with the Hurricane Camille
survivors was picked up by Associated Press and ran in
hundreds of newspapers across the country.
The press conference was also covered
by local television affiliates of NBC, Fox and CBS as well
as state-wide daily and weekly newspapers.
The $40,000 raised from the “Rebuild
the Coast’ golf tournament was earmarked by the Grishams
to help fund the building of six homes by the University
of Virginia and Albemarle County Habitat for Humanity,
which will build homes for displaced families in Jackson
County, Miss. The homes will be built in Charlottesville,
then disassembled and transported to Mississippi and
rebuilt.
The Glickman Group’s
(www.theglickmangroup.com) expertise spans a broad
spectrum of industries and markets. The agency specializes
in representing some of the world’s leading hotel and
resort properties, luxury real estate developments, spas,
golf courses, restaurants and consumer brands.
SPECIAL EVENT-
Developing
and Launching New Product
THE
CHALLENGE:
With the
opening of the new Stoney Creek golf course located 3,000
feet below Wintergreen's ski slopes, Glickman created a
promotion to take advantage of the 10-15 degree temperature
difference from the top of the mountain to the valley golf
course...ski and golf on the same day, all for the price of
a lift ticket.
THE
SOLUTION:
Wintergreen had signed PGA professional Robert Wrenn as
their touring pro after he had just won the Buick Open and
after the resort opened Stoney Creek. Glickman's idea was to
set a Guinness Book of World Record for the "Longest Golf
Drive off of the top of a Ski Slope." After checking
carefully with the Guinness people, Glickman staged a press
conference and had Wrenn and Wintergreen's two head pros
compete for the World Record. Wrenn set the world record
with a 402-yard drive, all carry, no roll.
THE
RESULT:
Wintergreen received major coverage across the country. All
three networks picked up the story and footage also ran over
ESPN and CNN. Associated Press ran the photo in hundreds of
newspapers across the country. Golf magazine included
Wintergreen as the only East Coast resort in a story on golf
and skiing on the same day and USA Today ran a feature story
on ski and golf on the same day from Wintergreen.
