Case Study: C Lazy U

Situation

Maintaining its legacy of outstanding horsemanship and remaining true to its core family-focused programming, while also tapping on its unique roots as the first luxury guest ranch in the state, C Lazy U Ranch tasked B Public Relations (BPR) with developing a strategic media relations campaign to maximize awareness surrounding C Lazy U’s centennial anniversary throughout 2019.

Strategy

BPR developed a robust media relations strategy, including unique packages and partnerships, national and regional media tours, award promotion and more to raise awareness of the ranch’s 100th anniversary and continue to position C Lazy U as Colorado’s premier luxury guest ranch.

Results

By Dec. 31, 2019, BPR had successfully completed C Lazy U Ranch’s centennial celebration campaign, surpassing every key performance indicator mutually agreed upon by both the ranch and BPR prior to its launch:

BPR hosted 11 top-tier writers on property throughout 2019 and engaged with 12 journalists on its New York City media mission and 10 journalists on its Front Range media mission;
Secured 103 placements featuring at least one key message, with a total 324+ million impressions;
To further celebrate the milestone anniversary, BPR secured a Governor’s Proclamation on the ranch’s behalf. As a result, July 24, 2019 was officially proclaimed “C Lazy U Ranch Day,” by the office of Governor Jared Polis.

Situation: 100th Anniversary Blitz

From a love of hospitality, the West and sharing the two with guests, Colorado premier guest ranch – C Lazy U Ranch – opened in 1919, just outside modern-day Granby, Colo. Maintaining its legacy of outstanding horsemanship and remaining true to its core family-focused programming, while also tapping on its unique roots as the first luxury guest ranch in the state, C Lazy U tasked B Public Relations (BPR) with developing a strategic media relations campaign that integrated key partnerships to maximize awareness surrounding C Lazy U’s centennial anniversary throughout 2019.

Strategy:

BPR worked with C Lazy U to identify the ranch’s key goals to benchmark the success of its 100th anniversary PR campaign: To promote and raise awareness of the ranch’s 100th anniversary and continue to position C Lazy U as Colorado’s premier luxury guest ranch, differentiating it from new guest ranches entering the market and existing properties.

Tactics:

BPR developed several creative packages highlighting C Lazy U’s 100th anniversary, including those that featured strategic partnerships with the award-winning Leopold Bros. Whiskey, to underscore C Lazy U’s impressive legacy.

BPR drafted a formal press release announcing C Lazy U’s 100th anniversary and throughout the year, pitched the announcement and relevant anniversary packages to national, regional and local publications to reach the ranch’s target guest demographics.

BPR vetted and invited targeted media to visit the ranch in order to secure media coverage surrounding its 100th anniversary, occasionally working with tourism partners (Colorado Tourism Office and Visit Denver) to extend stays for journalists already visiting the state.

BPR executed a New York City media tour and a Front Range media tour, coordinating deskside meetings with prominent reporters and editors at targeted outlets to introduce them to C Lazy U and share messaging around the property’s centennial celebrations.

BPR worked to ensure C Lazy U was included on the ballots of hospitality awards, such as Condé Nast Traveler’s Readers’ Choice Awards and U.S. News & World Report “Best Hotels” list, among others, and strategized with the C Lazy U team to maximize voting.

Results

324+ million	22 journalists
MEDIA IMPRESSIONS	ENGAGED IN NATIONAL AND FRONT RANGE MEDIA MISSIONS

CLIENT TESTIMONIAL

“B PR has been instrumental in securing powerful media placements and creating new, innovative social media marketing campaigns for the C Lazy U Ranch. The agency’s experience as a whole, and specific to the travel and Dude Ranch industries, is seen through their professional approach and vast database of media contacts. Both have been a great resource in re-establishing our position in the market and reaching out to our target market.”

Five destination designations received

including 2019 Condé Nast Traveler Readers’ Choice Awards: “Top Resorts in the World,” “Top Resorts in the West” and “Top Resorts in the United States”; 2019 USA Today 10Best Readers’ Choice Awards: “Best Destination Resort”; and 2019 LUX Magazine Tourism Awards: “Best Luxury Family Vacation Destination – Colorado.”