PUBLIC RELATIONS AWARDS 2000: Craft - The Colophon Award. Best Internal Publication

WINNER

WINNER

Superdrug Star magazine

Lexis PR

Star is the internal staff magazine for high street chain Superdrug. It was revamped by Lexis, which has been the company's retained agency since 1992.

A team of five at the consultancy was given the task of relaunching the bi-monthly title to make it more reader-friendly, impactful and entertaining for a predominantly female readership.

'Fun' was very much the operative word, and Lexis, on a pounds 19,000 per edition budget, set about creating the magazine to mirror Superdrug's mission statement: to be its customers' favourite health and beauty store - 'loved for its value, choice, friendliness and fun'.

A total re-design of the magazine was carried out by Lexis Design to give the publication a glossy women's magazine look. Regular features include hints and tips on health and beauty, cosmetic and pharmacy news, celebrity health and beauty gossip relevant to readers' jobs.

The magazine, originally called Buzz, was renamed Star, 'the magazine for Superdrug people', to reflect the company's new starfish corporate identity. The front cover is used to reinforce retail themes and make connections with seasonal merchandise. Celebrity photos are used whenever possible to establish the credibility of the publication.

Star previews forthcoming retail events and the editorial and visual layout is intended to ensure staff are engaged and interested in a given subject before receiving point-of-sale material from head-office.

The editorial message establishes dialogue with readers, and features illustrate a united staff front in delivering the company's mission to customers. The content includes coverage of stores nationwide and competitions.

A survey showed the new 'real magazine' look and feel was well received with 73 per cent of staff saying they liked the publication and wished to receive it. Eighty-six per cent re-read the magazine at work or took it home for other family members to read. And 96 per cent agreed it was a good source of information.



COMMENDED

Bass Brewers' First Choice magazine

Golin/Harris London

Golin/Harris has been producing Bass Brewers' bi-monthly tabloid newspapers for some years, but the advent of electronic communications highlighted that the newspaper carried old news. The agency suggested that the company's intranet, Brewernet should be the main vehicle for internal communications to some 6,000 employees. The Daily News Service replaced the newspaper and ran in tandem with a less frequent magazine, First Choice. The intranet carried news of account wins and human interest stories while the magazine focused on company strategy. A survey showed staff were almost unanimously positive about the magazine.



FINALISTS

The Bizz

Barclays



Insight

The Cancer Research Campaign



Legion Magazine

The Royal British Legion and Centurion Publishing.



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