Publicity Campaign: Heart 200

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: Heart 200
  • Skills: Media relations, PR photography, crisis communications, design and print
  • Website:

Our cunningly good® approach…

Volpa was tasked with handling the PR for the launch of Heart 200 in July 2019 and subsequently developing a PR strategy which would raise the profile of the tourism initiative to help to increase tourism to the area; coupled with attracting  tourism businesses in and around the Heart 200 vicinity to sign up to becoming a business member or ambassador.

Volpa has worked with the client to develop news stories and capitalise on feature opportunities within consumer and business press to achieve this aim. Volpa has worked closely with travel writers and bloggers to develop tailored itineraries to showcase what Heart 200 has to offer, with in-depth coverage achieved as a result.

As part of the PR mix, Volpa has been utilising its crisis communications expertise, given the ongoing local opposition to the tourism initiative.

To aid Heart 200 in its business development, Volpa has been working with the client to develop collateral for its sales team.