Luxury stays, targeted PR
For the past three months I’ve been working with Finest Stays, a specialist in luxury holiday homes across the South West, on a project with a clear objective: put two exceptional properties in front of the right audiences and generate high-quality editorial coverage.
It was great to work with Kirsty again. We’d previously collaborated when she was at a digital marketing agency supporting one of my clients, The Recycled Candle Company, so I was delighted when she got in touch about this project.
The brief centred on two very different properties. Anchor Boathouse in Kingsbridge had recently joined the Finest Stays portfolio and needed to build awareness from the ground up of this waterfront property. Vane Tower, meanwhile, was already an established favourite with holidaymakers, but there was an opportunity to generate additional exposure through carefully targeted PR centred around the stunning interior design.
Rather than sending generic press releases, this project was all about building relationships and finding the right story for the right publication. I created a comprehensive media list of newspaper and magazine editors, freelance travel writers, bloggers and influencers, which grew steadily throughout the campaign.
Every pitch was individually tailored. It takes longer than a blanket email, but personalised approaches consistently achieve better results. Alongside proactive pitching, I also monitored journalist requests through a PR platform, assessing each opportunity with Kirsty to ensure it was a good fit for the properties and would deliver genuine value.
Timing also played an important role. During July’s hot weather, I spotted an opportunity and quickly pitched Anchor Boathouse as the perfect coastal escape for heatwave-themed travel features.
Results so far
- Press stays secured with two freelance travel feature writers
- Press stay confirmed with the editor of a consumer travel magazine
- Press stay arranged with a travel blogger
- Press stays secured with two travel influencers
- Press stays arranged with travel influencers
- Feature secured in Devon Life
Alongside these confirmed opportunities, there are several promising conversations still underway, with more potential coverage in the pipeline.
Projects like this are a reminder that effective PR isn’t about sending hundreds of emails and hoping for the best. It’s about understanding what journalists, editors and content creators are looking for, matching the right story to the right audience, and building relationships that deliver results over time.
