CHALLENGE
Turning Stone Resort & Casino, owned by the Oneida Indian Nation, offered world-class amenities across gaming, golf, spa, dining, and accommodations—but needed to elevate its national profile to reflect the quality of its offerings. Despite strong guest experiences, Turning Stone was not yet widely recognized among top-tier resort destinations and lacked consistent media visibility across seasons and sectors.
ACTION
Red Banyan served as Turning Stone’s long-term communications partner, implementing a multi-channel media strategy that spotlighted the resort’s key amenities and leadership in hospitality. Our work included:
- Award Positioning: Identified and pursued elite recognition opportunities, helping secure prestigious designations such as the AAA Four Diamond and Forbes Four Star ratings.
- Media Outreach: Executed seasonal press campaigns for holidays, spa promotions, and golf partnerships—including national lifestyle, travel, food, architecture, and wellness media.
- Influencer & Media Visits: Facilitated visits from top-tier outlets like Golf Digest; pitched events and features to regional and national press.
- Social Content Strategy: Created editorial calendars and content for Turning Stone’s careers-focused social pages to boost recruitment and brand presence.
- Internal Communications: Drafted leadership messages and staff memos celebrating award wins and key milestones to reinforce internal engagement.
IMPACT
With Red Banyan’s strategic guidance, Turning Stone evolved into one of Upstate New York’s most decorated and visible resort destinations. Highlights include:
- Securing and promoting more than 60 major awards, including:
- AAA Four Diamond and Forbes Four Star ratings
- Wine Spectator’s Award of Excellence for TS Steakhouse and Wildflowers
- Golf Digest’s “Best Golf Resorts in the Americas”
- Casino Player and Strictly Slots “Best of Gaming” and “Best of Slots” honors
- Media placements in top-tier outlets enhanced seasonal visibility and guest traffic
- Elevated Turning Stone’s brand as a luxury destination for travel, wellness, and entertainment
Through a blend of earned media, strategic award submissions, and content planning, Red Banyan positioned Turning Stone as a nationally recognized, high-caliber resort that continues to win acclaim—and visitors—year after year.