Public Sector PR experts help to celebrate the return of swimming lessons after lockdown
FOLLOWING months of closure, pools across the country were able to reopen from late April onwards, which meant that the Learn to Swim Framework could make its long-awaited return with help from our public sector PR team.
In celebration of lessons resuming, our team of Scottish PR experts worked closely with Scottish Swimming (partners of our client Scottish Water) on a careful rollout of stories across the country – with the aim of targeting local and regional press.
We worked with several Learn to Swim providers on individual press releases, which would showcase when and which pools would reopen in their area – while outlining the new ‘Beach Ready’ guidance and hygiene procedures.
Around 85% of Learn to Swim providers were set to resume their programmes throughout April and May, which went down well with local and regional press.
- 32 distinct pieces of coverage, creating 817,455 opportunities to see
- Key features in regional press, including West Lothian Courier, Fife Today, Falkirk Herald, Lanarkshire Live, and Edinburgh Evening News
- A sweep of local coverage in print and online, including Barrhead News, Kirkintilloch Herald, Milngavie Herald and North Edinburgh News
- Features across seven local council areas to showcase the return to swimming lessons across the country
Each press release also included a dedicate quote from a leisure trust representative, the Chief Executive of Scottish Swimming, and the Director of Corporate Affairs at Scottish Water – ensuring we had a bespoke package of press release and accompanying images for each local and regional news outlet.
Our careful regional rollout ensured that news of lessons – while ensuring our client Scottish Water was named front and centre as the supporting partner of Scottish Swimming and the Learn to Swim Framework.
The Learn to Swim Framework is aimed as youngsters from birth to 11-years-old, and provides high-quality teaching which progresses through a series of lessons and levels over a number of years.
Celebrating these stories with targeted press release packages for each local area ensured we were able to spread the message that lessons were back far and wide across Scotland.
Full press release can be found here.
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