Unveiling Sun Outdoors' San Diego Paradise

Client

Sun Outdoors San Diego Bay

Overview

Sun Outdoors San Diego Bay, which is part of Sun Outdoors, an outdoor hospitality leader with more than 175 premium RV and vacation rental resorts across the United States and Canada, opened its doors in April 2021. Crowe PR was tasked with launching Sun Outdoors’ first San Diego property in conjunction with the Port of San Diego and their Master Chula Vista Bayfront Project. The goal was to build awareness and excitement with locals and travelers in advance of the launch, and drive guests to the property upon opening. The challenge was compounded by two unforeseen changes: the onset of the pandemic, which altered the timeline of the property opening, and a name change from Costa Vista to Sun Outdoors San Diego Bay days before the opening.

RESULTS: Between the campaign start in early 2020 and the end of 2021.

110

Earned Media Placements

12K

Instagram followers

Cover feature story in the San Diego Business Journal prior
to opening.

Tactics

Developed a strategic activity pipeline to keep Sun Outdoors San Diego Bay top of mind with potential customers leading up to the opening.
Launched Facebook and Instagram channels to build anticipation ahead of the opening, using the resort’s social presence to highlight local area businesses as good community partners.
When the pandemic hit and the opening date was pushed out, Crowe kept Sun Outdoors San Diego Bay and its parent company Sun Outdoors in the news by positioning the leadership team as thought leaders and industry experts in RV and outdoor travel.

Executed a hard hat tour for local and national print, online and broadcast media, and a ribbon-cutting event for media and VIPs on opening day, in conjunction with the Port of San Diego.
Conducted outreach, orchestrated media and influencer visits + property tours in the months following the opening.