The world-renowned Burrell Collection opened its doors to the public on March 2022 after an extensive five-year refurbishment.
Muckle Media was appointed by Glasgow Life to work as an extension of their marketing team and help maximise opportunities and media interest around the re-opening of the Collection.
Using The Burrell to develop narratives of culture, engagement and optimism, Muckle Media was tasked with promoting the re-opening of the Collection to UK and international media, including broadcast, trade and online outlets.
The Burrell Collection has long been a topic of hot debate in Glasgow due to amount of money being invested, it was therefore vital for Muckle Media to prove its worth to not only media titles but also the general public.
Muckle Media ensured to cover all bases with the selected media and taking a journalist first approach to target the key writers across each aspect of the media.
To gain maximum exposure for the reopening Muckle Media ran a proactive press office to keep media engaged in the Collection months leading to the reopening.
Muckle Media also managed an exclusive media preview prior to the reopening, inviting top tier journalists and publications across the UK to get a sneak peak preview and help maximise widespread coverage in longer lead titles.
This was then followed up with a smaller scale visit closer to the date of reopening to generate excitement before the official opening day.
On going media relations across all activity leading up to the reopening of the Burrell Collection totalled at 874 pieces across print (121), online (632) and broadcast (121).
The coverage amassed a print circulation of 5.5m, 17.4m online coverage views, 8.4m viewers from TV appearances and 46.3m weekly listeners across a variety of national radio stations.
The widespread national coverage from the initial reopening announcement through to the official opening day has resulted in the number of visitors exceeding all expectations.