Our Cunningly Good Coverage Roundup
The Whole of 2025
2025 in numbers
2025 delivered 835 pieces of coverage for Cunningly Good Group’s clients, reaching a combined audience of 462 million and an estimated 24.9 million views. That splits into 331 online articles, 212 print pieces and 290 social posts, which together drew 233,000 likes, comments and shares.
Video did a lot of the heavy lifting. TikTok content alone was played 1.43 million times, and online articles were shared 24,200 times across social media.
The standout wins
The Enchanted Forest: Luminara lights up the feeds.
Scotland’s sound and light show was our biggest story of the year. Creator Chris Lawlor’s TikTok was played 848,000 times, and John Murray’s TikTok added 506,000 more. Lonely Planet named Pitlochry among the world’s best places to see autumn colours, a story the Daily Record picked up. MSN previewed the show, The Courier asked whether it might be the best ever, and BBC Radio Scotland’s Good Morning Scotland covered it too.
HMS Unicorn: a 200-year-old ship makes media-waves.
The ship’s £796,000 National Lottery Heritage Fund grant made BBC News, STV News and The Courier. It also appeared on BBC One’s The Repair Shop on the Road and won a Scottish Thistle Innovation Award, covered by All At Sea.
Xcite: a year of community wins.
West Lothian Leisure took a double win at the UKactive Awards and the top prize at the Chamber of Commerce awards. MSN carried its social value story to an estimated 496,000 readers. Its swim kit initiative ran in Edinburgh Live and the Daily Record.
Etape Caledonia: 5,000 riders, national reach.
The cycling sportive’s day for Cancer Research UK reached Mail Online, STV News and Good Morning Scotland.
And more. The Townhouse B&B was named Scotland’s best in the AA awards appeared in The Independent and The Courier.
In print
Print carried 212 pieces across the year, from regional weeklies to the nationals. Highlights included The Enchanted Forest in The Scottish Sun, Saga Magazine, The Times and Metro, and HMS Unicorn in The Herald, The Scotsman and Ships Monthly. Xcite featured regularly in the West Lothian Courier and Edinburgh Evening News, and Etape Caledonia reached The Times and the Daily Record.
Across six clients and twelve months, the pattern holds: strong stories, told well, travel further than any ad spend could.
If you would like to find out more about the award winning PR and Communications services from the Cunningly Good Group, please call us on 01738 658187 or email: info@wearecunninglygoodgroup.com
