Tasked with strengthening high-level political, stakeholder and business support for the launch of ETAG’s ‘Edinburgh 2020: the new tourism strategy’, we developed a strategy, unveiled at ETAG’s annual conference in 2012, presenting the ideal platform for a co-ordinated communication, public affairs and promotional campaign.
A proactive press office, at the core of our activity in the run up to the launch, included briefing meetings with senior journalists, exclusive interviews, opinion pieces and sector-specific news generation. This was supported by a social media and online media strategy that greatly improved ETAG’s visual presence.
During the four-month campaign, we generated more than 50 articles, 90% of which were in key target publications and increased ETAG’s Twitter followers by more than a third. Overall, the PR value resulted in a 16-fold return on investment for our client.