The Torridon was identified as a potential hotel to be featured in the third series of Amazing Hotels: Life Beyond the Lobby. Custard sold in key messages to the researchers and The Torridon owners had a detailed discussion with them. When it was confirmed that The Torridon would be featured on the programme, Custard assisted with arranging research visits for the BBC crew, helped shape storylines by providing lots of information, and briefing The Torridon staff on confidentiality and social media.
The series episode was broadcast on 21 July 2020, the week after Scottish hospitality reopened after lockdown.
In the run-up to transmission, Custard created a communications plan that included media relations to trade and consumer press, reputation management and internal briefings, BBC press schedule, e-comms carried out by The Torridon’s design agency, and The Torridon’s social media schedule.
On The Torridon website, a press centre and dedicated firstname.lastname@example.org email address was set up.
Enhanced website functionality, from increased bandwidth to cope with a high volume of visitors on transmission, and an easy to navigate customer journey through the website, were also implemented.