NANTUCKET ISLAND CHAMBER OF COMMERCE
Nantucket is flush with visitors during the summer. But how do you get folks to visit during other times of year? Set on building visitation during shoulder seasons, the Nantucket Island Chamber of Commerce retained CM Communications to design and execute a national travel PR campaign to educate the public on the benefits of visiting year-round. Over a four-year period, the agency designed and developed seasonal PR campaigns that garnered early and significant results. Strategies included creating “Nantucket Noel,” extending festivities beyond Christmas Stroll weekend and securing earned media coverage in major metro newspapers, glossy magazines, and broadcast outlets to bolster attendance for annual events. All in all, with an extremely modest paid advertising budget, Nantucket Island relied on CM Communications to harness the power of earned media to reposition the island from a summer getaway to a year-round vacation destination.