CIPR PRide Awards 2009 Northern Ireland Results

Corporate and Business Communications

Gold

 

• MCE Public Relations, "Optimise your cash" roadshow with Northern Bank Communications Team
  The judges were impressed with the entry’s handling of a difficult topic and one, in this economy, which would help support businesses to track cash flow in real time. The clear planning, coupled with the carefully thought out implementation, ensured that the objectives of the campaign were met. The judges were particularly impressed with the creativity of the campaign and the breadth of the tactics.
  
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Silver

 

• JPR, Ulster: Earning trust by communicating support for customers

 

Finalist

 

• Irish News, Workplace & Employment Awards

• Morrow Communications, Northern Ireland Science Park: 10 Years On

Not-for-Profit

Gold

• Ulster Cancer Foundation, Personal Everest Project
  The judges were impressed with the results that this campaign delivered, ensuring that the Personal Everest Project raised its demanding target of £75,000, given such few resources.  The judges considered the strength of this programme to be its well structured media relations programme, which proved to be extremely cost effectiveness. 
  
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Silver 

 

• Barnardo's Northern Ireland, Barnardo's NI Fostering Week
  

 

Finalist

 

• LJK Communications, Time to Deliver

 

Internal Communications

Gold 

 

• Northern Ireland Water, One Team ET Visibility
  This comprehensive programme to enhance communication and visibility of the executive management team among a widely diverse workforce was well conceived, structured and executed. Senior management participated fully in seeking to create a new sense of identity and corporate involvement, ranging from regular face-to-face  meetings, to Q&A sessions and team working days. The initial environment was sometimes challenging. Innovation included a Chairman’s blog dealing with issues and corporate priorities. An independent analysis testifies to the effectiveness of this ongoing programme.
  
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Silver

 

• Northern Ireland Water, InTouch

 

Crisis Communications

Gold

 

• Police Service of Northern Ireland, Police Service of Northern Ireland Armed Forces Homecoming Parade
  This campaign achieved its overall objectives in a very fast-moving situation and under extremely difficult and volatile conditions.  Lots of other voices were clamouring to be heard and the Police Service did well in reassuring the public and calming the situation.
  This was a well managed crisis communications plan, which covered all bases, some of which eventually were not needed.
  
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Measurement and Evaluation

Gold 

 

• Aiken PR, BT Young Scientist & Technology Exhibition
  The measurement and evaluation category, new in this year’s PRide Awards, is very important and this entry has clearly demonstrated rigorous planning, robust research and detailed evaluation. The initial desk research benchmarked the situation and allowed Aiken PR to prepare the entire campaign. The results against the objectives of the campaign were all met within the budget parameters.
  
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Community Relations

Gold

 

• Smarts, 'At the Interface' Suffolk & Lenadoon Interface Group
  The judges were very impressed with the intense community focus of this campaign, particularly in the backdrop of the sensitive area of sectarian relationships.   It drew together activities in which both groups within a small housing development could find common ground. Execution demanded a high degree of awareness around issues of intercommunity conflict. An effective media relations programme generated positive coverage. Concrete results were witnessed in the local activities, such as football matches, where the two communities met and interacted peacefully.
  
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Silver 

 

• Northern Bank, Moneyville - Bringing money management to life for young children

Finalist

• Strategic Planning, Mayfield Garden Village Community Relations

 

Public Affairs

Gold

 

• Stratagem (NI) Ltd, Stratagem fuels energy saving week success
  This was a well planned and executed programme that communicated the energy saving message to a wide number of stakeholders and audiences. Using members of the Northern Ireland Parliament proved a highly effective means of communicating to and engaging with consumers.  An impressive amount of media coverage was secured across national and local media in Northern Ireland, and created a high degree of brand recognition for the Energy Saving Trust and its work.
  
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Public Sector

Gold

 

• Translink, Translink NI Railways Londonderry Line Upgrade
  This was a well thought through consumer programme to inform and prepare local communities about rail service disruption during upgrading work.  The outcomes showed Translink to be a responsible organisation which communicated with all stakeholders, including distributing 85,000 new timetables to homes near the rail lines.
  As a result, at the end of the 13 week upgrade programme, no complaints had been received by the Customer Services Department and no compensation paid.
  
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Silver 

 

• NICCY, Hear The Cry of Youth

Finalist

• Big Lottery Fund, Big thinking consultation - something big is happening in NI
• JPR/ NI Financial Capability Partnership, Money Week 2008

 

Best campaign £10k and under

Gold

 

• Morrow Communications, Dale Farm 'Dromona - the big cheese'
  The judges were particularly impressed by the creativity behind this campaign, using the product to make life-sized sculptures of high profile politicians. The objectives were clear, and the planning and execution were delivered in a timely fashion. A raft of opportunities were arranged to get the cheese in front of the wider audience, including flyers, online promotions, competitions, stands at exhibitions, and joint promotions with established and trusted retailers. The outcome was a record number of visitors to the stand, and excellent broadcast and media coverage, including on-line. This was a well thought out campaign, delivered on a limited budget.
  
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Silver 

 

• Aiken PR, Beef Week 2009

 

Finalist

 

• Aiken PR, The Show Will Go On
• Converse Communications, Foyle Fashion Week
• Northern Ireland Water, Bag It and Bin It

 

Consumer Relations

Gold

 

• Morrow Communications, Flahavan's - Back to Porridge!
  The judges unanimously awarded the gold to Morrow Communications for a well planned, implemented and evaluated campaign, which raised brand awareness, encouraged product trial and grew market share. Strong research, well thought out strategic partnerships and a creative approach to promoting the product ensured the campaign had credibility and secured regular coverage in the time frame set. This was a leader of the pack in terms of strategy and tactical implementation.
  
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Silver

 

• Smarts, Captain Morgan TV

 

Finalist

 

• Asitis Consulting, AVOCA: Launch of the brand in Northern Ireland
• Smarts, The Bushmills Trek

 

Best Use of Media Relations

Gold

 

• Weber Shandwick, Electoral Commission Register to Vote Campaign
  This was a superb campaign which really thought about what journalists would need and how they would like information presented in the run up to the European parliamentary elections. What can be regarded as a rather dry subject was transformed into a compelling campaign which utilised stunts, strong imagery, digital and online activity to drive home key messages and achieve the all important call to action. A very well implemented campaign that impressed the judges through its thorough and creative nature.
  
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Silver

 

• MCE Public Relations, Northern Bank Moneyville

 

Finalist

 

• JPR, Ulster: Ensuring trust by communicating support for customers
• Morrow Communications, "Have Translink Smartpass: Will Travel"

 

Integrated Communications

Gold 

 

• Belfast City Council, Waste Week
  JPR submitted a very strong entry for Ulster Bank, which communicated a very positive image for the business at a time when the banking sector is experiencing real reputational threat. JPR turned the current negativity to advantage, using it to underpin the fact that the Bank stands for positive values – generating significant amounts of coverage and creating lots of positive ambassadors, which is no mean feat.
  
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Silver

 

• Northern Bank, Moneyville - Supporting financial confidence and awareness for children

 

Finalist

 

• Cactus PR & Communications, The Wedding Journal Show
• Morrow Communications, SPC - Fasttracking ICT Careers

Corporate Responsibility

Gold 

• Weber Shandwick Northern Ireland, Rushmere Uganda Schools Project 2009
  Rushmere’s Uganda Schools project is an excellent example of a cost-effective CSR initiative that engages an entire community. The judges were impressed by the way the campaign used online and social media to gain momentum, culminating in a week-long school building blitz. Weber Shandwick should be commended for achieving high profile support from sports stars and local celebrities at no additional cost, and indeed for delivering such fantastic results with minimal spend.
  
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Silver 

• Aiken PR, Active Lifestyles: McDonald's Grassroots Football Programme

Finalist

• Morrow Communications, Deloitte: Sharing our skills with our communityNorthern Bank Ltd, Northern Builds More Than Bricks and Mortar
• Smarts, LIDL Fit Factor Challenge

Best Use of Social Media

 

Gold

 

• Morrow Communications, NISP: Building an Innovation Ecosystem
  Morrow Communications campaign used a variety of social media to connect with stakeholders, develop advocates and increase awareness of and attendance at events.
  Web streaming, social networking sites and podcasts were used effectively to increase reach, and it was good to see a focus on search engine optimisation that was lacking in other submissions.A well deserving winner.
  
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Silver

• Smarts, The Bushmills Trek

Finalist

• NICCY, Young People Talking To Young People
• Smarts, Captain Morgan TV

Best Use of Photography or Design

Gold

• Cathy Martin PR (CMPR), Strike a pose: Striking Photography from Fashion Week
  The judges were incredibly impressed with the striking images produced by Cathy Martin PR to support Belfast Fashion Week. The fact that they received widespread coverage was testament to Cathy Martin’s in-depth understanding of the needs of its target media. Cathy Martin’s portfolio also reflects the aspirations and interests of their key audience. A stunning set of images created with an eye on costs for maximum exposure.
  
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Silver

• Carlton Baxter Communications, Enchanted Aisle Photo Shoot, Willow Moon

Finalist

• MX Brandcom, Friendly Saxophones
• Weber Shandwick Ltd, Electoral Commission Register to Vote Week

Best Newspaper or Magazine

 

Gold 

 

• Big Lottery Fund, Big Magazine - How lottery money is transforming lives
  The handbag sized publication, packed with human interest stories, was the judge’s unanimous choice for the gold award.  It connects with readers very effectively, looked good and fulfilled all the objectives identified by the Big lottery Fund.
  Judges felt that Big magazine would not look out of place sitting on newspaper shelves alongside the like of Chat, Now or Woman.
  
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Silver 

• Belfast City Council, City Matters

Finalist

• Banbridge District Council, The Cutting EdgeBelfast City Council, Intercom
• Northern Ireland Water, Waterline

Best Publication

Gold

• Belfast City Council, A to Z of Council Services
  The judges felt that Belfast City Council took an innovative approach to creating the A-Z guide and succeeded in making it deliver much more value to the residents as a result.
  Colour and photography were used to great effect, and the lay-out was clean and easy to follow. The council deployed superb skills in conveying corporate messages in a positive and engaging manner, and the fact that this guide is funded solely by advertising is to be applauded.
  
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Silver 

• Strategic Planning, "Extending your horizons"

Finalist

• NICCY, News To You From UsPolice Service of Northern Ireland, The Chief Constable's Annual Report 2008/2009
• Stakeholder Communications, Annual Report & Financial Statements Parades Commission for Northern Ireland

Best Leaflet

Gold 

• Belfast City Council, Essential Information If There is Flooding in Belfast
  This leaflet, with its useful fold-up format, is very resident focused. It is very clear and contains all the pertinent information that they need in the event of an emergency. Folding down to wallet size increases the chances of residents retaining the information.  Including it in an existing magazine, alongside a flooding feature, ensured it reached target audiences at no additional cost.
  
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Best Website or Microsite

Gold

• Belfast Zoo, Belfast Zoological Gardens Website
  Belfast Zoo is to be congratulated on an appealing, informative and extremely successful website. Thorough research and careful planning ensured that it meets the demands of its target audience, driving traffic to the site and raising awareness of the brand.  The judges particularly liked the interactive focus, which enables the zoo to engage effectively with its stakeholders. A superb submission and a very worthy winner. Well done.
  
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Silver 

• Northern Ireland Water, 'What Are You Doing With Water'

Finalist

• Police Service of Northern Ireland, Police Service of Northern Ireland's Website

Best Event

Gold

• Core Communications, The Giant HSBC Lions Shirt - Northern Ireland's Least Contentious Parade
  Northern Ireland’s least contentious parade shows how drive and determination can deliver a headline grabbing campaign within a tight budget. Jennifer Maguire of Core Communications is to be congratulated for planning and executing an innovative initiative, that combined PR coverage and community relations, to put her client’s brand in front of more than 1.6 million people. The judges were extremely impressed with the way in which problems were overcome and the unique approach Jennifer took towards meeting her brief. A worthy winner – well done.
  
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Silver 

• Belfast City Council, Making a Difference (MAD) Awards

Finalist

• Big Lottery Fund, Stormont Youth Achievers Event
• Morrow Communications, Challenges & Opportunities: The Credit Crunch
• Northern Ireland Tourist Board, Showcasing Northern Ireland
• Northern Ireland Water, Water is Life

Outstanding Young Communicator

Gold

• Phoenix Natural Gas, Simon Little

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Finalist

• Coca-Cola HBC Northern Ireland, Zoe Cunningham
• LJK Communications, Angela Stevenson
• Smarts, Selina McElwee

Outstanding Small Consultancy

Gold

• Cactus PR & Communications, Small But Perfectly Formed
  Julie McCabe, head of Cactus PR & Communications, leads her team to work together as a professional and comprehensive unit that provides tailored solutions that really deliver commercial value to clients throughout Northern Ireland. The consultancy’s unambiguous business objectives have helped to ensure the business has maintained strong annual growth, as well as healthy profitability.  
  
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Outstanding In-House Public Relations Team

Gold

• NICCY, One Team, One Mission, Children's Rights
  The Northern Ireland Commissioner for Children and Young People has one mission: children’s rights. The judges were very impressed with their entry document, of which the concluding paragraph of was: We’re a small team; we’re at the heart of the organisation; we’re confident professionals; but at all times our job is to make sure we can achieve real change for children and young people.
  
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Silver 

• Police Service of Northern Ireland, Police Service of Northern Ireland in the International Spotlight

Finalist

• Northern Ireland Water, NI Water Outstanding PR Team

Outstanding Public Relations Consultancy

Gold

• LJK Communications, None of us are as strong as all of us
  Supported by an impressive range of client testimonials, LJK Communications are worthy winners of Gold. Their enviable client list ranges from international corporate groups to high street names, and public sector bodies to charities. LJK has excelled in growing a full service consultancy, which moved to new purpose-built offices in 2008. Their new website, which reflects the company’s progress, is one of the most comprehensive in Northern Ireland. 
  
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Silver

• Smarts

Finalist

Aiken PR

 

Key Information The PRide Award dinners took place from October – December 2009 Contact Email : prideawards@cipr.co.uk Phone : +44 (0)20 7631 6900

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