Boath House Hotel

Challenge

In 2017, Boath House, luxury country house hotel situated near the cities of Inverness and Elgin, on Scotland’s north-east coast, approached Muckle Media to assist with a press announcement. The 5-star iconic hotel with one Michelin star had decided to walk away from the Michelin Guide and wanted to generate media awareness in order to reveal its long term strategy and change of style for the business to encourage people to book.

Strategy

Muckle Media developed a comprehensive list of media targets (national, international, tourism, hospitality and food and drink trade press as well as local media). A press release and photography of Boath House and its head chef was shared with media along with interview availability and the offer to come and visit Boath House to sample its new menu. To guarantee extra reach and lend credibility to Boath House, which was little known outside of the Highlands, Muckle Media made a deliberate reference to internally acclaimed French chef Sebastien Bras who had recently made the headlines for his decision to drop his three Michelin stars in the press release.

Results

Muckle Media took the brief, turned round a press release and handled media distribution within three days. Boath House was overwhelmed with the media interest which included, BBC online, STV News, The Times, I, The Herald, The Daily Mail, The Evening Standard as well as trade press. The story was the most read on BBC online that day and STV News came to have lunch at Boath House and interview the family behind the business. Total reach of the campaign was 13,924,437.

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