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Creating positive impact that makes complete commercial sense

Our work Wondrous Woods

Wondrous Woods is an immersive lighting trail designed and produced by 21CC Group Ltd, a Scottish-based event management company, established in 1999. They work with some of the industry’s leading clients and service providers to produce events, experiences and enhance visitor attractions around the country for corporate groups, festivals, local authorities and private clients.

Ambition
Four Media was approached by 21CC Group in October 2020 to promote the launch of a brand-new event, Wondrous Woods, set in the majestic grounds of the Hopetoun House Estate.  It was the first time in history that Hopetoun House Estate was to be illuminated with features, lighting displays and effects to create a mystical, magical woodland adventure walking tour and nature trail.

Four Media was engaged to support with strategic communications, drive awareness of the event among key target audiences and, ultimately, help drive tickets sales. 

Action
We developed a PR and social media strategy to bring the unique event to life for audiences, illustrating the experience and sparking conversation about the debut event.  A media and influencer preview experience attended by almost 70 key contacts got all the right people talking from the outset.

Throughout the month-long duration of Wondrous Woods, we ran a detailed programme of proactive media relations, reviews and picture-led stories along with strategic social media engagement and updates.

Result
Over just one month, Four Media Group generated 79 pieces of quality coverage, with an OTS of over 413 million across broadcast, print and online channels, reaching national, regional and local audiences.

Hero coverage in major publications included national titles such as The Guardian Travel, The Times, The Metro, The Daily Telegraph and i newspaper, as well as Scottish titles including STV News, The Sunday Post, The Daily Record and The Scotsman.

Feedback from the event was exceptional across the board and ticket sales surpassed all targets and expectations, leading to the experience being extended by a week to allow more visitors to experience the light show following high demand for tickets.

Having someone on board who truly understands your mission is absolutely key to the success of a project. Four Media Group was on the ball right from the start and kept the momentum up all through the event, making sure our name was out there in the right places and creating vital awareness. They were brilliant to work with, savvy and totally professional and undoubtedly contributed to the fantastic response we had to the event.

Julie Ogilvie, Event Producer 21CC

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