Credit Union smashes media interest rate, as Hollywood opening is a runaway Scottish PR success

by Nathan McGregor

Thursday, June 7th, 2018

Castle Community Bank’s month of headlines thanks to movie star – and Scottish PR agency


HOLLYWOOD star Michael Sheen helped Castle Community Bank to enjoy an outstanding selection of positive media coverage – after he officially opened its new branch in Leith, Edinburgh.

Our Scottish PR agency also played a starring role in helping whip up the whirlwind of media interest. We ensured everything about the actor’s appearance, to help challenge irresponsible lenders, was received very positively, shedding light on the new branch and what it had to offer its clients.

We made sure the story gained the necessary attention it deserved, before, during and after the excitement of the celebrity launch day.

Highlights of the extensive media campaign included:

  • National print coverage across The Times, Edinburgh Evening News and The Herald
  • Broadcast coverage on STV News at 6, BBC reporting Scotland and BBC Newsdrive
  • Coverage on Radio Forth – as well as video on the station’s website
  • Online coverage on Mail Online, Heart and the Sunday Post
  • Business coverage in Daily Business and Business Insider
  • Advance buzz building on social media
  • Total coverage reached 3,628,374 people
  • Our business video experts also carried out an in-depth one to one video interview with Mr Sheen after the main event
  • Featured along with footage from the day, that expertly shot and edited video has so far been viewed close to 5,000 times on Castle Bank’s own social channels

As part of our careful management of the PR campaign, the project first gained exposure with preview coverage including a front page and full page inside the Edinburgh Evening News, with another highlight being an article in The Times. A number of other news outlets also previewed the actor’s visit to the city.

We followed this by liaising with key media outlets to ensure they attended on the day, with each given a carefully scheduled slot with the Welsh actor, to ensure they got exactly the interviews and access they needed – along with vital key messages about Castle Community Bank and its fair lending services.

PR Photography shares images of Michael Sheen's appearance in Leith - Holyrood PRThis yielded yet another front page spread in the Edinburgh Evening News – which is the most important title in terms of reaching Castle Community Bank’s target audience. As expected, coverage also poured in  STV News at 6, BBC reporting Scotland and BBC Newsdrive.

Forth radio also released a video compiling the day’s enjoyment whilst further highlighting Sheen’s rally against payday loan firms.

Castle Community Bank further caught the media’s attention with extensive national coverage and headlines in The Scotsman, The Daily Record and The Sun capturing the stars cutting of ribbon and conversations with prominent political figures.

The coverage for the community bank helped it grab the public attention and promote the important work of credit unions nationwide while cementing its reputation as a fair and reliable lender .


Check out the original press release which generated this jaw-dropping amount of positive coverage – isn’t it time you treated your business to this kind of outstanding public relations?

Our Scottish PR agency hosts a wealth of knowledge when dealing with special unveilings, events or relaunches.

While few people would welcome an increase in interest rates, most businesses would be delighted to attract positive media interest in their products and services – and that’s exactly wher our Scottish PR agency will exceed your expectations.


We would love to get involved and help boost your business. If you’re interested in learning more get in touch on 0131 561 2244. Or take a few seconds to fill out the simple form, below, and we’ll get straight back to you:

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