This month, volunteers and divers from the National Marine Aquarium’s Community Seagrass Initiative discovered an extremely rare Short Snouted Seahorse off the coast of Devon. Working with Aquarium experts, the McKenna Townsend team prepared a comprehensive press release and media briefing, to position the discovery at the forefront of the news.
Once a common UK marine species, in recent years there has been a sharp decline in the number of wild seahorses, due to environmental changes, and it’s currently on the list of European species that require an action plan to stop decline in the UK.
To highlight the discovery and raise awareness about the vital conservation work being carried out by the Aquarium, McKenna Townsend activated a targeted media campaign, utilising its robust network of media contacts.
The resulting news achieved over 40 print, online and radio mentions across both regional and national press, reaching over five million people. Highlight pieces included features in the Daily Mirror, the Guardian’s ‘Week in Wildlife’, BBC 1 South West, The Plymouth Herald, ITV.com and Heart North Devon.
Through the support of the McKenna Townsend team, the targeted key messages had a UK-wide impact, positioning the Aquarium as not just a brilliant tourist attraction, but also a vital leader in the field of marine conservation.