Insight
Dundas Castle is an exclusive use stately home and estate near Edinburgh. Its titled owners wanted a media campaign that would make their home appeal to the American market and increase their overseas bookings.
Idea
We linked the real life Dundas lifestyle to that portrayed in Downton Abbey, a programme whose huge appeal in America provided a ready audience. By developing a unique package that offered the upstairs and downstairs experience for visitors, and timing its launch with the finale airing of the series, we generated interest across the world.
Impact
The Downton experience was featured on American ABC television, and covered in high end travel titles and national media in the US, Europe and Australasia. It more than tripled our target number of US articles and brought in a flurry of enquiries and bookings for Dundas Castle, again exceeding targets.
