Objective

To create, manage and deliver a rowing and training event around the Isle of Skye maximising reach through PR and Social Media.

GRM Marketing developed an event for a rowing team to row around the wild coastline of the Isle of Skye as a training and PR event in preparation for the Talisker Whisky Atlantic Challenge. GRM secured sponsorship from Talisker Whisky to create the event and bring The Bristol Gulls, a media team and a content creation team to capture imagery and footage of the event. The team built value into the event through a PR story and developed a social media plan delivering exciting footage and diverse imagery of all elements of the event tagging and sharing amongst sponsors and partners.

Strategy

To carefully plan logistics for the trip including route, moorings, kit, media equipment, travel, accommodation and coordinate schedules between the athletes, media, a number of business supporters and the GRM team effectively.

To facilitate coverage for the event with GRM’s Highfield 540DL RIB, in-house photographers and videographers and social media teams.

To construct a written release for the campaign to be used across various platforms and distributed to both local and national press & publications.

Contact additional press, publishers and production teams interested in covering the story to gain further reach for The Bristol Gulls and the training expedition around Skye.

To create partnerships and sponsorship deals to ensure support, raise awareness and secure essential finances for the row around Skye.

To develop exciting and engaging content for sharing across all social media platforms and maximising reach.

To manage and implement a successful event on a Scottish Island with various logistical and technological difficulties that this brings.

To keep to all government guidelines and deliver an event successfully during the Coronavirus outbreak (in Stage 3.)

Outcome

GRM were there day and night with The Bristol Gulls on our support Highfield 540DL RIB, taking our marketing team, journalists and TV crew into geographically challenging areas. GRM travelled with the team in both warm and difficult ‘force nine’ weather to capture all and every aspect of the story, capturing video footage and still imagery of the team and sharing all on social media sites. By doing this, GRM were able to let followers and sponsors follow the story and increase awareness of the team and their challenge.

GRM secured sponsorship from Talisker Whisky to support the row around Skye. GRM also developed relationships with several businesses on the Isle of Skye who all offered a variety of essential elements for the event including kit and media and social media support.

GRM also produced a number of releases which were distributed to press and media and were picked up by local papers, national press and various magazines publications. The Bristol Gulls appeared in The Herald and the West Highland Press, covered The Press and Journal and featured on the Skyetime Podcast. BBC Points West also featured the team in a follow up on the event.