LOVE Gorgie Farm

Reopening event for LOVE Gorgie Farm

Project impact

1,594,843 print reach

1,152,146 online views

1,160,000 TV audience

LOVE Gorgie Farm

“The team at Orbit Communications were excellent in their approach and execution of this strategy. Through their media relations activity there was extremely high awareness of LOVE Gorgie Farm and on the opening day we were inundated by thousands of visitors.

They also designed a new logo that was consistent with our other brands and delivered signage that drew on images that would appeal to the community. I cannot praise them highly enough.”

– Lynn Bell, CEO, LOVE Learning

Background
Orbit Communications was commissioned by education and social care charity, LOVE Learning, to promote the launch of LOVE Gorgie Farm in Edinburgh.

LOVE Learning successfully won the bid to take over the site of the former Gorgie City Farm, a much-loved urban farm, when the latter went into liquidation.

Re-established as a farm, we undertook a comprehensive media relations strategy to promote the fact that the site had been taken over and was ready for business under new ownership

Given new ownership, rebranding of the farm was also required, replacing the previous logo and signage.

Approach
The team approached this task in three different stages: the announcement of LOVE Learning acquiring the farm site, the call for volunteers to help reopen the farm and the grand reopening.

To highlight the takeover of the site a photocall event was organised, including the City of Edinburgh Council leader. This was followed by co-ordinated media activity campaign, including social media, calling for volunteers to assist in getting the farm open. In order to assist in raising awareness, TV personality Gail Porter was invited and attended.

For the reopening day a range of celebrities, sportspeople, political and community stakeholders were invited to join LOVE Gorgie Farm’s team in reopening the farm to the public.

A new brand logo was also created that was in keeping with the LOVE brand guidelines.

Outcome

From this activity, 29 pieces of positive media coverage were generated in titles including the Daily Record, Sunday Mail, Scotsman and Edinburgh Evening News, as well as BBC and radio. Over 200 volunteers responded to the call to help and the opening event proved a spectacular success with several thousand people attending.

New signage was designed incorporating the new brand logo and through a social media strategy that included an event page and organic content creation, the campaign reached over 200K people across different platforms and ultimately increased its following by more than 10% in less than a fortnight.

LOVE Gorgie Farm