Gleneagles tees up Perowne and Tweed Media for PR work amid major investment

Gleneagles, the luxury hotel in Scotland famed for hosting golf tournaments, has brought in two new PR agencies amid a multi-million-pound investment and refurbishment programme.

Gleneagles has teed up two new agencies to help with its investment drive
Gleneagles has teed up two new agencies to help with its investment drive

Perowne International has been hired to look after lifestyle and travel PR, a brief formerly held by Neville McCarthy Associates.

Perowne International, formed last year by Julia Perowne following the split of Perowne Charles Communications, was appointed following a pitch involving five agencies. The agency said it will target key lifestyle and travel publications in the UK and selected markets around the world.

Meanwhile, Tweed Media, an outdoor leisure specialist, has been hired to a new brief handling PR around Gleneagles' country pursuits. Tweed Media won a pitch against eight other agencies.

In 2015 Gleneagles was sold by drinks giant Diageo to Ennismore, owner of the Hoxton hotel brand. The 232-bedroom luxury hotel in Perthshire, which sits in 850 acres of land, is currently undergoing a multi-million pound refurbishment.

Gleneagles is known globally as a location for golf, hosting the Ryder Cup in 2014 among other events. It also hosted the G8 summit in 2005.

Previous tenders for the PR account have stressed the need to promote Gleneagles beyond golf as one of the most desirable resorts in the world.

Last month PRWeek named Perowne International one of its new agencies to watch in 2017.

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