|
 Ayrshire based marketing and PR experts The Edge are this week celebrating an astonishing top ten UK chart entry for Loch Lomond performed by Runrig and The Tartan Army.
The Edge, with offices at Auchincruive, were the company behind the project and have worked on it from start to finish. The Edge first had the vision for the track shortly before Scotland beat France in Paris and quickly pulled on board Runrig, BBC Scotland, the SFA and Children in Need.
The result? Well apart from the first top ten hit from The Tartan Army, the track has sold across the UK for charity and following an inspirational and emotional performance of the song on the live Children in Need show last Friday, BBC Scotland closed their on the night total up by more than £400,000!
The Edge didn't just come up with the idea they project managed every aspect of it as Managing Director Ian McCaig explained,
"Once we'd had the idea we knew we only had about four weeks to see it through and that included recording the Hampden crowd in action less than a week after the project was initia ted. We convinced the Daily Record to support us and as a result the early publicity ensured that we were able to involve the whole Scotland squad. After that it was just one piece of the jigsaw being produced and put in place after another and it tested the whole of our creative and administrative team to the full. A test they passed with distinction."
In the end The Edge redesigned the website, created an ongoing and aggressive e-marketing campaign and then produced the final artwork for the CD, cover, posters and promotional materials.
"The project allowed us the freedom to be creative but with the timescales we were working to everything required considerable planning combined with a willingness to change details very quickly."
The project culminated with a live performance of Loch Lomond on BBC Scotland's Children in Need show with Runrig performing with 300 of The Tartan Army. "It was a  tremendous night and the feedback on the performance has been superb - the BBC believe it was the highpoint of the whole evening and contributed greatly to their end totals."
The company even produced a set of ten limited edition canvas prints which have been auctioned for the charity.
So with The Loch Lomond project moving to completion what next for the Ayrshire company?
"Well, while the CD has been great to do it's just another project and this week will see the launch of new websites for Athena Fireplaces and LA Bowl amongst others and the delivery of new brochures for Fairfield House. We've also got the online store to finish for The MacDonald Bros in the next few days and a number of new high profile tourism marketing projects ready for launch in 2008."
Was it worth all the late nights and early mornings?
"It's always extremely satisfying when a project of this scale comes together in the way that it did and it's sometimes nice to prove that you don't have to be based in Edinburgh or Glasgow to create a national PR campaign. We're delighted to have done it all from Ayrshire and look forward to continuing developing our relationships with other Ayrshire businesses looking for The Edge!"
For more information on the Loch Lomond project and others visit www.GetTheEdgeOnline.com
 Have a look at how Scotland sang Lomond for Children in Need.
www.tartanarmy.com
|
