Maximising PR opportunities for the renovation project of Money HQ

The Client is a financial comparison website established in 2008. The site attracts millions of visitors each month and compares over 17,000 financial products as well as offering consumers the best information in the industry.

Rebuilding the castle. had plans to significantly renovate their HQ, a castle formally known as The Barracks in Cecily Hill, Cirencester. Edit were challenged to use this as an opportunity to create an online campaign about the renovation as a way of promoting the brand for SEO gain and driving backlinks back to the site.

Aligning with the values

Edit worked alongside the internal PR team at to make sure the core messages remained consistent. Our focus was to communicate that the renovation was being carried out to empower employees and offer a great working environment.

Reaching niche audiences

After thorough research and planning, we split our seeding for the campaign outreach into different niches such as interior design, architecture, and viral sites.

We then set up exclusive interviews with the castle’s design team, including celebrity designer Laurence Llewlyn-Bowen.

After the big day

Following the launch event, we outreached with the story of the castle and the reasons behind the renovation. To give journalists something to link to onsite, created a central hub where they provided information and background, a video tour and a Q&A with the design team and staff.

The results

The response to the campaign as phenomenal, with backlinks to on publications such as Daily Mail, Metro, Business Insider, and Entrepreneur. The campaign was talked about across 13 niches, from architecture to Star Wars, and was featured on news outlets all over the world while the page itself received over 13,000 visits (with an average time of 3 mins 19 secs spent per visit).






Pieces of coverage