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Creative, Marketing, Public Relations

Luxury Lodges – Launching the Residences

The challenge:

Luxury Lodges owns four exclusive, self-catering resorts across the UK: Clowance Estate in South Cornwall, Burn Coastal Retreat in North Cornwall, Dylan Coastal Resort in Carmarthenshire;  and Whitbarrow in the Lake District.

Between 2021 and January 2023, Effective helped Luxury Lodges to promote its holiday home sales (Residences) at two of its resorts: Burn Coastal Retreat and Dylan Coastal Resort. With state-of-the-art amenities and striking architecture, the Residences provide a home away from home, offering the freedom of holiday home ownership in these must-visit areas.

The campaign:

Since the launch in 2021, we sold press releases into national and regional media, as well as luxury high-end titles, to build on the popularity of the staycation trend – particularly in Cornwall. We worked alongside Visit Cornwall and Visit Wales to promote the regions as go-to destinations.

We have also built relationships with numerous prominent influencers relevant to the high-end travel industry, securing press trips and subsequent online coverage, while also opening up discussions with ITV to feature on prominent daytime TV shows.

We also liaised with Residences ambassador and Wales and Lions rugby star Alun Wyn Jones to arrange photography, video and an interview about his experiences of owning a holiday home with the aim of generating leads for further sales.

To maintain interest and promote the Residences as international travel returned, we drafted copy for blogs to sit on Luxury Lodges’ own website which highlight the benefits of holiday home ownership, the changing trends in holiday destinations towards staycations and investment opportunities.

The outcome:

An advertorial featuring ambassador Alun Wyn Jones received 41.8k page views, reaching 144k people on Facebook and more than 250k impressions via Google Display Network adverts and was the highest performing commercial article for the whole of Reach UK wide for that year to date.

While the advertorial was a paid campaign, Luxury Lodges saw a return on investment with incredible levels of engagement online, leading to interest being registered in the luxury properties and a sale of a Residence being completed as a direct result of the article.

Press trips arranged by Effective to build interest in the Residences and resorts in Bude and West Wales achieved coverage in titles including OK! Magazine, Time Out Magazine, Daily Mail, Irish Mail, Viestra magazine, Luxe Magazine, Candis, The Express, Sunday Times as well as top-performing influencers including Hygge for Home (Instagram: 257k followers), LustLiving (Instagram: 142k followers), KJG Home (Instagram: 319k followers), Luxury Travel Diary (Instagram: 93.2k followers), and thechallishome_x (Instagram: 83.3k followers) and celebrities including Alex Jones, Katie McGlynn and Kimberly Hart-Simpson.