If you’ve ever worked in hospitality, you’ll know the rhythm well. A relentless run-up to Christmas that’s followed by a sharp drop-off as January arrives and consumers rein in their spending. 

For many restaurants, hotels and bars, the weeks between New Year and Valentine’s Day can feel like a never ending lull when teams are burnt out from the festive rush, footfall slows dramatically, and margins are under pressure with the bar to make a meal or a night away ‘worth it’ higher. 

But with the right approach, winter can become a valuable time for hospitality businesses that understand their audience and are willing to adapt. And the most effective winter activity comes from PR, marketing and operations working together early on, rather than last-minute attempts to fill tables.

Putting local audiences first

After the Christmas crowds have calmed, winter is the time to focus on the people most likely to support you through the quieter months: local customers and existing audiences should take priority.

Loyalty offers, early access to events or winter-only menus can all help maintain a steady rhythm of bookings. For hotels, shorter packaged ‘staycation’ visits marketed locally often outperform broader national campaigns at this time of year.

We’ve seen this work well with clients like Sonas Collection, who lean into winter as a reason to slow down rather than escape. Their seasonal Northern Lights staycation offers focus on shorter breaks, added-value dining and star-lit hot tub experiences. This sends clear messaging around switching off and an experience that’s only possible with the dark skies of the season, appealing directly to UK audiences looking for an easy winter getaway.

From a communications point of view, this creates a clear hook that helps the hotel stand out and gives media and audiences an immediate sense of what makes a winter stay there different, moving the conversation away from filling rooms and towards selling an experience that only works at that time of year.

Tapping into the perfect partners

One of the most effective winter tactics is giving people a reason to come in now, rather than waiting until spring. Supper clubs based around key moments like Burns Night create an occasion to go out, while also tapping into the audiences of compatible brands. Menus should reflect the season: comfort, warmth and familiarity still matter, alongside lighter options for those looking for a reset in January. Framing menus around seasonality or nourishment tends to resonate more than standalone launches.

We’ve seen strong engagement around this approach through initiatives like the Old Course Hotel’s Chef series, bringing in renowned chefs – like Michelin-starred Alex Dilling and Ballymaloe’s Rachel Allen – from further afield to create a collaborative menu, giving locals a chance to try their cooking without making a long journey. 

Similarly, one-off takeovers with local chefs, like Heritage Portfolio’s collaborations with Roberta Hall-McCarron at Royal Botanic Gardens Edinburgh, allow venues to tap into a chef’s loyal following and combine food, drink and a cultural destination to create something special and exclusive. They also give comms teams something tangible to talk about that resonates with media, which helps activity cut through.

We’re always looking to be inspired by all parts of the travel and tourism industry, from visitor attractions to luxury hotels, there is always something to admire. The below is a roundup of some of our favourite campaigns from 2025, from global campaigns to regional launches, big or small, there is always a chance to be creative and deliver
something truly impactful.

Is Iceland AI generated?

Icelandair leant into the country’s natural beauty with a playful reality check. Playing on the wave of AI anxiety and deepfake fatigue Icelandair created a conspiracy movie in
which two travellers insist Iceland is fabricated. Alongside the video was a quiz asking people to guess if images were Iceland or AI, as well as research that found only 43% of people felt sure they could distinguish between an AI-generated and a real travel image.

Giant ball announces opening of Hollywood Bowl Uxbridge

We always appreciate how international or national brands launch in a new area, and we loved how Hollywood Bowl announced the arrival of its new family entertainment
centre in Uxbridge, as locals did a double-take as they walked past a car crushed beneath an enormous two-metre bowling ball. What a way to make an entrance!

Muckle Media is a proud B Corp. We were the first in our industry to certify in Scotland back in 2022 and we took this as our opportunity to lead our sector and go beyond the badge, using the framework to guide us to deliver better outcomes. Since then, our commitment to balancing purpose and profit has helped us do better not only for our environment and community, but also for our clients and our business.

2025 has been a year of significant momentum for the B Corp movement, and for Muckle Media. As B Lab UK, the non-profit that supports companies through the B Corp Certification process, celebrates its 10th anniversary and introduces ambitious new standards, we celebrated the certification of the 100th Scottish B Corp, Arbikie Distillery. At Muckle Media, we successfully completed our own rigorous recertification, and are proud to have achieved a score of 103.3, marking an increase of 89.4 on our original certification.

Looking ahead to meeting these new, strengthened standards, we have reflected on how we can best improve our impact. For us, one of the key things we can do to leave the world in a better place is through the strategic investment of our time, expertise, and resources, imparting the knowledge we have of core communications skills.

Effective communication is our superpower. The success of every business relies on clear, strategic, and impactful communication – an incredibly valuable resource we can and have been sharing with the wider B Corp community, both as a collective and directly with individual organisations.

Last year, I was incredibly proud to walk in the footsteps of our MD, Nathalie Agnew, in stepping up to take on a leadership role. With the full backing, time, and resources of Muckle Media, I became a Co-chair of B Local Scotland.

Communications leadership is essential in driving the B Corp agenda forward in Scotland. During my time as Co-chair, we have provided a platform for B Corps to network with policymakers and industry leaders, upskilled businesses on how to effectively engage with stakeholders, held the first national B Corp business festival, and organised many valuable social events. All of these initiatives have allowed me to leverage the expertise of Muckle Media to support our mission: driving collective action, sharing best practice, and raising the profile of all B Corps in the region.

Our deep involvement in the community has given us unrivalled access to B Corp insight, placing us at the forefront of emerging standards and granting us an extensive network of mission-aligned suppliers and partners across the connected UK-wide group of Co-chairs and B Corps.

This value’s first approach has not only enhanced our impact as a B Corp but has also enabled us to give our clients a direct line into the purpose-driven business community, the beating heart of Scotland’s wellbeing economy. We have developed a proven network of best-in-class, ethical suppliers and organisations that are led by their values first.

Our communication expertise doesn’t just benefit our clients; we are actively using it to strengthen the entire B Corp ecosystem in Scotland.

We are the perfect communications partner for organisations that aren’t just meeting, but actively setting the standard for responsible business.

If you are looking for an agency whose strategic expertise is validated by its influence, let’s discuss how our commitment to the B Corp movement translates into a competitive advantage for your next campaign.

You might have thought that Budget Day on 26th November is a day to sit back, digest Rachel Reeves’ announcements, read the industry analysis and start working out the implications. A communication plan might be on your radar, or might not.  Think again. This is an opportunity for some PR wins that raise your profile, enhance your reputation, position you as a thought leader and lay the foundations for great media relationships.

In media organisations, planning for Budget Day has already begun.  They will be lining up the usual experts for quick analysis, but they also know that the general public want to hear from ordinary people like themselves alongside reaction from key industry leaders. Broadcasters and newspapers (who have an increasingly important online following and who are influencers in their own right) are looking for places to go and people to speak to.  This is where you come in. 

If the Budget is likely to have implications for your specific industry, can you provide immediate reaction? It’s important not to over-think this. The amount of effort required is more likely to amount to one line than one page.  And if you don’t expect your industry to be affected, you can bet it will affect the household budgets of your staff.  Who are the chatty employees who would be happy to talk about this?

I hear you wondering what’s in it for you. This all sounds like a lot of effort when you’re already snowed under, so why bother?  The first reason is that you don’t want to fall into the biggest trap that most organisations fall into, no matter how big or small: they only connect with journalists when they need the media, not when the media needs them.  Don’t wait until you’ve got a crisis on your hands before reaching out to journalists and expecting them to trust you.  Don’t expect them to put your acquisition announcement at the top of their running order if they’ve never heard from you before. Media relationships are like business relationships: journalists do more for the contacts they know and trust. So Budget Day is the day to ‘pay it forward’ and start building that trust.

Secondly, don’t underestimate the messages you can convey in a short soundbite. Can you react in your capacity as the Chief Executive of a “fast-growing” company?  Make sure you take the opportunity to describe your business in glowing terms. If you are putting forward an employee, are they a great ambassador for what you do? The right interviewee, with an exciting background in shot, can do wonders for your brand profile, reputation and even recruitment.  At the very least, you’re getting your brand name onto media platforms with huge reach and influence, on a day when audiences will be high.

So, how do you do all this?  The most time-efficient and effective way is to work with a PR professional with great media contacts (what, you mean us??).  But there’s nothing to stop you reaching out to a journalist whose work you respect. Tell them what you might be able to offer and don’t worry, this is not a pledge written in stone, you are opening negotiations. Set out some basic Ts&Cs but be prepared to compromise, and if it starts to look like it’s not a good opportunity, feel free to decline.  

A final word of advice. Budget Day is probably not the day to plan the big launch of something unrelated to the economy.  Neither is it the day to ‘bury bad news’.  The former won’t get any coverage.  The latter will be noticed and will come back to bite you later. 

Earlier this year, at our annual company gathering, the team decided it would be fun to play Traitors.  The Director with the darkest hair was picked to be Claudia and envelopes were handed out at the start to all staff, telling them whether they were ‘faithful’ or ‘traitors’. 

The idea of playing Traitors, I am told, is an HR nightmare.  From a company perspective, you want activities which bring people together not set them against each other.  But we didn’t consider this point before downloading instructions from Chat GPT and forging ahead. I was sitting opposite a close colleague when the envelopes arrived, and we immediately spotted strange behaviour amongst the remaining team. The game was an easy conversation starter for colleagues who didn’t know each other so well as we gossiped about our top suspects.

The meet-up was over several days and had a packed itinerary.  The Traitors set up a secret WhatsApp group and plotted who to kill each day, in between paddle boarding or zip lining.  Instead of awkward moments during and after dinner, each evening was filled with lively team discussions as we decided which colleague to ‘banish’.  We couldn’t wait to get to breakfast to find out who’d been murdered.

And guess who was the traitor who made it to the end? My close colleague who was sitting opposite me when the envelopes arrived.  She was a perfect Cat Burns and, like a complete idiot, I defended her innocence to the end, to everyone’s delight when she revealed her true traitor status.  I now have new-found respect for her ability to keep calm under pressure, and she’d have a great side hustle as a poker player.

So, if you’re thinking of playing Traitors at your office party, go for it! The game provided a unifying theme through our meet-up, much hilarity, and everyone got to know each other really well.  Be prepared to see  a different side to people you thought you knew, and watch out for the quiet ones.

Creative communications agency Muckle Media has appointed Jodie Baynes as its first head of agency marketing, as it seeks to continue to grow the work it delivers for major brands in the UK and overseas.

With more than 20 years’ experience working in marketing and business development roles, Jodie will play a key role in driving forward the agency’s marketing strategy, strengthening brand visibility, and supporting its mission to help clients solve now and shape what’s next.

Joining in Muckle Media’s newly created role of Head of Marketing, Jodie previously held senior marketing roles at Whitespace and Dentsu. Her extensive experience driving culture, engagement and growth aligns with Muckle’s value-led approach.

Jacquelyn Whyte, creative director, said: “At Muckle Media we’re ambitious and driven by the belief that bright ideas create lasting impact. Jodie brings a fresh perspective and proven expertise that will be instrumental in building on our reputation for creative excellence and strategic impact, as we continue to elevate and strengthen our brand, while delivering great results for our clients.”

Jodie Baynes added: “Muckle Media’s culture, and mission to solve now and shape what’s next resonates strongly with me, and I look forward to driving marketing that both amplifies our story and supports our clients’ ambitions for the future.

“Part of what I love about elevating an agencies marketing effort is shining a spotlight on the work and people behind the brand, that are doing incredible work with a great range of clients.

“My vision is to contribute to Muckle’s future sustainable growth by raising the profile of our values driven approach for our clients, our people and our partners and our planet.”

This appointment is the latest milestone for Muckle Media, which acquired 100% of Spey’s shares last year, making it a fully owned subsidiary and appointed Mike Alexander as account director for new business earlier this year. Muckle Media is shortlisted for the PR Week Best Agency Outside London Award for the second year running this year, with the results revealed in London in October.

When I got picked for an internship at Muckle Media through Queen Margaret University’s version of speed dating (but make it interviews), I was honestly a bit shocked, but also excited to dive in.

Fast forward a year and I’m still here! What started as a month internship turned into a full-time trainee role. I never expected to land a “big girl” job right out of uni, especially coming from the Scottish Borders, but the team saw potential in me, and I decided to take the leap.

Looking back, I’ve realised I never really gave myself the time to appreciate how far I’ve come. I switched my degree a month before it started (goodbye Psychology, hello PR and Marketing), juggled hospitality shifts and uni deadlines, and worried about what my future would look like. Now here I am, working in PR and writing this from my kitchen table at home in the Borders –  due to our flexible working model – wild.

What I’ve learned at Muckle:

PR is a team sport
From brainstorms to client calls, media sell-ins to campaign launches – nothing happens in isolation. I’ve learned how valuable it is to bounce ideas off your team, lean on each other during tight turnaround and celebrate the wins, whether big or small, together.

Confidence grows quietly
It’s not just about presenting in meetings or owning a media list. It’s also about speaking up more, trusting your instincts and realising your voice matters!

Nobody has it all figured out
I used to think I had to get everything right the first time. Spoiler: I didn’t. At Muckle, I’ve seen firsthand that learning on the job, asking questions and being curious is way more valuable than pretending you’ve got all the answers.

Growth isn’t always obvious
Some wins come in headlines while others come in small quiet moments like leading a task you used to shy away from or finally cracking a media pitch. It all counts.

One of the biggest things that’s made this year so special is the culture at Muckle. Everyone is genuinely supportive, no matter what they’re working on, or where they’re based. Whether it’s in Edinburgh, Glasgow, Forres or beyond, the team feels connected and you never feel like you’re on your own.

Even with working at home, there’s still that day-to-day energy that makes you feel like you’re part of something. Whether it’s quick check-ins, someone offering to help you on a pitch, or team days that bring everyone together in person, the support never drops. And it’s not just all work chat either – there’s always space for the fun stuff too (like deep dives into everyone’s celebrity crush, book recs, or hot takes on what’s trending that week).

Before joining Muckle, I thought I had a solid idea of what PR was (I mean, my degree literally had it in the title). But the day-to-day has been way more varied, fast paced and exciting than I imagined. One minute you’re writing a press release, the next you’re pulling together a shoot brief, or chatting to a journalist.

It’s been a year of learning, growing and laughing – a lot. I’ve learned that imposter syndrome doesn’t go away, but a good team makes it easier to silence. I’ve learned how to ask better questions, how to pitch smarter stories, and how to back myself a bit more.

There’s still plenty to learn but I’m exactly where I’m meant to be.

Muckle Media and Spey are once again celebrating after winning a trio of awards at The Marketing Society Scotland Star Awards 2025, including a gold, a silver and a bronze in what was a highly competitive night with some exceptional campaigns.

As the vibrant marketing community in Scotland came together, it was a night of celebrating enlightened thinking, innovation, and creativity.

A Vehicle for Change Taking Galloway Cheddar and FareShare UK on a Scottish Road Trip, Spey’s community-based campaign that saw over 90,000 meals donated across Scotland secured the gold award for brand experience. Also in brand experience, ‘Oh No Blu didn’t: A Perfect Pantomime Partnership’ came silver, with Muckle Media engineering Radisson Blu Hotel Glasgow’s sponsorship of the King’s Theatre pantomime.

The Royal Highland Show must go on, an integrated campaign delivered by Muckle Media and our agency friends at Lane and Lane Media for RHASS secured bronze in the hotly contested Tourism, Leisure, Culture & Sport category.

In total Spey and Muckle Media were shortlisted for seven awards, with our client entries for Essential Edinburgh and the Loch Ness Centre also shortlisted in the chairman’s SME awards list.

Nathalie Agnew, founder and Managing Director of Muckle Media, said: “The Marketing Society Star awards are the pinnacle of the Scottish creative and marketing sector and we are beyond pleased with our performance. Just for us and our clients to be shortlisted nine times across such competitive categories was a big win for us and to bring home a gold, silver and bronze really was the cherry on the top. This years theme ‘steal the limelight’ really came to life on the night and we were delighted to be front and centre on stage with Spey and Galloway.”