Objective
My goal was to position a portfolio of luxury UK holiday rentals as must-visit destinations, leveraging seasonal hooks, pop culture trends, and unique property features to secure widespread media coverage. The focus was on high-quality brand mentions, backlinks, and international exposure to drive awareness and bookings.
Approach
Over a six-month campaign, I created a proactive PR strategy aligned with seasonal opportunities and lifestyle trends:
- February – Promoted the Earl of Suffolk’s former home available for hire
- March – Positioned Easter properties as ideal for family egg hunts, while highlighting Three Little Pigs as a unique destination for wild swimmers.
- April – Leveraged pop culture by aligning properties with Gangs of London filming locations and a “Stacey Solomon dupe” stay, alongside launching a “Quiet Location Index” for media use.
- May – Focused on multigenerational holiday trends and produced stories like “Castles Cheaper than London Hotels,” securing a high-quality image placement in The English Home.
- June – Created international appeal with “UK Properties Cheaper than Paris Hotels” and a Love Island villa dupe story.
- July – Capitalised on Wimbledon and British summer holidays with “Wimbledon-Inspired Stays” and featured a Bognor Regis property linked to Rolls-Royce heritage.
Each month, the PR campaign was driven by a blend of trend-based storytelling, location-specific angles, and media-ready content with professional imagery.
Results
Total Coverage: 79 pieces
Audience Reach: 29.3 million
Brand Mentions: 162
Backlinks: 63
Coverage Highlights:
- National: The Sun, Daily Express, Daily Mirror, Yahoo! UK
- Lifestyle: Country & Town House, Opulence Magazine, Woman & Home
- Regional: SurreyLive, Halstead Gazette, Wiltshire Times
- International: US News, Irish Sun, Lifeinism
Offline Highlight:
- The English Home – High-value print feature showcasing the brand in a premium environment with a 62.7k print audience.
Insights & Impact
- High Consumer Focus: 96% of media coverage reached a consumer audience, driving direct interest in holiday rentals.
- Global Reach: 47% international coverage, with features expanding brand awareness beyond the UK.
- Strong Market Resonance: 80%+ of coverage rated as “very good” to “excellent” for relevance and quality.
This campaign demonstrated how a data-driven, trend-aligned PR strategy can transform unique properties into media-worthy destinations, delivering both brand visibility and tangible booking interest.
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