The Corner Shop PR Scotland began working with Underbelly’s Circus Hub in 2015 with a focused PR campaign designed to firmly establish the Circus Hub as the circus destination on the Edinburgh Fringe, focusing on highlighting the hugely international mix of shows from a selection world’s finest circus companies.
As an example, the 2017 campaign generated in total: 450 pieces of coverage (print, digital and broadcast) which would potentially reach an audience of 3,119,339,297. 159 pieces of print coverage were achieved, alongside 4 feature and cast television interviews and 1 podcast. In total, 287 digital pieces of press coverage were secured.
Following a series of successful photocalls in early August, Circus Hub acts achieved strong early presence across local, national and international media. Circa secured the front page of The Times as well as presence in The Scotsman and Edinburgh Evening News. Images from Elixir’s daring photocall atop Edinburgh’s rooftops appeared in over 40 publications from The Guardian, Metro, Daily Record, MSN News to Germany’s Die Welt – creating a strong early buzz for the Circus Hub.
As a result of a series of direct pitching and briefing meetings with key journalists, interviews with company and cast members were secured with The Scotsman, which resulted in a cover splash and significant feature including 4*& 5* reviews and a separate feature on Circus Abyssinia. Features on the show also followed in Fest Magazine and The List. Circus Abyssinia also achieved significant broadcast coverage including an appearance on BBC’s Blue Peter in July, BBC Breakfast in early August, Al Jazeera and Agence France-Presse which was widely syndicated. Acéléré featured as part of BBC 2’s 70th anniversary special programme featuring Nina Conti which aired in a prime time slot on 26th August.