Driving holiday home sales through regional targeting and research-led comms

A misunderstood market

Darwin needed PR to do more than generate travel coverage.

The brief was to support lodge sales, strengthen the ownership narrative and improve how Darwin was positioned in a market where holiday parks are often misunderstood, and ownership can feel dated, niche or overly transactional.

The challenge was not visibility; it was to build aspiration and relevance to the target audience through strong PR and media outreach.

A shift in positioning

We repositioned Darwin’s PR around three priorities –

• Reframing lodge ownership as a flexible lifestyle purchase, not just a holiday
• Using consumer insight to create stronger media hooks and more credible stories
• Strategically combining earned PR with paid placements in carefully selected regional and lifestyle titles to increase visibility in high-intent markets

This shifted Darwin away from generic staycation PR and toward a more attractive media positioning, using earned credibility and paid amplification together to generate stronger ownership interest.

We increased enquiries for park ownership by repositioning Darwin’s lodge offering around lifestyle, flexibility and long-term value, rather than short-term holiday spend.

By shifting the narrative away from generic travel coverage and toward ownership-led storytelling, Darwin generated stronger interest, improved lead quality and increased demand for information around ownership.

Instead of simply promoting breaks, Darwin was positioned more credibly as a premium, flexible ownership brand, giving prospective buyers a clearer reason to enquire.