Cattle Do Nicely: Unusual Project Puts Bell Ingram in the Headlines
Monday, November 14th, 2016
on behalf of Bell Ingram
PR Experts Use Highland Coos To Milk The Scottish Media and Yield Huge Spread of Coverage For Design Project.
WITH a hugely diverse client such as Bell Ingram that works across a range of sectors including property, design, forestry and utilities, we’re never short of creative and engaging material to get the attention of the press.
So when our client’s expert design team told us of one of its most unusual projects to date – to create a ‘flyover’ for cattle at the Royal Highland Show – we knew we were on to an udderly brilliant story-telling opportunity.
The Royal Highland and Agricultural Society of Scotland approached Perthshire-based Bell Ingram Design with the challenge to resolve a traffic issue involving livestock and visitors at the main show ring at the Ingliston showground.
This year, thanks to the Design team’s innovative solution, cattle were able to travel via the new flyover, while the crowd was free to move through an underpass without delay.
Never ones to pass up the opportunity for a huge splash of quirky coverage, we pulled together an attention-grabbing release on the unusual project, and set up a photocall with some hairy Highland coos.
The impact was almost instant and generated the following successes:
- 13 items of coverage across print and online titles
- Opportunities to see for a potential audience of 468,501
- Reaching Scotland’s influential national press, including The Times, The National and The Scotsman
- Geographically broad coverage in the Edinburgh Evening News and Perthshire Advertiser
- Significant hits in trade titles Farming Life, Farming UK, The Scottish Farmer and Scottish Construction Now – key publications for our land agent client
In particular, print coverage pieces in The Times and the National were key hits to reaching a wide and diverse audience, as these titles have a combined readership of almost 55,000 and extends to all corners of the country and beyond.
Due to the huge success of project, Bell Ingram is potentially set to undertake a similar project in 2017, this time for horses. Watch this space for even more creative coverage from our PR team.
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The profile and biography of public relations professional Alicia Simpson, a junior account executive with award-winning Scottish public relations agency, Holyrood PR in Edinburgh.View Alicia's Profile
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