Feature

PRide Awards: Pride of the principality

In association with the CIPR, we look at the best in communications practice from the agencies of Wales

November 24, 2005

Marc Evans MCIPR
Chairman, CIPR Cymru Wales
Wales represents a sector of growing confidence and achievement,
capable of offering services that compete with the best in the rest of the UK and Europe. As the economy in Wales expands, we are proud that our members are offering expertise that has helped achieve successful commercial debuts for clients in the UK and abroad.

The grant of our Charter recognises that we offer the same quality of services and integrity as other professions supplying the private and public sectors. We take our place in the knowledge economy alongside other leading Welsh industries such as broadcast, media and design.

We are also proud of the role we play in helping communicate
the messages of Wales' public sector in ways that are creative and cost-effective.

With the impending merger of most of our public sector organisations with the Welsh Assembly, it is important that this partnership still flourishes, for the continued confidence of the sector and, not least, for retaining talent in Wales.

Grand prix

Working Word Public Relations
Welsh Assembly Child Car Seat Safety Campaign
Research by the Welsh Assembly found that eight out of ten child seats were fitted incorrectly, while large numbers of adults were unaware of the dangers this posed. To tackle this, a campaign promoting free checks by road safety officers was launched to coincide with UK Child Safety Week (20-26 June). Shock statistics – which equated the force of a baby being thrown from
its seat with having a rugby scrum collapse on it – enabled local rugby photocalls to boost coverage. According to road safety officers, the number of parents seeking checks rose significantly.

Consumer campaign

GOLD

Vibe
The 'Hwyl' Campaign
Vibe devised an original plan to promote South East Wales for its client Capital Region Tourism, by creating a national debate around the meaning of the welsh word 'hwyl'. Although it is a word with no literal English translation (it is usually listed as something akin to 'honour' and 'religious fervour'),Vibe decided to give 'hwyl' an association with fun and passion. This morphed into the 'How Will You Love...South Wales?' slogan, sparking a lively discussion involving first minister Rhodri Morgan and Welsh rugby player Gavin Henson. The debate fuelled interest in south-east Wales's cultural heritage attractions and events, such as the Brecon Mountain Railway and the Hay-on-Wye Literature Festival.

SILVER

Press & Publicity BBC Wales
Pobol Y Cwm 30
Welsh soap opera Pobol Y Cwm (People of the Valley) celebrated 30 years in 2004, and was promoted with an innovative 'permission to watch' campaign.

Business to Business campaign

GOLD

Golley Slater Public Relations
RICS Wales
Chartered surveying had a relatively low profile in Wales, until Golley Slater started working for industry trade body The Royal Institute of Chartered Surveyors' Welsh branch. From 1998 Golley Slater has acted as a virtual press office for RICS Wales, using the organisation's marketing material and surveys. A news campaign to build on RICS Property In Business activity delivered regular media coverage, reaching the Welsh business community. RICS president Steve Williams (left) and RICS Wales chair Owain Llewellyn are pictured at the Millennium Stadium, Cardiff.

Best Use of Media Relations

GOLD

Brains/Golley Slater Public Relations
Making a Positive Difference to Welsh Rugby
Brewer Brains and Golley Slater kept media guessing as to the identity of the Welsh Rugby Union's new sponsor when they hung from Cardiff's Millennium Stadium a 30ft replica of the new Wales shirt with the sponsor's name obscured by a question mark.
After the name was revealed, media interest was built through a competition to win tickets and shirts.

Freshwater Wales
Taking Coverage up a Gear
Freshwater's campaign for family-owned retailer Leekes began with a practical seasonal 'What's Hot' teaser, giving journalists images and information on products and prices in time for Christmas. The campaign also had former Spandau Ballet star Martin Kemp celebrating the store's 20th anniversary while Red Dragon breakfast radio presenters modelled the latest skiwear.

SILVER

Vibe
Miss Wales 2004

Working Word Public Relations
Welsh Assembly Government Child

FINALIST

Press & Publicity BBC Wales
Pobol Y Cwm 30

Charity or Non-Profit Campaign

GOLD

Equinox PR
Starting the Debate Around Heritage in Wales
Equinox PR helped bring the National Lottery's tenth birthday
celebrations alive with a campaign encouraging people to discuss the relationship between heritage and identity. In November 2004 the BBC hosted the bilingual discussion 'The DNA of Heritage in Wales – Who do we think we are?' with four regional events taking place across the country.

Welsh National Opera
WNO at Welsh Millennium Centre
Since 1946 the Welsh National Opera has toured the UK without having a home theatre. The opening of the Millennium Centre gave the WNO a base and a chance to promote Welsh arts internationally. It devised a four-pronged campaign to launch the new season, resulting in a sell-out before its first curtain and appearances on BBC2's The Culture Show and in the national press.

Integrated PR campaign

GOLD

Golley Slater Public Relations
Operation Dragon's March
Golley Slater's approach to promoting a career in the Army was hands-on, directly involving the campaign's 15 to 24-year-old target audience in two events in the north and south of the country. Students and teachers were taken to see displays of military equipment and pictures of soldiers explaining their work were collated for media packs.

SILVER

Freshwater Wales
Marketing Rougemont Infant School
Faced with falling numbers of applications to Rougemont Infants School in Newport, Freshwater took a media-friendly approach to the revamping of the school's prospectus by turning it into a 'day in the life' account of the school, its teachers and its facilities. Parental interest was also drummed up by enlisting the help of the Principal Building Society, which handed out Rougemont flyers.

FINALISTS

Caerphilly County Borough Council
Make a Difference

Merlin Marketing and Public Relations
The Original Restaurant with Rooms

Vibe
Zushi

Community Campaign

GOLD

BT Wales/Cardiff Council
Cardiff city on the move
In July last year Cardiff Council joined forces with BT to promote a
secure wireless broadband service across the capital. The £6,000 PR campaign kicked off on 29 July with a business breakfast for 50 guests including councillors, the Welsh Development Agency, the Wales Tourist Board, local businesses and Cardiff University. BT staff demonstrated the service through a hands-on Wi-Fi clinic. Case studies on the benefits of Cardiff Wi-Fi services were sent to 600 stakeholders and media. The installation of Wi-Fi broadband at St John's Church in the city centre appeared in papers across the UK, websites and trade media. Reverand Kimber subsequently featured on radio shows.

SILVER

Royal Mail Group (External relations)
Post Office/Police Pilot
Post Offices are the fulcrum of most communities, so Dyfed Powys Police linked up with Post Offices to allow bobbies to mix with local people nearer to home.

FINALIST

Morgan Allen Moore
Substance Misuse: A community problem, a community solution

In-house Campaign

GOLD

Caerphilly County Borough Council
Make A Difference

Corporate and Financial Campaign

No nominations

Trade or Technical Campaign

No entries submitted

Low Budget Campaign

GOLD

Working Word Public Relations
Welsh Assembly Government Child Car Seat Safety Campaign

SILVER

Cardiff Council
RHS Show

Working Word Public Relations
Answering Jobs and Business Call by dialling up a new image

FINALIST

Warwick Emanuel PR
Cefn Croes Wind Farm

PR Team of the Year: Consultancy

GOLD

GOLLEY SLATER public relations
A Record of Success
A Gold winner in three categories at this year's CIPR Awards, Golley Slater has had an outstanding year. The eleven-strong firm has picked up more than £250,000 of new accounts since July 2004, including the Welsh Books Council,
jeweller Clive Ranger, Dolmans solicitors, Greggs, Cowlin Construction and Marathon Oil. The firm is in the second year of a training programme for staff and has a separate management programme in which its three account directors take part.

FINALIST

Vibe

Small Team/Sole Practitioner

GOLD

Petersens Ltd
We Make it Happen

FINALIST

Grayling Wales

Young Communicator

Nicola Louise Roberts
Warwick Emanuel PR

Use of Internal Communications

GOLD

Freshwater Wales
Getting Back on Track

Public Sector Programme

GOLD

Working Word Public Relations
Welsh Assembly Government Cihld Car Seat Safety Campaign

SILVER

Welsh Assembly Government
60+ Free Swimming

FINALIST

Caerphilly County Borough Council
Make a Difference

Public Affairs / Lobbying Programme

No nominations

Relationship Management Programme

No nominations

Use of Photography, Design or New Media