Campaign: Murray Magic - creating golden memories for a homecoming hero
Client: Stirling Council
PR team: In-house; with help from other council teams, including Roads
and Land Services
Timescale: September 2012
Budget: £10,500
Objectives
- To arrange and host a warm community welcome for a local hero
- To include local schoolchildren in the preparations and parade.
Strategy and plan
The council's PR team and children from Dunblane Primary School created a short film inviting Murray back to the town. This was posted on the council website and shared on Twitter and Facebook. Within 48 hours, it had achieved 4,000 views and Murray confirmed he would return home. A plan for a community-led event was put together, with Dunblane's children at the heart.
Murray Magic was created as a brand to tie into the appeal of the golden postbox in the high street in honour of his Olympic gold medal. Schoolchildren created pictures that were used to decorate an open-top bus taking Murray from Stirling to Dunblane.
Measurement and evaluation
The event was covered on the front pages of all Scottish and local media.
Results
The event attracted around 15,000 people.
