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KeyLime Cove Makes a Splashy Debut in Midwest

Challenge

In a region already crowded with amusement and water parks of all types, Dave Anderson decided to bring the feel of tropical Florida to northern Illinois with KeyLime Cove Water Resort (KLC), a 65,000 square-foot indoor water park. Anderson, the entrepreneurial founder of Famous Dave’s of America, the well-known BBQ franchise with over 170 restaurants and growing, knew the resort would have plenty of competition (Six Flags Great America’s Hurricane Harbor is just across the street) so he designed KLC to outclass every theme park in the region. KLC offers a kid’s water paradise along with upscale amenities for their parents: luxurious hotel rooms, a tropical spa, an array of dining options, an arcade equipped with the latest gaming technology and much more. It is the nation’s first completely cashless entertainment destination with its state-of-the-art RFID (Radio-Frequency Identification) wristband technology.

PCI was retained to ensure that KeyLime Cove’s debut created enough of a splash to drench the competition and bring in a wave of new visitors. With just a few months until opening day, KLC’s investors challenged PCI to meet a goal of at least 100 placements, reaching an audience of 30 million.

Action

PCI developed a three-month plan that peaked with the opening of a special resort on a special day – Feb. 29, Leap Day. With just a few weeks to entice camera crews to make the 45-mile trip from Chicago, PCI began executing an aggressive media relations effort using visuals and stunts to attract attention as well as reinforce KeyLime Cove’s brand. From Milwaukee to Chicago, media audiences were treated to weather reports featuring helicopter shots of tropical palm trees being planted at KLC, installation of the indoor water slides, a virtual spa visit complete with a “margarita manicure” and other alluring treats. PCI also launched a search for Leap Day birthday celebrants who were invited to celebrate as VIP guests of KLC on the resort’s opening day.

In addition to general consumer media, PCI was asked to appeal to business-to-business audiences and potential KLC investors. Specific story angles about the development of the property and interviews with Anderson were offered to high priority business media. Our work not only generated the anticipated results, but resulted in a feature article on the water park in the New York Times that ran in both the print and online editions.

In early February, PCI developed and executed a strategic media drop-off plan to garner media attention. Eight broadcast outlets in the downtown Chicago area were targeted, including television stations with outdoor plazas as well as talk radio stations with suitable morning show programs.

Accompanied by PCI team members, a group of KLC volunteers faced the winter weather sporting Hawaiian-themed resort wear to deliver media materials in a paradise-themed package. The drop-offs resulted in two “on-the-spot” interviews on “NBC5 News Today” (WMAQ-NBC) and on WLIT-FM’s morning show. Additional coverage from the drops was accomplished through leave-behind media materials and personal follow-up.

In order to convince media that KeyLime Cove was well worth the trip, we invited reporters and their families to spend a preview night on Feb. 28. PCI staff brought their overnight bags to assist with media and guest registration, event and opening day preparations - touring media and guests through the property, handling television live shots and providing support to KLC staff.

To supplement regional and national outreach, PCI scheduled interviews through a satellite media tour from KLC on the morning of Feb. 29. To maximize coverage, stations were offered a live feed of the KLC b-roll. The inexpensive, convenient tactic attracted regional television that would otherwise have been unattainable.

The PCI team also created a photo opportunity featuring the Leap Day babies who enjoyed the free night’s stay, earned by their submitting essays on why they wanted to celebrate their birthday at KLC. The Leap Day winners were profiled in their hometown newspapers as well as online.

Results

PCI exceeded the goal of 100 placements by more than fourfold – earning 416 placements, reaching an audience of more than 37.2 million. Coverage generated an advertising equivalency of more than $3.65 million.

A total of 41 media contacts attended the media preview, including a crowd of influential mommy bloggers, key trade publications such as InPark Magazine, regional dailies including the Kenosha News (Kenosha, Wis.) and Daily Herald (northwest and west suburban Chicago), and broadcast media.  

PCI’s media relations push garnered significant coverage about KLC. Highlights included:

• The New York Times – Feature article in the Real Estate section with several photos
• Chicago Tribune – Two articles in the Travel section with several color photos
• Chicago Sun-Times – Feature “Showcase” story with several photos
•  Milwaukee Journal Sentinel – Feature story in the Business section with several photos
• Daily Herald – Feature story with several photos
• WFLD-TV (FOX) – Live shots from the water park and hotel
• WGN-TV (CW) – Live “Around Town” segments from the water park and hotel
• WLS-TV (ABC) – Taped, feature story for local entertainment program, “190 North” and news casts

PCI helped KeyLime Cove make its mark on the map in the Midwest and beyond. The “fun-shine” spot continues to provide families with a tropical water park retreat, regardless of the weather forecast.

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