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  • 50 hotel residential homes on Gleneagles estate
  • Responsible for all sales & marketing
  • £40m+ in property sales achieved
  • Annual occupancy approaching 100%

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Gleneagles

Project
Asked by Gleneagles to write the business plan for, launch and run the sales and marketing for Glenmor, a 50+ property vacation home development adjacent to the main hotel site.

Challenge
To ensure that the launch of a new accommodation category at Gleneagles in no way damaged this 80 year-old 5 Red Star hotel's super-luxury brand.

Solution
Was involved with Gleneagles for nearly 10 years influencing the master planning, construction and design process, and running the 15-person sales and marketing operation.

  • Helped establish the "Seasonal Ownership" brand name, corporate identity, website, signage, photography and all collaterals. Created an elaborate, multimedia lead generation programme including online and off-line advertising, PR, direct mail, referrals, hotel display and in-room marketing.
  • Established an innovative pricing strategy that simplified the sales close.

Outcome
Glenmor became the highest average priced development of its kind in Europe, achieving over £40m in property sales and returning over £11m in profit, with annual occupancy approaching 100%.