CIPR Pride Awards 2007 Grand Prix: The cream of the crop

The recent CIPR Grand Prix Awards celebrated the best of the 2007 Pride Award Gold winners. Those singled out included Trimedia's Russian maps campaign and BAA Scotland's crisis comms plan after the Glasgow Airport terrorist attack.

Visit Scotland: winter white campaign
Visit Scotland: winter white campaign
MEDIA RELATIONS
Trimedia for the Landmark Information Group - Russian Maps

Landmark's 'Legend' database is the largest of its type in Europe, holding 400 million mapping and historical features. Landmark asked Trimedia to boost its reputation as the authority on digital mapping and environmental risk data.

TrimediaA recent set of maps acquired by the company included maps of the UK produced by Russia dating back to 1950.

Background research revealed the hand-drawn maps were created by Russian military intelligence to assess weakness in key cities during times of war.

So a 'spy' theme was developed, aided by Russian mapping expert John Davies.

National journalists were sent branded Dictaphones with a 'play me' message, followed by code-named invitations to a launch event, and spy kits with invisible ink pens, UV lights and a hearing device.

The campaign resulted in more than 100 pieces of coverage across TV, radio and press, creating a buzz as far afield as Russia, New York and Sydney.

More than 40 UK regional press titles covered the story, and calls were still coming in three months after launch.


CORPORATE RESPONSIBILITY
University of Essex Student's Union Feel Your Balls

Testicular cancer is the most common form of cancer amongst men aged 15-45. Incidences have increased four-fold in five decades, but the cure rate can be as high as 99 per cent.

The Essex University press team devised a campaign called 'Feel Your Balls' to increase awareness. Male captains of the university's sports teams were recruited as campaign ambassadors, and pictured preserving their modesty with relevant balls in the student magazine.

Posters were placed above urinals, and plums were handed out bearing stickers directing students to a page on the student union website.

Twenty-nine per cent of students identified testicular cancer as a key health issue after the campaign, an increase of 11 per cent from pre-campaign research.


CORPORATE COMMUNICATIONS
IAS Smarts for Maybin - building a corporate leader

Maybin Support Services is Northern Ireland's market leader in cleaning, security, hygiene and facilities management.

IAS SmartsAcquired by a management team in March 2006, it was faced with legacy issues and a low corporate profile.

Early work included one-to-ones with business editors explaining its position as one of NI's largest locally owned employers.

The new management team was profiled in a Business Eye cover feature. In little over a year, from a nil base, there were 172 media hits (with the article's tone positive in 98 per cent) in key NI and Republic of Ireland titles.

Business Eye voted the CEO one of NI's Top Ten Business People in January this year, and Ulster Business voted him into its NI Corporate Elite in the same month.


CRISIS COMMUNICATIONS
BAA Scotland - Terror attack on Glasgow Airport

At 3.11pm on June 30 2007 Glasgow Airport was attacked by terrorists. Eyewitness footage from the mobile phones of passers-by appeared on television within minutes, and the attack was front-page news around the world.

By 3:20pm a crisis communications plan was in action. The BAA Scotland communications team worked round the clock to keep media and stakeholders informed and reassure passengers.

Positive reports highlighted the fact Glasgow was safely back in business within two days.

Glasgow Airport was recognised for its efforts in a statement from the Queen.


VISIT SCOTLAND: WINTER WHITE CAMPAIGN
January to March is traditionally a quiet time for Scottish tourism, so VisitScotland created an integrated 'white' themed campaign to attract visitors to Scotland during the winter season.

Visit ScotlandStrategy was based around the Scottish Snowdrop Festival, which created and promoted events at gardens, castles and estates around the country.

Media relations, direct mail, on-pack promotion and ambient advertising promoted 'white' things to see and do.

The media relations programme generated coverage with a total reach of 5.8 million people from more than 70 stories, including a front-page photo story in the Glasgow Herald. The Winter White website exceeded its target by over 60 per cent, with 49,000 visits.

Half of people surveyed said they had been influenced to take a winter break in Scotland, and the Snowdrop Festival resulted in more than 66,000 visits to gardens and £92,000 additional revenue.

Hotel occupancy for January and February 2007 was two per cent higher than the previous year, with a four per cent rise in March.

THE OTHER WINNERS
Not-for-profit: Spinoza Kennedy Vesey Communications PR North West

Internal Communications: PricewaterhouseCoopers Yorks & Lincs

Business and Trade: Primal PR Thames & Chiltern

Community Relations: RCT Homes Wales

Public Sector: Golley Slater PR Yorks & Lincs

Low Budget: Bray Leino PR West of England

Consumer Relations: Brazen Public Relations North West

Integrated Communications: VisitScotland Scotland

Best Use of New Media: Yorkshire Water Yorks & Lincs

Best Use of Photography or Design: Joseph Priestly College Yorks & Lincs

Best Newspaper or magazine: West Midlands Police Midlands

Best Publication: University of Southampton Home Counties South & Wessex

Best Leaflet: Cardiff Council Wales

Best Website: Lancashire Constabulary North East

OUTSTANDING IN-HOUSE PUBLIC RELATIONS TEAM
Northern Ireland Commissioner for Children and Young People
Stories generated by NICCY's team of three have appeared in every newspaper and broadcast station in Northern Ireland on subjects from Asperger's syndrome to bullying and young people's services. The team answers 80 per cent of media enquiries within two hours and ensures the voice of children is heard.

The Northern Ireland judges said the NICCY team demonstrated a great return on their investment in PR.


OUTSTANDING SMALL CONSULTANCY
Artisan PR
Artisan PR was formed in 1999 by Yvonne Bruce and Karen Finlay, who manage all aspects of the business.

Its unique approach has won it a string of industry awards and an impressive list of retainer and project clients in the food, tourism and retail sectors. Its ability to deliver creative and effective campaigns has been reflected in strong growth.

OUTSTANDING PUBLIC RELATIONS CONSULTANCY
Tricker PR
In the five years since it launched, Tricker has grown from a one-man-band to a 12-strong team, of which no member had previously worked in a PR agency. Turnover has multiplied tenfold since year one and continues on an upward trend.

When Tricker won the Scotland Pride award, the judges were impressed with the agency's creativity and passion.

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