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Establishing local connections through influencer relations

Case study

The striking location of Seaham Hall on County Durham’s coastline is just one of its alluring aspects; combined with sheer understated luxury throughout its 21 chic suites and award-winning 44,000 sq ft spa, this five-star hotel is a blissful location for a relaxing British weekend or a mid-week escape.

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Challenge

Seaham Hall, a five-star boutique hotel on Durham’s Heritage Coast, was seeking to further cement its local connections.

Popular for overnight stays, Seaham Hall was keen to build on existing relationships and to tap into new audiences.

Rather than purely focus on the national market and overnight stays, Seaham Hall wanted to inspire a greater number of day visits from local people seeking to enjoy its award-winning spa facilities and two, very different, restaurant offerings.

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Strategy

Travel PR worked with Seaham Hall on an influencer event series to showcase its spa and foodie offerings.

The events were planned to be intimate and individually themed. It was therefore important to choose attendees who not only had a strong social influence, but who were authentic, a good fit for the brand’s ethos and who had a passion for, or connection with, the chosen theme of the event.

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Impact

Over three events, Travel PR connected with 15 local and regional influencers who actively blog and have strong social media engagement. All were tasked with specific deliverables, and each influencer went above and beyond the requirements, inspired by the experiences delivered by Seaham Hall.

100+ pieces of coverage across online and social channels (blogs, Instagram posts, Facebook posts & Twitter posts)
400,000+ total reach and engagement through social media posts
100% positive sentiment
15 new, loyal brand ambassadors for Seaham Hall
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We’ve found Travel PR’s knowledge of, and passion for, the UK travel industry to be invaluable as we build our media relations and profile. They work as an extension of our team and always offer sound advice, never more so than throughout the pandemic.

The Travel Chapter (including holidaycottages.co.uk and Canine Cottages)

Contact us

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?