PRWeek UK Awards Winners 2016: Culture, Media, Sport & Travel

'Kids' Takeover' by Kaper for English Heritage took the top prize by putting children in charge of the campaign.

Question: how do you make historical sites come alive for the newest generation? Answer: put a youngster in the driving seat.

Eight-year-old Thea Hunt was chosen from among 531 entrants to become English Heritage’s first child executive officer (CEO), to bring imagination and ingenuity to its £50,000 summer campaign. Among the activities featured were training to be a Roman gladiator at Hadrian’s Wall and playing ‘beyond the ropes’ at Stonehenge – the first time that this been allowed for a campaign.

The result was a 21 per cent uplift in family visits in the week after launch and a 37 per cent increase year on year.

Judges’ comment

An exceptional campaign that brings joy to the subject matter


Highly Commended 

Show Your Stripes: moving the goalposts for how Premier League clubs launch kits – Mischief PR for Southampton FC

Finalists

O2 Wear The Rose – Hope&Glory PR for O2

Switching Saddles – Pitch for Betfair 

Virgin Holidays Treehouse – M&C Saatchi PR for Virgin Holidays 

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