Dalnair Castle and Estate

Launch of luxury properties

Project impact

16 pieces of media coverage

1.2 million audience reach

350 contacts via website

Dalnair Castle and Estate

“The support of Orbit Communications for the sales launch of Dalnair Castle and Estate was key to generating interest and attracting prospective buyers. Their approach in marketing this project, as with many others they have been involved with, has proven highly successful.

We have worked with Orbit Communications on a number of projects and are impressed with their professional approach and consistency in delivering positive results for our company.”

– Robert Croll, Sales Manager, The FM Group

Background
Orbit Communications was appointed by Scottish property developer FM Group to undertake the sales launch of its luxury properties at Dalnair Castle and Estate. The developer purchased the building on 2016 and was refurbished to the highest standard through a £3.3 million investment programme, making it one of FM Group’s flagship projects.

Located on the edge of world-renowned Loch Lomond & The Trossachs National Park, Dalnair Castle was built in 1884 by Glasgow Merchant Thomas Brown and remains one of Scotland’s most iconic castle.

The objective set was to promote the development in order to generate interest, enquiries and sales through a bespoke communications campaign.

Approach
A PR and digital campaign was undertaken ahead of the sales launch of the luxury properties. Several press releases were issued to both mainstream and property sector media in order to generate interest in the development. This was focused on two different occasions: ahead of the sales launch and to announce show flat opening.

A social media campaign was also set to transform the interest generated by the press coverage into sales. This consisted of both a Pay-Per-Click campaign that targeted specific demographics and aimed to generate tangible leads, along with organic content creation.

Outcome
The interest the PR campaign generated translated into multiple features in high-profile national newspapers, including The Scotsman, The Herald, The Daily Express and The Sunday Times.

The social media strategy proved a major success as the campaign reached over 12,500 people and drove more than 350 individuals to the development’s website.