Upon securing a management contract for The Balsams Grand Resort in New Hampshire, Delaware North Companies, one of the most respected hospitality companies in the world, was faced with repositioning the historic property that had lost much of its consumer appeal and was quickly losing market share.  CM Communications developed a public relations strategy for The Balsams that incorporated new messaging for contemporary travel audiences and introduced attractive travel packages to drive reservations.  Over less than a two-year period, the agency had secured over $2 million of earned media coverage in major print and digital travel media outlets nationwide. Reservationists reported a direct correlation between room bookings and when media coverage appeared.