Case Study: Brush Creek Ranch
SITUATION:
Since 2019, B Public Relations has provided yearly social media and influencer strategies for Brush Creek Ranch, an all-inclusive, luxury Wyoming guest ranch comprised of five separate resort properties with distinct audiences:
The Lodge and Spa: An exclusive family-friendly property providing year-round getaways with access to more than 40 activities, luxury accommodations, world-class cuisine and more.
Magee Homestead: An adults-only, prairie hideaway that provides renewal on the range, sophisticated wine and culinary experiences and counts itself as part of the Relais & Châteaux Collection.
French Creek: An ultra-secluded luxury hunting and fishing lodge nestled in the Platte River Valley that caters to passionate outdoors and sporting enthusiasts.
The Farm: A fully-immersive culinary experience property located just minutes from the Ranch’s three lodging options. The Farm provides ranch-sourced, seed-to-table dining and learning experiences featuring a luxury restaurant, greenhouse, distillery, creamery, bakery, spirit vault, wine cellar and event spaces.
Green Mountain: Brush Creek’s private ski resort, located just 30 minutes from the main property. Green Mountain allows just 18 guests at a time on the slops, giving visitors to the Ranch and buyouts the chance to experience the very best in downhill skiing and snowboarding.
HIGHLIGHTS:
8.8M
Owned impressions from paid and organic strategies for a 15% increase YoY
333
Image and video assets from influencers with rights for the Ranch to use them on their social channels
12.9k
New followers for a 22% increase YoY
NOTABLE TACTICS:
ORGANIC & PAID MEDIA
B PR created a regular posting schedule consisting of 2 differentiated posts per week on each channel, supplemented with extra timely posts as needed, such as press hits. Additionally, BPR manages BCR’s story and highlight strategy, creates event listings, and takes care of daily moderation and engagement.
B PR utilized an advertising budget to focus primarily on “heads in beds” initiatives, driving reservations for booking windows between 60-120 days out, as well as niche initiatives such as award voting and special packages.
INFLUENCER TACTICS
B PR regularly researches pitch lists of influencers uniquely tailored to each property’s target audience that also met industry engagement benchmarks, and typically contract between five to ten influencers per year to visit and share their experiences with their followers. In 2023, Brush Creek Ranch hosted:
The FlyLords (@FlyLords) at French Creek
Alisha Hardin (@Denv.Her) at The Farm
Yesenia Chinchilla (@DenverFoodScene) at The Farm
Elizabeth Keene (@ElizabethKeene) at The Lodge & Spa
Whitney Risner (@WhitneyMarieRisner) at The Lodge and Spa
Hunter Premo (@HunterPremo) at The Lodge and Spa
BRAND ENGAGEMENT
B Public Relations has supported Brush Creek Ranch with social media and influencer initiatives since 2019. The all-inclusive, luxury Wyoming guest ranch collection is comprised of five properties that are recognized as some of the top resorts in the world annually.
We created an ongoing social campaign that met or exceeded KPIs. These included increased channel growth and impressions, as well as meeting or exceeding benchmark click-through and engagement rates, all while lending authority to the positioning of the ranch as a top luxury resort location in the U.S.