Olivia Rickman Communications' campaign around the opening of the Perth Museum in Scotland was an international media success story. By leveraging strategic storytelling, targeted press outreach, and Roxhill’s PR software, the campaign helped to drive over 220,000 visitors within nine months, far surpassing the museum’s annual target.
Key features used
- Advanced search
- Journalist insights
- Media list builder
- Custom alerts
Coverage secured through Roxhill:
- The Observer
- The Scotsman
- The FT Magazine
- BBC News & BBC Scotland TV
Olivia Rickman is a freelancer specialising in placemaking, cultural storytelling, and visitor attraction PR. As a travel and cultural institution communications expert, Olivia executes highly engaging campaigns that generate media buzz and boost visitor engagement.
Her innovative, storytelling-led approach to the Perth Museum opening earned her The Best PR Campaign: Travel award at our Roxhill Media Awards 2025.
The challenge
When the new £27 million Perth Museum was set to open, the goal was ambitious yet clear—establish it as Scotland’s must-visit cultural landmark while showcasing the historic return of the Stone of Destiny. Olivia Rickman Communications was entrusted with ensuring this momentous occasion was met with extensive media coverage, high visitor numbers, and national recognition.
The campaign needed to…
- Generate mass media coverage across national, arts, travel, and international press.
- Balance historical significance with modern appeal to attract diverse audiences.
- Drive footfall while elevating the museum’s profile globally.
With limited resources, Olivia had to craft a high-impact PR strategy to maximise visibility, engagement, and attendance.
The approach
Creative storytelling was key. Olivia unearthed unique angles, from Beatrix Potter’s mycological studies (secured as a five-page FT Magazine feature) to the conservation of a rare Māori cloak (placed in The Art Newspaper). By tailoring pitches and coordinating visuals, she amplified the museum’s offerings in unexpected ways.
The bespoke approach to journalist experiences – from exclusive trips to tailored pitches – created a deep engagement with media, building genuine excitement. Combining compelling content with positive relationships, Olivia achieved remarkable breadth and depth of coverage, from arts-focused features to international architecture stories.
Embargoed content and early access for key critics and broadcasters culminated in a media crescendo. A carefully managed Press View further amplified coverage. BBC News provided cornerstone coverage, blending wide reach with a compelling narrative of the museum’s national significance.
Olivia also collaborated with news wires and photographers to capture striking visuals, translating into prominent photo stories.
How Roxhill's features helped Olivia drive PR success
Olivia Rickman Communications also leveraged Roxhill’s PR tools to secure top-tier media coverage, drive visitor interest, and build long-term brand credibility. Using a high-quality media database is key to researching and contacting the right journalists at the right time.
- Crafting compelling storytelling: using Roxhill’s Pinpoint tool, Olivia leveraged insights to shape a museum narrative that aligned with current cultural trends.
- Finding the right journalists: identified leading journalists in arts, history, and travel writers across major media outlets through the advanced search tool.
- Setting custom alerts: Olivia used custom alerts to monitor the latest cultural news articles and pitch at the perfect moment for maximum coverage.
- Building a strategic media list: curated a highly targeted national and international press list to ensure widespread media impact.
The results
The Perth Museum campaign exceeded all expectations, delivering outstanding results. Over 220,000 visitors attended in just nine months, surpassing the annual footfall target within six months.
A survey revealed that 67% of respondents now view Perth as a leading cultural hub.
Also, 9% of visitors cited TV coverage as a key reason for their visit. The campaign secured extensive international media coverage, including a prestigious 5-star review in The Guardian.
Perth Museum was also shortlisted for Apollo Magazine’s “Museum Opening of the Year” Award.
Beyond media success, the campaign reshaped perceptions of Perth, solidifying the museum’s status as a must-visit destination for cultural tourism.
As a result, Olivia Rickman Communications was recognised as the winner of The Best PR Campaign of the Year in the Travel sector at the Roxhill Media Awards 2025.
The Perth Museum campaign exceeded all expectations, delivering outstanding results. Over 220,000 visitors attended in just nine months, surpassing the annual footfall target within six months.
A survey revealed that 67% of respondents now view Perth as a leading cultural hub.
Also, 9% of visitors cited TV coverage as a key reason for their visit. The campaign secured extensive international media coverage, including a prestigious 5-star review in The Guardian.
Perth Museum was also shortlisted for Apollo Magazine’s “Museum Opening of the Year” Award.
Beyond media success, the campaign reshaped perceptions of Perth, solidifying the museum’s status as a must-visit destination for cultural tourism.
As a result, Olivia Rickman Communications was recognised as the winner of The Best PR Campaign of the Year in the Travel sector at the Roxhill Media Awards 2025.
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