Background:

HAGS is an established global manufacturer of outdoor play equipment, designing, constructing and installing fun, safe and inclusive recreational equipment for superior yet accessible play, sport and fitness.  

With £25 million available to invest in the renewal and refurbishment of Scottish play parks, HAGS was looking to raise its reputation and position the brand as the foremost authority in designing play spaces in Scotland.

Known for our unrivalled connections with the Scottish press and our impactful coverage results, Represent was appointed as the PR agency for HAGS in Scotland. 

The Solution:

Working to a tight timescale, Represent quickly got to grips with the brand’s unique proposition, the shape of Scotland’s recreational spaces, and key challenges facing the sector.

By speaking to policymakers, influential figures within Scotland’s play plan and relevant journalists, Represent devised a strategic PR plan that would differentiate HAGS from competitors and speak to the issues facing key council decision-makers and associated stakeholders.

The Strategy:

• Researched Scotland’s play landscape and collated relevant stats on the state of play.
• Identified key messages to develop strong news lines that would resonate with the target audience.
• Devised a media list of journalists with an interest in the subject matter.
• Reached out to influential figures within the sector for background information, quotes and testimonials on HAGS play equipment.
• Produced a hard-hitting pitch for an authoritative thought leadership piece on the importance of inclusive play equipment in Scotland.
• Reviewed HAGS work in Scotland to create a press release on the impact of the brand’s play equipment on the Edinburgh community.
• Created a thorough briefing for client interviews.
• Identified family case studies who could speak on camera and share the human impact of HAGS play equipment.
• Attended press interviews and filming with the client.

The Impact:

• Represent secured six pieces of coverage for HAGS in two months.
• A feature in STV’s News at Six, broadcast on 24 March 2025.
• The coverage had an estimated total audience of 136 million.
• You can find a full report on the coverage achieved here.

“Represent offers top-tier agency services but with a personalised touch! We were really impressed with the outcome of our collaboration with Represent, particularly given the tight turnaround. The team was responsive and attentive, and understood our business needs. They delivered all key objectives on time and had an impressive, strategic approach to PR.”

Gabriella McCanna, UK Digital Marketing Executive for HAGS