The brief

Holiday at Home is an award-winning Yorkshire holiday cottage and lodge operator, offering luxury self-catering stays across North Yorkshire — from hot tub lodges in the Yorkshire Dales to dog-friendly cottages near the North York Moors. They came to Motive with a tight, commercially focused brief: build awareness and drive bookings from an audience living within 80 miles of Yorkshire.

This was a deliberately regional campaign. The target audience wasn’t national holiday bookers — it was people in Leeds, Manchester, Sheffield, Liverpool, Newcastle and the surrounding areas who could be in a Yorkshire Dales cottage within an hour or two. Three months, limited budget, very specific geography.

The approach

The most powerful thing a PR campaign can do is attach a brand to a cultural moment that’s already generating attention. In early 2026, that moment arrived in the form of the new Wuthering Heights film — a major Hollywood production that had reignited interest in the Brontë sisters, the Yorkshire Moors, and the literary landscape that inspired one of English literature’s most enduring love stories.

We positioned Holiday at Home as the expert voice on Yorkshire tourism, with the Wuthering Heights angle as the primary hook. Our pitch to regional and national travel journalists was simple and irresistible: film tourists are sparking a boom in Yorkshire Dales bookings, and here’s the brand at the centre of it. The Telegraph & Argus ran it, Yahoo News picked it up, MSN syndicated it, and the Yorkshire Post Magazine featured it in their travel pages.

Rather than relying on a single angle, we developed three simultaneous campaign threads that kept Holiday at Home in front of journalists throughout the three months. Alongside the Wuthering Heights story, we developed a Yorkshire wildlife campaign — positioning the county’s forests, moors and coastline as a genuine wildlife destination, with Holiday at Home providing the expert commentary and the base for exploration. This landed coverage in the Mirror, Daily Express, Manchester Evening News, Liverpool Echo and Leeds Live — exactly the regional titles within the 80-mile target radius.

The third thread positioned Holiday at Home’s founder as a credible voice on the ongoing tourist levy debate — a genuine news issue for Yorkshire businesses that gave us a different kind of coverage in the Yorkshire Times, Harrogate Advertiser, Cumbria Times and regional business press. Expert positioning, not just product placement.

A fourth angle emerged organically from the news agenda: the staycation boom driven by jet fuel costs and flight disruption. Holiday at Home was perfectly placed to comment, and coverage appeared in The i Paper, Manchester Evening News and multiple MSN stories.

The result

35 items of coverage in three months from a campaign with a deliberately regional brief — and commercial results that spoke for themselves. Bookings increased by 26% compared to the same period the previous year, with website traffic up 35%. The Wuthering Heights angle alone generated seven pieces of coverage including national syndication through MSN and Yahoo News. The wildlife campaign reached the Mirror, Daily Express and a string of the regional titles that were the primary target — Manchester Evening News, Liverpool Echo, Leeds Live and Yorkshire Live.

What makes this campaign a strong case study isn’t just the volume — it’s the strategic intelligence behind it. Four distinct angles, each tied to a genuine news hook, each speaking to a slightly different section of the target audience, all pointing back to the same brand. That’s how you make a limited budget work harder than it has any right to.