Our cunningly good® approach…
Volpa’s PR strategy has evolved over the years, but largely it has been in response to changes in the event and is predominantly about driving and increasing the event’s profile. This year, in particular, PR messaging has been focused on managing expectations that the event would sell out before it opened. The company’s predictive modelling suggested this would be the case. Volpa began messaging in July – as soon as tickets went on public sale.
Key PR tools used have been:
Establishing a press night for the event (there wasn’t one before we started)
Establishing an expectation that the press night will also be an exclusive preview night for members of the public who participate in various print and digital competitions
Establishing relationships with key national media and driving coverage in both print and digital editions
Establishing a relationship with Visit Scotland and managing that relationship to drive international coverage for the event
Entering award schemes as a profile raiser and expanding the geographical boundaries of those awards as we continued to win