Paths for all has encouraged family’s in Glasgow, Edinburgh and Stirling to get out walking.
The campaign was focused on the benefits walking could have on physical health. The charity provided 30 days of activity ideas on an online content hub which included £1000 worth of outdoor educational prises as an incentive for children to get involved.
The strong focus of family and physical health made for an educational and uplifting series of releases to inspire audiences to get involved in the scheme.
The press releasees secured impressive coverage across a range of media titles:
- 37 items of coverage
- 478,614 opportunities to see
- Abundance of regional and local coverage including The Edinburgh Reporter, Falkirk Herald, West Highland Free Press, In Your Area, North Edinburgh News, What’s on Lanarkshire, What’s on Fife and What’s on Renfewshire
- Specialist coverage in Good Health Magazine, Mum Force and Charity Today
When Paths For All approached our team to create an engaging press release series our PR experts suggested a regional roll out approach. By researching top walking roots in Glasgow, Edinburgh, and the Central Belt (including west Lothian, Falkirk, Queensferry and Stirling) to create a targeted approach which would appeal to family’s across Scotland.
This regional approach allowed our team to target specific publications in each area which was crucial to the success of the release, as readers would be more likely to go out and take part if the roots suggested were easily accessible to them.
The style of writing the team adopted was slightly less formal than a traditional press release. Focusing on a lifestyle approach to entice readers to partake in the initiative. Secondly, the informal writing style ensured that the posts could tailor as blogging material for paths for all as well as local media.
Our team were persistent when issuing the release to reach as wide range of news outlets as possible, including national, regional, local and specialist media ensuring a host of coverage across Paths for All key target media titles and spreading their invaluable message to audiences across the country.
Our team carefully tailored pitches and releases to individual locations by highlighting the best spots in that specific area to ensure the local papers were able to evidently see the relationship between the story and their readers
Regional and local coverage is a powerful and valuable way to get your message heard. For this story in particular, the regional roll out ensured we reached every council area relevant to the story.
You can read the original story for Edinburgh, Glasgow, and the central belt here.
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