Cumberland Estate | Increasing Awareness of Historical Properties with Influencer Marketing & Earned Media
Cumberland Estate, a significant establishment in Virginia's history since the 17th century, is an upscale property spanning 3,400-acres on the banks of the Pamunkey River. The venue comprises five distinct residences perfectly situated for a variety of ceremonies and gatherings such as weddings, corporate events, family reunions, hunting expeditions, and more. Upon stepping foot on the property, visitors find themselves captured by its historical charm and sense of southern hospitality all while experiencing modern-day comforts and luxurious amenities.
Cumberland approached Pierpont to execute an event to increase visitors, develop brand awareness, highlight the historical significance and create higher engagement and conversion rates during Quail/ Duck hunting season.
Our team positioned the focus for potential outreach on hunting enthusiasts in the East Coast/ Mid-Atlantic Region and developed an integrated marketing campaign that was specifically tailored to generate more guests.
Key to our approach was inviting third-party social media influencers and media contacts to experience Cumberland Estate – from a guided hunt to a farm-to-table dinner and historic tour, the campaign aimed to convert every guest into a longstanding brand ambassador. Additionally, to increase the efficacy of the efforts in the Influencer/Media event campaign, it was critical to capitalize on the inbound website traffic and growth in social media following by amplifying existing digital marketing efforts through email marketing and google advertising campaigns, as well as SEO optimization.
Pierpont secured hunting-based social media influencers based in the Northeast region alongside reporters and freelancers affiliated with hunting publications. Target attendees included: Clint Campbell, a male hunting influencer and host of Truth by the Stand podcast, Lauren Abbot, publisher of Hunt & Field Magazine specializing in southern lifestyle and hunting enthusiasts, and John Gurley, male host of PBS show Exploring Eden featuring extraordinary natural landscapes in Appalachia Viriginia.
Pierpont worked with Cumberland Estate leaders to organize and curate the campaign, negotiated influencer contracts and managed the media relationships throughout.
Influencer, Clint Campbell: Truth From The Stand Podcast resulted in over 3K downloads and over 1.5K accounts reached on Instagram. Hunt & Field Magazine's story is publishing May 2024.