Cap Rocat | Prime time for sustainability

Targeted PR measures were implemented to position Cap Rocat, the iconic luxury hotel in a former fortress on Mallorca, as a pioneer in the field of sustainable luxury. The aim was to make the hotel’s extraordinary commitment to the environment visible beyond purely tourist media and to establish Cap Rocat as an authentic driving force for responsible tourism on Mallorca.

As part of a strategically planned media approach, the hotel’s sustainability initiatives were pitched to leading TV stations – with great success: the format Prominent on VOX, one of the highest-reach social magazines on German television, produced a feature on Cap Rocat lasting around eight minutes. The feature not only showed the spectacular architecture and exclusive location of the hotel, but also focused on the specific measures Cap Rocat is taking to reduce its ecological footprint – including water-saving technologies, regional supply chains and a holistic understanding of sustainability that also takes social aspects into account.

The program was broadcast during prime time and achieved a reach of around 7 million viewers. The calculated Advertising Equivalent Value (AEV) was around €300,000. The response was extremely positive and led not only to increased media visibility, but also to greater interest in Cap Rocat on the part of journalistic and corporate stakeholders who are increasingly concerned with sustainable travel.

With this coverage, Cap Rocat was impressively positioned as more than an exclusive luxury retreat – namely as a lighthouse project for contemporary, responsible tourism in the Mediterranean.