We worked with the Royal Horticultural Society (RHS) at their Harlow Carr Gardens in Harrogate to launch a new learning centre which had been built to the highest sustainability standards.
The Bramall Learning Centre is one of the greenest buildings ever built in the UK with a BREEAM ‘Excellent’ rating to reflect its eco-friendly construction methods, low energy usage and use of renewable energy technologies.
Our brief was two-fold. As the learning centre is primarily aimed at school children, one objective was to raise awareness of the facility amongst local and regional schools and parents. Equally important though was the need to communicate the eco aspects of the building to dovetail broader strategies of the RHS in terms of sustainable development.
Over a four-month period in the run up to the learning centre’s official opening, we planned a number of stories to target the local and regional press. This was followed by a launch PR plan developed in association with the national PR team of the RHS in which we played a key role inviting journalists on the day and securing coverage of the opening event.
TV gardener and author Alan Titchmarsh, TV landscaping expert Matthew Wilson and ex-Blue Peter gardener Chris Collins joined local schoolchildren and RHS Patrons for the opening event. This provided interview and photo opportunities for the media.
Pre-opening, we secured editorial coverage in the Yorkshire Post, Yorkshire Evening Post and York Press. The launch event itself was attended and covered by journalists from BBC TV News, BBC Radio York (outside broadcast), The Northern Echo, Harrogate independent radio station Stray FM and the Harrogate Advertiser.
Through the relationships we had established in the run up to the opening event, we also delivered coverage in titles including Horticulture Week, Green Building Press, Timber & Sustainable Building magazine, the York Press and Yorkshire Evening Post.
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