DHARMA, a pioneering travel experiences company, partnered with The Culturist Group to launch Spirited Stories - a new collection of spirits and wine-focused travel experiences targeting culturally curious Millennial and Gen Z travelers in the U.S. market. The challenge was to create awareness and buzz for these unique cultural immersion experiences in a crowded travel marketplace, while specifically connecting with younger, diverse audiences seeking authentic culinary adventures and announcing the product to key travel trade and B2B travel outlets.
Our Approach
Our StoryStudio service offering developed and executed a comprehensive three-week launch campaign that combined:
Strategic messaging development targeting both consumer and trade audiences
Multi-channel PR approach blending earned and paid media
Targeted media outreach to lifestyle, travel, and culinary journalists
Broadcast media integration via satellite media tour
Digital PR and content strategy
Campaign Elements
Strategic media relations with trusted network of travel media, influencers and creators
Curated media list development focusing on outlets reaching culturally curious travelers
Personalized pitching to key journalists and publications
Facilitation of executive interviews and media visits
National PR Newswire distribution
Broadcast Integration
60-second dedicated segment on "Lifestyle Today" a syndicated lifestyle and travel segment running in major markets including New York, Los Angeles, and Philadelphia
Streaming network distribution reaching 50M+ viewers
Digital & Content Strategy
Development of brand narrative and key messages
Content creation for multiple channels and audiences
Integration with cultural and lifestyle media platforms
Results & Impact
Total Audience Reach: 278.8M with coverage in seven U.S. media markets
231 Direct Consumer Clicks to DHARMA's Spirited Stories itineraries
Advertising Value: >$1.1M
Return on Investment: >$92:1
The campaign demonstrated the power of authentic storytelling and strategic media relations in launching a new cultural travel experience, achieving significant reach and engagement with the target audience while delivering exceptional ROI for the client.