Restoration of historic site secures miles of media coverage for Paths for All – thanks to charity PR experts
AS HOMAGES go, a project to revive a beauty spot closely associated with Scotland’s national bard, Rabbie Burns, is a highly unusual example.
So, we helped Scotland’s leading walking charity generate massive amounts of UK-wide media coverage when it provided a grant to help restore the fabled site where Burns proposed to Highland Mary.
The results were beyond the wildest expectations of our client, Paths For All, a charity committed to improving the physical and mental health and wellbeing of Scots by encouraging people to walk in the great outdoors. Highlights included:
- More than 35 articles, online reports and other coverage in the country’s top news titles
- That created enormous reach for the charity, yielding more than 5 million opportunities to see its important key messages
- National coverage in Scotland’s most respected titles, including The Scotsman, The Times, Daily Record and The Herald
- Online articles on the world’s biggest news portals including aol.co.uk, yahoo and mailonline, which reach tens of millions of people worldwide
- A host of coverage in influential regional and local news titles, including the Glasgow Evening Times, the Ayr Advertiser and Edinburgh Evening News.
- Massive reach and interest beyond Scotland, thanks to articles in regional outlets as diverse as the Jersey Evening Post, the Shropshire Star and the Bailiwick Express
- Shared across Twitter and Facebook by numerous news outlets – in fact social shares by the by The Scotsman alone had a reach of 366,000
Paths For All provided a grant to volunteers with South Ayrshire Paths Initiative to carry out the improvement works along an ancient path in Ayr Gorge, where Burns is said to have got engaged to his sweetheart.
The work will include repairing and replacing decaying wooden steps, making the path accessible to any interested in visiting a beauty spot which played such an interesting role in Scotland’s cultural history.
Successfully sharing news of Paths for All’s support of local initiatives raise awareness of its work and builds its reputation as Scotland’s leading walking charity, which provides grants to worthwhile projects while creating a healthier and happier nation.
As an added bonus, the extensive coverage in this case was also a boost to the other partners involved in the project, including the Scottish Wildlife Trust and South Ayrshire Council’s Outdoor Access Office.
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