Scone Palace International Medieval Combat Federation World Championships
Public Relations Campaign 2018

The Campaign Brief

From crowning Scottish Kings to hosting sword-wielding warriors, Scone Palace has never been short of history or spectacle.

In May 2018, the iconic Perthshire visitor attraction hosted the International Medieval Combat Federation (IMCF) World Championships, bringing competitors from 32 countries to Scotland for the first time in the tournament’s history on British soil.

Cunningly Good Group’s challenge was to capture the imagination of local audiences, showcase this extraordinary sport and drive ticket sales for the four-day tournament.

With a modest PR budget of just £2,000, we needed to make every opportunity count, generating excitement across print, online, radio and television while introducing the personalities behind the armour.

Public Relations Agency Scone - Cunningly Good Group - Scone Palace IMCF World Championships PR Campaign

Cunningly Good Group’s Approach

We knew medieval warriors battling it out in the historic grounds of Scone Palace would make a cracking story. Our job was to get journalists close enough to the action to experience it for themselves. Our strategy combined creative storytelling, targeted regional media relations and imaginative photo opportunities, putting Team Scotland’s fighters firmly in the spotlight.

We invited journalists from The Press and Journal and The Courier to meet the competitors, try on exceptionally heavy medieval armour and discover what it takes to wield a sword or mace. The resulting immersive features and online videos brought the personalities, passion and sheer spectacle of medieval combat to life.

Alongside this, we delivered a steady stream of five news stories, interviews and photo opportunities, keeping the tournament in the headlines throughout the build-up.

When the championships finally got underway, we launched a final media push, securing opening-day coverage across television, radio, print and online platforms to encourage last-minute ticket sales.

We even capitalised on an unexpected romantic twist when a marriage proposal between two US participants on the steps of Scone Palace generated bonus media coverage. Proof that even medieval combat has a softer side!

The Cunningly Good Results

The campaign delivered extensive regional, national and international media coverage, successfully putting Scone Palace and the championships in front of audiences across Scotland and beyond.

Highlights included:

5,039 tickets sold, generating more than £80,000 in ticket sales revenue.

Approximately 2,600 tickets purchased at the gate, with an estimated 65% of all ticket sales coming from local audiences.

40% of advance ticket sales came from the targeted local postcode areas of PH, DD and KY.

480,821 Facebook reach, 27,369 users engaging with content and 295 new followers on Scone Palace’s Facebook page between 10 and 14 May.

Major features in The Press and Journal and The Courier, alongside coverage in The Perthshire Advertiser, Small City Big Personality and Braemar Media.

Broadcast coverage including BBC Radio Scotland, BBC Good Morning Scotland, STV News and Tay FM.

Photography picked up by international picture agency Getty Images, with images appearing as far afield as Australia.

All PR activity delivered within the £2,000 budget.

From engaging thousands of people online to encouraging visitors through the gates, the campaign demonstrated how creative storytelling, strong media relationships and a targeted PR strategy can deliver an impact far greater than the budget might suggest.

Stephen Brannigan, Head of House at Scone Palace, commented:

“The level of local press coverage generated by Volpa as we approached the event date was phenomenal and we then saw this expand out to national coverage. They coordinated all press activity over the 4 days of the event and this was an invaluable resource to have on site. Their level of professionalism was second to none and we received very positive feedback from many of the journalists in attendance.”