BEST USE OF MEDIA RELATIONS
Gold Award: Bewilderwood, by Jungle Public Relations
Described by the judges as ‘an excellent campaign’, Bewilderwood, a 50-acre adventure park featuring magical treehouses and characters, opened in May 2007. Journalists were introduced to owner Tom Blofeld with an editorial pack including a copy of his book, A Boggle at Bewilderwood, along with quirky facts about the park such as how many logs were used, the longest ‘zip wire’ and the tallest tree house. A press launch was attended by more than 750 journalists from travel, regional and national press. More than 6,000 people attended during the first week of opening, exceeding initial visitor targets of 600 per day.
The judges said: ‘An excellent campaign that achieved outstanding coverage across national and regional press, enabling Bewilderwood to smash its visitor targets for the first week of opening. A 90 per cent press launch attendance figure is a true testament to the quality of this outstanding campaign and this unique tourist attraction.’
Plugholes need love too, by Project PR
Challs International manufactures the Buster brand of drain-clear and sink-freshening products. ‘Plugholes need love too’ was developed to raise awareness of the brand among women aged 25 to 44. Plughole Care Week in July provided a focal point, with a tie-in to international organisation Samaritan’s Purse’s ‘Turn on the Tap’ clean water campaign to boost the brand’s ‘caring’ credentials.
Sales are up 50 per cent on 2006, and new listings in 2007 will deliver in excess of £1m this year.
‘A well planned and fully integrated communications campaign. The creative content allowed a sustained volume of communications output that resulted in widespread appreciation of its client’s projects,’ said the judges.
Gold Award: Fostering Norfolk’s Future, by Norfolk County Council
In 2006 Norfolk needed to find 40 new foster carers to provide safe homes for a rising number of children, particularly teenagers, ethnic minorities and siblings. The profile of a typical foster carer also needed to change as there was a lack of available younger couples and ‘empty nesters’ in their mid-fifties.
‘Fostering Norfolk’s Future’ asked potential foster families to help turn a child’s life around, while making sure they were aware of all the issues and checks involved. An initial photocall resulted in coverage in local newspapers across the county, and the Norwich Evening News ran a week-long series of fostering features. High-impact posters and information leaflets were supported by an hour-long discussion on BBC Radio Norfolk resulting in hundreds of enquiries from families.
Gold Award: Norfolk & Norwich University Hospital Trust
NNUHT’s communications team is so successful that it has now been now been given responsibility for marketing, as well as PR. Amongst its innovations are web-based freedom of information log, which has been adopted nationally as best practice. The judges said: ‘This small communications team handles a high level of media interest while also planning and implementing successful campaigns.’
OUTSTANDING PR CONSULTANCY
Gold Award: Mosaic
In the past three years Mosaic has seen fee income rise 41 per cent, with a three-fold increase in new media training business. The judges said: ‘It was good to see socially responsible behaviour being delivered from a company of this size, and there is clear evidence of ongoing service development, using new technologies and skill areas.’