DIARY: Olympic winners have sights on PR to boost curling image in the UK

Britain's Olympic gold-winning curling team has turned to PR to help it in its mission to achieve the almost unachievable task of making curling cool.

Fresh from their victory at the Winter Games in Salt Lake City, the all-Scottish women's team is using its new-found fame to get the media and public behind the hitherto unfashionable sport.

And curling could soon become a regular feature at our ice rinks, judging by the success of the team's media coverage so far.

With the help of retained Edinburgh agency Elaine Howie PR, the team this week won its first major sponsorship deal with SEAT, for its range of Ibiza cars.

During the year ahead, we may also see the team making personal appearances at ice rinks around the UK, corporate events and even receiving visits from the Queen.

According to the outfit's yelping skipper Rhona Martin, curling is not uncool, it is simply misunderstood.

'People may have been critical of curling because they didn't understand it - it's good that people are becoming more aware that it's a sport that involves a lot of skill,' she says.

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