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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: Dylan Coastal Resort in Laugharne, Carmarthenshire; Clowance Estate in South Cornwall, Burn Coastal Retreat in North Cornwall and Whitbarrow in the Lake District.

Since 2021, Effective has been helping Luxury Lodges to promote the 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 have sold press releases into national and regional media, as well as luxury high-end titles, to build on the popularity of the staycation trend. We have also built relationships with numerous prominent influencers relevant to the high-end travel industry, securing press trips and subsequent online coverage.

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

We also liaised with Dylan Coastal Resort ambassador and Wales and Lions rugby star Alun Wyn Jones to arrange photography, video and an interview about his experiences of owning a Residence with the aim of generating leads for further sales. The article showcased how the Residences allow the rugby legend to spend quality time with his family in a home from home and was placed as an advertorial for Wales Online and the Western Mail.

The outcome:

The 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 (the parent company of Media Wales which runs Wales Online and the Western Mail) UK wide for the year to date.

While the advertorial was a paid campaign, Luxury Lodges is already seeing 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 the Resort as a whole, have achieved coverage in titles including OK! Magazine, Time Out Magazine, Cardiff Life, 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).