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The National Wallace Monument

PR to raise awareness of Scotland’s Heroines and drive footfall to the National Wallace Monument

The Challenge

Stirling District Tourism required support raising awareness of the Scotland’s Heroines project at the National Wallace Monument and delivering a 10% increase in admission numbers.

The Solution

A PR strategy that focused on:

  • Campaign launch release announcing the project and a call for votes
  • A national release announcing the shortlist and encouraging people to vote
  • A series of local releases focusing on the women shortlisted from particular regions encouraging people to vote
  • A national release announcing the result
  • A national release and striking photography unveiling the completed busts
  • Two fitting receptions to announce the results and unveil the final busts, featuring well respected female guest speakers

The Impact

Since 2017 this project has resulted in:

  • Over 200 pieces of coverage with a total estimated reach of 10 million
  • A two page feature on the
  • 6 pieces of broadcast coverage (TV and radio)
  • A 20% increase in visitors to the Monument, with 135,000 visitors in 2017, the highest number in 10 years.

“In building and maintaining the profile of The National Wallace Monument, we have been truly fortunate in being able to work with Represent.  It has meant that we have been able to benefit from their skills, their experience, their resources, and their enthusiasm.

“Our partnership with Represent has enabled us to plan and deliver outstanding projects – such as the ‘Scotland’s Heroines’ initiative, which has been a landmark in the 150 year history of the Monument.  The success of ‘Scotland’s Heroines’ has demonstrated that their understanding of our business and of the sector in which we operate really is exceptional.”    

Ken Thomson, marketing manager, Stirling District Tourism

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