Pandemic, Storm and Floods – Gunsgreen House 2020-23

Client

Gunsgreen House Trust

Services

Digital Marketing

Revitalising Gunsgreen House: A Case Study in Tourism Marketing and Sustainability

In 2019, I was appointed as a Trustee of Gunsgreen House in Eyemouth due to my expertise as a tourism marketing consultant. Gunsgreen House, an 18th-century merchant’s house designed by John Adam for the notorious smuggler John Nisbet, overlooks Eyemouth Harbour and is a cornerstone of the area’s tourism appeal. Operated by the Trust since 2009, the property includes:

  • An 11-bed self-catering Merchant’s House,
  • A romantic two-person Nisbet Tower, and
  • A visitor attraction in the cellar, telling the smuggling story in Eyemouth.

My initial focus with the Trust was creating a new brand identity and launching a mobile-friendly website that enabled direct accommodation bookings, highlighted the visitor attraction, and shared the Trust’s vision and story.

Copyright Gunsgreen house

Challenges: COVID-19 and Storm Arwen

In 2020, following a successful year for tourism in the Scottish Borders, Gunsgreen House faced significant challenges as COVID-19 halted global tourism. Like many organisations, the Trust relied on government and council grants to survive during lockdowns.

In late 2021, as the property began recovering with the rise of staycations, Storm Arwen caused devastating damage to Gunsgreen House. The Merchant’s House suffered roof damage, resulting in closures, while flooding in the cellar left the visitor attraction out of commission.

By 2023, the Trust faced new challenges:

  • Changing accommodation trends: Larger group bookings, once a strength of the Merchant’s House, were more complex to sell post-COVID.
  • Outdated visitor attractions: The cellar attraction needed significant updates to remain relevant.
  • Financial pressure: Without action, the financial sustainability of Gunsgreen House was at risk.

The Trust commissioned People Landscape Buildings to conduct a feasibility study. Recommendations included:

  • Modernizing the visitor attraction to engage today’s audiences better,
  • Splitting the Merchant’s House into two smaller self-catering properties to meet current demand and
  • Increasing profitability with a more sustainable business model.

Short-Term Digital Marketing Plan: Winter 2023

In the final quarter of 2023, the Trust experienced a decline in bookings due to the cost-of-living crisis. To address this, I developed a short-term digital marketing strategy to fill availability gaps for November and December and promote the accommodation as a desirable winter break destination.

Key Strategies and Tools

  1. E-Newsletters:

    • A new MailChimp account was set up to communicate directly with existing customers.
    • Regular newsletters highlighted seasonal offers, local attractions, and the charm of a winter stay in Eyemouth.
  2. Social Media Marketing

    Increased activity across Facebook, Instagram, and Twitter (X).

    • Posts promoted accommodation discounts, shared winter break experiences, and emphasised Eyemouth as a destination.
  3. Value-Driven Promotions:

    • A 25% discount was offered on stays for smaller groups and couples.
    • Promotions displayed discounted rates to highlight value for money.
  4. Partner Booking Agencies:

    • Listings on external booking platforms were carefully managed to ensure all available slots were optimised.

Results

  • Most availability gaps during Christmas and New Year were filled.
  • The campaign generated forward bookings for 2024, providing a strong foundation for the upcoming year.

Copyright Gunsgreen House

Long-Term Marketing Strategy: 2024 and Beyond

Building on the short-term success, I conducted an in-depth marketing audit in December 2023 to prepare for 2024 and 2025. The audit examined:

  • Audience Personas: Identifying and segmenting target customers for focused marketing.
  • Competitor Analysis: Reviewing local and regional competitors to highlight Gunsgreen’s unique selling points.
  • Search Engine Optimization (SEO): Improving keywords and content to increase online visibility.
  • Social Media Performance: Evaluating and optimising engagement across platforms.
  • Content Strategy: Generating ideas to tell the story of Gunsgreen House and promote seasonal events like afternoon teas and Gunsgreen Gin.
  • Website Audit: Identifying areas for improvement to enhance user experience and increase conversions.

Results and Targets

The comprehensive audit informed a detailed 2024 marketing plan with measurable goals:

  • Increase Merchant’s House occupancy by 5% compared to 2023.
  • Maintain or exceed Nisbet Tower bookings year-round.
  • Use tailored digital marketing communications to target specific customer segments.

Testimonial

“Fiona carried out a detailed audit of our website and various social media channels to help us be more effective as an organisation. Her report highlighted several weaknesses in our current approach and made many improvement recommendations. We have implemented several recommendations and can already identify an increase in bookings to our accommodation. I am delighted to recommend Fiona for her work and focus on delivering measurable results.”
Riddell Graham, Chair of Gunsgreen House

Conclusion: A Sustainable Future for Gunsgreen House

Through strategic planning, a focus on sustainable tourism, and effective digital marketing, Gunsgreen House is on a path to financial and operational stability. With plans to modernise visitor attractions and adapt accommodation offerings to meet evolving market trends, the Trust is positioned to thrive in the coming years.

By leveraging expertise in tourism marketing, SEO strategies, and customer engagement, Gunsgreen House has turned challenges into opportunities, ensuring its rich history and legacy remain vital to Eyemouth’s tourism landscape.

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