Pride Edinburgh is Scotland’s longest-running pride event, celebrating diversity and inclusion of the LGBTQIA+ community.

Following 3 years away due to the pandemic, Monumental were challenged with the task of generating the buzz around the event. As the main sponsors of the event, we were engaged to ensure that the attendance levels were higher than the previous years by introducing a well-thought-out PR strategy. 

Another added challenge to compete with was a train-strike happening on the same weekend, impacting turnout.

Over the last 5 years we’ve had the absolute pleasure of also supporting pro bono causes that bring joy to our communities, such as sponsoring Pride Edinburgh. On average we donate around £100,000 every year in marketing and PR services to charities and community groups that align with our values.

Monumental’s CEO & Founder, Jamie Love, has 10+ years of experience in online acquisition and startup growth marketing – Jamie’s dedication is complimented with his activist work in the LGBT community – a cause he holds close to his heart. Helping members of the LGBT space in their professional journeys was one of the main motivations behind the forming of Monumental.

The objective for our Pride Edinburgh campaign was to share the importance of Pride Edinburgh after 3 years away from the pandemic. Not only did this gain traditional online and print attention, but broadcast media also helped to share the message far and wide – 2 TV interviews were secured on Sky & GMB News, with a radio interview on Forth1.

With the train strikes generating lots of headlines, we were also working proactively to steer the narrative in a way that showed how Pride Edinburgh would happen regardless, showing resilience and determination from the LGBTQIA+ community.