EDINBURGH NAPIER CRICKET NATIONAL PERFORMANCE ACADEMY

Muckle Media began working with Edinburgh Napier University in 2019 to help cement its status as a top tier university for those wishing to study sport.

Challenge

Muckle Media was tasked with helping Edinburgh Napier University promote its sports offering to encourage more students to attend the university and enrol on one of the sporting degrees available. After much consideration and discussion about what set Napier apart from its competitors, Muckle chose to lead on the launch of the Cricket Scotland National Performance Academy at Edinburgh Napier University, creating a campaign in partnership with the university and Cricket Scotland to showcase the facilities available and top-tier sports coaching and education available.

Strategy

Muckle Media led on a partnership approach with Edinburgh Napier University and Cricket Scotland in order to maximise impact and ensure cohesive communications across all partners.

Muckle Media arranged a media day at Napier to allow media the chance to meet both current Scotland cricket players and students enrolled in the Performance Academy, as well as providing a tour of the facilities available including a chance to view the biomechanics lab which pupils have access to.

This activity, combined with a wider media release distributed with high resolution engaging imagery, ensured widespread regional and Scottish national coverage.

Results

Muckle Media secured significant coverage for Edinburgh Napier University and Cricket Scotland, with the team at Cricket Scotland commenting on how successful the launch was and how pleased they were with media attendance on the day. Coverage appeared in publications including two print articles and an online article in The Scotsman, print coverage in The Times (Scotland), and online coverage on Edinburgh Reporter and University Business. Interviews were arranged with both the BBC and STV and key members of the Edinburgh Napier University and Cricket Scotland teams, as well as players and students. Coverage was broadcast on STV North and BBC The Nine.