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Footpath Fund consumer launch

National Trust for Scotland
PR Edinburgh, PR Glasgow, PR Aberdeen, PR Scotland, PR Newcastle, Top PR agency Scotland, Top PR agency Edinburgh, Top PR agency Newcastle, Top PR agency North East, Public affairs Scotland, Public Affairs, Edinburgh, public affairs Newcastle, Lobbying agency Edinburgh, B2B PR Scotland, B2B PR Edinburgh, Tourism PR, Hotel PR, Travel PR, Political PR Scotland, PR consultancy Scotland, PR consultancy Edinburgh, PR consultancy Glasgow, Public affairs consultancy Scotland, public affairs consultancy Edinburgh, public affairs consultancy Glasgow, communications audit, digital marketing agency Scotland, digital marketing consultancy Scotland, digital marketing agency Edinburgh, digital marketing firm Scotland, social media strategy Edinburgh, social media agency Scotland, planning consultation, planning pr agency, planning pr, planning consultancy, planning and development pr, planning lobbying, planning public affairs, Newcastle, Newcastle pr firm, planning firm Newcastle, pr company Edinburgh, pr company scotland, pr company Glasgow, best pr firm scotland, best pr Edinburgh, best pr consultancy

Insight

The National Trust for Scotland fundraises annually for its Footpath Fund and was looking for ways to reach a younger audience and increase donations.

PR Edinburgh, PR Glasgow, PR Aberdeen, PR Scotland, PR Newcastle, Top PR agency Scotland, Top PR agency Edinburgh, Top PR agency Newcastle, Top PR agency North East, Public affairs Scotland, Public Affairs, Edinburgh, public affairs Newcastle, Lobbying agency Edinburgh, B2B PR Scotland, B2B PR Edinburgh, Tourism PR, Hotel PR, Travel PR, Political PR Scotland, PR consultancy Scotland, PR consultancy Edinburgh, PR consultancy Glasgow, Public affairs consultancy Scotland, public affairs consultancy Edinburgh, public affairs consultancy Glasgow, communications audit, digital marketing agency Scotland, digital marketing consultancy Scotland, digital marketing agency Edinburgh, digital marketing firm Scotland, social media strategy Edinburgh, social media agency Scotland, planning consultation, planning pr agency, planning pr, planning consultancy, planning and development pr, planning lobbying, planning public affairs, Newcastle, Newcastle pr firm, planning firm Newcastle, pr company Edinburgh, pr company scotland, pr company Glasgow, best pr firm scotland, best pr Edinburgh, best pr consultancy

Idea

We decided to let the mountains tell the story and used a heli-drop of footpath construction materials on Ben Lomond as the basis of a select media opportunity. We included high reach Instagrammers in the small group to extend the digital engagement.

Impact

The breathtaking images posted by Instagrammers reached a combined follower audience of around half a million. The Trust’s call to action, hashtag and purpose accompanied the posts. The value of all media activity around the heli-drop was valued at £30,000 and generated over 1 million opportunities to see. Website visits peaking during the heli-drop coverage and the fundraising target was reached.

Our background in public sector communications means we work with many of Scotland’s organisations who care for and manage our environment. This campaign worked because our social media nous brought the NTS campaign to a new audience of influencers.
Barbara Fraser
Account Director

Contact

Angela Casey

Managing Director

With many years’ industry experience, Angela is almost a veteran communicator, but that doesn’t mean she is old-fashioned.  Her social media skills are as well-honed as her senior counsel and she still likes to roll her sleeves up on client work.  She brings insights, creativity, a strong team ethic, and is an expert in crisis communications and social media.

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Our team

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#WeAreScotland is a great example of a successful integrated communications campaign with successful use of content and stakeholder engagement at its heart.