Relaunching an Iconic Visitor Attraction

Ginger was appointed by Dundee Heritage Trust to create a PR strategy for relaunching the updated RRS Discovery visitor centre and new CGI Discovery Dome experience, spotlighting their new offering and appeal. We were tasked with driving awareness by creating high-profile press materials, engaging with regional and national media, and securing coverage targeted to locals and visitors.

Tapping into our network of media contacts, we invited them to a photocall and dynamic preview of the new offering. An array of local and national print, online, broadcast and radio journalists attended, who captured and crafted their own press stories documenting their experience. We also created an engaging press release and materials which were distributed to the press further afield, securing extensive national coverage.

A total of 18 pieces of coverage, online, print, radio, and broadcast were secured, reaching a total of 31.6 million people including front page newspaper coverage in Dundee Heritage Trust’s key target title: The Courier. We also secured coverage on the BBC news website and the STV evening news.