|
Company: 5WPR
Company Description: 5WPR is a full-service PR agency in NYC with more than 250 professionals serving clients in B2C (Beauty & Fashion), Consumer Brands, Entertainment, Food & Beverage, Health & Wellness, Travel & Hospitality, Technology, Nonprofit), B2B (Corporate Communications and Reputation Management), Public Affairs, Crisis Communications and Digital Marketing (Social Media, Influencer, Paid Media, SEO).
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Travel & Tourism
 Nomination Title: Harvest Hosts “Seniors Are the New Spring Breakers”
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
January 2021
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 200 words used.
Harvest Hosts, a membership-club for RVers, offers unique overnight stays at 2,500+ farms, wineries, breweries, distilleries, golf courses, museums, and other scenic small businesses all over North America. The company's mission is to help people live happier lives by getting off the couch and onto the open road, while also supporting small businesses as the backbone of America.
Our campaign for Harvest Hosts began in January 2021, in a time when people were ready to get out of the house, but still not comfortable with flying on planes, and due to restrictions, still unable to travel freely to other counties. RVing was the perfect answer, allowing people the freedom to go on vacation safely, while stimulating the American economy.
At a time when small businesses were struggling to stay afloat due to the pandemic, 5W offered a unique and timely solution, by showcasing various hosts within the network, amplifying their small businesses in the media and illustrating the value Harvest Hosts creates not only for RVers but also for the hosts themselves. Through thought-leadership, brand/founder profiling, case studies, and consumer surveys, the team was able to achieve this goal – landing press coverage across national, regional and trade publications.
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 124 words used.
The client tasked 5WPR with building brand awareness through strategic-positioning, thought-leadership and third-party spokespersons. The goals:
- #1 - Elevate spokespeople’s expertise and capitalize on timely news within the travel industry. The team sought out thought-leadership opportunities to showcase Harvest Hosts' CEO, Joel Holland, and his experiences building successful companies as well as his personal passion for the RVing industry.
- #2 - Boost brand awareness. While introducing the brand to a national audience, the team paid special attention to regional audiences across the U.S. through localizing narratives unique to their regions. 5W spotlighted various hosts within the Harvest Hosts network to amplify their small businesses in the media, illustrating the value Harvest Hosts creates not only for RVers, but also for the hosts themselves.
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 90 words used.
Thanks to the timing of the campaign and strategic execution from the team, 5WPR secured tremendous coverage across top-tier, local, and trade media, exceeding the client’s expectations.
The campaign resulted in 1,473,906,808 total media impressions across 355 print, online and broadcast placements over a 6-month period.
Top media placements included a broadcast segment on the TODAY Show surrounding National Camping Month and what to know for summer travel, The New York Times (online and print), Business Insider, Washington Post, Forbes, Thrillist, USA Today, Inc. and many more.
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 65 words used.
Over the course of the six months of the campaign, this approach successfully told the Harvest Hosts story from those different perspectives (e.g. consumers, the hosts/small businesses, company/founder), which our attached media coverage represents. The team was committed to the opportunity to publicize Harvest Hosts’ unique offerings and now Harvest Hosts has emerged as a leader in the RV/road travel space as a result.
| Attachments/Videos/Links: |
|---|
|
