PRIDE AWARDS 2006/07: The midlands

From the University of Birmingham to pet charity PDSA, we present the best in campaigns from the Midlands.

Winner: The Bright Consultancy
When Foot-Fall, a provider of retail statistics, wanted to tap into World Cup fever, Bright seized on research showing that shopper numbers grew by ten per cent before England matches, and fell by five per cent during them. For comparison, it also gathered statistics from Spain, France and Italy. An exclusive with Media Week was struck, and nat­ionals including The Times followed it up.

Winner: University of Birmingham

University of Birmingham

Founded in 2001, the University of Birmingham’s Communications Office has grown from four to 17 staff in the past five years, co-ordinating everything from VIP invites and internal comms to media enquiries. In the past year it achieved more than 700 national news stories, 35 university events and a strategic alliance with the BBC when it hosted director-general Mark Thompson’s Baird Lecture.



The press team is now split into themed desks, including health, technology, environment and nature, social affairs/crime, arts and corporate and student affairs.

Highly Commended: PDSA

Raising the profile of PDSA helps meet the pet charity’s £38m expenses bill for treating the 4,500 animals that it sees each year. In 2006 the team organised the opening of the new PDSA PetAid hospital, launched the Pawtraits 2006 calendar, promoted National PetCheck Week and produced columns for the Manchester Evening News and Newcastle Evening Chronicle. Results from 2005 show there was a 19 per cent increase in nat­ional press coverage and a 52 per cent increase in magazine coverage. Radio coverage rose by 13 per cent, while TV coverage was up 24 per cent.



Winner: Neon Communications

Neon Comms

In 2006 three-year-old (and three-person) Neon Communications enjoyed its most successful year to date, including launching and promoting FILM Birmingham, the city’s first office to build Birmingham’s reputation as a centre for film and TV production. It followed this up by organising the premieres for The Road to Guantanamo and British comedy Confetti. Founded by former Willoughby PR staffer Ruth Ward, Neon’s other clients include Birmingham City Council, English Partnerships, Channel 4’s IDEASFACTORY and



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