Yosemite National Park

With Yosemite National Park welcoming over four million visitors a year, travelers arrive with high expectations. At the same time, visitation has surged nationwide, prompting the Park to implement a peak-hour reservation system to manage traffic, protect resources, and sustain the visitor experience. The challenge: educating travelers before they arrive to ensure expectations are met.

The Abbi Agency led a PR-driven awareness campaign to support the park and Yosemite Conservancy’s sustainability goals. We built an integrated earned media strategy that:

• Leveraged SEO-based digital performance PR to drive visibility through outlets like CNN, Forbes, and MSN.
• Elevated brand messaging by securing placements in major travel and lifestyle publications such as Good Morning America, Condé Nast Traveler, and Travel + Leisure.
• Extended reach through endemic outdoor outlets (Backpacker, RV Life, National Parks Magazine) and international PR efforts targeting key inbound markets.

This approach educated travelers on the reservation system while reinforcing Yosemite’s iconic status as a must-see destination.

• 277 media placements in the first 10 days (106 digital, 170 TV/radio, 1 social).
• Estimated 2.13B digital audience reach with 3.16M coverage views.
• Average domain authority of 66 for digital placements (Yosemite site rank: 59).
• Coverage secured across regional drive markets and top-tier outlets including CNN, Forbes, and Sunset Magazine.