Insight
Portavadie is a high end development of luxury apartments in a remote and beautiful lochside setting. A new £10 million spa facility was the A-list attraction to bring the complex to the attention of the global travel market.
Idea
We selected a small but influential number of top-tier destination writers and brought them to Portavadie to experience the allure of luxury and comfort, amid great natural beauty. We chose writers whose audience appreciated the value of a ‘hidden gem’ where remote means the opportunity to rest and recharge. We also created a detailed press pack of information and images across specific themes such as weddings, weekend breaks, sailing or conferences.
Impact
‘Secret’ Portavadie reached an online and print audience of 360 million. When The Guardian reviewed it following a visit we organised, there was a corresponding 300% increase in bookings. Overall, the campaign delivered equivalent PR value of £1.6m and put Portavadie onto the ‘hidden luxury’ map.
