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Epic

Retreats

Promoting pop-up glamping through national media

Epic Retreats, a Welsh Government part-funded partnership between Best of Wales, Cambria Tours and George + Tomos Architects, commissioned Equinox to promote its pop-up glamping hotel with the aim of driving bookings for summer 2017.

     Tactics

  • PR — we took a three-staged approach consisting of a media launch (multimedia package using architectural drawings/CGI); ‘bookings now open’ story (releasing new information about locations and experiences to drive sales); and ‘first-look inside’ package for press trips

  • Stakeholder engagement — worked with Visit Wales, National Trust (landowner of locations), Channel 4 (‘Cabins in the Wild’ commissioned programme), architects and Epic Retreats project partners to agree media protocol to control what was being issued, when, and to ensure cohesive messaging

  • Product development — liaison with key trade to develop itineraries for press trips

  • Social media — devised strategy and managed social media channels (Instagram, Facebook, Twitter) during campaign period. Implemented highly-targeted Facebook ads to drive web visits / conversions

  • Brand development — helped to create a compelling identity and suite of web/social graphics. Filtered this down to the pods, ensuring each unit had their own epic USP. Wrote all web copy including product descriptions

  • Digital — captured sunrise time-lapse footage and pre-existing Visit Wales footage to create 30-sec video of featured locations with our strapline “Wake up to Wales.” Content was packaged with PR pitches. 

     Results:

  • Extensive media coverage included BBC The One Show, The Times, Daily Mail Online, The Telegraph, Wales Online, Metro, ITV Wales, BBC Wales, Wallpaper, Architectural Digest, etc.

  • PR OTS: 51.5m

  • 52k unique web visits (Feb – June)

  • 1.6m social media reach

  • 43 bookings (May – June).