ADLER Spa Resorts and Lodges, via Arthouse PR
ADLER: a 200-year-old family hotel group, introduced to the world's media
the full story
A seasonal press office and sustainability storytelling that stands up to scrutiny, because the figures are the group's own.
Headline results
- Bottle consumption
- -73.5%Bottle consumption
- Cosmetic bottles saved each year
- 60,600Cosmetic bottles saved each year
- CO2 emissions avoided annually
- 24tCO2 emissions avoided annually
The brief
ADLER is a family-run Italian eco-spa group founded in 1810. Two centuries of hospitality, serious environmental investment, and a UK press landscape that had barely heard of them. They needed to reach UK and international media, and to talk about sustainability in a way journalists would believe.
That second part is harder than it sounds. Travel is full of hotels claiming to be green. Anything unspecific gets binned.
What we did
As outsourced copywriter for Arthouse PR, we run a seasonal press office: press releases, press packs, newsflashes and press-trip invitations, written to a rhythm that matches how travel desks actually plan.
The sustainability storytelling sits around ADLER For Planet and the group's EarthCheck certification, and it follows one rule. Every claim is tied to a measured figure the group can stand behind. Where there is no number, we say what was done and leave the adjectives out.
The result
Credible, quotable stories backed by the group's own data: refillable toiletries delivering a 73.5% reduction in bottle consumption and saving 60,600 cosmetic bottles a year, and changes that avoid over 4 tonnes of plastic and more than 24 tonnes of CO2 emissions every year.
Specific, checkable, printable. Which is the whole point.
Your project, next
Need a press office that does not oversell?
We write hospitality and travel PR content, and sustainability stories that hold up when a journalist checks them. Tell us about your season ahead.