The Enchanted Forest 2025 – Public Relations Campaign

The Brief 

The Enchanted Forest is one of Scotland’s most loved cultural events, a spectacular, large-scale sound and light show set in the heart of Highland Perthshire, attracting up to 85,000 visitors from around the globe and annually contributing more than £10 million to the local economy. The Cunningly Good Group has been handling its marketing since 2008.  

Within a crowded leisure market, we needed to maintain the event’s position as Scotland’s must-see sound and light show, while continuing to drive ticket sales at scale, attract new audiences, and protect a hard-earned reputation built over two decades. All this against a backdrop of rising costs, changing media habits, heightened scrutiny and recovery from the 2024 storm cancellations which had dented customer trust on advance purchase tickets.  

As part of an integrated marketing campaign, the Cunningly Good Group also led public relations for the event, with a remit that went far beyond coverage alone. PR is a key commercial driver for the event.  

Our Approach  

Our PR strategy combined proactive storytelling, reputation management and relentless responsiveness, designed to drive awareness, search and direct traffic at exactly the moments audiences were primed to buy. Key activity included:  

• Proactive media relations: securing forward features, listings and broadcast coverage across local, Scottish, UK and international titles to build anticipation well ahead of opening night and on opening night itself.  

• High impact visual storytelling: commissioning and distributing premium photography, video and drone footage to ensure media outlets had content that stopped the scroll and elevated coverage quality.  

• Influencer engagement: working with professional, high-reach content creators whose audiences aligned with the event, generating millions of views and raising significant awareness.  

• Sentiment-led messaging: deliberating reinforcing two core narratives: the event’s charitable impact and its status as Scotland’s favourite sound and light show.  

• “Always on” media handling: managing and responding to press enquiries, orchestrating press night for over 100 journalists and influencers, and opening week coverage.  

• Crisis communications: protecting brand trust during operational or weather-related challenges through clear, timely and reassuring communication.  

The Results 

The 2025 campaign delivered standout impact, commercially and reputationally:  

• 400+ pieces of media coverage, spanning print, online, broadcast and influencer channels.  

• 14.7 million estimated views, significantly exceeding targets. 

• Direct contribution to the sale of more than 82,000 tickets. 

• An exceptional £1.72 CPM, underlining PR’s efficiency as a growth driver.  

• Overwhelmingly positive sentiment, with 97% of coverage reinforcing the event as a must-see experience.  

• Strong emphasis on purpose, with more than one in five pieces of coverage referencing the event’s charitable and community impact.  

• Trusted crisis management, safeguarding reputation during live-event pressures. 

PR activity played a critical role in driving the direct and search traffic that accounted for the majority of ticket revenue, proving value not just as awareness-building, but as a core sales lever.