Job to be done
Drive awareness of Tresco’s unique destination offering, including its various accommodation, F&B and experience options, alongside showcasing community life.
Strategic approach
Leveraged a destination storytelling campaign to demonstrate the island’s USPs and drive bookings to Tresco throughout the year. By creating engaging narratives for national media, we maintained a strong media presence- targeting audiences who both know and love Tresco, and new audiences who posed as an opportunity.
Creative
We delivered a strong, always-on campaign, highlighting Tresco as an idyllic UK destination and landing meaningful coverage in targeted national, consumer and travel media. To allow key media to truly experience the beauty of Tresco, we hosted a number of travel and lifestyle journalists in return for long-form features, including securing solus features in A* titles including The Guardian, Waitrose Weekend and Country Life.
We additionally drove awareness of the inaugural Festival of Wellness, positioning Tresco as a relaxed wellness destination in the UK and boosting bookings in the shoulder months.
Results
- 45 pieces of coverage, including 37 pieces in national media
- Total campaign reach of 373 million
- Top coverage included an eight-page spread on Tresco Abbey Garden in Country Life (including the front cover) and a solus feature on car-free travel in The Guardian
- Frequent inclusions within sales-driving, SEO-focused round-ups in The Telegraph, The Standard and The Times