Successful PR in Scotland
Thursday, April 7th, 2016
on behalf of Surgeons' Hall
Scotland’s newest attraction is a hit with the media thanks to a successful PR campaign
THE ROYAL College of Surgeons of Edinburgh has been hitting the headlines after the launch of its Slàinte Scottish Experience – thanks to a little help from Holyrood PR.
From May Surgeons’ Hall will be opening the doors of its historic Main Hall within the Playfair Building to give more than 16,000 visitors a year a Scottish night to remember.
And in order to ensure the new evening is a roaring success from the get go, our award-winning PR team have been securing coverage across national, local and trade publications to raise awareness.
From the moment the first release was issued we began to see coverage mounting.
To begin with we reached out to respected quality title, Scotland on Sunday, securing a full page spread in its business section, which proclaimed the launch of a new “Celtic cabaret”.
This meant the mini PR campaign was off to a flier, since Scotland on Sunday reaches more than 75,000 readers , ensuring from the outset the launch announcement was reaching business influencers in the Scottish capital. On top of that the story also appeared on the scotsman.com website, reaching a potentially massive audience across the UK and beyond.
But the coverage in major Scottish news and business titles didn’t stop there, with the The National, Edinburgh Evening News, Scottish Business News Network and the Scotsman Online also being quick to pick up the story.
With a combined reach of hundreds of thousands of readers, this coverage resulted in positive messages about the Slainte launch reaching a massive potential audience. Most of those titles also shared the story online, creating opportunities for it to be spread even further via social media.
Since the main objective for the Surgeons’ Hall team was to attract enquiries from tours operators and travel agents, we also reached out with the story to the biggest conference, events and travel publications. The results did not disappoint.
The story appeared online on well established industry websites including venues.org.uk, Incentivetravel.co.uk, conference-news.co.uk, Convention Edinburgh and it also featured twice in the Marketing Edinburgh Newsletter.
This coverage is essential to Surgeons’ Hall in helping them promote the event to those who will ultimately be encouraging visitors to Scotland to come along to the night.
And the coverage did not stop after the industry launch, we secured a double success in Scotland’s national business magazine, Business Insider, with the images we arranged on the launch night being used in social pages, and the Royal College of Surgeons itself being included in a wider feature on conference and events in Scotland, alongside other major Scottish susiness such as National Trust and the Scottish Exhibition and Conference Centre.
In total, our extensive coverage of the Slainte launch created more than 600,000 Opportunities To See (OTS), but even more crucially it has resulted in enquiries from numerous tour operators expressing an interest in bring their clients to this fantastic Scottish experience – exactly what Surgeons’ Hall were looking for.
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Private: Sarah Fairley
Sarah Fairley delivers an impressively wide suite of digital services to clients of Holyrood Partnership, the leading public relations agency in Edinburgh. At every stage her focus is on making sure that content shared on blogs, YouTube and social media platforms like Twitter and LinkeIn delivers real business value to clients of the Scottish PR agency.View Private:'s Profile
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