Cap Maison is a family-operated boutique villa resort located on the northernmost tip of St Lucia in Cap Estate, one of the most exclusive areas on the island. Designed in an elegant Spanish Caribbean style, Cap Maison’s 49 beautifully-appointed suites are spread over three acres of tropical landscaped grounds.
P1 Communications has been managing the PR for Cap Maison since 2011, including its social media (Facebook, Twitter and Instagram) and has generated a vast amount of coverage in leading titles including – The Daily Telegraph, The Sunday Times, The Independent on Sunday, Conde Nast Traveller, Elle Magazine, OK, City AM, Huffington Post and Brides.
Luxury Travel PR campaigns executed by P1 Communications have focussed on two different fields: promoting Cap Maison as a luxury destination for honeymoons/weddings and promoting the food and wine offering at the boutique resort. P1 generated 45 pieces of coverage for Cap Maison, with an impressive advertising value worth £24 million.
A multitude of platforms have been used throughout the PR campaign, including press releases, press trips, TV and social media. There has been a great social media buzz, with posts reaching an average of 10,000 people each month. A particularly notable branding effort included coverage on Inside Luxury Travel, a channel which airs in over 120 countries in 21 languages to over one billion households.
In order to increase exposure of Cap Maison as a luxury wedding/honeymoon destination P1 has created a new honeymoon package – ‘The Five Senses Honeymoon’, a holiday designed to include activities that stimulate all of the body’s five senses. Awareness has been achieved by holding a media lunch at Babylon restaurant, Kensington Roof Gardens, hosted by Adam Gobat, the owner of Cap Maison.
The event provided the perfect platform to showcase the resort and was attended by editors and writers from Cosmopolitan, Perfect Wedding, You & Your Wedding, Asiana Wedding and Wedding Venues & Services.
During the PR campaign, the ‘Peak to Beach’ package was also launched; a honeymoon which includes stays in two iconic boutique hotels located on opposite ends of the island, Cap Maison and Ladera. Particularly notable exposure for this package has been achieved by P1 through a press trip with a journalist from The Irish Independent on Sunday, who was celebrating his very own honeymoon.
In parallel with this, P1 has also created ‘A Moveable Feast’ package, in order to promote the food and wine available at Cap Maison, which focuses on the different dining locations around the resort. P1 has organised press trips with food publications, including Woman & Home’s Feel Good Food Magazine, Square Meal and has also pitched a unique story to The Telegraph angled around dining and diving.
In preparation for each trip P1 has worked closely with each journalist, the Saint Lucia Tourist board, and a number of restaurants and resorts to ensure that each itinerary is perfectly customised according to the particular story angle that the journalist is writing about.
The widespread exposure created from the campaign has directly resulted in an increase in enquiries and bookings at Cap Maison, as well as improved online searches for the company.
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