The Scottish
Parliament and its public art consultants, Art in Partnership,
appointed MEA for its experience in conducting high profile media
campaigns and turning around negative media attention.
MEA devised the Voices of Scotland campaign to bypass the ultra-negative
Scottish national dailies' coverage of the Scottish Parliament
building and reach the people of Scotland at a personal, grassroots
level through their local newspapers.
MEA worked closely with the Scottish Parliament Press Office
to coordinate the national launch of the local newspaper Voices
of Scotland campaign, gaining much deserved positive media coverage
from Scottish national media including Daily Record, The Herald
and the BBC.
| Key Results: |
| |
Grass-roots, manageable campaign with
comprehensive success involving thousands of people from
Scotland, covering every one of the country's 73 parliamentary
constituencies and reaching Scots living around the world |
| |
Offered people a simple, understandable
way to participate in the cultural development of the
Parliament, whilst providing a tangible link to the ongoing
public art strategy for the new building |
| |
Newspaper participation has surpassed
expectations:
- Combined circulation - 1,304,790 per week (ABC figures)
- Cumulative readership - 2,201,209 (JICREG figures)
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