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Case Study.
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| Longmynd Hotel |
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| The Longmynd Hotel is situated in the beautiful South Shropshire Hills. It is a friendly, family
run hotel which caters for parties, weddings, conferences and holidays for families and groups. Alternative PR was originally
briefed to raise the profile nationally and locally with a view to encouraging business and private bookings for all of its
facilities. The agency was then tasked with finding new and innovative ways of promoting the hotel's 'pets welcome' policy
and its wedding service - ceremonies and receptions. |
| The agency developed a creative hanging point which aimed to exploit the public and the media's
current interest in themed weddings. This idea combined the two elements to provide a focal point for the press and as a
result, the Longmynd Hotel became the first hotel in the country to allow pets to attend wedding ceremonies. |
| A national announcement of the new service resulted in national coverage in bridal media
together with a full page news offer in the Sunday People. Extensive local coverage was also achieved and a campaign
has already been developed to maximise the follow-up on the first wedding in 2001. |
| The ability to add 'spin' to all types of stories has also enabled the agency to raise 'me-too'
activities into higher profile events for the local media. For example, the opening of a new hotel lift was given greater
kudos through linking it to a local search for romantic tales involving couples who had met in a lift. The lift was then named
after the couple and the couple received a prize of a weekend break. |
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