Aramark Destinations

Aramark Destinations manages lodging, dining, and recreation across 24+ iconic national parks and cultural landmarks. Despite its scale, the brand faced:

• Limited media coverage for its properties.
• Lack of differentiation from competitors in the hospitality sector.
• Limited public understanding of the breadth of experiences offered at each property.

The Abbi Agency launched an integrated PR program centered on storytelling, partnerships, and media activations to showcase Aramark’s authentic guest experiences. Tactics included:

• Story-driven campaigns tying properties to trending narratives and seasonal travel moments.
• Media partnerships and press trips with influencers and journalists to highlight unique lodging and dining offerings.
• Positioning executives as thought leaders through opinion pieces, panels, and conference participation.
• Research-driven messaging to connect with niche audiences and align with Aramark’s brand pillars.

• National and regional media coverage, including NBC Los Angeles, Good Day Colorado, and Locale Magazine.
• Representation of Aramark Destinations at relevant conferences, summits and events, including TravMedia’s International Media Marketplace (IMM), resulting in 20+ journalist leads for stories and FAM visits.
• Stronger brand recognition as a premier hospitality provider across national parks and landmarks.
• Storytelling that elevated awareness of Aramark’s diverse properties and hospitality experiences.