Turner PR

Four Seasons Foraging

Eating is in. Culinary tourism is on the rise, as travelers seek out authentic and local flavors – and Four Seasons Vail is perfectly positioned as a property that can offer luxury accommodations along with some unique culinary adventures. TURNER worked with the resort to create a “fun-with-fungi” experience.

What We Did

A local mushroom forager took guests on a day trip to “hunt” for mushrooms (complete with private, Mercedes SUV transport to the most scenic locales), where they learned all about the Vail Valley’s wide array of indigenous mushrooms. Back at the resort, the executive chef led a culinary demonstration on how to prepare and cook their findings. Finally, guests enjoyed a specialty dinner featuring the mushrooms they foraged during the excursion.

To increase awareness, TURNER launched a campaign strategically targeting top tier national culinary, travel, outdoor & lifestyle media, crafting individual pitches tailored specifically to each outlet, journalist and opportunity.


This culinary adventure caught on with travelers – the Mushrooms & Mercedes experience sold out completely before end of summer.

The media took note as well. The overall campaign resulted in coverage in a variety of targeted outlets including Food & Wine, Associated Press, FoodandWine.com, Travel + Leisure, Departures Dispatch, Outside, CBS News, SKI Magazine, USA Today, Go Escape, Forbes.com, Boston Globe, Gadling.com, San Francisco Chronicle, ABCNews.com, and many more. The Associated Press placement also generated coverage in an additional 60+ outlets across the country.

As a whole, the Four Seasons Mountain Collection experienced an increase in bookings as a result of the coverage these experiences garnered.