CIPR Pride Awards 2010: Home Counties South - Tapping into success

Southern Water's double gongs feature among southern Home Counties' winners.

Integrated Communications

The Battle of the Bikes is Back by Cycle Woking

Cycle Woking was invited to host the final of the 2010 Tour Series sponsored by Halfords, a ten-stage professional cycling race.

A six-month campaign included posters in high traffic areas, editorial and adverts, radio coverage, banners, displays, promotions at relevant events, cinema advertising, an online viral game, leafleting and giveaways.

A 50-day countdown event was also held, with street entertainers and mascots, and a sprint race on static rollers with a £1,200 bike prize.

About 15,000 spectators attended the event, an increase of 50 per cent compared with 2009.

BEST EVENT

Chancellor Installation Ceremony by University for the Creative Arts

Designer Zandra Rhodes became the first chancellor of the University for the Creative Arts in late 2009. A ceremony was held to formalise the appointment, build relationships between Rhodes and the university staff, raise awareness of the university and engage with highprofile alumni, national and regional press. Rhodes designed her own gown for the ceremony, which generated widespread interest, and a catwalk show of students' work broke up the speeches. Models wore make-up inspired by Rhodes' gown. A brochure was designed and given out at the event. In total 282 people attended and sponsorship was secured from Marks & Spencer. The event generated 43 items of media coverage.

BEST CAMPAIGN POUNDS 10K AND UNDER

Fighting the FOG by Southern Water

Cooking fat, oil or grease (FOG) causes about 75 per cent of sewer blockages. To highlight the problem, Southern Water's comms team gave 180 packets of lard to a potter to make a 'snowman', Lardy the Fatman. Lardy was used to promote the FOG message, through the firm's website and on e-Christmas cards. Pop star Suggs, from Madness, joined the campaign and a competition was launched awarding pubs for not pouring FOG down the sink. At FOG hotspots, the PR team gave away fat-traps to turn used cooking fat into bird food. The campaign led to substantial media coverage and saw sewer blockages reduce by nearly 30 per cent.

IN-HOUSE PR TEAM

Southern Water

The PR team at Southern Water has won national awards for a campaign turning school grounds into classrooms where children can learn about the environment. Its CIPR-award winning FOG campaign has also won national acclaim. The team runs a 24/7 media service, including on Christmas Day, and deals with about 2,000 enquiries a year.

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