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Public relations

National & International Media Story Case Study: Carlin

Client:

The Carlin

The Project:

Launching a ‘beyond five-star’ hotel with media relations
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The Challenge
The Carlin is a luxury hotel in central Queenstown that was built during the pandemic. As construction wrapped up in March 2022, majority shareholder Kevin Carlin prepared to welcome guests to the boutique destination. What was required was a major splash about Queenstown’s newest attraction, to drive awareness, talkability and bookings.

Our Approach
Scope Media anticipated mainstream media interest in the new hotel and leveraged the timing of international borders reopening for our messaging and storytelling.
In a quintessential media relations campaign, we used our connections within local and national media to secure targeted stories with several major outlets. We also collaborated with key industry partners to secure even more opportunities for our client.

The Results

  • Media stories include (but not limited to): KiaOra, Concrete Playground, Seven Sharp, Stuff, New Zealand Herald, Radio New Zealand, Today FM’s Tova Breakfast Show, VIVA, Otago Daily Times, Mountain Scene, Latitude Magazine, Australian Gourmet Traveller, Newscorp’s Escape, Gold Coast Bulletin, Japanese TV show Tabi Salad.
  • 85 domestic media mentions in first six months (does not include international media)
  • Cumulative reach of 3.7 million in this period
  • 100% positive sentiment in all media coverage
  • $812,203 AVE

 

Services

About Scope Media

Scope Media is a boutique marketing communications consultancy that specialises in digital PR. The consultancy helps brands gain visibility through the power of authentic storytelling, personal connections and digital insights. Scope Media offers strategic communications, crisis communications and reputation management, community engagement and stakeholder relations, digital PR, media relations and media releases, editorial and special publications, website copywriting for SEO and digital advertising.