Assignment
PR Retainer
Client
Scott Dunn
Category
Travel PR

promoting tour operator Scott Dunn to affluent holidaymakers

the challenge

Luxury tour operator Scott Dunn appointed 8020 to undertake a challenging corporate pr brief. The company wanted to secure greater exposure in media read by its affluent target customers, specifically the business and financial pages of national newspapers and national broadcast media. However, few of the typical editorial requirements for national business media coverage were satisfied by the company.

Scott Dunn had a turnover of £25m – impressive, but still very small compared to most companies covered by national journalists. The company had no declared plans for corporate activity that might increase the media’s interest, such as a flotation, M&A or trade sale. Furthermore, prior to our appointment Scott Dunn had already exploited all the obvious national media slots available to companies of its size.

performance highlights
85%
Media coverage

85% increase in business media coverage

5x
Customer Spend

5x Scott Dunn customer spend versus average holidaymaker

70m
Sale Valuation

£70m reported sale valuation

we took on 8020 to help with our corporate pr and they were immediately successful in achieving great coverage across all media.
Andrew Dunn, founder

Scott Dunn

the approach

To create fresh business media interest in the company, we developed a three-pronged media strategy.

We promoted Scott Dunn as a case study of the ‘two-speed recovery’ apparent in the UK’s depressed economy – while mainstream travel businesses were in serious trouble, the luxury services provided by Scott Dunn remained strongly in demand.

We promoted Scott Dunn’s founder Andrew Dunn as ‘poster boy’ for the aspiring British entrepreneurs the government wished to encourage.

We aimed to broaden the topics on which Andrew could speak to include issues of wide interest to business journalists, including apprenticeships and the impact of the unfolding Eurozone crisis on tourism.

communications strategy

media relations

thought leadership

the results

Our strategy, coupled with skilled and persistent media relations, created a series of valuable coups for Scott Dunn, including a boxed profile story about its recession-immunity in the influential Sunday Times business section (the top item on Andrew Dunn’s wish list); a full-page profile of Andrew in the London Evening Standard’s City pages; and Andrew’s appearance on BBC Radio 4’s flagship news programme Today as the subject of a business leader profile interview.

The media exposure helped Scott Dunn to increase its revenues significantly over the following 12 months and simultaneously raised awareness of the company in the investment community. Within 24 months, Scott Dunn sold a majority share of its equity to a private equity house, reportedly valuing the business at £70m, ahead of expectations.

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