Lost Shore Surf Resort
Using PR to make waves for Scotland’s new surfing destination
The Brief
Lost Shore Surf Resort is coming to Scotland in September as the world’s first inland surfing resort. Based in Edinburgh, this world-class facility will change the landscape of Scottish tourism, bringing an iconic sport to a new inland home, further establishing Scotland as the go-to destination for adventure.
Perceptive has been supporting Lost Shore throughout the development of the resort and were briefed to use PR to create a buzz for the launch of accommodation and surf voucher sales, ahead of the opening in September 2024.
Our Approach
Developed a ‘first look’ PR campaign, unveiling new photos and videos to the press to raise awareness and build excitement, alongside renders of the resort and more information on the accommodation and facilities. The press pack also included drone footage of the resort, surfing videos and interviews to allow outlets to edit and create their own video content. To support outreach, Perceptive developed targeted releases for national press, surfing and travel outlets.
To coincide with the ‘first look’, Perceptive organised a media visit with key national broadcast and local press, allowing outlets to visit the site to see the progress and interview founder Andy Hadden. Perceptive also conducted media briefing prep with Lost Shore representatives, helping to ensure interviews went smoothly.
Perceptive also coordinated with key stakeholders including Scottish Tourism Alliance and a professional surfer to provide quotes for the release, further bringing the story to life and demonstrating the impact of the resort on the community.
Press release quotes from Lost Shore included a strong call to action to book vouchers at at early bird prices, helping to ensure coverage and attention converted into voucher sales.
The Results from the ‘first look’ announcement
Results
Broadcast coverage on STV and BBC Radio Scotland, plus a front page splash on Edinburgh Evening News
Coverage in three separate BBC articles including BBC Travel, as well as Forbes and Time Out
120 pieces of coverage with a reach of over 500m, including international, national and local press, travel and surfing outlets
100% positive tone of voice
Half of articles featured client spokesperson and a third of media coverage included a direct link to Lost Shore’s website, for people to click through and buy vouchers
Outcomes & Impact
Without any paid spend, just PR activity amplified through organic social and newsletters, Lost Shore ticket sales exceeded targets within a matter of weeks, way ahead of schedule and generated hundreds of thousands of pounds of revenue, with PR activity resulting in over 50% of sales.
Following Lost Shore’s ‘first look’ announcement, the Leader of Edinburgh City Council requested to visit the site and also put out their own press release about the development, calling it a “truly groundbreaking and world class sport and leisure facility, not just for our residents in Edinburgh, but for all of Scotland.”
The client saw significant social media growth in the weeks after the press coverage landed
Client Feedback
“This was the first time we had properly delivered a sales-focused marketing and PR campaign and the results we achieved were beyond our expectations.
To gain coverage on TV, on the radio and in highly respected global media outlets such as the BBC and Forbes was incredible and ensured we surpassed our sales targets.
“The Perceptive team genuinely feel like an extension of our own and their guidance, insight and PR expertise have been invaluable up to now and as we get ever closer to opening our doors.”
Andy Hadden, Founder of Lost Shore Surf Resort
