Can a hotel build a brand story that lasts them more than one news cycle?
Templeberg Villa, a historic Dutch colonial estate set within a five-acre coconut plantation in Galle, Sri Lanka, offers a unique blend of heritage, tranquillity and cultural significance. The property is located near Galle’s UNESCO World Heritage-listed fort, an area known for its vibrant literary and artistic community.
When the owners first acquired Templeberg Villa, they sought to establish it as a premier hospitality destination. They considered the conventional path: inviting a journalist to visit to secure media coverage. But was there another way to tell the story?
The challenge
A standard hospitality approach—hosting a journalist for a feature article—would have provided fleeting media attention. However, Templeberg Villa needed a long-term, impactful strategy that would generate sustained media interest beyond a single press mention.
They also hoped to differentiate the villa from other boutique stays in Sri Lanka by aligning the hotel with Galle’s rich cultural and literary ecosystem to build credibility.
The thinking: The Templeberg Fellowship
Rather than relying on traditional hospitality marketing, a bold strategic shift was made: positioning Templeberg Villa as a cultural hub for writers.
Instead of focusing on short-term publicity, we conceived the Templeberg Fellowship—an annual writer’s residency that would leverage Galle’s reputation as a literary hub. The fellowship would offer emerging writers a unique opportunity to work on their projects in an inspiring setting, while simultaneously positioning Templeberg Villa as a patron of the arts.
Key strategic elements:
Partnership with Writers Victoria: Collaborating with one of Australia’s most respected writing organisations added prestige and ensured access to a strong literary network.
Support from the Sri Lankan Consulate: Gaining support from the Consulate provided credibility, cross-cultural significance and potential diplomatic support.
Long-term brand building: Using the fellowship as an ongoing storytelling mechanism, ensuring media coverage each year.
Implementation
The Templeberg Fellowship was a bold strategy intended to generate yearly media coverage in both Australian and Sri Lankan publications, creating sustained press interest.
Unlike a one-off press feature, the fellowship created ongoing content opportunities, allowing Villa Templeberg to stay relevant in media cycles for years.
Consistent annual media coverage: Each year, the announcement of the Templeberg Fellow attracted press attention, securing coverage in publications such as Books+Publishing, The Sunday Times (Sri Lanka) and The Age.
Strengthened cultural & literary identity: The villa became known not just as a boutique stay but as a supporter of literary arts, aligning with the global trend of experiential and culturally immersive travel.
Established an artistic legacy: By supporting emerging writers, Villa Templeberg helped cultivate a creative community, reinforcing its cultural significance beyond hospitality.
By thinking beyond traditional PR and embracing a cultural storytelling approach, Templeberg Villa redefined what a boutique hospitality brand could be.
The Templeberg Fellowship successfully transformed Templeberg Villa’s approach from a conventional marketing effort into a long-term, meaningful cultural initiative. By tapping into Galle’s literary scene, the villa secured a distinct brand identity, continual press attention and a deep connection with the arts community.
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