How I Secured Free Editorial Coverage for my Hen Party Mansion

Recently, I experienced a remarkable surge of positivity on Instagram, thanks to some of my reels going viral. This unexpected popularity resulted in over 15,000 new followers overnight and a significant uptick in bookings for my Hen Party and Celebration House located in West Yorkshire.

However, with this newfound attention came an influx of criticism and trolling, which I wasn’t prepared for. The negativity made me consider removing some posts, as it felt overwhelming to deal with the backlash. In hindsight, I am grateful that I chose to persevere. Unbeknownst to me, my story was attracting interest from influential figures, including some of the world’s leading publications, such as The Sunday Times.

Our story is quite unique. Despite my efforts to gain media coverage in the past, I had little success until my content began to resonate with a broader audience. Previously, my Instagram posts garnered a modest average of about 10 likes, with interactions peaking at around 1,000. But once I started incorporating engaging hooks and eye-catching headlines, my hen party reels began to gain traction.

This newfound visibility led to inquiries from more than ten journalists eager to share my story. With no formal marketing or PR training and no press agent to guide me, I knew that when the consumer editor from The Sunday Times reached out, I had to prioritise that opportunity.

Our luxury celebration stays, set in a Georgian mansion in West Yorkshire, specialize in hosting high-end Hen Parties and milestone birthdays. While I appreciated the interest from other publications, I was determined not to jeopardize the potential for a well-crafted feature in my favorite Sunday paper.

The interview process was slightly daunting. After an in-depth hour and a half conversation with the journalist, I found myself wondering how the story would be presented and whether it would attract any negative attention—something I hadn’t considered before.

The editorial process was lengthy, involving numerous delays, revisions, and meticulous fact-checking, culminating in a full day of on-location shooting and extensive photo editing. Although we were initially told the article would be published a week earlier, the eventual release was worth the wait.

The impact on my website traffic was staggering, drawing thousands of visitors from around the globe, many of whom reached out to offer their congratulations.

Did this coverage translate into a flood of bookings? The answer is a bit nuanced. For a large property accommodating the booking process is more considered. When booking a large house which accommodates over 21 people it is not a one click decision on the website. Especially if you’re organising a high-end hen party weekend. There is a lot to consider before you press the book now button. You have to confirm with the rest of the team you have to work out what dates are going to work and you also have to gather your deposits.

I definitely believe that we have had an increase in bookings as we’ve already sold out all of our weekends for January, February, March and April for 2025 already.

I believe that having something in the press offers a unique sense of authenticity and allows us to share our story—one that isn’t just about the good times but also includes some painful moments. This honesty has made it easier for people to identify with us. Plus, it makes us more memorable; people remember the story, and they remember the house.

I was initially worried that the tagline might be something like, “I saved my family home by allowing 800 strangers to share my bed!” Luckily, it turned out to be nothing like that.

Shortly after the article in the Sunday Times about our property, we gave the go-ahead for a feature in magazine Yorkshire Life. We knew this would reach many Yorkshire brides, as well as those looking for wedding accommodations and hen party weekends.

While we shared the same story with Yorkshire Life, the outcome was quite different, and we were thrilled with how it all turned out. We received a five-page spread, which is almost unheard of for an editorial piece without any payment to the magazine. (I had no idea about this until the journalist kept assuring me, “You’re not going to have to pay for this!”)

As someone who is quite private, I found sharing my story to be a bit challenging. However, I knew it was for the best for my business, and that people were genuinely interested in hearing it.