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‘Deelicious’ Food Campaigns Serve Up Two Nominations in the Scottish Events Awards For Tricker PR

A campaign to attract more gastro tourism to Royal Deeside and The Cairngorms has served up two nominations in the 2011 Scottish Events Awards for Tricker PR.

Tricker PR’s PR and marketing campaigns for The Royal Deeside Larder Food Events is nominated in both the Best Marketing Strategy and Best PR Strategy categories. The campaign was designed to attract more ‘foodie’ visitors to the area and to encourage local businesses to participate in the first year of newly created food and drink events in Royal Deeside including Scotland’s first Venison Festival.

Beverley Tricker, managing director of Tricker PR, said “We achieved outstanding results from the gastro campaign and we more than met the outlined objectives. Web hits rose by up to 3500% and all events attracted more participating businesses than targets. PR equivalence of the media coverage more than doubled the £1million target coming in at over £2million.

“Whilst media relations were a core element of the campaign, we also developed participants’ packs, launch events and maintained personal contact with all participants to encourage member buy in to the campaigns which further contributed to the huge success of the events.

“Our consistent approach which ran through all of our visual materials from television coverage to social media ensured that the Royal Deeside brand was strengthened throughout the campaign.”

Imagery for the campaign included a giant venison pie complete with antlers in a Desperate Dan cow pie spoof and an Edwardian butler serving champagne on a hilltop on the Glen Tanar Estate.

The Royal Deeside Destination Management Organisation (DMO) set out to highlight the abundance of quality food and drink available in the area by creating three new food events. Designed to encourage more visitors on ‘gastro trips’ and highlight the range of food producers in the area, these events had to secure local business participation to ensure success. Tricker PR were taken on board to ensure that these objectives were met.

Tricker PR has won more than 20 industry awards including the CIPR’s UK Outstanding Consultancy award. Beverley Tricker, founder of Tricker PR, is one of only seven Scots PR professionals actively practicing in the country, to make it into the industry’s definitive guide The PR Powerbook - which is billed as ‘the definitive guide to the most influential people in PR’.

Tricker PR is one of Aberdeen’s leading PR consultancy with more than 30 consumer and business-to-business clients, from a broad range of sectors including retail, oil and gas, tourism, technical, not for profit, hospitality and professional services. Tricker PR has conducted campaigns and other PR activities for clients across the UK, from Orkney to London, and continues to build its portfolio of clients locally as well as UK-wide. More about Tricker PR can be found at www.trickerpr.com or by calling 01224 646491 or pr@trickerpr.com.

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