Clarion’s VoteWallace Campaign has been Shortlisted for a PRmoment Award!

Exciting news – we’re delighted to announce that our #VoteWallace campaign for The Edinburgh Dungeon has been shortlisted for a PRmoment Award!

Briefed with driving awareness of The Edinburgh Dungeon’s seasonal summer show, ‘Braveheart’s Revenge’, our objective was to create a PR and marketing campaign that would drive visits to The Edinburgh Dungeon for their new attraction.

We cleverly tapped into the ongoing debate about who is the greatest ever Scot – and created a public-facing campaign lobbying for a national day in honour of William Wallace. We brought horses to a busy city centre (because, why not?) and rallied through Edinburgh’s Royal Mile, in addition to a whole host of other immersive activities that got the people of Scotland talking.

Want to know what made our campaign so great, and (potentially) award-winning? Of course you do! Find out how we brought the legacy of Braveheart to life below.


To determine our strategy, we surveyed Scots to find out what they really thought of the so-called ‘Braveheart’, and we found:

• The majority of Scots (72%), would support a day to celebrate William Wallace
• Almost half (42%) think he is the bravest Scot ever
• More than a third (38%) have more of an affinity with William Wallace than St Andrew, Scotland’s patron saint

Edinburgh Dungeons Vote Wallace Demonstrators


The results of our research were issued to the media as a news story with creative photography of The Edinburgh Dungeon actors, complete with #VoteWallace placards. The reaction was just as we expected; Scots wanted to get involved in the movement, with online debates taking place across social media and blanket coverage in the Scottish national press.

We teased the media ahead of some of the activities we had planned to ‘mobilise voters’, which included a week-long series of campaigning and petitioning in various locations throughout the country.

To maximise coverage opportunities, we delivered a series of high impact photo stunts including a march up the Royal Mile with Braveheart characters, and an actor dressed as William Wallace riding a horse through Glasgow (including negotiating lots of red tape to allow for a live animal to ride through a city centre). The man himself also carried out border checks on the Edinburgh tram to the airport, much to the amusement of tourists to the capital!
We offered all 100+ residents living in any Wallace Street located across Scotland free entry to the show and issued a news story to regional and local media with details of the deal.

To cap it all, we met with Tom Arthur MSP for Elderslie, Wallace’s place of birth to glean his support for the campaign. Our approach was to canvas the Scottish Government to explore the concept further, and indeed delve into the economic benefits it would have to Scotland in terms of long-term public and tourism engagement.


The campaign resulted in coverage in every Scottish national newspaper bar one, widespread regional coverage around the country and social media debates galore.

More significantly, it also drove people to The Edinburgh Dungeon, with 57% of visitors in July stating the Braveheart show as the reason for their visit.

We’re really proud of how this turned out and are chuffed that the good folks at PR Moment agree! The team are looking forward to a night out at the ceremony in Manchester on 13th March to celebrate.

Think this campaign is a wee bit marvellous? Check out our other clever work here.