Background
JBP worked with one of Cyprus’ largest companies and developers, Lanitis Developments, to support a major leisure resort being built at Aphrodite’s Rock near Paphos in Cyprus. JBP’s role was to market the resort to the UK marketplace with a media relations and event support programme.
Strategic approach
JBP developed a targeted PR campaign designed to:
- Build interest amongst relevant property and leisure journalists in the Aphrodite Hills development
- To promote the five-star elements of the resort
- To gain significant media attention for the project in the UK
- To work with all partners (sales agents, developers, hotel owners, golf course specialists)
- To heighten awareness of Aphrodite Hills as an attractive location to buy a second home, a year round golfing destination, a spa destination and an appealing holiday resort
- Ultimately to increase property sales
Tactics
- Key journalists on the national, consumer, property, lifestyle and regional media were targeted
- Five-star press trips organised to Cyprus including travel, accommodation, site visit and presentation, visit to surrounding attractions, meals in local restaurants, interviews with key personnel
- Production of a full media pack
- A press office was set up in the UK for Aphrodite Hills to provide access to information, pictures and comment on every aspect of Aphrodite Hills through a single point of contact
- News releases were issued to provide development updates and create opportunities for coverage in forthcoming features
Results
- Excellent media coverage in the key publications (national media, key regional publications, homes overseas/international home type publications)
- Excellent feedback from journalists on trip organisation, media material provided
- Press coverage achieved amounted in equivalent advertising revenue to nearly £300,000
