Visit Seattle X Sleepless In Seattle

Black Diamond delivered a multi-faceted campaign combining PR, trade engagement and consumer marketing activity.

The campaign was extended through partnership with American Sky, who promoted a dedicated Seattle holiday package via website placements, email marketing and content promotion, further supporting travel conversion opportunities.

A press trip in May 2023 invited media to visit iconic film locations across Seattle, generating editorial coverage timed to support the anniversary narrative and drive destination visibility in key publications.

A combined media and trade event was hosted in London, featuring a themed lunch at The Grand Duchess houseboat restaurant, followed by a private screening of Sleepless in Seattle at Sony Pictures HQ. The event was co-hosted with Delta Airlines, who sponsored a themed drinks reception featuring film-inspired cocktails and offered a £2,000 flight giveaway to Seattle.

A consumer competition ran on Heart UK radio, one of the UK’s largest commercial radio networks, delivering promotional trailers, presenter reads and live listener competitions to drive engagement.

The campaign delivered strong reach, engagement, and earned media impact across PR and broadcast channels by successfully combining nostalgia, destination storytelling, and commercial partnerships to strengthen awareness of Seattle as a desirable short-break travel destination while celebrating a major pop culture milestone.