Integrated, targeted communications
This popular visitor attraction in Edinburgh became a client in 2005 and has continued to work with us every year since. Landmark Press is delighted to provide a number of marketing channels for The Real Mary King’s Close (TRMKC) which recognises the importance of an integrated approach when targeting diverse audiences.
It all began with advertising in three of our publications – Edinburgh Bedroom Folder, School’s Folder and the Welcome to Edinburgh Guide. This was very much a ‘test’; the client wanted to trial the publications and they then assess outcomes at the end of the year. After evaluating their effectiveness, TRMKC confirmed they would be signing up for the following year. Since then, the volume of their business with Landmark has increased year on year with a substantial increase in 2015, as more publication products were added.
Today, TRMKC advertises in all of our publications from our Bedroom Folders to Composites and the Welcome Guides. That equates to 28,000 Edinburgh Bedroom Folders (readership 3.2m); 1.5m Welcome to Edinburgh Guides (readership 3m); 800,000 Welcome to Scotland Guides (readership 1.6m) and 4,500 Schools’ Folders. That’s an impressive 7.8 million visitors reached per annum.
A recent addition has been the welcometoscotland.com website. With 2.2 million unique hits per annum, the addition of this digital platform has the potential to increase TRMKC’s reach even further. Oh, and they use Landmark to handle their leaflet distribution too.
What the client says …
“Landmark understands us and they know our market. In 2014 we asked Landmark to distribute a small volume of leaflets. We wanted to see just what level of service the company could provide; we were not disappointed. In 2015 we were happy to award them the majority of our distribution work which helped us forge an even greater working relationship with the team at Landmark. They work hard to make sure that we are happy throughout the year and, as a result, we have asked Landmark to do the distribution for 2016 as well. That’s over 208,000 leaflets to be delivered to various locations. We have built up a great relationship with Landmark and look forward to developing this further in the forthcoming years”.