Lifestyle PR Campaign - Case Study

PROJECT TYPE

Lifestyle PR Campaign

SECTOR

Lifestyle and Residential Destination

LOCATION

Kaplankaya, The Aegean

YEAR

2019

CASE STUDY

Kaplankaya.

Working alongside residential selling agents Athena Advisers, Ebury’s brief for the lifestyle PR campaign involved showcasing the forward-thinking, pioneering sustainable destination of Kaplankaya.

As well as driving interest and sales leads for the residential villas, which are fully serviced by the resort’s Six Senses Kaplankaya hotel, a specific objective of the campaign was to showcase the destination’s commitment to the owner community via the creation of Harvest Kaplankaya festivals, hosted twice a year at the resort across two days and featuring a range of health, nutrition, mindfulness and wellness speakers.

Key objectives across the lifestyle PR campaign included driving ticket sales for Harvest Kaplankaya amongst target audiences and securing attendance of key real estate focused press in the UK and select international territories.

CASE STUDY

Kaplankaya.

Working alongside residential selling agents Athena Advisers, Ebury’s brief for the lifestyle PR campaign involved showcasing the forward-thinking, pioneering sustainable destination of Kaplankaya.

As well as driving interest and sales leads for the residential villas, which are fully serviced by the resort’s Six Senses Kaplankaya hotel, a specific objective of the campaign was to showcase the destination’s commitment to the owner community via the creation of Harvest Kaplankaya festivals, hosted twice a year at the resort across two days and featuring a range of health, nutrition, mindfulness and wellness speakers.

Key objectives across the lifestyle PR campaign included driving ticket sales for Harvest Kaplankaya amongst target audiences and securing attendance of key real estate focused press in the UK and select international territories.

PROJECT TYPE

Lifestyle PR Campaign

SECTOR

Lifestyle and Residential Destination

LOCATION

Kaplankaya, The Aegean

YEAR

2019

Lifestyle PR Campaign Execution

Ebury’s work included top-tier lifestyle and real estate media outreach highlighting the resort’s key USPs as a residential destination, including best-in-class wellbeing, five-star hospitality via the Six Senses hotel and architectural excellence.

Through regular liaison with the UK’s leading property editors and writers, Ebury consistently secured coverage for Kaplankaya and its residential offering in target publications. In tandem with this activity, Ebury carried out pre-event coverage generation for Harvest Kaplankaya, liaising closely with a wide spectrum of media including travel, luxury lifestyle, sustainable living and business titles.

One-to-one interviews were set up for key Harvest Kaplankaya speakers and workshop hosts and Ebury escorted multiple press trips to the event, seeding in-depth editorial features focusing on the resort’s philosophies and rare offering to residents at Kaplankaya; new way of living within a branded residential resort.

Through print and digital media liaison and escorted press trips, coverage was specifically placed in hand-selected titles in order to speak directly to Kaplankaya’s target audience and potential buyer pool.

Results of Our Lifestyle PR Campaign

Ebury’s lifestyle PR campaign secured significant and impactful coverage within A list media publications including features in Wallpaper, Forbes, Country Life, The Sunday Times, FT How to Spend It, Evening Standard Luxury, Country & Townhouse, Billionaire, South China Morning Post, The Times LUXX.

Through print and digital media liaison and escorted press trips, coverage was specifically placed in hand-selected titles in order to speak directly to Kaplankaya’s target audience and potential buyer pool, driving interest to the villas for sale.

Pre-event coverage for Harvest Kaplankaya worked in conjunction with and elevated the marketing and social activity around the festivals, resulting in sold-out events. In-depth features and interviews were secured highlighting the resort’s key points of difference, setting it apart from competitors and positioning Kaplankaya as a leading branded residential resort.

Pre-event coverage for Harvest Kaplankaya, in conjunction with the marketing and social activity around the festivals, resulted in sold-out events.

Ebury’s lifestyle PR campaign secured significant and impactful coverage within A list media publications.

Lifestyle PR Campaign Execution

Ebury’s work included top-tier lifestyle and real estate media outreach highlighting the resort’s key USPs as a residential destination, including best-in-class wellbeing, five-star hospitality via the Six Senses hotel and architectural excellence.

Through regular liaison with the UK’s leading property editors and writers, Ebury consistently secured coverage for Kaplankaya and its residential offering in target publications. In tandem with this activity, Ebury carried out pre-event coverage generation for Harvest Kaplankaya, liaising closely with a wide spectrum of media including travel, luxury lifestyle, sustainable living and business titles.

One-to-one interviews were set up for key Harvest Kaplankaya speakers and workshop hosts and Ebury escorted multiple press trips to the event, seeding in-depth editorial features focusing on the resort’s philosophies and rare offering to residents at Kaplankaya; new way of living within a branded residential resort.

Through print and digital media liaison and escorted press trips, coverage was specifically placed in hand-selected titles in order to speak directly to Kaplankaya’s target audience and potential buyer pool.

Results

Over the course of just 6 months, Ebury has secured a range of online and print coverage across top-tier media, equating to a strong return on investment of 22%. Carefully placed editorial including feature-length project focuses, expert commentary and in-depth Q&As with the company founders contributed to increased interest in the business and their services.

Positive engagement and response from media resulted in exposure in national publications such as The Telegraph and The Sunday Times, interior design bibles Homes & Gardens and LivingEtc and luxury lifestyle magazines Mansion Global and The London Magazine.