CASE STUDY 5: HIGHLAND SAFARIS, AWARD WINNING ACTIVITY AND WILDLIFE
COMPANY, ABERFELDY, HIGHLAND PERTHSHIRE

Donald and Julie Riddell with guests at the company's last media day.

Brief: What a fabulous idea for a business making the most of its natural environment and what huge PR potential if presented in the correct way! These were my initial impressions on Highland Safaris. There is so much to this company that it is doing them an injustice to just say that they offer a wide range of outdoor activities within a stunning Highland Perthshire environment which allows guests to engage with nature in a variety of ways - from 4x4 Land Rover safaris led by Kilted Guides to fishing; shooting; cycling, deer photo stalking and unique outdoor dining experiences to innovative team building activities up in the hills. That is a brief summary but they have cleverly made the most of the Scottish seasons and make their nature products seasonal so that they have a year round business and they partner many local Hotels etc in the area and even in the Capital to cater for large tourist and corporate groups too. Having had some good editorial articles published in the past in local and national newspapers under their own steam, Highland Safaris were keen to see what using a professional PR company could achieve in terms of increased profile. They had just re-launched their website and had consolidated an extensive marketing campaign which now clearly packaged their products for both a leisure and corporate market.

Target publications: The new website and marketing initiative meant that Advantage PR could target the regionals, national and leisure/lifestyle/nature media in Scotland and the lucrative national corporate teambuilding market too.

Guests get a taste of Highland hospitality!

I used a comprehensive press pack as a starting point which gave media the background on the company and positioned it as Scotland's premier wildlife 4x4 Safari Company which due to its new marketing initiative was now successfully serving both leisure and corporate markets, even in times of recession with an affiordable bespoke service. Individual products which I felt would be of particular interest to the media such as Lost in the Highlands, a team challenge focusing on the hunt for the Stone of Destiny rumoured to have been hidden nearby and DARE TO DINE DIFFERENTLY, unique five star dining experiences in a Mountain or Riverside Bothy were flagged up to them with individual journalists invited to come along and try out these "unique journeys of discovery" for themselves. A media press day was held, attracting the Dundee Courier on a local level to look at leisure products and HR Network Scotland magazine to cover corporate. As the campaign rolled out Highland Safaris achieved superb coverage from both the Scotsman and the Herald with the Scotsman trying out a seasonal Spa Safari in partnership with the Atholl Palace Hotel - this was presented as an indulgent treat for a group of girlfriends, something a little bit different which allowed them to enter a sub arctic world in search of arctic hares and snow buntings and finish the day with some fabulous food in a Highland Bothy and then pampering at the Atholl Palace!! The Herald piece focused on the environment with photo journalist Julie Howden taking her own shots on one of the nature Safaris and talking about what the experience is like for a visitor who perhaps has never been to this environment before... and the skill of the Kilted guides in making sure the visitor has a great time.

The family market was later covered by Janet Christie also from The Scotsman who tried out the Safari Lodge for the day - a 4 star visitor attraction in its own right and enjoying white water rafting with Nae Limits, one of Highland Safaris partner companies.

By thinking up innovative ways to keep repackaging its products, Highland Safaris has ensured lots of scope for great PR. Recently its Day out of the City gift experience for the Xmas market was featured in both Spectrum and the Aberdeen Press and Journal as a great gift to give someone to get them out into the hills for the day and enjoy an invigorating experience.

Donald in the Glen Lyon hills

And BBC Landward devoted the main thrust of a recent episode to the McNabs Challenge, one of the corporate challenges which put a fresh slant on long standing country pursuits such as clay pigeon shooting. Based on the book by John Buchan, the story centres on three bored London gentlemen who decide they will liven up their weekend by coming up to Scotland and trying to poach a salmon on a Scottish estate; shoot a brace of grouse and shoot a deer all in the one day and without being caught by the Gamekeeper! Highland Safaris own version of this marvellous story is to offer corporate groups the chance to try out clay pigeon shooting; salmon fishing on the Tay and Red Deer Photo Stalking all in the one day as an exclusive day of activity complemented by the finest Highland produce and hospitality! Needless to say Dougie Vipond the Landward presenter thoroughly enjoyed the experience but found it to be a true challenge!