Lost Shore Surf Resort
The Brief
Lost Shore Surf Resort is coming to Scotland in September as the world’s first inland surfing resort. Based in Edinburgh, this world-class facility will change the landscape of Scottish tourism, bringing an iconic sport to a new inland home, further establishing Scotland as the go-to destination for adventure.
Perceptive has been supporting Lost Shore throughout the development of the resort and were briefed to use PR to create a buzz for the launch of accommodation and surf voucher sales, ahead of the opening in September 2024.
Our Approach
Developed a ‘first look’ PR campaign, unveiling new photos and videos to the press to raise awareness and build excitement, alongside renders of the resort and more information on the accommodation and facilities. The press pack also included drone footage of the resort, surfing videos and interviews to allow outlets to edit and create their own video content. To support outreach, Perceptive developed targeted releases for national press, surfing and travel outlets.
To coincide with the ‘first look’, Perceptive organised a media visit with key national broadcast and local press, allowing outlets to visit the site to see the progress and interview founder Andy Hadden. Perceptive also conducted media briefing prep with Lost Shore representatives, helping to ensure interviews went smoothly.
Perceptive also coordinated with key stakeholders including Scottish Tourism Alliance and a professional surfer to provide quotes for the release, further bringing the story to life and demonstrating the impact of the resort on the community.
Press release quotes from Lost Shore included a strong call to action to book vouchers at at early bird prices, helping to ensure coverage and attention converted into voucher sales.