Over the bridge

Muckle Media was approached by Over the Bridge to handle the media relations around the news announcement of the brand new festival coming to Edinburgh.

Challenge

Muckle Media worked with Over the Bridge to announce the brand-new festival coming to Stockbridge, Edinburgh. Muckle Media were tasked with gaining as much earned media coverage as possible to raise awareness about Over the Bridge and position it alongside the established festivals in the country.

Strategy

Muckle Media ensured to take a strategic approach to the news announcement to cover all of the key publications across print, online and broadcast titles.

To maximise the coverage of the announcement Muckle Media ensured to take a journalist first approach to the press office activity especially when targeting key contacts from news wires and radio networks that would result in wide syndication of the announcement.

While looking to generate as much noise about the festival it was important for Muckle Media to engage the local news as Over the Bridge was set up by two local Stockbridge residents.

Results

The news announcement of the festival resulted in 218 pieces of coverage across print, online and broadcast media.

From issuing the release Muckle Media secured coverage in the likes of: Metro, the I, Daily Record and the front page of Edinburgh Evening News.

Earned coverage from the announcement resulted in: 384k print circulation, 2.8m online coverage views and 8.3m weekly listeners from the 48 pieces of radio coverage.

EXPLORE MORE CASE STUDIES