In August 2022, The Corner Shop PR Scotland operated the Press Office for Dance Base, Scotland’s National Centre for Dance during the Edinburgh Festival Fringe. Based in the heart of Edinburgh’s Grassmarket, Dance Base’s packed festival programme featured 34 shows across 24 days.
Through both targeted pitching to key journalists and outlets, and organising photo calls, The Corner Shop was able to secure coverage for Dance Base at both a local and national level across a range of online, print, and broadcast outlets. Early coverage for the festival programme was secured in The Guardian which featured 3 Dance Base shows within an ‘Edinburgh Festival 2022: 50 Shows to See’ article, in addition to images of Dance Base festival performers from photo calls organised to coincide with the programme launch which appeared within The Times Scotland, The Telegraph, The Herald, and The Metro Scotland.
One of the key messages of the campaign was the fact that 2022 was the last festival programmed by Dance Base’s long-standing Artistic Director, Morag Deyes who led the organisation from 1994 until autumn 2021. As a result of direct pitching to key journalists, The Corner Shop was able to secure extensive coverage across a range of outlets, e.g.: on the first day of the Festival, Morag featured in an interview with ITV’s Good Morning Britain, in addition to appearing as a live interview guest on BBC Radio Scotland’s Good Morning Scotland with BBC’s Arts Correspondent Pauline McLean. Morag also appeared in an online and print full-page Q&A in The Scotsman’s Festival supplement ‘My Festival’ and had a feature in The National.
During the festival, Dance Base shows featured extensively within key the festival publications ThreeWeeks, Fest Magazine, Broadway Baby and Fringe Review, as well as the specialist dance publications, e.g. SeeingDance and Dance Art Journal.