Case Study Three: Kaplankaya, Lifestyle and Residential Destination
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.
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.
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.
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