Our work for Dundas Castle highlighted the value in targeting US and international markets. While international bookings are often secured via DMCs, we found the US private market in particular has a thirst for heritage that has helped to secure online, print and broadcast coverage, generating a significant upturn in US interest and subsequent bookings. We took news hooks and created stories that would reach international markets through traditional and social media. The alignment of the PR programme with business objectives has been important and aligning media outreach with target markets was particularly successful. Our Downton Abbey campaign went viral globally, while others targeting Chinese and supporting a new glamping initiative, supported sales well.