Case Study: The Sidmouth Collection

Client: The Sidmouth Collection

Year: March 2025–May 2026

Services: Brand strategy, full-mix marketing management, social media strategy (organic & paid), email marketing, creative direction, copywriting, website content

Results at a glance:

• Instagram: +2,167% Average Video Views | +92.5% Reach | +940% Interactions

• Facebook: +102% Average Video Views | +148% Reach

• Email: +40% Average Click-Through Rate (CTR)

Meet the brand

The Sidmouth Collection is a prestigious group of independent, family-run hotels, traditional inns and luxury self-catering accommodations in Regency Sidmouth. Each property has a distinct character, yet all are unified by a shared commitment to authentic seaside warmth and heritage hospitality.

The brief

The objective was to transition the group from fragmented, ad-hoc posting to a unified marketing presence. The challenge lay in creating a cohesive visual and verbal identity for the Collection while respecting the individual "personalities" of the four distinct locations.

Strategic goals included:

• Modernising the appeal: Repositioning Sidmouth as a vibrant, desirable coastal escape for a younger demographic without alienating the loyal, existing base.

• Driving direct bookings: Reducing reliance on third-party platforms through high-intent email and social campaigns.

• Consistency & quality: Elevating the standard of storytelling across every digital and physical touchpoint to reflect the premium nature of the accommodations.

What I did

As the lead marketing partner, I provided the strategic structure and creative oversight required to move the brand forward. My work focused on three core pillars:

1. Strategic Foundations & Identity I introduced rigorous content planning and multi-channel calendars tailored to the seasonal ebbs and flows of the hospitality calendar. Working in close collaboration with the group’s designer, I oversaw a brand refresh across all four locations. The goal was to create a modern, cohesive "family" feel that felt unmistakably premium and contemporary.

2. Multi-Channel Execution With the strategy established, I managed the end-to-end execution of all marketing assets. This included:

• Email Marketing: Developing a segmented strategy to improve audience quality and engagement.

• Digital Content: Scripting, art-directing, and producing high-quality organic and paid social content.

• Copywriting & Web: Updating website narratives and print materials to ensure a unified, modern tone of voice.

3. Creative Direction & Agility I acted as a flexible extension of the internal team, providing art direction for photography and videography shoots, crafting long-form copy, and ensuring that every marketing "sprint" supported the group's wider commercial objectives.

The Result

By the end of our partnership, The Sidmouth Collection had been transformed into a true family of brands. The shift moved the needle from "hotels sharing a postcode" to a "unified destination experience."

The impact of consistent, high-quality storytelling was immediate and measurable. In just six months, we achieved:

• Social Dominance: Instagram engagement surged, with views increasing by an average of 2,167% and interactions by 940%. Facebook reach saw a steady climb of 148%.

• Email Efficiency: We successfully "cleaned" the data and improved audience quality, resulting in a 40% increase in click-through rates and a significant reduction in unsubscribes.

• Brand Perception: Every touchpoint—from a guest’s first Instagram scroll to the final confirmation email—now feels confident, consistent, and unmistakably Sidmouth.