Logging on to a luxury home with our blog-focused PR campaign

by Ross Stebbing

Friday, February 13th, 2015

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How we created clicks for bricks with innovative public relations for house builder

Middle Floor at cala's cumberland show homeIN THIS digital age any savvy business want its PR campaign to reach the new breed of online influencers.

Of course, traditional media coverage remains an essential part of any successful PR campaign and we go above and beyond to land major print and broadcast coverage.

However, with a multitude of social media platforms and a constantly changing online landscape, we also work hard to to stay ahead of the pack by finding exciting new methods to tell the business stories of our clients.

We recently achieved this in real style by arranging for luxury house builder CALA Homes to throw open the PR agency Edinburgh organise successful bloggers eventdoors of a stunning £1 million show home and hold its first ever dedicated blogger event.

The results were brilliant, with our proactive approach proving a huge hit with bloggers, who often feel overlooked by big brands and companies  and resulted in a Twitter triumph while managing to grace the glossies.

As an award winning public relations agency our strategies for achieving successful results for clients come with an unrivalled edge and an originality that can’t be replicated. We don’t wait for our clients to suggest innovative ideas, instead we proactively pursue them and steer them to reality.

And our bloggers event was certainly innovative – heralded as a group-wide first for CALA Homes, which operates across the UK.

Read on to see the rave reviews from journalists, bloggers, social media users and find out how we organised the event for CALA Homes.


social media phoneTimes are changing and so are we – therefore to create an innovative event, you have to think differently. As PR experts we tapped into the growing number of niche bloggers and online writers ensuring we had a grasp on the emergent markets of journalism.

There is no doubt these new media practitioners are often different from the journalists on mainstream news titles – and that means outreach to them has to be handled carefully with respect to their preferences. For that reason care and thought went into the best way to send the e-invites to those active on social media platforms such as Twitter, Instagram and Facebook.

We generated a substantial amount of global activity just from our invite alone – which is an early warning system to tell whether your event will be a hit or a miss.

The beauty of tapping into digital markets mean those interested in your event can share the occasion at the touch of a button with other niche writers interested in the same pursuits.

And the beauty of reaching out to online writers ensures your content is post perfect and delivered in an instantaneous fashion – ensuring it will be alright on the night.


Edinburgh public relations agency host bloggers event for clientThe “New Year, New Home” was arranged for a Thursday evening, focusing on the release of the showhome property and intended to give niche lifestyle, property and interior writers a background to the home and its style inspirations.

Guests were given the opportunity to tour the home – with a mood board in each room providing an at-a-glance guide to the design behind each room. Drinks and refreshments were also provided with canapés and prosecco available for all guests – and entry to a luxury raffle. Edinburgh based organic brand, JustBe Botanicals, was also in attendance – providing guests with samples of luxury infused tea and herbal chocolate.

CALA Homes staff and sales advisors were on hand to provide a wealth of background knowledge to guests about the property, the Trinity Park development – and its history.

Meanwhile, the team from Jeffrey’s Interiors – who were behind the uber-sytle kit out of the property – also provided their interior design predictions for 2015 , while also providing more context to the Cumberland style inspirations.PR agency Edinburgh help Edinburgh Home builder host bloggers event

The idea behind the event was to tap into an untouched market, wherein Scotland has a large blogging community which has not been previously synced with the property market. By inviting a mix of traditional print press and bloggers/online writers – we hoped to achieve a variety of targeted and niche coverage – and that we did.

The premise behind focusing on bloggers allowed for instant results and instantaneous coverage on social media platforms such as Twitter, Facebook and Instagram (and various blog platforms) – which should widely covey the launch of the property to a significant target audience.

From the show home event we secured a long lead feature with luxury magazine Scottish Woman – a glossy three page feature which captured the home in all the right angles in the magazines February/March issue. Alongside this, we also have three other major features we are excited to share – with imminent publishing dates.

Newspaper StandIt’s not just bloggers who were writing all about the stunning CALA properties at Trinity. Find ou more about how our PR campaign generated  powerful media coverage achieved for the bloggers event

A substantial amount of social media activity was generated from the show home event. As shown below when typing in “CALA Homes” on Twitter over the next 24 hours yielded numerous influential Twitter feeds filled with stunning images and tweets of The Cumberland Showhome across the CALA wide group.

  • Cumberland photos on Instagram generated approximately 100 likes – when researched hit a reach of more than 45,000 followers.
  • Each attending guest remained active on Twitter while at the show home event with many using the hashtag #CALACumberland – which generated a stream of relevant posts and retweets under this twitter handle In total an approximate audience of 3,500 Twitter users were directly reached via Tweets, and photo uploads – all of these accounts were Edinburgh-centric ensuring a niche target audience was reached.
  • Further twitter users were reached via “favouriting” and retweets – we counted an approximate total of more than 30,000 users reached from CALA Cumberland related activity. In Particular, key CALA related favourites came from two pivotal twitter users – Made in Scotland Magazine and Scotland Food and Drink CEO James Withers – collectively accounting for a reach of 21,000.
  • Final estimates show overall a target of more than 80,000100,000 social media users had access and exposure to CALA Cumberland content in just a space of 24 hours – all activity came from Edinburgh and Scotland centric accounts meaning a vast proportion of users would have been within CALAs key target audience.


We merged all attending brands, guests and writers together to create a showhome event to rave about. The event was a demonstration of innovation. Not only did it create plentiful online buzz and valuable print media coverage, it was a hugely worthwhile and enjoyable way to develop relationships.

By inviting a mix of similar and niche brands we certainly ensured this. A mix of key print and online press is a great way to cover all bases for your target market – especially when the writers and posters are completely within your demographic.

At our Edinburgh PR agency, we are totally-focused on results – and we delivered in spades with our million pound show home blogger event. We were delighted with the positive feedback from CALA Homes, was entirely in line with the compliments we received from all other guests and publications – that the event was a show stopping success.


If you’d like to find out how our PR services – including media relations, PR photography and PR video – could boost your bottom line, then we’d love to have a conversation.

You can contact our team on 0131 561 2244 or fill out the simple form below and we’ll get straight back to you.

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Public rleations agency account executive Ross Stebbing

Private: Ross Stebbing

As part of the expert PR team at a fast-paced Scottish public relations agency, Ross Stebbing works on diverse clients in sectors including film and media, construction, healthcare and logistics. While he delivers PR in Edinburgh, his results appear in newspapers, magazines and websites all across the UK and beyond.

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