Related was appointed to handle a range of PR activities for the luxury boutique hotel Castell Son Claret on the island of Mallorca in Spain to increase awareness of the hotel in the Nordic market.
To make Nordic travelers aware of the hotel, which only has 38 rooms and is built in an old castle, a press release was distributed to media in Sweden, Denmark and Norway. Furthermore, Related handled selecting and inviting a few high-profile travel/lifestyle bloggers to visit the hotel with the goal of reaching out to a younger audience. As the hotel is home to the only two-star Michelin restaurant in the Balearic Islands, a freelance food journalist was also invited to visit the hotel and restaurant.
To reach the broader masses, a group press trip with a small group of Swedish, Norwegian and Danish journalists from luxury magazines, newspapers and travel media was also invited to visit the hotel and experience the destination.
As a result of the PR activities, the hotel was mentioned in several articles with a total advertorial value of EUR 162,500 and with a total readership exceeding 1.6 million as well as more than 20 blog posts and 50 Instagram pictures.