When the Salt Lake 2002 Winter Games came to town, a luxury inn and resort in Utah’s Wasatch Mountains wanted to leverage the media’s attention with some publicity of its own. Sawmill developed a plan that capitalized on the inn’s newsworthy features (including a natural water-filled crater that allowed visitors to scuba dive after a day of skiing). With more than a year of planning, a lot of persistence with the media and many days of on-site support during the games, Sawmill pulled off a gold medal media relations performance, including coverage in Ski magazine (featuring our client as “Inn of the Month”), a Sunday edition of The New York Times, CNN International, Newsweek/MSNBC and three live weather remotes with Al Roker of NBC’s Today Show.

Value of the coverage: over $2 million.

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