Muckle Media was initially appointed to support XpoNorth with communications as it reimagined its annual creative industries conference from a physical event to a digital one during the Coronavirus pandemic in June 2020. After a successful six-week project, Muckle Media was appointed on a retained basis to raise the profile of XpoNorth’s year-round programme of support to the creative economy of the Highlands and Islands.


Muckle Media was tasked with an initial six-week communications project to launch the XpoNorth annual conference from a physical event in Inverness, to an interactive digital event. ​ After securing Scotland-wide press coverage for the conference contributing to over 6,000 delegates taking part in the conference, Muckle Media was retained to promote the year-round programme of events to help grow the Highlands and Islands creative economy. ​ ​The goal was to raise awareness of the work of XpoNorth within target creative sectors including music, film, heritage, fashion and textiles, digital and publishing.​


Through a hardworking, always on press office, Muckle Media identified key messages and top tier target media and stakeholders before developing a timeline of activity to maximise potential opportunities for press coverage. Muckle Media worked with XpoNorth to identify the most newsworthy activity for press and devised a regular stream of content to gain exposure in target outlets. Key activity focussed on XpoNorth’s annual TweetPitch project which allows would-be authors pitch to literary agents via Twitter, its webinar series of practical business support, the annual creative industries conference and creative activities such as the #XpoCreates social media film festival.


To date, Muckle Media has secured over 200 pieces of local, regional and Scottish national press coverage including in titles such as The Herald, The Scotsman, Press & Journal, The Inverness Courier, The Stornoway Gazette and Ross-shire Journal. Broadcast coverage included STV, BBC Scotland and Moray Firth Radio.