Hylands Estate

  • Campaign won a CIPR PRide GOLD award
  • Bookings doubled
  • 1407 enquiries generated

Insight

Hylands Estate is a stunning Grade II* listed mansion offering meticulously restored period rooms and a Grand Pavilion presenting timeless glamour. The house is set within acres of parkland and offers the ideal location for weddings.

Hylands Estate had recently invested in a new Grand Pavilion which meant they could now accommodate up to 300 guests, up from just 60, and needed to raise awareness about their new facilities with brides and grooms to be.

Implementation

A full media relations campaign was employed to drive-up awareness with newly engaged couples about Hylands Estate, plus features on how to plan a wedding, expert opinion. Wedding case studies were published on blogs, glossy mags, wedding titles and timed to coincide with key dates such as open days.

We organised a wedding giveaway in An Essex Wedding – this provided a front-page splash, double page coverage and follow-up case study on winner, plus a database of entrants planning to marry in the region.

To build a strong photo library on a budget we offered media outlets Hylands as a photoshoot venue in exchange for use of their photography, editorial coverage and free advertising.

To lift awareness up a gear we also created the ‘Summer of Love’ and grouped all Hylands’ existing events, such as wedding open days, heavy horse carriage rides, plays on the back lawn and concerts into a theme of romance.

To further cement Hylands amazing credentials a series of wedding awards were entered.

Impact

The stats speak for themselves:

  • 1407 (27 per week) enquiries were generated over 12 months.
  • Digital campaign has reached over 13,500 potential customers/stakeholders. Clicks to website average 70 per week.
  • Wedding bookings doubled with a further 69 booked in for the following year and a further 34 for the year after. Previously no weddings were booked a year in advance.
  • Hylands won Best Wedding Venue (Heritage) in Essex and was shortlisted for three other wedding awards. Brides magazine placed Hylands in top 70 places to wed in the UK.
  • Free photoshoots saved client over £10,000.

The campaign won best consumer campaign at the CIPR PRide Awards.

“Thanks to the PR and marketing campaign bookings have gone through the roof at Hylands: we’re delighted!”