Burns Supper on Arthur’s Seat

The Real Challenge

In 2011, supporters of the The Hospitality Industry Trust (HIT) Scotland are taking Burns Supper to the top of Mount Kilimanjaro for the first time. Real PR were tasked with launching their fund raising campaign. 

Real Solutions

With star chef and climber Andrew Fairlie on holiday, we were required to think of another hook to interest the press in the climb. Real PR came up with the idea of a trial run and worked with the climbers to host a burns supper on Arthur’s seat in Edinburgh on the eve of Burns Night to tap into news agenda. Working with Maverick photo agency, the perfect spot for a photo was found on Arthur's Seat in Edinburgh. All that was required was to cook the haggis, neeps and tatties, hire some tables and chairs, lay the places, pur the whisky and invite the press.

Real Activity

  • The event was attended by photographers from The Herald and Scotsman groups, the Daily Record and the Press Association.
  • The picture was the front page lead in both the Scotsman and Herald.
  • It also featured inside the Press and Journal, the Metro, the Daily Telegraph and host of local papers.
  • After the event the pictures was also taken up by in a variety of trade and business publications including a full page in Caterer and Hotelkeeper. 

Real Results

Thanks to the photocall and resulting media coverage the HIT Scotland was the talk Scottish Tourism Week events taking place soon after. The picture also brought on board sponsors for climb and provided a launch point to begin bringing in donations.

Stephen Carter, Chairman of HIT Scotland said, "Can I just say a huge thank you for your sterling efforts yesterday in setting our picture up. That really was above and beyond but then to actually get us on the front page of  the country’s leading newspapers and into the centre of several more was just exceptional."

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