The Belfry: Targeting Family Influencers

Following the introduction of several new family facilities, including a new children’s activity area, with Go Karts; Big Target Football; Badminton; Corn in the Hole; Outdoor Table Tennis; Sand Bunkers and Diggers, on the resort’s The Green outdoor space, our long-standing client, The Belfry Hotel & Resort, briefed Davies Tanner to arrange media stays with family titles and influencers during the school holidays between July and November 2023.

Activity
The team initiated an outreach program to arrange suitable press and influencer visits as well as coverage opportunities in online and print titles to extend The Belfry’s reach to a family audience. Content was also drafted on the activities and family breaks at The Belfry during the school holidays, which were issued to the national travel desks and family titles.

Results
Media stays were set up with seven family Instagram influencers including Five Little Doves, Blossoming Birds  and one media publication, Family Traveller. This resulted in 16 pieces of coverage, including up to five Instagram stories and an Instagram grid post per influencer, with a combined reach of 1.4 million, and more in the pipeline as we continue to liaise with family influencers.

Our supplementary written content resulted in coverage in several top tier media titles such as The Guardian, The Observer and Yahoo! Life, with a combined reach of 25.6 million. We continue to deliver regular message-rich coverage across all target titles as we regularly pitch The Belfry’s family offering and packages to the media.

In addition to our outreach efforts, we've introduced compelling competitions in titles such as Marie Claire and with family influencers. The Marie Claire competition garnered over 17,000 entries with almost 800 people opting into The Belfry’s mailing list.