The Brief
Four Marketing Agency were tasked with creating a full strategy to support and promote the launch and full run of their brand-new magical illuminated Christmas experience, engage media and influencers and showcase USPs and the beautiful location of Dean Castle, Kilmarnock, to position the new experience, create awareness and promote ticket sales.

The Action
The team at Four Marketing Agency created a full PR, marketing and social media strategy, tailored to the location and the type of experience to be promoted and showcased, which included several different key actions, from creating a full PR Planner - including all dates and deadlines in order to engage all stakeholders, media and influencers and generate maximum exposure - to crafting and sharing multiple press releases, part of a tailored media outreach programme for key media.

This part of our work included bespoke distribution lists and full copy, from the launch of the event to the announcement of a carefully curated charity partnership with Cash For Kids West Scotland, which we researched, initiated and followed up with its entirety. This bespoke partnership allowed the organisers to play a part in generating vital funds for Mission Christmas, now the largest gift appeal in the UK, which helps ensure every child wakes up to a visit from Santa as presents are delivered to hundreds of thousands of children who would otherwise go without.

We planned and organised, as well as attended and co-ordinated, a power-packed press launch event, attended by some of Scotland’s (and beyond) most influential media spokespeople and influencers. The team at Four remained the main point of contact before, throughout and after the event.

The team also curated photography and videography on site for the press launch event, continued to create bespoke press opportunities throughout Starry Nights' run - including organising personal attendance for key contacts beyond the launch night - and curated a tailored social media schedule to support all activities and overseeing engagement throughout.

We also supported with active and reactive press office and advice for customer-related queries and collaborative PR with key stakeholders and the venue.

The Result
A stellar event that exceeded sales targets. Our work produced 51 pieces of direct coverage, including but not limited to Glasgow Live, The Scottish Sun, The i Paper, Scottish Daily Express, The Sunday Post, Country and Townhouse, the Daily Record and multiple features from The Herald. The total Opportunity to View reached an impressive 48,440,357 and we also welcomed a steady stream of influencers coverage and opportunities generated by the collaboration with local key charity, Cash for Kids West Scotland (including multiple broadcasts from radio station West FM).