Muckle Media has worked with Fife Tourism Partnership on a retainer basis for a number of years, positioning the area as a desirable one for tourists and locals to visit and for businesses to grow.

Challenge

Having worked with Fife Tourism Partnership for a number of years, each year Muckle Media rises to the challenge of creating innovative campaigns to ensure standout and achieve strong media results. Not only did the work Muckle Media carried out have to appeal to the tourism market, it also aimed to promote the region to a domestic audience and encourage local businesses to come together and learn from each other.

Strategy

In the 2018/2019 financial year Muckle Media supported Fife Tourism Partnership through a number of creative initiatives. These included, but are not limited to, the launch and management of the bi-annual Fife Tourism Conference with internationally renowned keynote speaker Amar Latif, with a priority focus on local organisations and a domestic audience; launching the In the Footsteps of Kings augmented reality app, with a focus on the tourism market; building partnerships with organisations and individuals including Mark Beaumont; supporting Fife Tourism Partnership with media relations and influencer engagement for the 2019 #GetYerKiltOn campaign; and activity around the launch of the Fife 191 and the Fife Pilgrim Way. ​

Muckle also worked closely with the Fife Tourism Partnership team to provide an ongoing press office function  alongside a reactive media relations programme when suitable. ​

Results

Muckle Media secured strong media results with local, national and trade media throughout all activity with Fife Tourism Partnership. ​

By taking a creative approach to each story and ensuring strong photographer and accompanying assets where possible, Muckle maximised coverage opportunities to secure online and print coverage as well as broadcast.​

For the Fife Pilgrim Way launch alone, Muckle generated over 20 pieces of coverage reaching over 2.5M  across national, regional and local print, online and broadcast. 

The total airtime on launch day was 15 minutes, also generating extensive conversation and interaction on social media with live tweeting from the launch event throughout the day.​

Media coverage resulted in; website traffic to the Fife Pilgrim Way page increasing by almost 6,000 visits over one month, a 437 percent increase in Facebook likes and followers, a 312 percent growth in Facebook page views and a 327 percent increase in Facebook post reach. ​​​