To establish the Monzie Estate as a leading luxury Scottish accommodation by generating coverage in regional and national press, while also utilising discount offers to increase ‘staycation’ bookings

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Exclusive discount offers - We looked to secure promotional space in key Scottish titles in order to offer exclusive discounts to their readers. We would also request supporting social media promotion of these offers to help increase bookings and interest amongst local audiences.

Highlighting local partnerships - We highlighted partnerships with businesses such as an award-winning bakery and local restaurants to increase cross-promotion and create a more comprehensive offer for journalist requests and proactive media pitching.

‍Proactive media pitching - UK and America- We wrote and distributed seasonal press releases showcasing the castle and the cottages as a year round place to visit - Christmas, summer, Easter etc. We also decided that with the historical side to the property, it might appeal to overseas visitors, especially in the US market.

Reactive journalist request responses - We utilised our agency software to monitor for and respond to relevant journalist requests. We were able to ‘jump on’ requests for ‘castle stays’, ‘self catering cottages in Scotland’, ‘historical holiday accommodation’, ‘stargazing holiday locations’ and ‘places in Scotland to spot red squirrels’

Press visit programme - Sending journalists to review a property or destination is a key part of getting good media coverage and we were able to secure a number of top Scottish writers to stay at Monzie Estate.

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Coverage generated to date has resulted in a total reach of 842,186,160

Exclusive discounts - we secured promotional space in three Scottish staple newspapers, The Sunday Post, The Courier and the Press & Journal, offering exclusive discounts to their readers. All three newspapers ran a reader offer in print and shared it online as a pre-promote on their social media platforms.

Press trips - we organised press trips for a number of leading regional and national publications including the Daily Mail, Scottish Field, the Scots magazine and Scottish Woman magazine.

Journalist requests - Having responded to a journalist request seeking information on the last places in the UK to see red squirrels, Monzie was included in an article in the Daily Telegraph. This piece was also published on Yahoo! News as well as 19 regional Scottish titles.

International pitching - as a result of our efforts, Monzie has started to enjoy coverage in key US titles including Global Traveller USA