National & International Media Story Case Study: Carlin

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 Communications 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