Luss Estates invited Freshwater to provide a marketing and communications strategy to launch its completely refurbished Loch Lomond Arms Hotel. Formerly the Colquhoun Arms Hotel, this represented a £3m investment by the estate within a location that receives ¾ million visitors a year.
The strategy involved two campaigns – the first covering the launch and the second covering the overall hotel. During the five month period in the run up to the launch, a marketing communications strategy was implemented encompassing media relations, press visits, launch event, promotional material and advertising. The second campaign ensured that extensive ongoing coverage continued to be secured through press visits, news releases, profiles and feature opportunities.
Sixty-six pieces of coverage were secured in the six months of the campaign, creating more than 4.5 million opportunities to see. Of the coverage secured, 97% featured the hotel’s key messages.