There's more than one way to skin a cat, as evidenced by the latest
ploy to guarantee that the Scottish football team qualify for the 2008
A campaign is gradually swinging into action to bring the tournament to
Scotland in seven years time, with arch Scots PR firm Beattie Media
taken on in the role of communications adviser.
The embryonic Euro 2008 bid (the bidders will not officially throw their
hats into the ring until closer to UEFA's May 2002 deadline) is a joint
effort between the Scottish Football Association (which retains Beattie
for PR help) and the Scottish Executive (which, judging by current
legislative efforts, will do their utmost to keep the firm at arm's
Beattie financial head Mark Whittit told PRWeek the agency would promote
the benefits of automatic qualification for the event, an economic boost
of £500m for the nation, and aim to garner the business
The bid's marketing director Simon Lyons, who along with project manager
John Henderson spearheads the bid, said the agency had been selected on
the back of its past work for the SFA, and will work with the body until
at least the end of the year.
Lyons also mentioned that Beattie's Irish presence - it recently opened
an office in Dublin - was a 'very important factor', hinting at a
possible joint bid with the Republic of Ireland (a possibility earlier
dismissed by the SFA).
Such a bid would not be the most blatant attempt at securing
championship qualification: Scandinavian ne'er-do-wells Norway, Sweden,
Denmark and Finland are plotting a joint bid that would see four of the
16 slots in the tournament taken up.
Joint UK bid, anyone?