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THE BAY HOTEL & THE ESPLANADE HOTEL

During 2008 and 2009, Excess Energy was tasked with carrying out local, regional and national PR activity for the then recently-refurbished Bay Hotel and Esplanade Hotel in Newquay, Cornwall, along with the affiliated Fistral Spa and Quiksilver/Roxy Surf School.

A four-star spa hotel located on the shores of South Fistral beach, The Bay caters largely for adult couples, often on short-stay visits, while its sister hotel, the three-star Esplanade, is designed predominantly with families and groups in mind.

Recognizing the need to engage separate target markets and target publications, Excess Energy worked with professional photographers and designers to create appropriate campaign tools including separate press packs for the two propositions along with an accompanying image library. In addition to regular press release activity, Excess Energy built partnership relations with Newquay Airport, Visit Newquay and Visit Cornwall in order to secure and enhance a number of media visits which, in turn, generated significant amounts of coverage in the national press. Some of the titles Excess Energy worked with during this period included Elle, Chat, OK, Zest, The Guardian, The Sun, The Metro, The Telegraph, and The Daily Mirror.

Excess Energy also saw the potential to engage the regional press in the connection cities serving Newquay Airport, and coverage was secured in titles such as The Manchester Evening Post, Sheffield Star and The Irish Times. The profile of The Bay & The Esplanade was also raised in the bridal and spa press as well as niche/lifestyle publications such as Surfgirl and Cooler.

On a local front, Excess Energy maintained a constant drip-feed of information to the Cornwall-based press, ensuring that the hotels’ successes, events and developments were regularly communicated. This multi-pronged PR campaign approach ensured that the hotels achieved regular coverage in all tiers of the media, boosting their profiles respectively in both the peak and shoulder tourist seasons.