The Carnegie Club at Skibo Castle, Dornoch ,Scotland
Built by famed industrialist Anderw Carnegie, Skibo Castle was acquired by new ownership in 2004 who embarked on a three year multi-million dollar renovation project to return this estate-turned-private club to its original stunning glory and add modern touches to remain relevant to today’s affluent traveler.
While Skibo’s former owner had achieved some recognition for the club upon opening many years earlier, and the celebrity wedding of Madonna and Guy Ritchie made a splash, the reputation of the club among the elite set was suffering due to poor upkeep and broader visiting policies. The goal of the new owner was not only to bring the physical beauty of the club back, but also to raise and maintain new membership standards.
Teresa Delaney was retained at the start of the renovation process, which was managed in three phases: the public rooms, a brand new spa, and guest rooms. So each phase offered an opportunity to publicize Skibo and alert former and potential members of its renovations and the overall improvements the new owners were making. The public relations campaign was designed to specifically focus on outlets that reach the target audience of High Net Worth individuals, primarily with an interest in golf and seeking the exclusivity of a private club.
Over the course of the three-year campaign, the agency achieved coverage of Skibo updated offerings in numerous targeted outlets, including: Departures, Travel+& Leisure, Conde Nast Traveler, as well as highly exclusive media, such as Nieman Marcus’ InCircle Entrée Magazine, Private Clubs, Executive Traveler, Centurion Black Ink . Skibo appeared in the pages of major metropolitan newspapers, including The New York Times and Washington Post. In the world of golf, Skibo was highlighted in outlets such as, Travel +Leisure Golf, Golf Magazine, Links, and Golf Connoisseur.
The most successful and significant placement was a Town & Country 17-page feature and photo essay with Skibo as its sole subject, and highlighting every attribute and feature of the newly refurbished private club.