In August 2024, Cunningly Good Group was appointed to lead PR for HMS Unicorn, Scotland’s oldest ship, at a critical fundraising moment. With just seven months to raise £650,000 to unlock £10 million in grant funding for Project Safe Haven, the Unicorn Preservation Society’s long-term vision of moving the ship to dry dock, our mission was to build local, national and international awareness, galvanise public and stakeholder support, and inspire action.

We delivered a multi-layered PR strategy targeting high-net-worth individuals, philanthropists, policymakers, the Royal Navy community, media, and global Scots. From compelling messaging to milestone-based media releases, feature placement, journalist visits, and strategic partnerships with VisitScotland, we ensured HMS Unicorn’s story reached the right people at the right time.

The campaign delivered 179 pieces of coverage across print, digital, broadcast and social media, generating an estimated 5.19 million views and over 7,500 social engagements. Our work directly supported the Unicorn Preservation Society in surpassing its immediate £165K fundraising milestone need and energising support for its long-term vision.

Dr Andrew Tibbs, Chief Executive, Unicorn Preservation Society said: “The media coverage you have secured for HMS Unicorn and Project Safe Haven has been truly outstanding… Your strategic approach significantly enhanced our visibility and helped us tell our story to wider audiences.”