Portfolio TitleAnd Some Other Info Here

Catalina Express
Driving Business Through Destination Marketing for Island’s Centennial

  • Intro: Catalina Express dominates 95 percent of the boat transportation market to Catalina Island. For nearly 30 years, the company’s marketing strategy has been destination focused – if they drive interest in the destination, they will have more passengers to transport.
  • Goals: To increase visitorship to the island and position the island/Avalon as a must see destination just minutes from the Mainland.
  • Strategies: Leverage Avalon’s centennial to create a Centennial Planner filled with quarterly deals and specials, along with the Express’ hugely popular Ride Free on Your Birthday promotion. Solicit as many media visits in the destination’s key feeder and vertical markets as possible and create social media programming that had “legs” in traditional and digital media outlets.
  • Tactics: Aggressive media relations campaign using one-on-pitching, news announcements, trend pitching and niche market pitching that included garnering stories without a media visit and hosting nearly 50 journalists during 2013.
  • Results: More than 120 million impressions in key outlets such as Los Angeles Times, Destination I Do, CBS Morning News, Coast, Orange Coast, San Diego, C, Good Day LA, Yahoo, LA Magazine, LA Confidential, KNBC-TV, and more. Business grew 5 percent for Catalina Express and, subsequently, for the island as well.

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