The respected news title feature a story headlined: “Edinburgh finally bags its first Primark store” after planners approved the 75,000 sq ft development.
As part of the detailed report, The Guardian interviewed Tessa Hartman, founder of the Scottish Fashion Awards.
She said: “You have got to remember the pulling power of a retailer like Primark and the footfall they will attract to Princes Street.”
The article also quoted former Provost Eric Milligan, who described the move as, “the most exciting news for Princes Street for a generation”.
Construction work will begin soon on Primark’s store in the former Marks & Spencer building and it is hoped the store will open in winter 2011.
Public relations experts with Holyrood PR PR in Scotland, worked with Primark to assist witih media relations, stakeholder engagement and public consultation before, during and after the crucial planning process.