St Mary’s Music School is Scotland’s only independent specialist music school, offering a world-class standard of music and academic education to musically gifted children (aged 9-19). It is also the Choir School of St Mary’s Episcopal Cathedral in Edinburgh and the only place in Scotland that offers a chorister education programme. It is co-educational, non-denominational and attracts day and boarding pupils from across Scotland and beyond.
While esteemed in musical circles, the opportunities available to pupils, regardless of personal circumstance, were not so well known to the public. Indigo was brought in to help raise its public profile so the combination of musical and academic excellence it offers was better known and understood. A campaign was instigated identifying opportunities in the school’s calendar and implementing a strategic PR approach to promote the activities of the musically gifted pupils at the school – on a national, local and regional level.
Shortly after Indigo started working with the school, the proposal came from The Royal High School Preservation Trust (RHSPT) that St Mary’s Music School should move from its current premises where it is at capacity to the site of the former Royal High School in Edinburgh.
This was a game changer and in recent months Indigo has worked closely with the school in keeping the public and media informed of the campaign’s development. This has involved a wide range of communications activities from interviews, press releases, social media and letters, including some very high profile endorsements from personalities such as Nicola Benedetti and Alexander Armstrong.