Durham Coast (62) Drone

Marketing the wider destination, not just the hotel

Case study

A five-star hotel and award-winning spa – where Lord Byron married in 1815 – combines stately grandeur with modern luxury perfectly.

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Challenge

The focus for the campaign year was to help increase general spend at Seaham Hall through encouraging guests to spend more time (and therefore increased number of overnight stays) at the hotel.

Guests tended to book special breaks and packages, which resulted in them staying within the parameters of the ‘deal’ and to not spend more during their stays. They also tended only to stay for one night, with the focus more on guests from local and regional areas, rather than travelling from further afield.

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Strategy

To increase promotion of Seaham Hall as a destination, not just a hotel, Travel PR used multiple tactics to help spread the word that there was much more to see and do at Seaham Hall.

Multiple media press visits were organised, which combined hotel experiences with other activities that could be enjoyed on the doorstep, such as exploring the coast, local fishing villages and hiking hotspots. These were further complemented with hotel add-ons, including picnics provided by the kitchen team to enjoy on walks, bikes that could be borrowed, and tailored itineraries to explore the local area.

Travel PR also worked with local and regional influencers in a small event series, which worked to promote the food and kitchen credentials, with a focus on sourcing regionally and the spotlight firmly on local suppliers.

Travel PR also pitched longer stays (three nights and above) and special experience-led packages to media for listicles and round ups.

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Impact

Over the year-long campaign, a wide spread of coverage was achieved in key national media targets, online and across social channels, with a stronger focus on the longer stays and experiences that Seaham Hall offered to guests.

195 total pieces of coverage
18 pieces of print coverage
95 pieces of online coverage
60/100 average DA
81 pieces of social media coverage
261,000,000 total opportunities to see
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I've worked with Travel PR for many years and have always found them to be immensely helpful, offering great ideas and practical solutions for Telegraph writers when they are working on stories.

Ben Ross, The Telegraph

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