Context
The UK staycation market had become crowded and predictable, with coastal travel framed as a short summer window rather than a year-round way of living.
New aparthotel brand SeaSpace was launching in the off-season, into a category dominated by functional accommodation and seasonal thinking. The challenge wasn’t simply awareness. It was belief.
Strategic Insight
SeaSpace needed to feel meaningfully different and more than a place to stay, while Cornwall needed a seasonality reframing. By leading with lifestyle, culture and community, rather than conventional corporate aparthotel tropes, SeaSpace could offer a more colourful, modern way to live by the coast that reflected how people actually want to work, rest and connect today.
Creative Concept
We introduced SeaSpace as a fresh take on coastal living, designed around people, creativity and flexibility.
Brought to life through a phased launch, we met audiences through the voices and platforms they genuinely engage with, showing how SeaSpace enhances everyday life rather than offering an escape from it.
Full Colour
Result One:
Direct Audience Targeting
106 pieces of earned editorial across traditional media, influencers, podcasts and substacks, driving awareness to our busy millennial target audience who consume content across multiple media channels.
Result Two: Strong Occupancy Rates in its First Year of Opening
The launch built momentum and belief from pre-opening, driving bookings while creating a strong platform for ongoing awareness across target audiences. Occupancy peaked at 93.2% in year one, supported by 90% of coverage including a CTA to book.
Result Three:
95% messagE INCLUSION
SeaSpace showed up as part of a wider cultural conversations, shifting perceptions of both SeaSpace and Cornwall as a place that added something new to coastal life. Exceptional key message delivered on lifestyle and cultural themes – an essential success metric for the client.