Tacoma South Sound Sports Commission didn’t have the recognition it deserved as a destination for tourism-generating amateur sporting events. With appealing venues and vistas from mountain to city to sea, Tacoma-Pierce County has plenty to offer athletes and event organizers. The challenge: Build the reputation of the South Sound as an active, healthy inspiring host to the best athletic events in the Pacific Northwest and beyond.
An inventory of Pierce County assets from sea level to summit inspired JayRay’s work. We hand-selected Pierce County’s most committed athletes and gave them an online platform to share why they choose the South Sound for their sport. From a new website and annual report to social media content and media relations, JayRay drove home a consistent message to show off our region and inspire us all to get outside and climb higher, paddle harder and pedal further.
The carefully crafted media relations strategy influenced more than 280 earned articles in the first 12 months. The organization’s social media following skyrocketed and we’re continuing to help the brand shape its future now that it has merged with Travel Tacoma + Pierce County.