HMS Unicorn:
Project Safe Haven PR Campaign

The Campaign Brief

HMS Unicorn, Scotland’s oldest ship and one of Dundee’s most treasured historic landmarks, was facing a defining moment in its 200-year history. The Unicorn Preservation Society had an ambitious vision to safeguard the ship for future generations through Project Safe Haven, which would see the historic vessel moved to a permanent dry dock.

In August 2024, Cunningly Good Group was appointed to deliver a strategic PR campaign at a critical fundraising juncture. With just seven months to raise £650,000 to unlock £10 million in grant funding, the stakes were high and the clock was ticking.

Our challenge was to raise HMS Unicorn’s profile locally, nationally and internationally, communicate the urgency and importance of Project Safe Haven, and galvanise public, philanthropic and stakeholder support to turn awareness into fundraising action.

Cunningly Good Group’s Approach

We knew HMS Unicorn had a remarkable story to tell. Our job was to make that story impossible to ignore and give people compelling reasons to get behind its future.

Building on our relationship with HMS Unicorn since 2022, we developed a multi-layered PR strategy combining creative storytelling, targeted media relations, journalist visits, feature opportunities and strategic partnerships to generate momentum throughout the fundraising campaign.

We identified key audiences with the greatest potential to influence and support the project, including high-net-worth individuals, philanthropists, policymakers, the Royal Navy community and Scots around the world.

Through carefully crafted messaging and milestone-led media releases, we translated a complex heritage preservation project into compelling, accessible stories that resonated with diverse audiences. We brought the ship’s extraordinary history to life while communicating the urgency of securing its future, proactively pitching to regional, national and international media and creating opportunities for journalists to experience HMS Unicorn first-hand.

We also leveraged strategic relationships, including VisitScotland, to extend the campaign’s reach and position HMS Unicorn as both an important part of Scotland’s maritime heritage and a landmark worth saving. Combining creativity, responsive media engagement and a clear fundraising call to action, we ensured the campaign reached the right audiences at the moments that mattered most.

The Cunningly Good Results

The campaign generated significant positive exposure for HMS Unicorn and Project Safe Haven across regional, national and international media, delivering:

180 pieces of coverage across print, digital, broadcast and social media.
An estimated 5.19 million coverage views, significantly extending awareness of the preservation campaign.
More than 7,500 social media engagements, demonstrating public interest and support.
A cost per thousand impressions (CPM) of 1.29, outperforming the stated industry benchmark of 2–10.
Crucial momentum towards fundraising objectives, supporting the Unicorn Preservation Society in surpassing its immediate £165,000 fundraising milestone.

Crucially, the impact went beyond headlines. The campaign contributed measurably to fundraising success and increased public engagement, strengthening the Society’s ability to reach potential donors, engage influential stakeholders and build support for Project Safe Haven.

By taking HMS Unicorn’s story beyond Dundee and onto a wider stage, our work helped create the visibility, credibility and momentum needed to support immediate fundraising efforts and longer-term preservation ambitions.

Dr Andrew Tibbs, Chief Executive of the Unicorn Preservation Society, commented:

“The media coverage you have secured for HMS Unicorn and Project Safe Haven over the span of our contract has been truly outstanding. Your strategic approach to our communications has significantly enhanced our visibility and helped us tell our story to wider audiences, contributing measurably to our recent fundraising successes and increased public engagement.”