10 Years, 10 Clients | Glenapp Castle

As The PC Agency celebrates its 10th anniversary, we're looking back at some of the client relationships that have shaped our journey along the way.

Having begun with Finnair, we'll be continuing to share the stories with clients who have been part of our first decade in business. Each client has played a role in our own story, and together we've celebrated milestones, navigated challenges, and built strong relationships that continue to grow.

Moving from 10 years down to 9, our second feature takes us to the breathtaking Ayrshire coast as we celebrate Glenapp Castle.

Nine Years Together

For the past nine years, we have had the privilege of representing Glenapp Castle, a 22-bedroom luxury PoB Hotels and Relais & Châteaux hotel dating back to 1870.

Set within 110 acres of private estate, manicured gardens and local woodland, Glenapp Castle is renowned for offering long romantic walks with views of Ailsa Craig and Northern Ireland, alongside more than 70 indoor and outdoor activities. From perfume making, stargazing and foraging to beekeeping and interactive falconry displays, the property blends Victorian heritage with a spirit of adventure.

The Impact: Growing Together

Like any long-term partnership, the past nine years have navigated various industry changes while continuing to grow from strength to strength.

Together, we’ve worked side-by-side with Jill Chalmers and the Glenapp team to elevate the property from a hidden Scottish gem into a bucket-list destination for UK and US luxury travellers alike. In 2019, we helped conceive, shape and launch the now-famous Hebridean Sea Safari, hosting top journalists from the Financial Times, The Times and The Telegraph on its inaugural trip. What began as a bold, creative concept has become a signature luxury experience and a key revenue driver in both the UK and US markets, with private boat cruising and wild island glamping, where guests can spot seals, puffins and even dolphins, before dining under the stars in their own private luxury glampsite.

Creativity was especially vital during the most challenging period in hospitality history. During Covid-19, the Glenapp team were keen to remain relevant, visible and connected with audiences through at-home experiences and creative storytelling. Alongside this, we supported Jill as she became a leading voice for the wider hospitality industry, coordinating a high-profile letter to Nicola Sturgeon on behalf of over 200 independent hotel leaders.

Being there for key moments has been a hallmark of this relationship. Beyond annual visits over the past decade, one standout memory was travelling up in April 2021 to support the team on-site as the castle prepared to reopen after the pandemic. Shortly after, we supported the debut of Scotland's largest Castle Penthouse Suite with an exclusive double-page spread in The Times, generating worldwide acclaim and VIP stays from titles including the Sunday Telegraph and Robb Report.

Major broadcast features have also delivered incredible results. One of our proudest moments was securing Glenapp Castle on BBC's Amazing Hotels: Life Beyond the Lobby. After initial conversations suggested producers weren't looking to feature another Scottish castle, we successfully pitched Glenapp's unique blend of heritage and adventure via the Hebridean Sea Safari. The feature drove a twelvefold surge in website traffic and a sixfold increase in bookings during the original broadcast, followed by a doubling of business when re-aired in 2024 to over 623,000 viewers. The property has since featured on Gordon Ramsay's Future Food Stars, Bake Off: The Professionals, BBC's Scotland's Greatest Escape, ITV's This Morning, and The Real Housewives of London, a firm favourite within the PC Agency team.

Looking Ahead

Glenapp Castle continues to innovate year after year, from supporting the launch of The Azalea restaurant,  tucked away within the gardens and with a focus on produce from Glenapp's own kitchen garden, in May 2025. Now with the opening of The Nest, a standalone garden suite nestled within the Castle’s historic 1830s walled garden, in July 2026, the property never stands still.

Thank you to the entire Glenapp Castle team for your continued partnership over the last nine years. Here's to the next chapter.

"Working with Glenapp Castle for nine years has been one of the most rewarding partnerships in our agency's history. From transforming a visionary concept like the Hebridean Sea Safari into an award-winning, globally-renowned experience, to standing shoulder-to-shoulder during the challenges of the pandemic, our work together is built on complete trust and shared ambition. We're incredibly proud to still be working together, and very excited to see what Glenapp achieves in the years ahead." - Paul Charles, Founder & CEO, The PC Agency.

Next week, our countdown continues as we move from 9 years down to 8, celebrating another partnership that has helped shape The PC Agency's first decade.