Butterfly emergency

We work with Horwood House, a country house hotel and conference venue near Milton Keynes.

Now, sitting within its 38-acre estate is something rather special - the Butterfly Resort, a conservation initiative we launched in response to the decline in native species after Butterfly Conservation declared a “butterfly emergency”.

Created by more than 50 local schoolchildren, who designed and decorated 20 butterfly houses to protect the important insects, as we approached its first anniversary – it gave us the perfect moment to build on all that good work and make the PR go further.

This saw us work with Horwood to expand the resort into a brand new butterfly trail across its estate.

The trail includes educational information, opportunities to spot different species and activity packs designed to help children learn more about butterflies and their habitats.

The timing was helped along by a new survey of the hotel grounds too, which recorded 79 individual butterflies from 13 different species.

Pushing it to media generated coverage across the hotel’s key local titles, the Bucks Herald, MK Citizen and Destination MK, while it was also covered by hospitality publications such as Hospitality & Catering News.

This helped to add another layer on top of a successful campaign which had already picked up the Creative Excellence Award at the 2026 Hotel Marketing Association Awards - and then, just last week, it won Creative Travel Campaign of the Year at the Creative Moments Awards.

Judges called it "amazing, joyful, purposeful, and cuteness off the charts, while achieving fantastic results for such a little budget" - and this latest effort just helped compound that small budget success, making it go even further.

A lovely bit of PR for Horwood House, it's also a great reminder that building phases into a campaign is one of the best ways to keep the momentum going long after the launch.