For years, the Ocean City, MD, Department of Tourism had wanted to increase the level of coverage it received within the Washington, DC, market.
So along with MGH, its AOR, the department utilized a proactive media outreach campaign that would focus more on pitching the issues surrounding the popular beach resort's famous boardwalk than on the various attractions and restaurants it has come to be known for.
Strategy
Realizing that promoting the boardwalk, restaurants, and family-friendly entertainment would not get the coverage the ...