Case Study: Sun Outdoors San Diego Bay

Launching an RV Resort During Uncertain Times

Overview

Sun Outdoors San Diego Bay is an upscale, bayfront RV resort in San Diego, California, featuring 49 cottage style vacation rentals, 197 well-appointed standard, deluxe and premium RV sites and various elevated unique indoor and outdoor amenities, including a pool, indoor/outdoor gym, onsite restaurant and more. The resort offers an outdoor vacation experience, pairing the modern comforts of home with the convenience of an upscale resort. Sun Outdoors San Diego Bat, 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.

Services

  • Public Relations
  • Thought Leadership
  • Events
  • Social Media
  • Influencer Marketing

Challenge

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.

Approach

Crowe PR began work in early 2020, a year and a half prior to the opening of the property, establishing a strategy activity pipeline to sustain momentum and keep Sun Outdoors San Diego Bay top of mind with potential customers leading up to the opening. Our team launched Facebook and Instagram channels in early 2020 to build anticipating 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 was able to keep 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, which was quickly becoming a trending topic.

As the opening grew nearer, Crowe 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. Crowe continued to conduct outreach and orchestrate media and influencer visits and property tours in the months following the opening.

Results

Between the campaign start in early 2020 and the end of 2021, Crowe PR secured over 100 pieces of coverage, including stories in Forbes, RedTri, Business Insider, FOX 5, Parents, Today.com, Thrive, San Diego Union-Tribune, Uproxx and more. Crowe also secured a cover feature story in the San Diego Business Journal prior to opening, highlighting progress of the resort, further gaining brand awareness and excitement around the property. In addition, Crowe PR successfully grew Sun Outdoors San Diego Bay’s organic Instagram following from zero to over 12,000 people, creating compelling assets and brand stories along the way.

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Pieces of Coverage Since Opening

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Instagram Followers

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Pieces of Coverage from Ribbon Cutting Ceremony Alone