On September 28, 2022, the fifth most powerful hurricane in U.S. history made landfall on the coast of Southwest Florida — with the eye of the storm pounding the barrier islands of Sanibel and Captiva with 150 mile per hour winds and 12-foot storm surge.

The devastation was overwhelming, and predictions were that one of America’s most popular tourism destinations could be down a year or more. But those predictions were far wrong, and Outlier Brands understands how to build passionate loyalty among consumers in times of significant trouble.

Immediately, Outlier Brands created a strategic crisis communications campaign for Sanibel Captiva Beach Resorts. Powered by messaging authored in a positive spirit under the byline of Chief Executive Officer Doug Babcock, remarkable engagement and media attention were achieved in just eight weeks:

  • More than two million gross impressions
  • Overwhelming positive social engagement and share
  • Thanksgiving Buffet served to hundreds of first responders and workers, free
  • Community healing with 27th annual Tree Lighting Celebration, attended by more than 400
  • First full-service resort to re-open on the islands
  • GoFundMe campaign for displaced corporate workers that has topped $100,000
  • An amazing five broadcast news stories — including two news leads — among CBS, NBC and FOX local affiliates, totaling more than $50,000 in PR Ad Value Equivalency