Insight
The Scottish Land Commission published its first major report on the scale and concentration of land ownership and wanted to maximise awareness of it. The Commission undertook independent research and surveys to underpin the report, which contained recommendations to Government and other bodies.
Idea
We placed the story exclusively with the Guardian, offering access to the Commission’s chief executive for interview. We also offered the broadcast exclusive to the BBC. On publication day we followed up with targeted distribution of the release. We also created a briefing note for MSPs and influencers which was distributed before a Scottish Parliament debate on the topic.
Impact
As well as extensive Guardian and BBC coverage, the story was covered in every major newspaper, along with property, legal and rural specialist titles reaching a print audience of more than 2 million and an online audience of more than 11 million in addition to social media activity.
