Taymouth Marina

Putting out fires with effective communication

The Challenge

Taymouth Marina is a luxury self-catering accommodation and day visitor destination on the overlooking Loch Tay near Kenmore.

On February 11th a fire ripped through the onsite restaurant causing extensive damage. The large fire attracted a lot of attention both on site and on social media. Following a number of media calls for comment, the owners contacted Represent for our expertise in crisis management.

The brief was to ensure all stakeholders were kept up-to-date on the latest news and how the fire would impact operations on the day of the fire. Coinciding with half term, there were a lot of guests staying on site and many more day visitors dropping in to use the facilities, including the Hot Box sauna.

Once the fire was extinguished it was imperative that we get out a ‘business as usual’ message to minimise the impact on future bookings and day visitors to the destination.

The Solution

On the day

Represent quickly took control drafting web and social updates and briefing media on the day.  We declined the offer of STV to come on site and instead provided photographs of staff working tirelessly to ensure holidaymakers were welcomed and checked into their accommodation as usual.

The Courier was on site and we liaised with the journalist providing quotes from the General Manager as well as communicating key information in relation to the fire with support from Fire Scotland.

The Perthshire Advertiser had a same-day deadline so again we provided photography and a quote highlighting that all was under control.

Positive messages from the nearby Crannog Centre were shared on social as well as positive sentiments from customers.  We mined social channels for influencers – including the local MSP John Swinney – and engaged, thanking them for their support.

 

The days following the fire

Thankfully the fire was extinguished, and nobody was hurt therefore the messaging switched to ‘business as usual’ with updates on what the team were doing to minimise the impact. Thankfully the restaurant was not connected to any other facility, so the only loss was the restaurant. The team arranged for a free taxi to restaurants nearby for guests, they organised a party for those staying at Taymouth Marina with live music and a guest chef catering local food.  These positive messages were streamed on the website, on social and were briefed into the media.

Seeing is believing so to leave consumer in no doubt that Taymouth Marina was still a stunning and inspiring place to visit, we commissioned a photographer and videographer.  The first of three films was an interview with the General Manager communicating how they were handling the fallout and pulling out all the stops to ensure people still had a great visit to Taymouth Marina, the second was a straight forward promotional video and the third a personal video with the owner.

Over the coming five days a content calendar of positive social was streamed with further media engagement.

The Impact

For the duration of the 2 day project, we achieved the following results:

  • Coverage in The Daily Record, The Scotsman, STV online, The Courier, Perthshire Advertiser, The Herald – all containing positive key messages taken from the media statement
  • Follow up feature in Perthshire Advertiser and The Courier highlighting the positive actions taken by the owners
  • Social media engagement was significant and positive in sentiment.  The initial statement had a reach of over 7,000 with 198 comments and 63 shares.

“A bit of a PR masterclass in ‘there is no such thing as bad news’ from you and your team this week.  Represent made the story straightforward to cover and far better than the stonewalling you often get with similar stories.”

– Journalist, Daily Newspaper

“Represent were incredible – they took control of the communication and allowed us to concentrate on our guests and the crisis in hand.  We hadn’t previously worked with Represent before, but I will be in the future – they genuinely cared about protecting our brand when it was most at risk.”

 Client, Taymouth Marina

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