Case Study: Re-introducing Down Hall Country House Hotel
Client: Down Hall Country House Hotel 
Campaign: Re-introducing Down Hall Country House Hotel (part of a three month PR campaign)
Brief: To restore faith in the product and re-introduce the venue to the MICE, travel and local community. 
Objectives:
  • Publicise Down Hall Country House Hotel’s £1.5 million refurbishment of 71 bedrooms, the hotel’s kitchen and the installation of a new £200,000 gymnasium 
  • Publicise Down Hall’s £150,000 event space refurbishment 
  • Communicate that the refurbishment further advances the hotel’s position as a four star superior residential meetings, conferences and events venue
  • Establish the hotel as a leading regional venue with excellent transport links to London and Birmingham and other UK cities. Stansted Airport is nearby making it easy to reach European cities such as Paris and Amsterdam. 
Action:
Big Wednesday split the announcement of the refurbishments into two phases to maximise coverage and exposure. The first release on the hotel’s £1.5million refurbishment was distributed to the press in December informing organisers and the public of the plans. 
With event bookers usually receiving budgets in January this put the venue in front of the target market. The second release was sent in February and confirmed the hotel’s £150,000 event space refurbishment and once again put the venue at the forefront of event organiser’s minds. 

A showcase event is planned for corporate clients, event organisers and press once the event space refurbishment is complete. 
Results:
  • Several online pieces of coverage in MICE and local publications (for both releases) reaching 426,048 unique users with a combined editorial value of approximately £48,000
  • Secured coverage in forthcoming conference, meetings and PA publications (published in March/ April 2014)