CLIENT: Ashford and Dromoland Castles Guest Relations Magazines

BRIEF: To produce a comprehensive guide to services and activities at Ashford and Dromoland Castles, and an introduction to the West of Ireland, while reinforcing the Castles’ brand as two of the leading hotels of the world. As the Castles are twinned, the magazines must reflect shared values and styles, whilst cross-promoting the Castles and reinforcing the unique charms of each location.

CHALLENGE: The in-bedroom guest magazines for each of the Castles aim to convey the atmosphere and luxuriant charm of the Castles, from their ancient history, to their present day incarnations as two of the leading hotels of the world. The magazines also introduce first-time travellers to modern day Ireland with a varied mix of travel and lifestyle features from well-known Irish writers.

SOLUTION: Each Castle’s magazine features a bespoke cover and personalised front section specific to the Castle, followed by 72 pages of editorial relevant to guests staying in both establishments. Ashford and Dromoland Castles attract over 100,000 guests a year and their demographic is AB. Guests reasons for staying include leisure, conferencing and weddings. The magazine therefore strives to reflect these guests’ needs and make them aware of the many bespoke services available in the Castles, as well as to highlight potential areas of interest in the surrounding areas, and contemporary Irish life in general.

RESULTS: Now in its 12th year, the Guides have produced consistently excellent feedback from guests and staff at both Castles. The magazines are not only used to welcome and inform guests staying at the castles but are also used extensively as part of the Castles marketing strategy, particularly in the US. Noted for its superb photography, elegant design and excellent standard of writing, Ashford and Dromoland Castles magazine raises the bar for all in-house hotel magazines.

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