Campaign: Promoting Scottish Style to London Fashionistas
Client: Visit Scotland
PR team: In-house; Genuine PR, Premier PR
Timescale: January - March 2008
Budget: £140,000 (funds from the Scottish Parliament, the
Glasgow-Edinburgh Collaboration and £5,000 from Highland Spring)
As Scotland does not often feature on the travel radar of these well-heeled consumers, the tourist body created its first ever style-led PR campaign with an Alternative Burns Night Party on 25 January, in partnership with the luxury Knightsbridge department store, Harvey Nichols.
To gain coverage in key media stating that Scotland is 'stylish'. To secure the attendance of at least 20 celebrity guests at the event. To create an ongoing dialogue with this select London audience.
STRATEGY AND PLAN
Glasgow-based Genuine PR booked Scottish fashion designer Christopher Kane as host, while Pam Hogg and BBC Radio 1's Edith Bowman agreed to be host DJs.
Determined to steer clear of the traditional haggis, nips and tatties image, the tourist board served cocktails and canapes, while any hint of pipes was drowned out by up and coming Scottish bands The Haze and Findo Gask.
To publicise the event, a media partnership was created with Vogue.com, offering its 50,000 subscribers the chance to win tickets to the party.
MEASUREMENT AND EVALUATION
Heat, Hello! and Grazia magazines featured the Alternative Burns Night Party, as did The Times, Daily Express, The International Herald Tribune and the Evening Standard. Edith Bowman mentioned the event on her Radio 1 show, while VOGUE.TV carried interviews with Bowman, Kane, Emilia Fox and Dougray Scott.
More than 25 online articles were generated on sites including instyle.co.uk, handbag.com and style.com.
More than 80 journalists and 30 celebrities attended the party and almost 19,000 people visited the microsite.
A study showed the campaign generated £862,416 in tourism revenue.
A food promotion is being developed with Harvey Nichols, while London Fashion Weekend and the British Fashion Council are in discussions with VisitScotland about future events.