Newport Unlimited is Wales' only urban regeneration company, and is charged with promoting the best of the city, especially as it prepares to host the 2010 Ryder Cup. Since 2004, Freshwater has been in charge of a diverse range of responsibilities, from running press events illustrating how redevelopment is taking shape, to minimising any local cynicism, galvanising support and presenting the city to potential investors. Last year it created 21 million opportunities to see, garnering coverage in The Guardian, The Daily Telegraph, and key trade titles Property Week and Retail Week.
What the judges said: ‘A well-researched campaign that successfully targeted its media activities to meet the objectives in its brief.'
TEAM OF THE YEAR (In-house)
Winner: Farmers' Union of Wales
Just four press relations specialists look after the interests of 11,000 members of the Farmers' Union of Wales, covering everything from bovine TB to arranging breakfasts with officials from the European Commission. The union averages 30 TV and radio spots a year, and generates cuttings worth up to £23,000 per week in terms of AVE.
What the judges said: ‘A very productive small team, which delivers a busy and effective media relations programme.'
TEAM OF THE YEAR (agency)
Winner: Golley Slater
In 2006 the 12-strong Golley Slater team in Wales helped promote brewer Brains' sponsorship of the Welsh rugby team, the Carmarthenshire Tourist Association and the Cardiff Hoteliers' Association. Since July 2005 it has picked up more than £200,000 worth of new business and strengthened its property clients with the hire of Remax estate agents.
What the judges said: ‘This is obviously a very professional agency, which knows how to look after its staff.'
Winner: Destination Cardiff
To encourage sports fans to extend trips to the Millennium Stadium beyond the sporting events they had travelled to see, Destination Cardiff developed a ‘More than just the match' campaign. Press releases were sent to sports clubs and local newspapers as teams prepared to play at the stadium. The Cardiff Visitor Centre phone number was mentioned in the majority of radio interviews and the campaign resulted in a 17 per cent rise in queries.
What the judges said: ‘Good coverage and an excellent increase in phone enquiries between the football months.'