How Strategic PR Delivered $26.4M in Earned Media for a New Hampshire Hospitality Portfolio

April 20, 2026

Introduction

In 2025, the Hoyt Family Businesses — Purity Spring Resort, King Pine Ski Area, Danforth Bay Camping & RV Resort, and Tohkomeupog Summer Camp — earned 94 media placements, reached an audience of 2.85 billion, and generated $26.4 million in ad value equivalency, according to their year-end Muck Rack coverage report.

The portfolio is small. The footprint is regional. And yet the coverage landed in Yahoo Life, Boston.com, POWDER, Vanity Fair Italy, and across five NH Chronicle segments in a single broadcast day on WMUR-TV.

Here is how we did it — and what hospitality operators can take from it.

The challenge: four brands, four seasons, one story to tell

Most PR programs struggle with either focus or range. A single-brand campaign is easy to steer but runs out of runway by mid-year. A multi-brand portfolio has plenty of stories but often scatters them.

The Hoyt Family portfolio sits between the two. Four distinct operations — ski, resort, camping, and youth camp — share geography, ownership, and a multi-generational family story, but each has its own seasonal peak, its own audience, and its own trade press.

The brief going into 2025 was to build a calendar that let every brand own a season while feeding a continuous, year-round narrative for regional and national media.

The approach: season-owning moments plus always-on story arcs

We built the 2025 plan around three layers.

Tier-one national syndication. We placed stories in outlets that travel: seven Yahoo Life features and seven Boston.com inclusions throughout the year, each one positioned to drop during a peak booking window. These placements alone drove the majority of the portfolio’s 2.85 billion impressions.

Vertical and trade coverage. Every brand in the portfolio got placed in the publications its buyers actually read — POWDER and SNOWBOARDER for King Pine, Ski Area Management for industry credibility, Modern Campground for Danforth Bay, and regional travel outlets across all four brands. This is the coverage that converts, even when the impression counts are smaller.

Signature story arcs. The stories that get pitched well travel far. In 2025, three stood out: the $4 Lift Ticket Roll Back Day at King Pine (a nostalgia-plus-value hook that traveled from local TV to national ski media), the Sugar Shack Stay N’ Tour at Purity Spring (a short-form experiential package built for press and Instagram in equal measure), and the camping-to-glamping evolution at Danforth Bay (an evergreen consumer-trend peg that anchored multiple spring pitches).

Underneath all of it sat a four-brand, four-season editorial calendar — one that let each property own its peak without letting the others go dark.

The results: what the Muck Rack report showed

The full 2025 coverage report from Muck Rack documented:

94 earned media placements across local, regional, national, and international outlets
2,854,050,450 in unique monthly visitors (UVM) — an audience reach of 2.85 billion
$26,399,966.71 in ad value equivalency (AVE) — a common industry benchmark for comparing earned coverage to paid media spend

Highlights from the year included:

Tier-one national: seven Yahoo Life placements and seven Boston.com features
Broadcast: five WMUR-TV NH Chronicle segments in a single broadcast day on February 13, 2025
International: a Vanity Fair Italy feature in November 2025 and a placement in MSN Indonesia
Ski trade: POWDER, SNOWBOARDER, SnowBrains, and Ski Area Management
Travel and lifestyle verticals: Islands, Patch, NewsBreak, MSN, and Yardbarker

A quick note on AVE. The metric is debated inside PR circles — it is a rough proxy for comparing earned coverage to paid media, not a revenue figure — but it is still the most common way hospitality operators, boards, and ownership groups benchmark a year of coverage. When we strip AVE out, the picture is still strong: seven tier-one national placements, five NH Chronicle segments in a single day, and international coverage for a family-owned portfolio in Madison, New Hampshire.

What travels: three takeaways for hospitality operators

1. Pitch the story, not the property. Journalists at Yahoo Life and Vanity Fair Italy do not need another “new place to stay.” The format of the experience, not the address, is what makes a pitch travel.

2. Own one moment per season — and pre-book the press calendar against it. A four-brand calendar only works when each brand has a single, committed, story-worthy moment that the rest of the year can orbit. Maple Weekend, opening day, Holiday Cookie Tour, annual ski area offers — pick the moment, then build the pitch schedule backward from it.

3. Broadcast still matters in a regional market. Five NH Chronicle segments in a single broadcast day is not an accident. It is the result of segment-by-segment, producer-by-producer pitching — and it still moves bookings in a way social does not.

What clients are saying

“Kathy has been an invaluable partner in elevating the visibility of the Hoyt Family businesses — including Purity Spring Resort, King Pine Ski Area, Danforth Bay Camping & RV Resort, and Tohkomeupog Summer Camp for Boys. Her strategic approach to media relations has consistently delivered exceptional local, regional, and national press coverage that strengthens our brand presence year‑round.”

— Thomas Prindle, Director of Hospitality Marketing, Hoyt Family Businesses