Luss Estates invited Freshwater to create a marketing and communications strategy to launch the completely refurbished Loch Lomond Arms Hotel. Formerly the Colquhoun Arms, the estate had invested more than £3m in the venture to ensure it reached as many of the three quarters of a million visitors to Loch Lomond every year as possible.
The two-fold strategy included the initial launch, and promotion of the hotel’s accommodation, food and events offering. In the five months pre-launch, a marketing communications strategy was implemented covering media relations, events, promotional material and advertising. The second phase of the campaign ensured that extensive coverage continued to be secured through press visits, news releases, profiles and feature opportunities in target media.