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CASE STUDIES
Cambodia Luxury Retirement Residence
UK Print Press Trip
A tightly curated UK press trip designed to secure long-form, high-authority print coverage in trusted grey-market titles. By prioritising senior journalists, in-depth access and on-site PR management, the campaign delivered multiple multi-page features across national print media and exceptional return on investment.
The challenge
The client wanted to build trust and authority in the UK market among a grey-market audience. The brief was intentionally narrow: secure coverage exclusively in respected UK print titles, with no digital-only placements and no high-volume press activity.
Our strategy
We focused on precision rather than scale.
A tightly curated, client-approved media list was created, targeting senior journalists from national print titles whose readership aligned directly with the client’s demographic. Only three journalists were invited, allowing time for meaningful access, interviews and editorial depth.
A five-night, six-day hosted press trip was planned and managed, with full on-site PR support to ensure journalists were well briefed, interviews were carefully handled and key messaging was consistently communicated.
Delivery
Bespoke, print-only media strategy
Five-night, six-day hosted press trip
Three senior UK print journalists
On-site PR attendance throughout
One-to-one CEO interviews
Structured post-trip follow-up
Coverage secured
Good Housekeeping
Double-page brand feature
Additional double-page destination with brand inclusion featureThe Sun
Double-page brand feature
Second CEO-focused feature commissioned following in-person meetingsSaga Magazine
Three-page brand feature
Journalists also shared their experiences organically via their personal social channels, extending reach and reinforcing editorial credibility.
Results at a glance
Estimated total reach
Approximately 18.9 million
Equivalent advertising value
Estimated £120,000–£150,000
Impact
This campaign demonstrates how small, highly curated press trips can outperform larger-scale activity. By prioritising senior relationships, time on the ground and editorial depth, the client achieved long-form coverage across trusted national titles with lasting brand value.
Dolomites Ski Safari
International Press Trip
A highly specialist international press trip targeting experienced ski journalists and a priority US audience. Through rigorous media vetting and precise planning, the campaign secured premium global coverage across leading travel titles and delivered significant international reach for a complex, experience-led product.
The challenge
The product was highly specialist. Journalists needed advanced skiing capability as well as the editorial authority to write for premium travel publications. The client also identified the United States as a priority growth market.
Our strategy
We developed a highly selective international media list, vetting journalists for both editorial relevance and technical skiing expertise. This ensured the experience could be fully undertaken and authentically reported.
Alongside traditional press, a US macro influencer was strategically included to support awareness in the American market and complement long-form editorial coverage.
Delivery
Highly targeted international media list
Journalist vetting based on skiing capability
Hosted Dolomites ski safari press trip
Coordination with local tourism partners
Inclusion of a US macro influencer
Full media liaison before, during and after the trip
Coverage secured
National Geographic Magazine
Irish Daily Mail
Suitcase Magazine
The Sun on Sunday
Additional US exposure via a macro influencer
Results at a glance
Estimated total reach
Approximately 43 million
Equivalent advertising value
Estimated £180,000–£220,000
Impact
This campaign highlights the commercial value of specialist targeting and meticulous planning. By aligning technical expertise, editorial authority and market priorities, the client secured premium international coverage and meaningful exposure in a key growth market.