North West & Midlands CIPR PRide Awards: Campaign champions

Best campaign £10K or under (North West)

Express Yourself by Weber Shandwick North

The PR team at Weber Shandwick North was asked to create a campaign that would generate coverage for Express Yourself, an interactive dance exhibition. A timeline was developed that included a partnership with a local dance group, a competition to find the North West's most embarrassing dancing dad, a dance to entertain passengers at Manchester Airport, and a dance routine dedicated to the city of Salford. The campaign generated more than 70 pieces of positive coverage, and drove consistent footfall throughout the exhibition.

Best consumer public relations (North West)

A Global Monopoly by Brazen PR

Hasbro wanted to show the global appeal of its classic game Monopoly following an international voting exercise to build a new board based on the most popular national towns and cities. Brazen coined August 27 2008 as World Wide Wednesday, the highlight of which would be a Guinness World Record for the largest simultaneous game of Monopoly. Celebrity fans and patriots of the board were sent early copies and encouraged to come forward for photocalls. In total 27 organised events took place in 21 countries, with the UK leading by example with an event for more than 3,000 people in London's Covent Garden. Pre-orders for the new edition exceeded targets in all markets.

Public sector (Midlands)

The Big Drink Debate by COI

The Big Drink Debate was organised to raise awareness of excessive alcohol consumption and to help reduce the number of alcohol-related hospital admissions.

PR activity supported an advertising campaign that used crime-scene imagery of a white chalk outline of beer and wine glasses. This was replicated at roadshows across the region and a call to action website was set up and included in all press notices and interviews. Surveys were also carried out with members of the public, which generated media coverage. The COI's strategy achieved all PR aims and there were more than 2,500 visitors to the website in the first six days of the campaign.

Best use of media relations (Midlands)

Launch of the Castle Dungeon at Warwick Castle by Willoughby PR

To launch the Castle Dungeon, Willoughby used a countdown campaign with stories including scared builders refusing to work. Journalists were 'dared' to visit and a VIP launch was set up, with guests sent blood-spattered invites in the style of a court summons. The campaign also used social media, video, and live events with 'escaped' plague victims. The campaign secured 125 hits and footfall exceeded targets by up to 73 per cent.

Outstanding in-house team (North West)

Cumbria County Council

The multi-award-winning team at Cumbria County Council deals with 1,200 media enquiries each year and 92 per cent of local journalists rate the service as good or excellent.

Outstanding PR consultancy (North West)

Brazen

Last year, Brazen relaunched as Brazen World with two additional revenue streams in digital PR and events. It is on track to triple net profits in 2009.

Outstanding in-house team (Midlands)

Staffordshire County Council

The team at Staffordshire County Council has grown from being a back-office support service to having a voice and influence at the top table.