A decision to allow Primark to open a flagship new store on one of Scotand’s most famouse streets has earned widespread media coverage.

Good news for shoppers was picked up by titles including the Daily Record, one of Scotland’s biggest and most influential news sources, which sells 300,000 copies a day.

The fashion retailer was granted planning permission to create a major outlet on Princes Street, Edinburgh, after a meeting of the city’s planning authority.

Shoppers have been clamouring for a Primark-branch in the Scottish capital, though the company, based in Dublin, held off until they could find the ideal location.

Princes Street is one of the most iconic shopping streets in Europe and locations of a suitable size become available infrequently.

After securing the former Marks & Spencer building. Primark then worked painstakinly with Edinburgh-based architects 3DReid to steer the application through the planning process.

The size and sensitivity of the store – in the heart of a World Heritage Site – meant the entire process was subject to the most detailed scrutiney and extensive public consultation was carried out.

Communications experts Holyrood PR, a leading Scottish PR agency, were involved from the outset, working on both the stakeholder communication, the public consultation and the media management.

This helped steer the process safely through the planning process, while also maintaining a positive media profile.