Scone Palace, one of Scotland’s most iconic visitor attractions, officially hosted the International Medieval Combat Federation (IMCF) World Championships in May 2018, the first time the global tournament has ever reached British soil. While no stranger to large outdoor events, Scone Palace’s aim was to engage with the public and generate ticket sales for this unusual ancient sport. The IMCF World Championships brought competitors from 32 countries across the world to rural Perthshire, and Scone Palace, the crowning place of Scottish kings, witnessed sword-wielding duals and battles once more.
THE VOLPA SOLUTION
Volpa was tasked with developing a local PR strategy which would capture the attention of audiences of all ages in Perthshire, Tayside and Aberdeenshire, highlight the unique opportunity to see a sport never-seen-before on a large scale in the U.K. and engage local audiences through multiple media platforms including social media, online, print and broadcast.
OUR CUNNINGLY GOOD RESULTS
In depth multi-platform feature and news coverage of Team Scotland medieval fighters, highlighting the opportunity to see a unique sport was achieved in the following publications/platforms:
Press and Journal Your Life supplement
The Courier news pages and online
Courier Weekend supplement
Press and Journal Weekend preview
Small City Big Personality
BBC Radio Scotland (Dundee team)
Braemar Media Digital
Engagement was measured through Scone Palace’s Facebook page. From May 10-14 the page achieved 295 new followers and 27,369 users engaging with content. In the run up and during the event, Scone Palace sold 5039 tickets, a significant number of which were from the local area.
“The level of local press coverage generated by Volpa as we approached the event date was phenomenal and we then saw this expand out to national coverage. They coordinated all press activity over the 4 days of the event and this was an invaluable resource to have on site. Their level of professionalism was second to none and we received very positive feedback from many of the journalists in attendance.”
Stephen Brannigan, Scone Palace
Volpa was awarded the GOLD award for Most Successful Low Budget Campaign at this year’s CIPR Awards, for our work on the IMCF Championships – Let Battle Commence!