Sonas Hotel Collection appointed GEC PR to raise the profile of its portfolio of boutique hotels on the Isle of Skye and position the collection as one of Scotland’s most desirable hospitality brands. Operating in a highly competitive travel and hospitality market, Sonas Hotel Collection required a PR strategy capable of elevating its brand above larger hotel groups while highlighting the authenticity, luxury, and exceptional natural setting that make the collection unique as well as showcasing the people behind the brand.
Key objectives included:
- Increase awareness, enquiries and bookings among UK travellers
- Generate high-quality media coverage across the nationals, luxury magazines, regional publications and digital travel, lifestyle and trade media
- Showcase the unique guest experiences available across the collection
- Support year-round bookings through impactful storytelling and strategic media engagement.
The Strategy: Integrated Media Relations Programme
GEC PR developed an integrated media relations programme centred on destination storytelling, seasonality, culinary experiences, and outstanding hospitality.
- Strategic Media Relations – We identified and targeted travel, lifestyle, luxury, food, and consumer media most likely to influence prospective visitors considering a Scottish break or bucket-list destination experience. Our team proactively pitched news, expert commentary, seasonal travel angles, hotel developments, and unique guest experiences to national, regional, and trade media.
- Press Trip Programme – GEC PR organised and managed bespoke individual and group journalist visits to the Isle of Skye, allowing media to experience the Sonas Hotel Collection first-hand. Each itinerary was carefully tailored to align with individual publication audiences, showcasing accommodation, local food and drink, outdoor experiences, wellness offerings, and the island’s extraordinary landscapes.
- Destination-Led Storytelling – Rather than focusing solely on accommodation, we developed compelling narratives around Skye as a destination, positioning Sonas Hotel Collection as the ideal gateway to experiencing one of the world’s most spectacular islands.
- Brand Partnerships – Where appropriate, we supported brand collaborations and content creation opportunities to generate authentic exposure and visual storytelling aligned with the brand’s premium positioning.
The Results
Through a sustained and proactive PR campaign, GEC PR secured extensive coverage across travel, lifestyle, and hospitality media including:
- Over £180,000 worth of print, online and social media coverage generated
- Coverage in leading national, travel, and consumer publications including The Independent, The Financial Times, The Sun, Evening Standard, The Scotsman and Escapism Magazine
- Extensive ongoing coverage in regional publications including Oban Times, Edinburgh News, West Highland Free Press and The Scottish Field
- Brand partnerships secured with luxury lifestyle brand Swarovski Optik and JRNY Magazine
- Successful hosting of targeted media visits from Country and Townhouse Magazine, the Scottish Daily Record, The Travel Magazine, Tripreporter.co.uk and Forbes.