PRide Awards: Masters of the Midlands

We continue our journey around the UK, paying tribute to agencies’ regional successes. This week, the Midlands

The CIPR PRide Awards have become an important signature of PR success in the Midlands since their inception, and this year is no different. 

A record number of entries to the 2005/06 CIPR PRide Awards has helped to reinforce the importance of excellence within the industry.
Regarded as the UK's regional PR 'Oscars', they are an excuse for everyone linked with the profession to blow their own trumpet as well as their clients'. They also enable fellow professionals to spread the lessons learned from the most successful PR practitioners in terms of their skills, achievements and innovations.
 
The quality and calibre of work being handled outside London is
encouraging more organisations to think regionally first, and fuel the expansion of the PR profession in both the East and West Midlands.
Congratulations to all of this year's winners and a special thanks to everyone who entered.

Claire Oliver
Chair
CIPR Midlands region



The CIPR PRide Awards 2005/6

Midlands Final Results

Use of Photography, Design or New Media

GOLD
Warwick University
Warwick Blogs

SILVER
The Bright Consultancy
Cable Guy

FINALIST
Derbyshire County Council
"Face of B-Line" Bus

Neon Communications
Ten4 Magazine

Seal Communications
Well Constructed!
 

Charity or Non-Profit Campaign

GOLD

PDSA
PDSA National PetCheck Week

Animal welfare charity PDSA devised National PetCheck Week after research found a fifth of UK dogs are overweight, with one in four having diseased teeth. National PetCheck Week –  offering free pet health checks – was held in September, but the veterinary press were told of the scheme in April to encourage sign-up. The consumer press were alerted in June, with a reminder two weeks before the week began. On a budget of less than £5,000, the campaign achieved 13 spots on TV, 17 on radio and coverage in numerous papers and magazines. A total of 2,436 pets received a health check.

SILVER
The Camping & Caravanning Club, National Camping and Caravanning Week

FINALIST
Hopwood, New Community Consultation

 

Integrated PR Campaign

GOLD
Derbyshire county council
Gold Card
In 2004 Derbyshire County Council replaced its OAP bus pass with a UK-wide concessionary travel card, which also offered discounts at 1,200 shops. Targeting 60-year-olds, the Gold Card launch was promoted in libraries and at roadshows. Publicity packs were sent to parish councils and local radio and press. Following the launch, 160,000 cards were issued from a total of 180,000 people eligible.

SILVER
Willoughby PR
A Place to Chill

Miller Homes' USP as a 'a place to chill' was trialled in shopping centres using chill-out zones and leaflets. Tracking showed two visitors bought homes from it.

Wyatt international
The Burning Question

A launch showing the durability of Saint Gobain Pipelines' iron pipes generated £1m of business.


Issues or Crisis Management Campaign

GOLD
Haslimann Taylor
Roman Chariot Track discovery

When the Colchester Evening Gazette ran a story that property developer Taylor Woodrow might build over recently unearthed foundations of the UK's only Roman chariot track, a crisis management plan swung into action. Haslimann Taylor worked to establish lines of communication with the local paper and the Colchester Archaeological Trust, and also briefed Taylor Woodrow bosses to talk to local TV and radio. Extensive, accurate details of the real story followed, resulting in an hour-long programme with Channel 4's Time Team.

SILVER
Carillion plc
Target Zero

FINALIST
McCann Erickson
One Size does not Fit All

The Bright Consultancy
3mm Tread Carefully


Business to Business Campaign

GOLD
The Bright Consultancy
Countdown to Christmas

SILVER
Citigate Smarts Birmingham Ltd
The Usual Suspects

FINALIST
Hopwood
New Life for Link Finalist

 

Community Campaign

GOLD

Willoughby PR
Silverdale New Vision

Regeneration agency English Partnerships wanted to raise public awareness of the redevelopment plans for Silverdale Colliery, north Staffordshire. Willoughby PR produced pamphlets, an exhibition and tie-ins with local radio stations, including BBC Radio Stoke, to get the message across. A 'Silverdale New Vision' strap was developed and a 'drop-in' day for the public to speak directly with the project team was arranged. Willoughby secured a major coup when Chancellor Gordon Brown turned up. Four hundred people visited the exhibition, and a total of 180 feedback forms were returned.

SILVER
Derbyshire County Council
Are You Old Enough

FINALISTS
Solihull Leisure Services
Solihull Active

The University of Warwick
The Engagement Finalist

 

Newsletter

GOLD
Derbyshire County Council
Gold Card Magazine

SILVER
Harrison Cowley
The Craic

University of Birmingham
Buzz

FINALIST
Summersault Communications
Fuseline

Vital
The Word


Trade or Technical Campaign

GOLD
The Bright Consultancy
Spot the Difference/Love Suprima

SILVER
The Bright Consultancy
The Fight Back Against Oil

FINALIST
The Ceres Partnership
European Launch of the MEI Cashflow ™7900

 

Use of Internal Communication

GOLD
Carillion plc
The Carillion Way

Derbyshire County Council
It's Your Shout


Consumer Campaign

GOLD
The bright consultancy
The ITCH Campaign
Carpet cleaning machine maker Vax scored a hit with the press when it invented ITCH (the Institute for Total Carpet Hygiene). The initiative set out to highlight the forest of larvae, insect legs and bacteria lurking in the nation's dirty carpets. The survey supported the launch of Vax's latest model. Coverage appeared in the Daily Mail, Sunday Express, Daily Mirror and  Woman's Own

McCann Erickson
Gift of the Gas

To reposition Calor as enabler of al-fresco barbecues, McCann Erickson joined with Childline to promote sponsored BBQs, with all proceeds going to the charity.

Seal Communications
Can You Repeat That?

Decibel readings of everyday sounds revealed how easily hearing is damaged and can affect the young.

FINALISTS
Citigate Smarts Birmingham Ltd
Bavaria Sticky Wicket

Liquid PR
Don't be as pressured as the manager

 

In House Campaign

GOLD
University of Warwick
Launching the University of Warwick in London

SILVER
University of Warwick
Warwick Blogs

 

Public Affairs/Lobbying Programme

No entries


Corporate and Financial Campaign

GOLD
McCann Erickson
IBB - A New Kind of Bank

 

Public Sector Programme

GOLD
Vital RIDO
Think Big
Vital was charged with providing Rotherham Metropolitan Borough Council's small business support arm, Rido, with a 'brand presence'. Research showed that most entrepreneurs think starting their own business is a huge decision to make, so Birmingham-based Vital created the 'think big' moniker, highlighting the support that Rido can provide for the ambitious businessman. Case studies of successful businesses were sourced, and new marketing materials (including bespoke photography) were used to target the media. In the 12 months between 2004/05 Rido created 1,271 new jobs, an
80 per cent increase compared to the same period the previous year.

SILVER
Derbyshire County Council
Quids
In?
Benefits advice sent to 115,000 deprived households enabled £12m to be given back to claimants.

FINALIST
Solihull Leisure Services
Solihull Active

 

Relationship Management Programme

GOLD
Harrison Cowley
Land Rover Dealer PR

SILVER
McCann Erickson
Warin Plastics UK


Low Budget Campaign

GOLD
Leader Communications
Schools to teach teenagers how to be active and healthy

SILVER
Haslimann Taylor
Love is...The Arriva Love Bus

Haslimann Taylor
Rallying for Charity

Tonic Public Relations Ltd, "Climb at Creation"
For Creation Climbing Centre Ltd

FINALISTS
Derbyshire County Council
Governor Recruitment Drive

Derbyshire County Council
"Yuk"

Neon Communications Ltd
Rolling Stock Short Film Festival

VitalBanks's Now Y'am Talkin

Willoughby PR
Dairy Diary 2005
 

Best Use of Media Relations

GOLD
Citigate smarts Birmingham Ltd
An Age Old Problem
Law firm Eversheds believes age discrimination will be the biggest HR issue of the next decade. When Citigate SMARTS found no-one had measured the scope of the issue in UK firms, it surveyed more than 2,000 businesses. The findings revealed, surprisingly,  that it is young people, rather than the elderly, who are discriminated against most. Coverage included CNN, Sky News, The Times, The Guardian and BBC News. A number of other HR firms have since appointed Citigate SMARTS.

SILVER
Liquid Public Relations Ltd
Sign Up For Sport

McCann Erickson
IBB- A New Kind of Bank

The Bright Consultancy
Countdown To Christmas

Wyatt International
Uni Ball


Young Communicator

WINNER
Lisa Ridgway
Vital


Small Team/Sole Practitioner

WINNER
Midland Fertility Services
The PR team at Midland Fertility Services (MFS) – the Midlands' longest running fertility clinic – has continually reaped news coverage by making the most of major announcements from the centre. The team ensures they stay abreast of any significant anniversaries or events at MFS that could create a story.

Over the past few years these have included promoting the birth of the UK's first 'frozen egg' baby, born in 2002, and celebrating the 3,000th baby born after treatment at the centre in 2004.

Most recently, the press team celebrated the birth of the UK's first 'frozen egg' twins in August 2005.

The team is even headed up by former clinic patient, Jill Anthony-Ackery, who joined MFS in 2004. She brings with her 15 years' in-house and consultancy PR experience.


The PR Team of the Year

WINNER

Citigate Smarts Birmingham Ltd
Consultancy

FINALIST
Haslimann Taylor
Consultancy


Grand Prix
The Bright Consultancy
Countdown to Christmas Winner

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