Using content marketing to build a brand
Case study
Travel PR developed a content marketing strategy to position Pride of Britain Hotels as the acknowledged expert in the hospitality sphere and, in turn, to attract and build an audience to which to market the hotels based on trust, understanding and an existing, non-commercial relationship.
Challenge
Pride of Britain Hotels is a carefully-curated collection of hotels, dotted around the British Isles. From Sussex to Scotland, the collection includes many privately-owned properties, each one unique and characterful.
In 2016, amid increasing competition, Pride of Britain Hotels sought to build its online audience and to attract more visitors. Travel PR knew that the brand offered something special: unique properties, impeccable service, expertise, knowledge – and, importantly, a caring ethic. Key goals included driving more visitors to the website and encouraging interaction with the brand. How could we make Pride of Britain Hotels stand out from the crowd?
Strategy
Travel PR developed a content marketing strategy to position Pride of Britain Hotels as the acknowledged expert in the hospitality sphere and, in turn, to attract and build an audience to which to market the hotels based on trust, understanding and an existing, non-commercial relationship.
Travel PR created a content calendar and wrote interesting articles, together with curating image galleries across lifestyle themes to encourage visitors to the website; these included interiors, food & drink, spa, gardens, British events/places to visit, and much more besides.
Travel PR also commissioned journalists to write specialist content, and sought seasonal information from member hotels such as sizzling summer recipes, Christmas cocktails, relaxing spa treatments, recommendations from sommeliers, gardening tips, and more.
Content was added regularly to Pride of Britain Hotels’ website, within newly-created e-magazine-style categories, and was shared on social media channels and also used in Pride of Britain’s e-newsletters.
Result
More synergy was created between the PR, marketing, SEO and social media strands, heightened by the new content marketing activity.
The initial approach resulted in over 30 articles being posted on Pride of Britain Hotels’ website in the first six months, both broadening the brand’s marketing message and showcasing the story of its specialist world.
Website sessions increased year on year by 66%, and the number of page views grew from 1.3M pa in April 2016 to 1.9M in just 12 months.
The Domain Authority (strength) of the brand’s website increased by 40%.
The ongoing project is now in its seventh year, with a robust content calendar and a team of specialist writers commissioned year-round to ensure fresh content.
Content was also strengthened through brand associations, including Temple Spa, Graham and Green, The White Company, The Tate, Loaf, and GP & J Baker.
Travel PR are a dream to work with. They understand the complexity that often comes with representing a membership organisation, and are highly adept in responding to the needs of multiple stakeholders. We have a great story to tell… and Travel PR has enabled us to tell it.
The Institute of Tourist Guiding
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Travel PR, established 25 years ago, is a leading specialist PR and communications agency specialising in the travel, hotel and lifestyle markets. Want to create a PR strategy for your brand?