Conservation-minded organization sparks holiday ‘title sales’ with attention-grabbing stunt

Highland Titles never had much trouble getting broadcast coverage of its unique offering, but the worlds of online and social media proved a tougher nut to crack. PR agency BML Public Relations created an innovative and attention-getting scheme to overcome that challenge, and in so doing has won first place in the “Stunt or Special Event” category of PR Daily’s 2018 Media Relations Awards.

Launched to preserve the land on the Glencoe Wood Nature Reserve in Scotland, Highland Titles lets anybody buy a plot of the Reserve’s land—from 1 square foot (for $46) to 1,000 square feet (which goes for $770). The purchase gets you a gift pack that includes the title certificate, and a title—you can call yourself a Lord, Laird or Lady of Glencoe. The purchase ensures the land remains protected.

With a kilt-wearing spokesperson, broadcast coverage was easy to obtain, but Highland Titles wanted to break into social media. BMLPR found a town in Connecticut called Scotland and worked with the local government to gift each of its 1,694 residents a plot of Glencoe land during the holiday season, complete with the title that goes with it.

The story of a town full of lairds and ladies was an easy pitch to features, lifestyle and seasonal writers from the top 100 designated market areas. By targeting writers at national outlets that covered hyperlocal beats, BMLPR secured an article on APNews.com, which was shared by more than 125 outlets throughout the country, including FOXBusiness.com, ABCNews.go.com, CNBC.com, NYTimes.com, BostonGlobe.com and more.

Ultimately, the stunt delivered 268 media placements and close to 1 billion impressions, along with a holiday sales increase of 34 percent. It’s a great example of taking a typical holiday gift guide pitch to a new level.

Congratulations to the team of Brian Lowe, Michelle LoGuercio and Kelsey Moran.