On the trail of a PR story in Norfolk

  • 17 April, 2020
  • Kate Simon

How do you attract the attention of the press when you’ve no news to share – create some of your own. Once the noise about the relaunch of Congham Hall Hotel had abated, our job was to continue raising the profile of this 26-room boutique property in Norfolk with journalists.

Like any good PR, we turned our attention to creating captivating stories around the hotel’s business drivers, tourism trends, local attractions, and the area’s natural, cultural and historical assets. Then, in 2015, we took our work a step further, with an initiative to inspire visits based on exploring the local area.

We created, researched, wrote and launched the first in a series of original trails, The Magnificent Seven… Norfolk Gardens, working with the marketing director to develop a complementary guest package. In 2016, we relaunched the trail to successfully coincide with Year of the English Garden 2016, Visit England’s celebrations of the 300th anniversary of the birth of Capability Brown.

The result was a great little idea for guests to use on their short break and quality content for the hotel’s website. But the trail also gained significant, consistent and repeat media coverage, from major features to round-ups and news briefs, in top print and online outlets in the UK and abroad, including: The Times and Sunday Times, The Daily and Sunday Telegraph, The Independent, The Guardian, Daily Mail and Mail on Sunday, Daily and Sunday Express, Daily and Sunday Mirror, The Sun, London Evening Standard, Metro, Marie Claire, Red, Woman, The Lady, Queen of Retreats and A Luxury Travel Blog, as well as other key consumer publications, trade press, regional and local media and blogs. We also stimulated interest in the hotel in the specialist press, including golfing, shooting, spa, wedding and gardening publications and websites.

The trail was so successful, we went on to create three more – The Fantastic Five… Norfolk Nature Trails, Six of the Best… Norfolk Art Experiences, and The Congham Crab Crawl.

Do you need top-quality content or expert PR support? Contact kate@traveltappers.co.uk

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