Equinox won a competitive pitch to devise a six-month campaign (Dec 2016 – June 2017) for Epic Retreats, Wales’ first pop-up, boutique hotel.
The brief was to raise awareness of the unique hotel offering that allows guests to spend the night in accommodation inspired by Welsh legends in locations showcasing the best the country has to offer.
The requirements included a high-impact press launch, providing high-end magazine-style photography and supporting press coverage via social media campaign. The total budget was £24,000 ex VAT plus £2,830 for social media advertising. 21.5 days of consultancy time were allocated within budget and £9,500 direct costs.
This document details the key results of the activity implemented from November 16, 2016 – July 2017 and evaluates the success of the communications campaign against KPIs set at the outset.
- EQ generated a total OTS of 50,223,668 through media relations, including Wales-wide and UK national and international coverage in print, online and broadcast titles.
- EQ worked with Visit Wales to secure funding for familiarisation visits (covering UK and international media outlets).
- EQ secured a social reach of more than 6m users, of which more than 1m were reached through a highly targeted social advertising campaign.
- EQ secured a feature on the One Show to air in December 2017 and worked with Channel 4 to a maximise media around the programme.