Publicity Campaign: Supporting a great night out
Heart 200 is a new online tourist guide centred around Perth, Stirling, The Trossachs and Highland Perthshire – the very Heart of Scotland. Heart 200 allows visitors to discover and explore the region by showcasing all the area has to offer, including accommodation, activities, attractions, food, drink and much more. The Heart 200 website helps people research, choose and enjoy memorable holidays across the region and aims to make a major contribution to sustainable tourism growth.
- Client: Best Bar None
- Skills: Media relations, public relations, award writing
- Website: www.bbnscotland.co.uk
Our cunningly good® approach…
Volpa’s Solution
Our objectives were:
1. Promote Best Bar None venues as safe establishments within communities, particularly amongst young people
2. Raise the profile of the Best Bar None scheme and its benefit to communities
3. Improve social media engagement with consumers
4. Promote successes of members in the National Awards Scheme within their communities
We knew the biggest challenge would be making the Best Bar None scheme relatable to every walk of life in our communities. We therefore split the work into three mini campaigns: #HaveASafeOne aimed at 18-25year olds; a 125ML campaign aimed at 30+, who were identified as a target audience by the client; and the awards which would unite communities.
For this we needed a multi-channel, multi-content approach; mixing traditional PR, social media and identifying and engaging with prominent influencers within communities.
Our strategy was to be as relatable as possible to each audience, speaking their language, making the right comparisons and using the right platforms.
Meanwhile, sought to bring communities together and to rally around their licensed premises through our awards PR.
Cunningly Good Results