Appendix List of PR Campaign Highlights July 2008 to by heapsofluvv


									Appendix: List of PR Campaign Highlights July 2008 to June 2009

The PR for Homecoming is carried out by the PR and Communications teams of
VisitScotland, EventScotland and the Scottish Government.

1.     June 2008 - Launch of Homecoming Scotland Programme

                                            To formally launch the Homecoming
                                            Scotland 2009 programme, a series of
                                            events were held at Edinburgh Castle for
                                            media and the event organisers. These
                                            included a media launch and photo-call, a
                                            marketing and communications workshop
                                            and an evening reception. This showcased
                                            the partnership process required, provided
                                            a number of media interviewees and
                                            afforded an opportunity to workshop
                                            communications procedures. Coverage
                                            included BBC Radio, BBC 1 Reporting
Scotland, Forth 1, STV Scotland Today and North Tonight, Courier & Advertiser, Daily
Record, Scottish Daily Express, Scottish Daily Mail, Press & Journal, Scotsman, The

2.     August 2008 - International Media Launch of Homecoming Scotland

                                          The Edinburgh summer Festivals are the
                                          biggest and best cultural events in the world
                                          and the Homecoming Scotland team
                                          capitalised on the international media
                                          attendance in the Capital by hosting a
                                          special reception for 200 press,
                                          programmers and key opinion formers to
                                          raise awareness of the events programme of
                                          which the Festivals would form a key part.
                                          The First Minister and the Artist Directors of
                                          the Festivals also attended. While this event
was aimed at targeting international media to raise awareness overseas, working in
partnership with the Edinburgh Festivals we managed to generate coverage
corporately within the national media, including the Courier, the Financial Times and
the Herald.

3.     September 2008 - Scotland the Home of Golf DVD

The team worked with Sir Sean Connery to produce a DVD, Scotland the Home of
Golf, which was premiered at the Ryder Cup with golfing stakeholders from across the
globe. We also worked with the Chinese Consul General to have the DVD subtitled in
Mandarin and played to millions on Chinese national TV.
4.     November 2008 - Launch of the Homecoming Scotland Advert - Caledonia

                                        TV advertising has generated consistently
                                        strong brand recognition in VisitScotland’s
                                        brand tracking The communications team
                                        made contact with legendary Scottish folk
                                        singer Dougie MacLean and persuaded him to
                                        provide usage rights for his hit anthem
                                        Caledonia. Marketing colleagues were
                                        persuaded to fund a modest media and
                                        production schedule and the Communications
team contacted a number of celebrities to appear in the advert for free with 10
agreeing. A media and stakeholder launch of this advert was set-up with attendance
by the First Minister, two of the adverts’ participants and the songwriter himself,
Dougie Maclean. The launch was covered extensively in the media, featuring in the
Scotsman, the Herald, the Edinburgh Evening News, the Courier & Advertiser, the
Daily Record,, Scottish Daily Express, Scottish Daily Star, the Press &
Journal, the Sun, the Times and the Sunday Post. It also featured on the BBC online
and on the 5:30 Show on ITV. Working with the stars that featured in the advert, our
communications team secured testimonial for the PR activity, helping us to secure
such extensive coverage.

All those attending the launch received a copy of the advert on DVD and copies were
subsequently sent to a broad range of stakeholders. We also organised an internal
showing of the new advert to ensure that all our staff were on board as ambassadors
for the Homecoming initiative.

5.     December 2008 - March 2009 European Homecoming Media Events

As European markets do not necessarily have
obvious ancestral links with Scotland it was
important to position Homecoming as a year-
long programme of cultural events so
Europeans could feel further involved and
engaged with the celebrations.

To ensure this messaging was conveyed to the
media, a series of interactive events was held
in key European markets (Paris, Moscow,
Madrid, Dusseldorf, Rome and Oslo) to explain
the programme and themes and to excite and enthuse media to write about Scotland
in 2009. We provided journalists with story angles and ideas of areas to visit to secure
coverage of Homecoming. We worked with partners to showcase themes and provide
interactive elements; partners included: 21st Century Kilts, Chivas, ANTA Furnishings,
The Gathering, Celtic Connections, Gleneagles, Walkers and MacSween.

We generated direct leads from events with media covering specific events or themes.
Highlights include: TéléMatin (France 2): Crew attended Burns Launch weekend
including Big Burns event in Glasgow and Burns Light in Dumfries; a four page spread
in a French Whisky magazine about the Homecoming events programme; a four page
pullout dedicated to Scotland in TTG, Russia; a feature on Scottish food for Afisha Mir,
a new gastronomy magazine in Russia; ancestral coverage in WAZ and the
Süddeutsche Zeitung.
6.    January 2009 - Point of Entry Campaign

                                         The launch of the Year of Homecoming was
                                         supported by the Scottish Government’s
                                         point-of-entry campaign – which saw
                                         ‘Welcome to Scotland’ signs and
                                         Homecoming branding appear in airports
                                         across the country. This new campaign
                                         was launched to the media by Tourism
                                         Minister, Jim Mather.

7.    January 2009 - Clydesdale Bank Partnership

                                    Another success of our corporate engagement was
                                    the launch of Clydesdale Bank’s new family of
                                    banknotes celebrating famous Scots and the five
                                    World Heritage Sites in Scotland, drawing on the
                                    Homecoming themes of Burns, Great Minds and
                                    Innovation, Culture and Heritage. Scotland has
                                    produced its own banknotes for more than 300
years, marking the culture, heritage, tradition and resilience of Scotland, its people
and our financial sector. The launch of the new banknote family was a powerful
indication of Scotland’s strength in the current economic climate as well as a way of
commemorating the Year of Homecoming.

8.    January 2009 - North American Media Tour and Burns Suppers

                                 To coincide with the official launch weekend, the
                                 Homecoming team organised a media tour across
                                 North America. This tour took in five cities - New
                                 York, Vancouver, Calgary, Toronto and Halifax. The
                                 team capitalised on Burns Suppers being organised
                                 by Diaspora organisations across the cities. In
                                 addition to working with more traditional Burns
                                 Suppers, to secure coverage in the Vancouver area,
                                 we worked with the Gung Haggis Fat Choy Burns
                                 Supper, an event which brings together the
                                 celebration of Burns and Chinese New Year.
                                 Coverage was secured in publications such as the
                                 Toronto Star, Toronto Sun, NUVO Magazine, Calgary
                                 Herald, Zoomer Magazine, Travel Week, Globe &
                                 Mail, New York Times. Broadcast coverage was
                                 secured on CBC TV, Globe TV, KOOL-FM Radio.
Complementing the activity in market, the team back in Scotland secured live links
with Radio FiveLive and a pre-record interview which was broadcast on Newsnight.
9.    January 2009 - UK Broadcast Coverage

We actively targeted key radio and TV programmes to generate as much awareness as
possible of the campaign. Highlights were extensive coverage on a number of BBC
channels and programmes including Radio 5 Live (5 different slots), Radio 2 (3 of their
biggest shows - The Steve Wright, Ken Bruce and Terry Wogan shows), BBC 1 The
One Show, BBC 2 Something for the Weekend. The pinnacle was 14mins on GMTV
(UK-wide) which involved setting up Burns Suppers in 5 different locations and was
broadcast live from Ayrshire - the birthplace of Burns.

10.   February 2009 - Drive it Home Launch

                                       As part of its international marketing campaign,
                                       VisitScotland launched Scotland’s biggest ever
                                       golf give-away, Drive it Home. The
                                       Homecoming PR team played an important part
                                       in ensuring the success of this campaign,
                                       promoting the campaign via press activity in
                                       key overseas markets with quirky stunts
                                       including sending journalists a bar of chocolate
                                       with a golf course set into the chocolate. As a
                                       result of the PR activity, the campaign was a
                                       sell-out success with demand from the USA,
Canada and Sweden for the 2,200 free four-ball slots being so high that golfers were
registering for the scheme every five minutes, with all slots being claimed within one

                                      Back in Scotland, the Homecoming Team
                                      organised a corporate launch of the initiative to
                                      promote the potential economic impact of
                                      Homecoming and this campaign in particular.
                                      Working with VisitScotland’s Golf Ambassador
                                      and the First Minister, the Scottish launch at the
                                      Dalmahoy generated significant coverage
                                      across the Scottish media, including in the
                                      Herald, the Courier & Advertiser, the Daily
                                      Telegraph Scotland, the Scottish Daily Star, the
                                      Scottish Daily Express, the Daily Record and the
                                      Press and Journal.

11.   February 2009 - Whisky Month

                                          A series of events was held to promote the
                                          month of May which was deemed Whisky
                                          Month in the Homecoming calendar.
                                          London’s famous Borough Market kick-
                                          started the mini campaign with a photo-call
                                          and whisky and food matching press event
                                          for food journalists.
This was replicated in Belfast with an exclusive lunch for feature writers where they
got to sample the matches and a photo-led sampling exercise which provided an
opportunity for regional coverage as well as Northern Irish nationals. This was further
supplemented by recipe cards which were compiled and issued to features desks and
a press trip to Speyside for the Press Association which generated a number of
regional features in England. The results were that over 50 feature pieces were
generated for Whisky Month in the UK alone and feedback from distilleries taking part
in the Speyside Whisky Festival documented a 30% rise in visitors on the previous
year. Again the corporate team worked back home to highlight what Homecoming
means for Scotland, with coverage in the Scotsman and the Metro.

12.    March 2009 - Partnership with Coca Cola

We developed relationships with Coca Cola Enterprises to explore mutual
branding opportunities. The result was the launch of a limited edition
Homecoming Scotland Coke bottle featuring an iconic image of Robert
Burns. This is first time an individual has featured on a bottle of Coca Cola.
We then organised a joint launch event with the First Minister and the CEO
of Coca Cola Enterprises, allowing an iconic photo opportunity at
Gleneagles Hotel.

This global partnership built on the partnerships we had already developed with
leading Scottish brands such as Tunnocks, Wiseman Dairies and Walkers Shortbread.

13.    April 2009 - Scotland Week 2009

                                               Building on the pre-promotion during
                                               Tartan Week 2007 and Scotland Week
                                               2008, we used the hook of Scotland
                                               Week 2009 to capitalise on later booking
                                               trends and to target US and Canadian
                                               consumers with messages about
                                               Homecoming Scotland events being
                                               held later in the year. Our approach was
                                               to stage fun photo stunts including a
                                               photo call with heavy athletes in Central
                                               Park to promote the Gathering and a
                                               photo call with Scottish musician Roddy
                                               Hart to promote the Homecoming

                                               Given the current economic situation,
                                               we also targeted the media and
                                               consumers with value for money
                                               messages. We worked with tour
                                               operators to promote value for money
                                               products. We also staged photo stunt
                                               with a stretchy dollar.

                                               We also executed a media relations
                                               campaign targeting broadcast, print and
                                               online media.
We pitched our chef Tom Lewis and our musician Roddy Hart as part of this activity,
which also saw us stage a photocall with Donald Trump to promote Scotland as the
Home of Golf.

Supporting the PR campaign, we held media and trade receptions in New York and
Toronto, with more than 200 media and trade contacts attending each event. Full
evaluation is still ongoing but highlights include:

      -   Immediate coverage in North American media generated a PR credibility value
          of $1,581,768
      -   The PR programme reached potential audiences of 178M in US and 6.5M in
      -   111 travel media attended VisitScotland and Team Scotland events
      -   ABC Sports interview with Highland Games champion Harrison Bailey talking
          about Homecoming Scotland - 40M audience
      -   New York Daily News - Tartan Day Value Feature with new $999 Homecoming
          Scotland package reaching 2.1M readers
      -   Chef Tom Lewis talking-up Scotland’s gourmet product on Martha Stewart
          Living Radio - 17M listener reach
      -   Roddy Hart interview on Conde’ Nast Traveller online - 2M reach
      -   Modern Agent interview with VS Chairman Peter Lederer - reach 35K travel

14.       June 2009 - The Gathering Programme Launch

                                           A photo opportunity was organised to
                                           launch the programme for the Gathering -
                                           the biggest clan gathering ever seen in
                                           Scotland (to be held at the end of July). As
                                           well as being carried in more than 15
                                           publications, this was an example of the
                                           mentoring role we have taken on board with
                                           events organisers - working in partnership to
                                           encourage some good PR opportunities.

15.       2009 All Year Long - ‘Inspiring Scotland’ Campaign with the Scotsman

                          To ensure the smaller programmed events received press
                          coverage, we set up a photography competition with The
                          Scotsman Recommends supplement asking readers to email
                          inspirational pictures taken in Scotland (touching on the
                          impact of Robert Burns). This competition runs monthly from
                          January to November 2009 with prize incentives of tickets to
                          Homecoming events and detailed information on each event
                          included. The culmination is the creation of a photography
                          book and a winners awards dinner sponsored by The Fairmont
                          St Andrews Golf Resort and Spa (golf is also a Homecoming
The winning images will be blown up to create a touring exhibition for our Visitor
Information Centres from December 2009 and with the book provides a lasting legacy
for the Homecoming Scotland campaign. The Scotsman noted that this campaign has
enjoyed phenomenal interest from readers and has received 4 pages of coverage
every month as a result including a front cover. 3 events profiled so far have reported
an increase in enquiries on the weeks the competition appeared. This campaign has
not cost anything as tickets have been provided by the event organisers for free.

16.       Press Trips

The international and UK consumer PR teams have facilitated more than 250 press
trips, all based on the five themes of Homecoming - Burns, Whisky, Golf, Great Minds
and Innovation, and Ancestry and Culture. Key highlights included:

      •   GMTV which involved filming in four separate locations, including Ben Nevis
          and Holyrood Park where a parachute regiment made a haggis drop to
          veterans. The report was 14 minutes in total and was broadcast live from
          Ayrshire with school kids reciting Burns poetry and talking about his
          contribution to the country.
      •   Press Association - we facilitated one press trip to Speyside to pre-promote the
          Speyside Whisky Festival and it generated coverage in 18 top regional
          newspapers across England.
      •   Trips from North America included: New York Times, National Geographic
          magazine, PBS, Travel Channel and Boston Globe
      •   Bobo TV from Brazil

The corporate team capitalised on these trips to demonstrate what Homecoming was
doing to help promote regions across Scotland, with a programme of regional press
activity which has seen coverage in the regional media far outweigh coverage in the
national press. This activity has played a significant role in helping to build awareness
across the Scottish public.

17.       All Year Round Business Communications

Industry magazine - Ambitions

                                 VisitScotland’s industry magazine Ambitions is sent to
                                 over 12,000 industry subscriber contacts. The first issue
                                 of 2009 (published March) ran with a cover image from
                                 the launch weekend taken at the iconic Brig o Doon
                                 bridge at Alloway.

                                 A three page feature “Homecoming Scotland Spotlight”
                                 gave prominence to the opening event and upcoming
                                 activities such as Whisky Month and the Drive It Home
                                 golf promotion.

                                 Excluding the special feature over 30% of the other
                                 articles mentioned Homecoming.
March’s Ambitions followed the Autumn edition which led with a double page spread
giving tips to businesses on how to engage with Homecoming, especially through the
Toolkit, a one-stop-shop for travel and tourism professionals, which made available
pictures, logos & brand guidelines, downloadable overviews, contact information and
other useful information.

VisitScotland’s corporate website has an average of 80,000
visitor sessions per month.

A key way of focusing attention on particular issues has
been the use of photo highlights on the main pages of the
site (as seen right). These have been used to direct visitors
to the site to pages such as news releases or, as here, a
page outlining best practice case studies of businesses
engaging with Homecoming.

Before the launch an automatic countdown timer and
graphic was set up on the main page that changed to a
permanent graphic

A page dedicated to Homecoming, outlining the general
aims and objectives has been kept updated on the site
since its uploading in January 2008. It also includes a
section on how businesses can get involved in the
celebrations. allows us to post documents available for free download and the
Homecoming Events Guide has been downloaded over 5,200 times, in the process
making it one of the top 10 downloads from the site.

Homecoming news releases are published in the dedicated Media Centre and a
specific panel highlights the latest Homecoming releases.

Industry enewsletter eUpdate

                                              Each month VisitScotland sends an
                                              electronic newsletter eUpdate to over
                                              8,000 industry contacts. It is produced by
                                              the Business Communications and
                                              Strategic Relations teams and includes
                                              articles contribued by external partners.
                                              Homecoming was trailed from the
                                              beginning of 2008 with stories outlining
                                              how businesses could become involved.
                                              In 2009 Homecoming featured heavily in
                                              the articles sent in both the national and
                                              the regional categories. Over 20% of the
                                              national stories contained Homecoming
                                              messaging and almost 30% of the
                                              regional articles.

To top