One of Europe’s leading business and leisure destinations, Celtic Manor Resort, throughout the years has added a range of new experiences, packages and services to their offering including, most recently, their amazing 5-star Hunter Lodge family break packages. The challenge for Speed, excite existing and new visitors in these luxury lodges.
We set out to raise profile and create social proof across multiple channels, online, on TV and in the consumer press, by harnessing influencer power.
We partnered with celebrities whose strong emotive resonance and reach among the target audience made them the perfect candidates - Sam and Billie Faiers, stars of ITV’s hit reality show Mummy Diaries.
Their series finale would be filmed during a family break at the resort.
A sophisticated PR and paid digital strategy would activate social and online coverage to provide a consistent journey for fans of the show who wanted to visit after seeing their reality TV favourites enjoy the resort.
Our influencers, with their combined Twitter an Instagram audience of over 3 million, shared nearly 100 social posts during their stay, generating a 59% traffic increase to the Hunters Lodge landing page and boosting Celtic Manor Resort’s own follower count by over 1,000.
When the show aired two weeks later, interest skyrocketed again. We secured press coverage across key consumer titles, including Mail Online, OK!, Celebrity Secrets and Celebs Now, generating over 35,000 Google Ad impressions on Mail Online alone.
Landing page views increased by 522%.
Compared to the same period last year, the campaign boosted Hunter Lodge revenue by 379%.
“The choice of influencers was spot on for this campaign – well-known and with significant social media reach. Our audience saw people they genuinely care about having a great time at the resort, on a prime-time TV slot, across social and in several top consumer titles. The impact has demonstrated the cost-effective power of a well-planned and executed influencer strategy.”Vanessa Russell, Marketing Director, Celtic Manor Collection
The cost effective power of great influencer strategy
To resonate with new family audiences, we found the perfect partners.