Launching Turkey's New Luxury Golf Resort in the UK

The Brief

Build brand recognition for Cullinan Belek from scratch in a crowded UK market, where established competitors including MAXX Royal and Gloria Hotels already held strong identities in golf travel and luxury all-inclusive within the Turkish Riviera. The resort needed a distinct position and a PR strategy that could drive awareness and bookings across both peak and shoulder seasons, positioning it as a leading 5* family and golf destination for UK luxury travellers.

Our Strategy

We delivered a full integrated PR programme that identified Cullinan’s strongest asset: a genuinely compelling luxury product at the intersection of design, gastronomy and world-class golf, within easy reach of European travellers. We positioned Cullinan as a premium mid-haul destination for affluent UK audiences, layering national press relations, lifestyle and family media coverage, influencer content partnerships and a sponsored advertorial campaign with Condé Nast Traveller UK. The programme was supported by awards entries and trade profiling at WTM London to drive sustained year-round visibility across consumer and travel trade audiences.

The Results

• Secured 100+ pieces of positive media coverage across national, lifestyle and family titles including The Telegraph, Evening Standard, HELLO!, The Week, OK!, Condé Nast Traveller and The Sun
• Delivered 50+ social media posts and stories through influencer content partnerships with UK luxury lifestyle creators including Emily Shak
• Achieved a 674%+ uplift in booked page views driven by the Condé Nast Traveller UK sponsored campaign
• Managed end-to-end advertorial production with Condé Nast Traveller UK, delivering premium brand storytelling to a highly targeted luxury travel audience
• Established Cullinan Belek as a leading 5* family and golf destination for UK luxury travellers seeking a premium mid-haul experience
• Drove significant brand awareness and consideration across both peak and shoulder seasons
• Supported awards entries and trade profiling at WTM London, strengthening industry positioning
• Built strong foundations for ongoing UK market growth, elevating Cullinan’s profile alongside established Turkish Riviera competitors