Hamilton Grand
Mercury Communications was appointed by Kohler to drive sales of Hamilton Grand, a collection of private residences located on the 18th hole of the Old Course. Following the successful campaign. We were then invited to take on the iconic and neighbouring Old Course Hotel in St Andrews in January 2021 (until present).
Impact
Mercury achieved 63 pieces cross the first two years, with key coverage has been achieved in every national, including The Times, Telegraph and FT, and The Scotsman. and a double page spread in Hedge and Square Mile. In December 2020, we secured coverage in Conde Nast for best homes to celebrate New Year, which gave us exposure in House & Garden, GQ, Tatler and Vogue. By placing Hamilton Grand on Rightmove with four million subscribers, which resulted in 10 enquiries. We hosted a series of press trips as well as investors private member’s club AYU to host a group of their hedge fund family office VIPs at Hamilton Grand. By partnered with a celebrity talent manager, who brought keen amateur golfer Brian McFadden to host a two-day trip with four high-net-worth-individuals including a tour of the residences with Savills, whiskey tasting, and golf on the Old Course
Approach
We had a regular drumbeat of news releases, liaising with the broker Savills, to gather compelling facts, figures and trends. Throughout the campaign releases and pitching have largely focused on the Scottish property market – in Scotland between 2018-19 there were only 220 properties sold over£1m, and Hamilton Grand accounted for four of them – alongside utilising key golfing moments to highlight the scheme’s unique location and USPs to engage press.
