Gileston Manor

Background and brief

Gileston Manor Estate was a ‘hidden gem’ located in the stunning coastal location of the Vale of Glamorgan. Jamjar was commissioned to build the Manor’s profile and establish the Estate as the perfect destination for weddings, luxury stays and events.

The Manor’s existing website was also developed primarily for their wedding offer, but as the scope of their offering broadened, the new site needed a user-journey and experience that was easy to navigate, regardless of which part of the business the user was interested in.

Brand Strategy

Gileston Manor’s brand was still relatively new, so there wasn’t an appetite, or need, for a complete rebrand. Instead, we chose to make subtle refinements to typef and graphic style to elevate their brand positioning, using cleaner layouts, a more modern scripted typeface and an approach of ‘quality over quantity’ when it came to imagery.

Website

The Manor needed a website that reflected the same quality and attention to detail that you can expect from one of their events or overnight stays. The client also wanted a website that offered a flexible and easy-to-use content management system (CMS).

We began with a thorough audit of the Manor’s existing website, providing recommendations for a seamless user journey and experience regardless of what aspect of the Manor you were interested in. We also identified that WordPress would be the most appropriate CMS for their needs.

The refreshed brand identity was applied across all template page designs, including a new Accommodation section, prominent data capture opportunities, and a Gallery and Blog section with Category filters. The new site also integrates with an Inn Style Calendar for accommodation bookings and Calendly for Wedding Viewings via plug-ins.

PR & Media Relations / Communications Strategy

Media relations:

• Engaged with media to create a buzz around the Estate’s wedding offering, luxury accommodation, and events.
• Secured UK wide media coverage
• Secured journalist reviews of the property in publications such as Tatler and Cardiff Life

Influencer relations:

• Engaged with influencers to secure visits from the likes of Sophie and Hannah Pycroft from Spectrum Collections.

Digital:

• To ensure Gileston Manor Estate appeared at the top of Google search results, we implemented a digital plan combining search, display and retargeting advertising.

Social media:

• Social media was used to promote the business offering, capture new business, and spread awareness through targeting monthly content plans, along with targeted social media advertising.

Ebulletins:

• To aid ‘consideration, ‘conversion’ and ‘loyalty’ in a buyer’s journey, we ensured that data capture became a part of our calls to action, to then create and distribute a regular ebulletin to keep audiences engaged and informed.

Results

From August to December ’22, we achieved:

Social media stats

• Impressions: 905,123
• Engagements: 35,340
• New followers: 882

Digital stats

Traffic

• Traffic driven via Google Ads: 10,759
• Organic traffic sessions: 10,188

Goal completions

• From Google Ads: 353
• From organic traffic: 373

Other website activity

This includes wedding pricelist downloads, wedding brochure downloads and open day banner clicks:

• From Google Ads: 873
• From organic traffic: 1462