Charity coverage celebrates a step in the right direction for local walking group

Paths for All Media Coverage

Charity PR experts showcase Aberdeen’s new five mile walking route

AS PART of its commitment to making walking more accessible for all, Paths for All awards a series of grants to groups across the country to transform neglected paths and walkways.

The campaign, Know Your Routes, requires a targeted media relations campaign to showcase the amazing work completed by the groups, thanks to the grants given out by our client.

Our team jumped head first into the Know your Roots campaign, issuing a series of releases dedicated to celebrating the groups’ hard work, while also highlighting new networks of paths for locals to enjoy around Scotland.

One featured group was the Lumphanan Paths Group, which was able to upgrade a five-and-a-half-mile local path route in Aberdeenshire and create an informative leaflet for walkers to learn about the route and its history.

Highlights included:

  • 101,600 opportunities to see
  • Coverage in key Aberdeenshire titles including the Press & Journal and Aberdeen Evening Express
  • Trade charity coverage in Charity Today, and a newsletter feature
  • 60% of coverage included vital links back to the Paths for All website

Our charity PR team spoke with the local group’s Chair, Linda Gray, before drafting a release detailing all of the work that went in to the upgrades – which took a year to complete due to lockdown. We then issued the release to targeted local, regional and trade press, securing stellar coverage.

This coverage is incredibly valuable to Paths for All as it showcases the amazing volunteers within Aberdeen’s community, while also spreading the news of a new five-mile network of paths that anyone can enjoy.

The story lets people know how they can get involved in transforming path routes in their local area, while acknowledging the hard work by the groups. Importantly, the story also shows how people can be active within their areas.

This coverage is hugely beneficial to Paths for All as it connects the charity with local communities, tapping directly into their target audiences.

With a mission to make walking accessible throughout Scotland, our sustained media relations campaign helps to celebrate the work that is being done by volunteers while encouraging people across the country to get out walking, every day and everywhere

You can read the original release here.

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