Marketing Cheltenham Press & PR case study

Background:

Marketing Cheltenham is the destination management organisation responsible for raising the profile of the town and encouraging more overnight visitors and spend. apt marketing & pr assisted in the set up of the organisation and delivered a number of key activities including press & PR.  Read more about Marketing Cheltenham here.

Objectives:

Cheltenham as a destination had received limited coverage in the press due to there being no resource directly working on it and a website which was out of date, lacked bookable product and was not highlighting the key reasons to visit. Alongside the website review and update, apt was tasked with bringing more journalists to the town, maximising the press opportunities available and gaining more coverage in national and regional titles.

Actions:

As an agency we work with journalists to create the story that is right for our client and also the readership, always looking to overcome the ‘So What?’ factor.  We regularly pitch articles and encourage journalist visits, especially when working with tourism experiences; the only way you can really write about it honestly is if you have been there, seen it and felt it firsthand.

We worked across the membership base with hoteliers, restaurants and visitor experiences to create insightful and unique press visits to suit the publication and the demographic that the journalist was writing for.  The press visits helped to underpin the member proposition as they could see the value for money and a physical return on investment for their contribution to Marketing Cheltenham. 

Results:

We secured articles in The Sunday Times, Financial Times, The Independent on Sunday, Period Living and Land Love to name a few. We also worked closely with Channel 4 to assist the promotion of ‘Britain’s Most Historic Towns’. The series, hosted by Professor Alice Roberts aired in May 2018, dubbed Cheltenham the most complete Regency Town. This was a great accolade for the town and something we were able to use across other marketing channels to help secure the position of the town as a great place to visit.

“I just wanted to thank you for such a brilliantly organised, diverse and fascinating (if calorific!) trip.  I am buzzing with material for the feature - I shall be back! Enjoy your beautiful and blessed town.”
Journalist, Land Love

"Just heading home now after lightning tour of lovely Cheltenham. Loads to write about including the yummy hoppers at the coconut tree that will keep us fuelled for the journey home.  Thank you again for all your excellent help." 
Journalist, The Sunday Times