Toscana Resort Castelfalfi

Situation


Set on 2,700 acres in Tuscany and launched by TUI Group in 2007, Toscana Resort Castelfalfi is an eco-sustainable resort comprised of two hotels and a selection of luxury villas and farmhouses to purchase or rent, as well as the region’s largest championship golf course, wildlife reserve, state-of-the-art wellness facilities, and restaurants in the Tuscan tradition. The resort had been popular with travelers from neighboring European countries since its debut and counted the United Kingdom as its fourth biggest market, but there was significant opportunity to increase media visibility and generate bookings in the United States. As such, in 2019, Toscana Resort Castelfalfi engaged PHG Consulting to manage its public relations strategy and outreach in both the United States and the United Kingdom with the goal to expand awareness of the resort across the wellness, golf, sustainability-focused, and luxury travel media segments.   

Approach

PHG Consulting was tasked with the following deliverables by Toscana Resort Castelfalfi:

  • Develop a strategic action plan that focuses on securing coverage in top-tier publications across both markets        
  • Craft all key messaging material on behalf of the resort, including a digital press kit, press releases, and tactical pitches  
  • Arrange approximately eight deskside meetings and/ or interviews with influential media and content creators in both London and New York City 
  • Identify, evaluate, and support opportunities to host opinion-forming journalists and influencers from the United States and the United Kingdom through tailored, individual visits
  • Position Toscana Castelfalfi Resort as a must-visit idyllic destination for U.S. and U.K. travelers seeking eco-friendly wellbeing retreats, food and wine breaks, and active holidays 
  • Spotlight the resort’s diverse accommodation offerings as the ultimate Tuscan retreat for all target audiences seeking a one-stop destination steeped in local culture 
  • Implement creative promotions and unique hotel packages focused on an immersive exploration of Castelfalfi that tie in with current travel trends to provide additional news angles 
  • Serve as Toscana Resort Castelfalfi’s representative in the U.S. and U.K., functioning as the in-house office and primary information resource 

Results


In the initial 6-month timeframe of managing the hotel’s media efforts in the U.S. and U.K. markets (October 2019 – March 2020), PHG Consulting exceeded expectations in terms of quality and volume to accomplish the following results:  

  • Secured 50+media placements across both markets through strategic media outreach incorporating press releases and tailored pitches, generating a total of 34 million media impressions with an approximate ad value in excess of US$150,000
  • Secured eight appointments with targeted New York-based editors and writers for deskside meetings in February 2019. Publications included Women’s Health, Condé Nast Traveler, Business Insider, Travel + Leisure, CNN Travel, and Marie Claire 
  • Secured nine media appointments with targeted London-based editors and writers for deskside meetings in March 2019. Publications included Condé Nast Traveller, Abode2 (real estate magazine), Mayfair Times, Women & Golf, and the London Evening Standard 
     


Services Offered to Toscana Resort Castelfalfi:

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.