Case study: The Belfry

The business

The Belfry is a world-renowned golf and leisure resort, famous for hosting the Ryder Cup more times than any other venue.

With three golf courses, a 324-room hotel, five bars and restaurants, a spa, nightclub and extensive conference facilities the Belfry is a comprehensive resort for both business and pleasure.

The challenge

Cognition was engaged to provide a fully integrated service for the resort including PR, marketing and digital. The PR strategy had to meet a number of objectives including leveraging the resort and its facilities nationally, promoting The Belfry’s conference facilities to a business audience, promoting leisure breaks to families and couples and the launch of the hotel’s ‘Dine’ offering.

The solution

Cognition successfully promoted The Belfry to all audiences, smashing targets with a programme of tactical events including:

• A local guerrilla launch campaign for ‘Dine’ that significantly boosted food sales in The Belfry’s five restaurants
  
  
• A Belfry experience day for Corporates and Brokers increasing conference sales for a 4 month period
  
  
• The successful launch of the ‘Belfry Banger’ and ‘Belfry Blend’ brands
  
  
• Promotion of the new Executive Chef gaining coverage in nationals, regionals, trade and the food press
  
  
• Positive reviews in the Times and Cotswold Life gaining extensive coverage and significantly increased room bookings
  
  
• Reader offers and competitions in a wide variety of lifestyle media including the Times, Daily Mail, The Sun, Glamour, Marie Claire, Father’s Quarterly and Select Living as well as a series of regionals

The results

A strong mixture of in-person events, product development and a comprehensive PR strategy led to a number of fantastic results for the venue, including: 

• A boost in food and conference sales
• A more prominent national profile and increased hotel bookings
• Increased revenue and new avenues to future growth