PR/Communications:
Social Media Enhancements to Drive Wedding Business
About This Project
When San Diego County Parks and Recreation (DPR) decided to boost wedding bookings, they skipped the expensive print ads and headed straight for the brides - on Pinterest. Competing in a world where “dream venues” are defined by hashtags and perfectly curated inspo boards, DPR needed a visual strategy that could transform its scenic parks into must-pin, must-book wedding destinations.
The Client
The San Diego County Department of Parks and Recreation (DPR) manages more than 85 parks, preserves, and event spaces across the region — from ocean overlooks to oak-shaded meadows. Known for their natural beauty but often overlooked as wedding venues, DPR wanted to reposition their parks as affordable, breathtaking spaces worthy of any bride’s “dream wedding” board.
The Services
Thrive Marketing led a smart, strategic social media campaign designed to make DPR’s venues stand out — and get booked:
Pinterest marketing strategy and campaign management
SEO-driven keyword and metadata optimization
Content creation and visual direction, including styled wedding shoots
Copywriting for pins, captions, and landing pages
Performance tracking and lead generation analysis
The Opportunity
Pinterest is where every future bride builds her dream day before she ever books a venue. DPR had the scenery — golden sunsets, waterfronts, and rustic charm — but lacked visibility in the digital spaces where those decisions are made. The opportunity was clear: tap into Pinterest’s massive wedding audience, position county parks as the hidden gems they are, and drive real revenue through organic discovery.
The Solution
Thrive turned parks into picture-perfect “I do” destinations by combining gorgeous visuals with smart search strategy:
Styled Wedding Shoots: Full mock weddings were staged in DPR’s most scenic parks, creating scroll-stopping imagery that captured the attention (and hearts) of engaged couples.
Collaborative Photography: Partnered with local photographers to source and license high-quality, royalty-free images for year-round use.
SEO Optimization: Conducted deep keyword research to align with high-intent search terms like “affordable outdoor wedding venues in San Diego” and “rustic park weddings.”
Pinterest Board Strategy: Built themed boards around venues, decor, and seasons — all linking back to DPR’s website for inquiries and bookings.
Metadata + Copy Refinement: Optimized pin titles, captions, and descriptions for discoverability while maintaining a warm, aspirational tone.
With just a small budget and a lot of creativity, the campaign leveraged organic reach and keyword strategy to turn “hidden gem” venues into highly visible, highly desirable wedding spots.
The Reward
Pinterest proved to be more than pretty pictures — it was a powerful revenue engine. The campaign helped San Diego County Parks go from background beauty to the star of countless wedding boards (and actual ceremonies).
Notable Output Metrics:
3x increase in inquiries for wedding venue bookings within six months
Significant lift in Pinterest impressions and website traffic from organic search
High engagement rates across boards and pins featuring outdoor venues
Low-cost campaign execution with measurable ROI and sustained lead generation
By mixing stunning visuals, SEO precision, and a touch of creative magic, Thrive helped San Diego County Parks prove that even government-managed venues can thrive in the digital wedding market. Pinterest wasn’t just a platform, it became the aisle that led straight to higher bookings and happily ever afters.
