The below brand values set out the advertising principles that govern Confidentials, including confidentials.com and confidentialguides.com. 

24 Years of Quality, Authority and Prestige

We know this city better than anyone else. We know what makes people tick, what gets them excited, and exactly what they’re looking for from a business like yours. For 24 years, we’ve been spotlighting standout bars, restaurants, hotels, gyms, beauty spots, events and shops in the North West, allowing natives and visitors alike to go beyond the surface and live like a local.

From grandparents to grandchildren, solo explorers to group travellers, we appeal to the masses with ConfidentialGuides.com - our trusted and searchable guide to enjoying the best the region has to offer. And that’s just the beginning.

How We Work

Confidentials was built in 2002 at a turning point in media.

In the era of print newspapers and traditional broadcasting, the system was clear. A marketing agency bought space. A PR company managed relationships. A creative agency produced the content. The media owner published it. Everyone had a defined role.

When digital media replaced print dominance, that model fragmented. Many intermediaries remained, but the structure that justified them did not.

Confidentials.com and ConfidentialGuides.com were designed differently from the outset. We are not simply a publication selling space. We are a fully integrated publisher, content studio and distribution platform combined. We create the work. We control the channels. We own the audience relationship.

That structure matters.

Today, many hospitality businesses are still advised through outdated frameworks. A PR company may organise an opening party. Influencers may generate short-term social spikes. Awards submissions may produce logos for a website footer. Those activities have a place. But they are not strategy, and they are not distribution.

Distribution is what ultimately determines commercial impact.

Confidentials operates as a broadcaster, not a narrowcaster. We publish on long-established, search-visible websites. We operate across Twitter/X, Instagram, Facebook, LinkedIn and email. We deploy direct app notifications. We combine editorial authority with commercial reach. Most importantly, we speak to a commercially active audience that trusts our judgement.

That trust has been built over more than two decades.

We design campaigns around measurable objectives: covers filled, bedrooms sold, vouchers redeemed, brand perception strengthened. We write the copy. We commission photography and video. We produce the editorial. We manage amplification. We report results.

In practical terms, we work best directly with decision-makers: owners, directors, general managers and marketing leads.

This is why we generally prefer to work directly rather than through multiple intermediaries.

That said, our editorial teams have always welcomed news, briefings and story ideas from PR professionals. For more than two decades we have worked with agencies across the region and beyond. Good stories are judged on merit, relevance and quality, as they always have been. Editorial consideration is separate from commercial partnership. That distinction is important.

Where specialist PR expertise is genuinely required — opening events, targeted press outreach, tightly defined demographic campaigns — we collaborate with a small number of operators whose standards align with ours and who understand how to work alongside a broadcaster rather than between broadcaster and client.

We do not believe in unnecessary layers. We do believe in the right skills applied at the right moment.

If you are opening a restaurant, repositioning a hotel, launching a bar, or seeking to increase weekday covers, we design campaigns around that objective. If you require copywriting, brand positioning, editorial storytelling, photography or video production, we provide it. If you require measurable sales activation, we integrate it.

We are selective about who we work with because our reputation depends on it. Our readers expect discernment. That discernment is the asset you are buying into.

We work with businesses at every stage of growth.

Some are single-site independents investing their own capital and reputation in one room, one kitchen, one team. Others are established multi-site operators with national profiles. The common factor is not size. It is standards.

For smaller operators, we understand that every cover matters. Cashflow matters. Timing matters. Campaigns must be proportionate and commercially realistic. We design work that fits the scale of the business while still delivering authority and visibility.

Independents often benefit most from structured distribution because they do not have in-house marketing teams or large agency budgets. Our role is not to overcomplicate. It is to amplify quality where it already exists.

The advantage of working directly with us is clarity. You deal with the publisher, the strategist and the distribution platform in one conversation. No duplication of fees. No blurred accountability. No confusion about who owns the audience relationship.

We make the content. We control the channels. We deliver it to people who trust us.

Interested?

Fill out the form below and a member of the team will be in touch within 48 hours.

Alternatively you can email us on sales@confidentials.com or give us a call on 0161 832 2880.