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Destination PR | Living a Platinum Lifestyle, Royal Westmoreland

Destination PR Royal Westmorland logo

The Royal Westmoreland estate in Barbados is a 900 hectare gated estate consisting of luxury private residences situated around a championship golf course, on the West coast of Barbados, also know as the ‘Platinum Coast’.

With admittance by appointment only, and with homes enjoying a high level of privacy, it has been a popular choice for professional sports personalities, such as Michael Vaughan, Joe Calzaghe, Wayne Rooney and Ian Woosnam to buy second homes at, as well as entrepreneurs and captains of industry.

P1 was instructed to help raise awareness of Royal Westmoreland as a place to buy a holiday home and also to encourage more visitors to rent villas for holidays.

P1 created a destination PR campaign based on living an aspirational ‘Platinum Life’, at Royal Westmoreland by drawing on its excellent location close to many golden beaches, the top island restaurants, polo fields and up market new shopping centre, whilst highlighting the fact that many well respected sporting personalities had bought and stay there.

Press releases and social media are extensively employed to spread the word about holiday offers, and new property phases.

Other tactics employed have included interviews with celebrity owners and guests, media trips with leading titles such at The Times, Vogue,Tatler, Sunday Independent, Mail on Sunday, and creating comment and debate on the real estate market through agent partners.

P1 writes and produces an HTML newsletter entitled ‘Platinum Life’ with different versions sent to holiday visitors and prospective purchasers that paints the picture of an aspirational lifestyle.

Holiday packages are created linked to key travel trends, such as multi generational holidays, and late deals are promoted in the appropriate sections of newspapers and through social media.

A highlight of the campaign was the free sponsorship of the X Factor competition offering viewers the opportunity ‘To holiday like a Celebrity at the Royal Westmoreland Resort’, with film footage of the resort, over two successive weekends and average viewing figures of 9 million per episode.

Kim Goddard, Head of Sales at Royal Westmoreland says:

“We have had a very profitable relationship with P1 Communications over the years.  The value received from the press achieved when compared with traditional marketing efforts make P1 one of the best values in our budget!

We find their ability to think “outside the box” to create interest from target media, their skill at channelling opportunities that meet our marketing goals, and their professionalism on managing press groups unmatched.”

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