The Big Lunch by Golley Slater
Golley Slater Scotland was charged with increasing national awareness of, and participation in, The Big Lunch, which encourages people to have lunch with their neighbours. Using celebrity chef John Quigley and TV personality Carol Smillie to launch the campaign, PR was the driving force behind the 200 per cent rise in participation compared with 2010, with 60,000 people involved.
Outstanding in-house public relations
The winning entry clearly demonstrates new ways of working adopted by the Scottish Enterprise team, following a major restructure.
The strategy and guiding principles of the team ensured a focus on activities that would have the greatest impact on the brand's reputation, with the team showing it had changed focus.
The launch of an online media centre was a smart way of managing media and stakeholder relationships more effectively. In 2011, high-impact articles accounted for 27 per cent of all coverage, an increase of ten per cent on the previous year.
Outstanding small consultancy
Wave PR has exceeded its annual growth targets over the past three years despite challenging market conditions, through its strategy of working with a network of expert partners.
Wave's Whisky - It's Not Just For Drinking campaign positioned the drink as a viable and lucrative investment opportunity. It delivered clear and measurable results, including a 79 per cent increase in international buyers at the quarterly Scottish auction house McTear's. Wave, which has introduced sport, media and digital divisions in response to industry and client demands, continues to work with high-profile clients including Shell.
Get Oan Yer Bike by Smarts
Pedal for Scotland is Scotland's biggest annual bike ride. It is held between Glasgow and Edinburgh and attracts thousands of cyclists. Despite its popularity, Smarts was asked to raise more awareness of the event and encourage people to make cycling part of their everyday lives.
Partnering with Scotland's most-read newspaper, The Scottish Sun, helped to gain media coverage such as a training diary feature with columnist Kaye Adams.
In addition, regional case studies and media coverage on the day helped to secure further exposure.
The campaign achieved great results, with almost 10,000 participants - a 23 per cent increase on the previous year. As a result of the campaign, more than £250,000 was raised for the official charity partner, Maggie's Cancer Caring Centres.
The objectives were part of a long-term ongoing campaign. Of particular interest was the audience segmentation and an acknowledgement that different messages were required for different groups.