Maximising media exposure from the Airbnb Wuthering Heights campaign

How Hey Marketing helped Holdsworth House Hotel max out on a media moment.

When Airbnb created a special installation inspired by the new Wuthering Heights film, Holdsworth House in Halifax suddenly found itself at the centre of a cultural conversation.

The campaign generated immediate attention from national media and online publications. As a marketing consultant working with the hotel, my role was not to lead the Airbnb project itself but to help the hotel maximise the opportunity created by that moment.

The challenge was simple: how could we extend the life and value of the coverage once the initial announcement had landed?

Turning a PR moment into ongoing visibility

Rather than allowing the story to end with the first wave of press interest, the focus was on building momentum and keeping the hotel part of the wider conversation around the film and the Brontë connection.

Several activities helped extend the impact.

Amplifying social and influencer content

Once the story began to spread, Airbnb and influencers started sharing visual content from the installation across social media, particularly on TikTok.

By resharing and amplifying this content across the hotel’s channels, we helped increase visibility and ensure Holdsworth House remained closely associated with the story as it travelled online.

Creating a Brontë-inspired guest experience

To build on the interest generated by the campaign, we also developed a Brontë-inspired break so guests could experience the atmosphere behind the story themselves.

This allowed the hotel to connect the cultural buzz around the film with a tangible guest experience, giving visitors a reason to book rather than simply read about the story.

Encouraging follow-on press coverage

Once media outlets began to pick up the Airbnb story, there was an opportunity to generate further interest by sharing updates, imagery and additional angles.

This helped extend the life of the coverage and ensured the hotel continued to feature in articles and online discussions connected to the Wuthering Heights theme.

Results

The project demonstrated how a single high-profile moment can be turned into a wider marketing opportunity when the follow-up strategy is handled carefully.

Impact highlights

• 20+ media mentions across national, regional and online publications
• Estimated media reach of 30–50 million readers
• Influencer and TikTok content amplifying the story further online
• Airbnb searches for West Yorkshire stays reported to have increased 67% among Gen Z travellers
• Additional press interest generated beyond the original announcement

The Takeaways