The Ocean Gateway Challenge by Hatch Communications
Property company Peel Holdings asked Hatch to launch its Ocean Gateway concept, a £50bn regeneration and redevelopment of the Manchester Ship Canal corridor, which stretches from central Manchester to the Liverpool docks.
Hatch persuaded Peel's development director to swim the entire length of the Manchester Ship Canal for charity. The launch event was staged on a specially chartered ferry that followed his route down the canal.
The event generated more than 65 pieces of national and regional media coverage and the swim was completed in 19 hours over two days. The ferry event launched the Ocean Gateway concept and was attended by more than 280 key opinion-formers and staff on each of the two days.
BEST USE OF MEDIA RELATIONS
Pie maker Holland Pies asked Bluestorm to turn negative PR surrounding the decline of the quality of its pies and puddings into a positive for the business. The PR team suggested recruiting a 'pie panel' of amateur pie enthusiasts who could work with Holland's team to improve the quality of the products. The idea was picked up by more than 30 national newspapers and many local radio and TV stations, and by BBC News 24. Within hours, Holland's Pies were inundated with applications for the panel. Bluestorm suggested the final panel be chosen via a 'Pie Factor'-style competition, auditions for which generated a second wave of media interest. The Pie Panel is now in place with representatives from every geographic region in the North West of England. Holland also saw a surge in sales and is on target to reach its objectives.
BEST WEBSITE OR MICROSITE
CluedupinHull.com by Hull City Council
The site is aimed at children and young people in two age groups: 12 and under, and over 13. Prior to the launch of the site the council found it difficult to reach young people in the city. By working with hundreds of young people on every stage of the site, from identifying needs to the production and testing of the site and every stage in between, the site now delivers reliable, trusted information to children and young people. It covers health, staying safe, lifestyle, education and making a positive contribution. Since its launch the site has had more than 13,000 visits and is about to go into a second phase to broaden content and add interactive features.
OUTSTANDING PR CONSULTANCY
Cicada PR rebranded in 2007 with the aim of repositioning itself as a full-service communications agency. Its public sector client work has increased by 15 per cent since 2006 and spend on staff development has doubled.
OUTSTANDING IN-HOUSE TEAM
The dedicated press office of four covers the whole of Yorkshire, targeting 4.9 million customers.
The team used its strong relationships with journalists to achieve 89 per cent positive coverage in a six-month period.