How we did it

We organised three group press trips – one for each exciting new hotel opening. From personally inviting top tier journalists and booking seamless flights and accommodation, to curating bespoke itineraries and liaising with hotel teams on the ground.  

Each exclusive three-night trip showcased the hotels’ standout features while immersing guests in the stunning destination. Let’s break that down a bit: 

• Inviting top tier journalists – We handpicked leading travel writers and editors from top national and lifestyle publications that aligned with Cook’s Club’s audience. Each press trip invitation was tailored to showcase and unique hotel offerings and a news hook. 

• Creating itineraries – In collaboration with hotel teams, we designed unique experiences such as indulgent spa treatments, scenic boat trips and expert-led cocktail classes – utilising the hotels amenities and showcasing the tranquil destinations, while allowing ample time for relaxation and personal exploration 

• Coordination with hotel teams – We worked closely with the hotel managers to fine-tune every detail, from airport pickups to board arrangements, in order to guarantee a hassle-free and enjoyable trip for the guests.  

• Travel arrangements – From booking flights to coordinating airport transfers, we managed every logistical detail, swiftly adapting to unexpected challenges such as last-minute travel disruptions.  

• On-trip assistance – We provided 24/7 support, staying connected via WhatsApp with guests and hotel management to ensure everything ran seamlessly. From keeping schedules on track and supplying key details for journalists’, we were always on hand to enhance their experience.  

• Post-trip follow up – We provided a comprehensive media pack, compiling press releases, high quality images, activity details, dining options, pricing and booking links all in one convenient place.  

• Tailored ad-hoc trips – For those unable to attend our press trips, we arranged personalised individual stays, coordinating hotel teams and remaining on-call to ensure a seamless experience.  

In additional to organising the press trips, we efficiently ran Cook’s Club’s press office, crafting and distributing press releases for hotel openings, special deals and events. We also orchestrated social competitions and influencer visits, while managing media enquiries and offering expert commentary on travel trands and holiday destinations.  

@uktravel

I spent amazing 3 nights at Cook’s Club Adakoy (ad-pr invite) #turkey #traveltiktok #hotelstay #hotels #funthings #thingstodo

♬ Cumbia Buena – Grupo La Cumbia

The results

A total of three group press trips were organised, with 15 journalists and one influencer attending. Additionally, three more journalists enjoyed individual trips tailored to their schedules.  

A total of 151 pieces of coverage were generated, with a combined circulation of 159.7 million. This included 22 pieces of national coverage – in publications such as Daily Mirror, The Sun, Metro, Daily Express, Daily Star, The i Paper, and The Scotsman – 12 articles in lifestyle magazines, including Glamour online, LadBible, and double page spreads in Heat, Bella and Best magazines, as well as a further 107 regional articles and 10 social posts.