Edwards Harvey has used press familiarisation trips and reader competitions
to place Marston Hotels' 12 four-star properties in the media, helping the group to raise its public profile and to increase
its bookings.
Travel articles and competitions appear as "editorial" space in newspapers
and not only carry more weight with readers but are also cost-effective compared with display advertisements.
Using our specialised knowledge of the national and trade media, we have
targeted key journalists on a range of publications and invited them to sample Marston Hotels' accommodation and leisure offer.
By understanding the editorial requirements of section editors and specialists,
as well as researching reader, viewer and listener profiles, Edwards Harvey has been able to achieve the maximum effect for
a relatively modest outlay.
For instance, after inviting a key writer from OK! magazine to sample the
facilities of two of Marston Hotels' Reflections leisure facilities, both were featured in separate articles in the magazine's
Spa of the Week feature, occupying column inches worth nearly £10,000.
We have also organised special offers and competitions, providing our media
partners with copy and pictures, and managing the project from conception to evaluation. This has provided Marston Hotels
- now part of the QHotels group - with publicity through front page "puff panels" and the newspaper's
own promotion material, plus excellent branding opportunities and the chance to achieve focused data capture.
