PRWEEK AWARDS 2003: Corporate & Public - The Rio Graphics Award - Corporate Publications

For the past few years, fashion designer Nigel Cabourn's designs have enjoyed success across the UK, the US and Japan. Recently, however, his performance in these markets has slowed considerably.

To provide a new impetus to his work, Cabourn drew inspiration from vintage, sporting and leisure themes, and developed an interest in mountaineering clothing styles.

The Ascent of Cabourn, a fashion book containing his new designs and based on the original publication by John Hunt entitled Ascent of Everest, was the turning point for his return to fashion.

Cabourn's book was produced in the style of Hunt's original for the Edmund Hillary expedition, and the cover was deliberately given an archaic design, to give the book an authentic, period feel.

Karol Marketing identified an opportunity to launch the collection in Japan - historically Cabourn's biggest market.

This year also marks the 50th anniversary of the successful ascent of Everest by the now Sir Edmund Hillary and Sherpa Tenzing, as well as the 250th anniversary of the mapping of the world's highest peak. Karol Marketing used these as hooks for media activity.

One hundred copies of The Ascent of Cabourn were sent to the international media, and 300 copies to buyers, designers and brand managers. A further 1,700 copies were printed for distribution with sales of clothing.

The booksleeve was sent out as a teaser prior to publication, but otherwise a low-key approach to PR was adopted to create a sense of demand. This culminated in huge interest from trade media and buyers.

After the launch of the collection in Japan, Cabourn left with a full order book. Coverage generated by the campaign reached a potential audience of more than 810,000 fashion buyers, retailers and clothing brands such as Barbour, Coca-Cola Clothing and Levi's jeans in Japan, the UK and the US.

Using the book as a mailer generated enquiries from DKNY, Levi-Strauss UK, Marks & Spencer, BMB Group and D2 Jeans.

COMMENDED - CITY NEWS; BRIGHTON & HOVE CITY COUNCIL

Tired of having its free publication referred to as 'council propaganda', Brighton & Hove City Council ditched the newspaper format of City News and went for a feature-based, monthly-magazine approach.

Editorial content moved away from local government politics, and the newspaper team asked residents what they were interested in reading about.

This was a radical departure for City News, which is written and designed entirely by the in-house communications team. The features cover waste, transport, environmental issues, education and culture.

Each edition has a theme relevant to the community, and includes human interest features involving local people. Frontline council staff are featured on the back page.

Out of 1,000 citizens polled, 42 per cent said they always read it, 30 per cent said they sometimes read it, and only 12 per cent said they never read it.

FINALISTS
Diageo Annual Review
Diageo
Teachers on Teaching
General Teaching Council
PR21 The Journal
J Sainsbury
Team Safeway
Safeway
Focus
Swiss Life (UK)