Raising National Awareness For The Headland

Raising the national profile of The Headland and positioning it as a premium UK staycation destination, in a competitive hospitality landscape where Cornwall is already rich with choice and established luxury properties.

Palm delivered a targeted national PR campaign designed to build long-term awareness and secure high-impact coverage across leading UK media. The strategy centred on engaging key travel and lifestyle journalists through curated review visits, ensuring they experienced the full breadth of The Headland offering, from its rooms and cottages to its food and drink, spa, AquaClub, and coastal setting.

With 2025 marking the hotel’s 125th anniversary, Palm used this milestone as a compelling “why now” hook to reintroduce the property to press and audiences alike. By combining timely storytelling with journalist-led stays, the campaign generated in-depth print and online features that extended The Headland’s visibility far beyond the South West, reinforcing its status as one of the UK’s most desirable seaside escapes.