Edinburgh PR agency steps up celebrations for National Walking Month

Scottish walking charity strides to a month of success

Paths for All Media Coverage

Scottish walking charity strides to a month of success

Paths for All Media Coverage

Edinburgh PR agency steps up celebrations for National Walking Month

Edinburgh PR agency steps up celebrations for National Walking Month

The objective of Paths for All’s National Walking Month (NWM) was to get a clear message in front of Scots across the country to encourage them to share and celebrate their love for walking. Our Edinburgh PR Agency packed their campaign full of different elements which worked seamlessly together to deliver huge success.

We kicked off the month by rolling out a release to mark the start of the celebrations and to spread awareness of how the month celebrates the benefits that walking can bring to mental, social, and physical wellbeing.

When creating the PR strategy, it was important to remember the target audience for NWM was Scots across the country. We knew that targeting regional areas would be a vital factor in allowing us to deliver value to the campaign and get the message in front of the eyes of a large number of key audiences.

Rolling out the release, we created a personalised pitch to each region to catch the attention of the media while sending out a general release to national and specialist media.

The regional rollout highlighted Paths for All to the areas in which the charity operates, raising its profile to those who may not know about the charity while targeting specialist media it helped target a wide variety of people – from those who love hiking to individuals who would rather go for a stroll around the park.

The widespread roll out packed a punch, gaining fantastic coverage. Here are the results:

  • 46 Items of coverage
  • 2,147,373 opportunities to see across local, regional, national, and specialist media
  • Key highlights include Yahoo!, The Scotsman, Glasgow Evening News and Edinburgh Evening News

Paths for All launched a fun and interactive competition alongside the campaign to encourage people to get involved and celebrate walking.

The competition consisted of participants uploading a photo of themselves on social media while using the campaign hashtag and an anecdote about walking with the incentive of being entered into a prize draw. As a result this mobilised more people to interact with the campaign, raising awareness of the importance and benefits that walking brings through digital word of mouth.

To raise more awareness for the competition we drafted and rolled out a release to spark more excitement and encourage Scots to get involved.

After the success of targeting regional media in the first release, we knew that doing this again would hit the right note and get the release in front of key audiences across the country.

The release hit the mark in the media and gained impressive coverage:

  • 42 items of coverage
  • 1,916,807 opportunities to see across local, regional, national and specialist media
  • Key highlights include Daily Record, What’s going on?, Press and Journal and Edinburgh Reporter

An element of the success of the national walking month was the timing. May was an ideal month for the campaign as the weather was getting better which was already encouraging people to get outside more often.

The integrated campaign also included influencer marketing. We organically identified influencers whose content aligned with Paths for All aims, and whose content was relevant to walking and the benefits it brings. We successfully liaised and communicated with influencers to agree on costings, the content creation and supporting them during their execution.

Through influencer collaboration, the NWM was put in front of a different type of audience that traditional PR may not reach, helping celebrate and spread awareness for NWM.

Paths for All also wanted to explore the advertorials and see the prospects of what these could do for the walking month. We researched which media titles would be most suitable to the campaign and followed up by sourcing advertorial costings form relevant titles.


To read these releases in full, click here for the marking the celebrations release:

Charity marks month-long celebration of everyday walking


Click here for the competition release:

Walking charity on the hunt for Scotland’s local gems 


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