Seeing is believing at Trump Turnberry.
One of the UK’s most iconic luxury resorts, Trump Turnberry is a jewel in the crown of Scottish hospitality, steeped in over 100 years of history. With limited PR and events support in the past, the Turnberry team approached us with a clear challenge – to put the resort firmly on the media map, initially specifically targeted its weddings and food and beverage streams of business. The brief was to transform the resort’s media coverage, maximise awareness and drive footfall and sales. In a crowded marketplace, Trump Turnberry wanted to highlight its very unique position in terms of quality, location and service.
Our ethos from the moment we walked into Turnberry was that ‘seeing is believing’. Knowing that if we could bring the media and public into the resort, they would be just as wowed as us, we set about establishing a strategy pinned around events which showcased the hotel and its team in all their glory – from intimate ‘workshop’ style events, to grand and glitzy extravaganzas.
What better way to highlight the hotel’s incredible wedding capabilities than to invite media and influencers to a Turnberry wedding? We hosted the complete experience, from celebrating the nuptials of ‘Ailsa’ and ‘Arran’ from within the iconic Turnberry lighthouse, cutting the bespoke cake on the dancefloor, and an extravagant 5-course dinner, to the ‘first dance’ from real ballroom professionals, a runway show featuring the latest wedding dress designs, a decadent champagne fireworks display, and dancing late into the night to the sounds of one of the country’s top bands. Our guests were top tier media and influencers and their partners, leading Turnberry wedding suppliers, and Turnberry brides and grooms of the past and future.
To spotlight the resort’s incredible team of chefs and their stunning dining offerings, we hosted a ‘Culinary Retreat’ for a very small group of food and drink writers and influencers. This intimate, bespoke event gave foodies a true insight into the Turnberry kitchens, ingredients and suppliers – right down to the food growing right on the resort’s doorstep (or beach front!).
Our Retreat guests were treated to a foraging session around the grounds of the resort, workshops from key local Turnberry suppliers, a cooking challenge where they donned their whites and helped the resort chefs to cook up a decadent dinner, a seafood lunch and garden games with a spot of sabrage, and an evening feast to sample the fruits of their labour.
Positive, quality coverage from the series of events has been generated across all target media titles, with almost 1500 pieces of media and influencer coverage, and a potential reach of 377m in the first year of our campaign. In this period, we brought no fewer than 71 journalists and influencers to experience the resort for themselves, which had exactly the desired effect – every single one was wowed.