CIPR Pride Awards 2010: North West - Good deed by Rooneys

Pub staff masquerading as Wayne Rooney score a hit in the North West region.

Crisis Communications

Manchester Airport

When the volcanic ash cloud closed airspace in April 2010, Manchester Airport's in-house PR team was immediately faced with media interest from all over the world.

The PR team invited media to the site, where they remained for seven days. Manchester Airport had a high media profile throughout the closures thanks to openness with the media. The PR team also had to keep passengers informed and was instrumental in arranging for additional parking charges for stranded passengers to be dropped.

The airport's Twitter feed was also praised by the media and its 8,000 followers.


Stockport Council

The team at Stockport Council has delivered all its campaigns on time to a minimal budget allocation, strengthened the council's branding and image, has a 70 per cent hit rate in local media for press releases, and has embraced social media. It also helped Stockport Council achieve a four-star award, the highest possible.


Flood work in Warwick Road by United Utilities

United Utilities in Carlisle had to install new sewer pipes into one of the city's main arterial roads, meaning it would be closed for months at a time. A project liaison engineer was appointed to guide comms and consultation with residents, businesses, motorists and stakeholders. The full programme of liaison included exhibitions and presentations, a drop-in centre, PR and media campaign, radio advertising, a dedicated website, educational visits and grants, and funding for major community investment projects.

As a result, disruption was kept to a minimum and there was just one formal complaint.


Call me Rooney by Powell Communication Consultants for Clover Taverns

To generate publicity for Clover Taverns pubs during the World Cup period, Powell Communications Consultants had the entire roster of bar staff change their name by deed poll to Wayne Rooney. Pub managers changed their names to Fabio Capello.

Staff wore printed T-shirts and Rooney masks during England games. The launch release was sent out on 31 May, ahead of the England squad being named. The team kept the campaign going with human interest stories. The campaign was covered by national and international media, and saw sales at Clover Taverns increase by more than ten per cent compared with the same period in 2009.

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