The K Club

Situation

The K Club, a 5-star luxury hotel in Dublin, and Straffan House, the resort’s exclusive on-site private residence accommodation, had long been known for its golf offerings, thanks to two Arnold Palmer-design courses located on property. However, newly launched activities, a world-class spa, and themed family experiences were also property highlights. The resort sought to create awareness for The K Club among new market segments beyond golf and highlight the unique Straffan House accommodation for groups and families from the United States and Canada. 

Approach

  • Create and implement a dynamic 6-month media relations plan centered on solidifying the resort’s position as the leading choice for a luxury getaway in Ireland
  • Position the K Club and Straffan House as one of Ireland’s most exclusive travel experiences
  • Leverage The K Club’s unique amenities and programming to stimulate interest, influence action, and, ultimately, drive bookings from consumers and travel trade across the U.S.

Our Solution

  • Conducted a media audit to determine how the property had previously been covered in North America and what future opportunities existed
  • Developed a robust media relations campaign targeting the luxury market in the United States and Canada
  • Executed a comprehensive media FAM trip with editors from top-tier luxury publications  
  • Led a series of deskside meetings in New York City, introducing the resort’s CEO and General Manager to high profile editors and writers for key national media outlets

Results

  • Secured 70 media placements featuring The K Club and Straffan House, generating an estimated 305 million media impressions, including placements in top media outlets including The New York Times, Town & Country, and Robb Report, for an ad value in excess of US$4.3 million and a total ROI of 203:1
  • Generated more than 700,000 social media impressions as a result of the media FAM trip

Our Work

Services Provided to The K Club

PR & Media Relations
Public Relations and media outreach are essential to increasing awareness and influencing actions that will ultimately result in increased business. We leverage our rich, long-term media relationships with key contacts across the globe to secure high-impact editorial exposure on local, national, and international levels, ultimately driving sales and brand awareness.
Marketing Campaigns & Advertising
An integrated marketing campaign that incorporates both traditional and digital channels will keep your company or organization in focus. We design strategic marketing and advertising plans, gather and create image and content components, and implement and track placements to ensure success.

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