Targeting high net worth families

Martinhal Family Hotels & Resorts


Facebook likes


Affluent families reached


Competition entries

"Due to the complexities surrounding the launch of an entirely new resort concept, there is a huge amount to be achieved within a very short period of time. It is a testament to the Lemongrass teams' tenacity, experience and specialisation that the UK quickly established itself as our number one global market in the first year of operation."

Martinhal Family Hotels & Resorts

The Client

Award-winning Martinhal Beach Resort and Hotel was the first five-star resort in Western Algarve to offer luxury hotel and self-catering accommodation for the affluent family market.

The Challenge

To generate sustained excitement amongst UK’s high-net-worth families, with no budget!

Using a free holiday to entice readers, we pushed creative boundaries, focusing on pre-school families who are not restricted to travel during school holidays.


Martinhal was featured on the cover of Frugi Clothing’s brochure, a publication received by 30,000 affluent families. This exposure netted 5,000 data capture entries and 21,000 likes on Facebook.

A Micro Scooter Activity Week promotion resulted in 2,000 competition entries and coverage in the Evening Standard and Sunday Mirror.

Working closely with a UK celebrity mother – with connections to the royal family – allowed us to develop a low-season brand ambassador reward scheme, which achieved a five-digit growth in revenue.