The PR project aimed to raise the profile of Dunfermline Delivers Ltd with levy paying businesses; new businesses; the media in Fife and Scotland and, as a secondary aim to reach consumers living in, or visiting, Fife and Scotland. The strategy was to position Dunfermline as a vibrant, dynamic destination to visit or trade in, blending a fascinating history with a contemporary buzz. Key messages focused on how Dunfermline Delivers activity (events, new initiatives etc) led to benefits for businesses. Creative themes and tactical approaches, such as the special events, seasonal campaigns, vox pops, and case studies formed regular media briefings with special emphasis on the Bruce Festival, Easter Weekend and Operation Safe Night.
During the year, the PR activity achieved 176 pieces of media coverage, negotiated a free media partnership with The Courier for the Bruce Festival, viagracouponcard arranged profile interviews with key people in Dunfermline Delivers, facilitated Parliamentary support through two motions in Holyrood highlighting Operation Safe Night and the Bruce Festival and hosted MSPs, Councillors and overseas visitors to see how the initiatives worked.