Jeweller’s rare haul of Scottish gold captured in PR photography which delivered years of value
Even rare gold can’t outshine the most precious asset of all – reputation
RENOWNED jeweller and gemmologist Alistir Wood Tait worked with Holyrood PR for many years, commissioning dozens of different photoshoots.
Every one of those PR photography projects yielded excellent value for the businessman, helping to promote the services and products at his Rose Street shop in Edinburgh, which specialises in antique and fine jewellery.
However, one set of photos outperformed most of the others – a simple gallery of images which pictured Alistir with a vial of precious Scottish gold panned from the country’s freezing rivers.
The story of how a lifelong gold panning enthusiast spent years collecting the small chips of gold before selling the rare and valuable vial of nuggets to Alistir caught the imagination of the nation’s media. Read the full fascinating story in our origial media release
That meant it achievied coverage in major news titles including The Scotsman, The Herald, the BBC and the Daily Record.
While that alone would have justified the small cost of the photo shoot, in fact the images delivered value far beyond that. For the next three years the images were reused in magazine articles and follow up stories including in the Sunday Post, Scotland Magazine, Exclusive magazine, the Scottish Banner and Scottish Field.
That meant Alistir’s picture, story and important business messages were seen by hundreds of thousands of people – both existing customers and huge numbers of potential new shoppers and clients.
Even that wasn’t the end of how these images kept giving. Pictures from the PR photography suite also appeared in Alisitir’s own customer newsletter (which we produced and designed) and still grace his website to this day.
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