Vivosa Apulia Resort

Surrounded by the pine forests of Litorale di Ugento Natural Park and set on the white sand beaches and clear seas of a stretch of coastline referred to as the 'Maldives of Salento', Vivosa Apulia Resort is a 4* all-inclusive family-friendly eco-resort with 333 rooms in Puglia, Italy.

Activities for children aged 2-17 (all of which are included in the rate) have a sustainable focus and include falconry, a treetops adventure, picking vegetables in the kitchen garden, pottery, and beekeeping. The resort combines green initiatives with high-end experience, ensuring guests can enjoy a quality stay that they know is mindful. Vivosa is also home to VOS - Vivosa Organic Spa – which offers a selection of massages and treatments as well as an 800sqm Wellness Centre complete with sauna, biosauna, hammam, sensory showers, whirlpool and gym. Yoga, meditation, pilates, HIIT and spin classes are all included in the all-inclusive rate, and guests also have access to an on-site nutritionist and DNA testing.

• Due to its energy-saving initiatives such as solar panels, water re-use and low-impact buildings, Vivosa has achieved "carbon positive" status, meaning it absorbs more CO2 than it produces.
• Despite being an all-inclusive resort, Vivosa minimises food waste by donating to local shelters and community projects.

Lemongrass Marketing, a B Corp-certified travel communications agency, delivered a UK market growth campaign for Vivosa Apulia Resort, a four-star all-inclusive family eco-resort in Puglia.

This family-friendly all-inclusive resort wanted to diversify its market to attract more UK families, increase brand recognition in the UK, and communicate its sustainability ethos.

We concentrated the review campaign into the window available

With only a short period suitable for press reviews, we ran a targeted campaign for top-tier, high domain authority titles that UK families actually read - securing all six scoped press trips within a two-week travel window.

Compressing six trips into a fortnight is logistically unpleasant and strategically correct. The alternative is spreading them across a period when the product isn't at its best.

We built PR-able packages for the rest of the year

Outside the review window we advised the resort on creating packages designed specifically to appeal to a UK market and to be newsworthy in their own right - which landed coverage in national newspapers without requiring anyone to visit.

We paired the eco story with the practical one

Coverage highlighted the resort's environmental ethos alongside its all-inclusive value for families with children. Sustainability alone doesn't sell a family holiday; sustainability plus genuinely useful family provision does.

80 brand mentions in 12 months, a 7-point increase in domain authority across the same period, and 59% of coverage in titles with a domain authority of 80 or higher - with year-round round-up inclusions across UK newspapers, magazines and media outlets.

What do you do when a property has a short press review window? Concentrate review trips into the period when the product is at its best, then sustain visibility across the rest of the year through newsworthy packages and round-up inclusions that don't require a visit.