Cairngorm Mountain Railway

Scaling the heights with media and digital

Public Sector, Consumer
Media Relations, Digital Marketing
Cairngorm Mountain Resort is one of Scotland’s most popular mountain destinations and is integral to the local economy as an environmental, educational, and sporting asset.
One major attraction is its iconic funicular railway which reopened to the public in January 2023 after a complex engineering project, as well as strict environmental and safety testing.
Pagoda’s campaign, against a historic backdrop of negativity, encouraged local engagement and buy-in as well as increasing visitors to the relaunched funicular and the new attractions within the resort.
Using a mix of organic and paid-for content and focusing on quality content generation, the Pagoda campaign beat all its targets and generated a huge reduction in negative engagement, while achieving over 1.5m impressions and a wide increase in uptake, all set alongside global media coverage.

“Working with Pagoda PR on the re-launch of Scotland’s mountain railway has been an exceptionally successful collaboration. We selected Pagoda due to their depth of experience and we have been thoroughly impressed by their professionalism, understanding of the project, and more importantly the incredible coverage we gained from the campaign.
“Pagoda has the expertise to excel across multiple channels from traditional press to social media and email content. After the agreed six-month campaign, we have re-appointed Pagoda for upcoming projects.”


Christine Butchart
Marketing Manager, Cairngorm Mountain Resort