Scotland in the Spotlight: A High-Impact Media Roadshow
The Brief
Glenapp Castle, Prestonfield House, and The Witchery - three of Scotland’s most iconic luxury properties - sought to elevate their profiles and generate high-value media opportunities. The objective was to engage with top-tier journalists and content creators to drive editorial coverage, increase brand awareness, and secure press visits that would reinforce their positioning as premier travel destinations.
The Strategy
To maximise impact, The PC Agency devised a focused two-day Scottish Media Roadshow, targeting top-tier journalists and a select influencer. The strategy centred on securing high-value, one-on-one meetings that would generate meaningful opportunities for Glenapp Castle, Prestonfield House and The Witchery across print, digital, and social media. A total of seven meetings were successfully secured, including six with leading journalists and one with a high-engagement influencer.
Media Engagement & Outcomes
We engaged with journalists from leading publications including The Handbook, The Week, Robb Report, Financial Times, Condé Nast Traveller, The Spectator World US, and The Scotsman. Each journalist had a strong interest in luxury travel, Scottish hospitality, and immersive experiences.
These meetings led to significant editorial opportunities across all three properties, including:
Glenapp Castle
Exclusive media coverage confirmed for the launch of The Azalea by Glenapp Castle and liaisons on review opportunities.
Secured press visits, with journalists keen to experience the property first-hand for upcoming travel features.
Story angles explored, including wellness escapes, family travel, golf tourism, and culinary experiences.
National and international travel publications expressing interest in reviews and experience-led storytelling of Glenapp Castle’s unique Hebridean Sea Safari.
Prestonfield House & The Witchery:
Confirmed editorial inclusions in luxury lifestyle gift guides, increasing exposure within the premium market.
Secured coverage for The Witchery in The Times, both print and online.
Locked in press visits for both hotels with key journalists in exchange for features.
Feature opportunities secured for both properties, covering their rich heritage, distinctive hospitality, and renowned dining experiences.
Ongoing discussions for exclusive profile coverage on James Thomson, the visionary behind both hotels.
National and international travel publications expressing interest in reviews and experience-led storytelling.
Additionally, we met with luxury travel influencer Viktorija Peciulyte (@charmingwanders), whose audience of 194K+ followers aligns perfectly with all three properties’ target markets. Key outcomes include:
A dedicated social media campaign featuring a static post, reel, and multiple Instagram stories to showcase Glenapp Castle’s immersive luxury.
Participation in an influencer-focused event at The Witchery shop, enhancing brand exposure within aspirational digital audiences.
Interest in an extended photographic and content partnership spanning Glenapp Castle, Prestonfield House, and The Witchery.
Results & Impact
The Scottish Media Roadshow delivered outstanding results, positioning Glenapp Castle, Prestonfield House, and The Witchery at the forefront of luxury Scottish travel media. Key achievements include:
Exclusive media coverage secured for The Azalea’s launch, ensuring high-profile exposure.
Multiple press visits confirmed, ensuring first-hand experiences that will translate into high-quality editorial features.
Expanded brand visibility across national and international luxury travel and lifestyle publications.
A combined audience reach exceeding 5.5 million monthly unique users, spanning print, digital, and social media.
Strengthened influencer collaborations, driving visually compelling content and increased engagement across key digital channels.
Through targeted media engagement and strategic storytelling, The PC Agency successfully enhanced the profile of these three exceptional Scottish properties, paving the way for impactful press coverage, increased consumer interest, and long-term brand positioning within the luxury hospitality sector.
If you’re looking to elevate your brand’s media presence and secure high-impact coverage, get in touch with us at hello@pc.agency to explore how we can help.
