The Woodstock Inn & Resort in Vermont has relied on Redpoint since 2010 to keep it center-stage in the North American media spotlight, year after year, in every season.
Our PR program has evolved with the resort’s growth, drawing attention each year to new renovations, expansions, amenities, and services. We work in lockstep with the resort’s executive team, and our seat at the planning table means all new ideas for the property have newsworthiness baked into their DNA. In fact, many of them originate with Redpoint (lookin’ at you, Tomato Whisperer).
Using an extensive toolbox of tactics, we target national US, key Canadian markets, and especially the Northeast US with particular emphasis on Boston and New York.
Our work includes (but is in no way limited to):
- Feature story placement
- Creating newsworthy packages and securing media coverage
- Orchestrating media events
- Regional broadcast placement
- Crisis response and communications
- Targeted focus groups (like this one)
- Social influencer program – from vetting through to content placement
- Creating and promoting high-profile partnerships like Tubbs, Simon Pearce, and J. McLaughlin
- Generating ideas for marketing and sales
We’re also instrumental in the launch of every new addition to the property’s experience, from the debut of The Spa at Woodstock (which is why we were first hired back in 2010), to the more recent elements of the $16.5 million renovation/expansion plan. Part of that plan unveiled the new Red Barns at Kelly Way Gardens, a stunning event and experience destination set within the resort’s grounds. More than 75 media placements announced that addition, including features in The Boston Globe, Food & Wine, and Improper Bostonian to name a few.
Of course this resort – set in Woodstock, VT with its charming covered bridge just across the road – is a natural for spring through fall stories (see our Sunflower House coverage at the top of this page) and see also these features in Associated Press, Milieu, and Northshore Magazine. So a critical part of our mission is to score winter coverage, to help the resort raise its profile and get on travelers’ radar as a compelling winter destination.
We’re particularly proud of some of the winter features we’ve generated over the years… like this one in Travel + Leisure, this one in Yankee Magazine, this one in The Knot, and perhaps our favorite of all time: the piece in Martha Stewart Living shared at the top of this case study. Following that story’s appearance, the resort reported that the feature single-handedly closed sales for two major groups and two large weddings, as well as sent reservations skyrocketing, which resulted in the property’s best first quarter (occupancy and revenue) in the inn’s entire history. We were grateful to have earned a coveted Platinum Award in the Adrian Awards competition of HSMAI for that feature as well.