Pride Awards 2006/07: Champion PR campaigns

PR Week UK, Wednesday, 08 November 2006, 7:00pm,

A great idea superbly executed and an anniversary that changed lives were two of this year's top campaigns.

GRAND PRIX
Winner: TAS Communications

Despite being just three years old, PR and marketing services company TAS Communications saw a 214 per cent rise in turnover during 2005, from £350,000 to £1.1m.

This year the Beverley, East Yorkshire-based company is on target to hit a turnover of £2.5m thanks to high-profile clients including Norwegian oil and energy company Hydro, with which it has a three-year brief to communicate the Langeled pipeline that runs between Norway and the UK east-coast village of Easington.

Other clients include BP and Humberside Airport, as well as the councils of Halton Borough, Kingston, North East Lincolnshire, and South Bedfordshire District.

What the judges said: ‘TAS successfully developed and executed campaigns that engaged with the local community and generated positive media coverage.'

SMALL TEAM
Winner: Quest PR

Quest has achieved the triple, having won the best small team award for the third year running. In the last year alone, the Harrogate agency scooped 20 new clients , including Business in the Community, with a total fee income of £174,000. All but one came through referrals and its work highlights include getting the Pontefract Liquorice Festival onto Richard & Judy. Each member of staff has a £1,000 pa training budget, a six-monthly appraisal, and their birthday off. Between 2003-2006 it donated 50 days to pro bono activities.

What the judges said: ‘Clear objectives, well articulated against measured goals.'

LOW BUDGET
Winner: Lucre

When Leeds University's Thermodynamics department announced an attempt to break the Guinness World Record for the longest paper plane flight, Lucre hit on an idea for low-cost client Jet2.com. A competition to find the perfect paper plane was launched, featuring Jet2.com's CEO Philip Meeson. Coverage included a six-minute spot on BBC Breakfast. Next day Jet2.com's sales were 3.1 per cent up compared with a normal Thursday.

What the judges said: ‘Great coverage illustrates the power of a good idea.'

NOT-FOR-PROFIT
Winner: Harrison Cowley (Leeds)

To celebrate the tenth anniversary of the NHS Organ Donor Register and boost those carrying a donor card by an extra million, Harrison Cowley staged a 100ft photocall over London's Trafalgar Square. It gained 32 TV and 40 radio spots as well as blanket national media coverage. The Organ Donor line received 20 times its normal rate of calls and the ‘one million challenge' was met three weeks ahead of schedule.

What the judges said: ‘A campaign that ensured no tie-in was missed.'