Walking campaign snowballs into a media storm with winter initiative
The charity wanted to spread a message across the country about the physical, mental and social benefits that are associated with walking and the huge array of additional positives it brings – especially during the winter months.
Holyrood PR shared this message with the media and utilised newsjacking to tie in with the festive themes throughout December in a bid to yield more coverage, which completely paid off.
- Over 71 items of coverage
- 618,958 opportunities to see
- National, regional and local coverage in print, online and social
- Highlights include: Scotsman, The Highland Times, Linlithgow Gazette, Stirling Observer and Paisley Daily Express
- Trade coverage including Third Force News and Intelligent Health
The story suggested families do something a little different for Christmas and New Years for a winter health boost, by taking up local festive walks with loved ones, while following all government guidelines (at the time it was allowed to meet with another household).
Our team of PR experts reached a wide variety of audiences by targeting a range of different media outlets. By securing coverage across Scotland, we were able to spread the important messages about keeping active to benefit your physical and mental wellbeing.
Regional and local coverage are a powerful and valuable way to get your message heard. For this story in particular, we conducted a regional roll out – this is where we target each release specifically to a certain council area.
This works particularly well as readers of local papers want to read about local news, stories and events. Newspapers are still well-read in local communities and because they are local, a significant proportion of that audience will be interested in you have to say about the area.
The range of coverage also targeted those who are already actively walking whilst tapping into a new audience of those possibility looking to make it a New Years resolution or to meet with loved ones in the safest way. The story resonated well with the media due to the similar position everyone in the country faced themselves in over the festive period.
Read the original story here.
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