CIPR PRide Awards 2010: Yorkshire & Lincolnshire - Brilliance of Bollywood

Approach PR is among Yorkshire's winners for its Dales Does Bollywood campaign.

CIPR PRide Awards 2010: Yorkshire & Lincolnshire - Brilliance of Bollywood
CIPR PRide Awards 2010: Yorkshire & Lincolnshire - Brilliance of Bollywood

BEST USE OF MEDIA RELATIONS

Dales Does Bollywood by Approach PR for Rendezvous Hotel

Approach PR was asked to help the privately owned Rendezvous Hotel in Skipton, North Yorkshire, to raise its profile. The PR team discovered Sunday business was slow other than for occasional Asian weddings, which were very profitable. The team persuaded the Northern Bollywood Championship - the North of England's only Bollywood dance competition - to relocate to Skipton. A media campaign used Asian couples who had married at the Rendezvous Hotel, classes at the hotel, and other local hooks such as the fact that Slumdog Millionaire writer Simon Beaufoy was educated in Skipton. The competition itself was run by Salma Zaman, who choreographed Coronation Street's Bollywood Boxing Day special.

The campaign led to the number of Asian wedding bookings taken by the Rendezvous increasing by ten per cent.

OUTSTANDING PUBLIC RELATIONS CONSULTANCY

Acceleris Marketing Communications

Since launching three-and-a-half years ago, Acceleris has built itself into one of the leading integrated comms agencies in the region. The agency has a strong public sector client base but has worked to increase its private sector work in anticipation of the current cull in public spending. The team numbers 12 members of fee-earning staff and two support staff, with a client base of more than 20.

BEST CAMPAIGN UNDER POUNDS 10K

Time Has a New Face by MCGPR for Aspiral Clocks

Aspiral Clocks are clocks with no hands that show time as a continuous spiral. The PR team was charged with launching the clocks, encouraging traffic to the website and helping establish the brand. It used social media to build up a following, and sold in features to design media and newspapers. The team also found a list of design awards for the company to enter. Coverage was achieved in The Times, Stylist, Stuff, The Independent and Icon. A listing partnership has been secured with design retailer Heals and projects are under way to create clocks for buildings such as Kuala Lumpur International Airport.

BEST EVENT

Lucky in Love at Beverley Racecourse

Lucky in Love was launched to attract a new generation of racegoers to Beverley Racecourse, and increase footfall. The idea behind the social networking event was to 'match' racegoers, and each participant was given a padlock or key to wear around their neck, and set the task of finding their match. This encouraged the crowd to interact while enjoying the horse racing. High profile partners such as Beverley Polo Club, Hull FC Rugby Club and local hotels offered prizes to couples who had matched their padlock and key.

The event generated coverage in local press and on regional radio stations, and regular updates were put on Facebook and Twitter. As a result, 3,500 people attended the event.

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