Case Study

Launching the Lakeside Lodges at Leeds Castle

Service – Media relations and press office

The Brief:

Ahead of the opening of Leeds Castle’s four new luxury Lakeside Lodges, we were briefed on a short-term project to develop a strategy and media relations programme to secure in depth coverage of the lodges in high end media.

The Activity:

The team created a highly target communications plan for the launch, rooted around a media outreach programme to secure suitable press and influencer visits, and news releases targeted at national travel desks, lifestyle publications and Kent newspapers, magazines and online media outlets.

As sustainability was at the heart of the lodges, both in terms of the design and production we ensured this was a key angle when pitching to media. The first news release focused on the sustainable build and the landscape strategy. A follow-up release focused on the interior design and facilities in the lodges, with an emphasis on nature and biodiversity.

Competitions were pitched to media titles including BRITAIN, Discover Britain and Country and Town House to extend the reach to new target audiences in the UK as well as overseas.

The Results:

We arranged an exclusive with The Times, which saw journalist Kathy Lette staying overnight in one of the lodges on launch day. Further media visits were arranged with The Sun, Women & Home, Women’s Health, The Independent, British Travel Journal and more. Coverage to date has a reach of 6.5 million in titles including iNews, Daily Mail, The Sun, Kent Online, Kent Live, Stylist, Great British Life and Kent Online.
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