Case Study
Driving visibility and creating the foundations for growth
House of Elrick
Driving visibility and creating the foundations for growth
The Challenge
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House of Elrick is a distinctive Scottish estate and hospitality business with multiple commercial opportunities across its gin brand, weddings, accommodation and wider visitor experience.
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Between 2020 and 2022, House of Elrick appointed us to lead its digital marketing activity at a time when the business needed to build awareness, strengthen its digital presence and create a consistent, commercially focused brand across multiple audiences.
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Our role quickly extended far beyond digital marketing. We effectively operated as an outsourced marketing function, bringing together strategy, content, social media, influencer activity, PR, photography, videography, campaigns and retailer relationships under one coordinated approach.
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The challenge was to make all of these activities work together: building the House of Elrick brand with consumers while also supporting relationships with retailers, creating demand for the gin, generating awareness of the estate and venue, and developing the wider commercial proposition.
Our Approach​
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We developed and managed an integrated marketing programme designed to build House of Elrick's profile across both consumer and trade audiences.
This included:
Marketing strategy: developing the overarching marketing direction, campaign strategy and activity plan across the business.
Digital marketing: planning and managing digital campaigns designed to increase awareness, engagement and commercial activity.
Social media management: managing House of Elrick's social channels, including content planning, publishing, community management and campaign activation.
Influencer marketing: identifying, approaching and managing influencer relationships and collaborations to extend reach and introduce the brand to new audiences.
Content creation: managing the production of photography, videography and other creative assets for use across digital, social, PR, retail and campaigns.
Campaign development: developing and delivering integrated campaigns rather than treating each marketing channel in isolation.
PR and press: writing press releases, developing stories and managing press activity to secure relevant coverage and build brand credibility.
Retailer liaison: managing marketing and communications with major retail partners, including Co-op, Aldi and other significant supermarket and retail accounts.
Asset generation: creating and coordinating the full range of marketing assets required to support campaigns, social media, retail relationships and wider brand activity.
Brand development: ensuring that the different aspects of House of Elrick's proposition were presented consistently and compellingly across channels.
The result was a joined-up marketing operation in which strategy, creative, content, communications and commercial activity were all connected.
Rather than simply producing social content or running digital campaigns, we became an extension of the House of Elrick team by understanding the business, identifying opportunities and turning them into coordinated marketing activity.
An Integrated Marketing Function
One of the key strengths of the engagement was the breadth of expertise brought together under one relationship.
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A campaign could begin with a strategic objective, develop into creative and content production, be amplified through social and influencers, supported through PR and then connected to retailer activity.
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This meant House of Elrick did not have to manage separate agencies or suppliers for each part of the process. Strategy, campaigns, content, PR, social, influencer marketing and retailer communications were managed as part of one integrated programme.
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This was particularly important for a brand with multiple commercial audiences and revenue streams. The marketing needed to work equally hard for the gin brand, the estate, weddings, hospitality and the wider House of Elrick experience.
The Return: 2025
In 2025, House of Elrick came back to us.
This time, the brief was not simply to manage marketing activity. They asked us to step back and define the strategy for the next stage of the business.
We were commissioned to develop a new strategic direction spanning the different parts of the House of Elrick proposition, including:
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The gin brand: defining how the brand should continue to develop, grow its profile and connect with consumers and commercial partners.
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Weddings and events: developing the proposition and marketing direction for House of Elrick as a destination for weddings and celebrations.
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Accommodation and stays: establishing the strategic approach to positioning the estate as a place to stay and part of a broader visitor experience.
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The wider estate proposition: considering how the different elements of the business could work together rather than being marketed as disconnected offers.
The 2025 engagement was therefore a natural evolution of the original relationship: from delivering integrated marketing activity to helping define the strategic direction of the business itself.