Chartered Institute of Public Relations
    

Cymru Wales PRide Award winners 2010

To view pictures from the Cymru Wales Dinner, visit Steve Pope Photography.

01 Corporate and Business Communications

Gold winner

  • Golley Slater PR
    Deloitte - Building Brand Eminence in Wales

    This is a classic corporate communications programme aimed at positioning the client as a market leader. Insightful media monitoring was undertaken against the three main competitors. The programme was demonstrably implemented against well planned objectives.

    Case study (PDF format)

Silver winner

  • Warwick Emanuel PR
    The Real Apprentice - Connaught Partnerships

Finalist

  • Equinox Communications
    St.Modwen - Refining BP land through remediation

02 Not-for-Profit

Gold winner

  • Freshwater Wales and Donate Wales
    Wales' Invisible Death Row

    The judges were unanimous in their opinion that this outstanding entry warranted the coveted Gold Award in this very competitive sector. While the campaign's objectives were ambitious, they were often more than met. The clarity of message, planning and creative execution was excellent.

    Case study (PDF format)

Silver winner

  • Community Housing Cymru
    Don't Get Bitten by Loan Sharks

Finalist

  • Good Relations Wales
    Celebrating 30 years of care

03 Internal Communications

Gold winner

  • Welsh Assembly Government
    Give: Engaging Employees at The Welsh Assembly Government

    A cleverly thought out and engaging programme, which brought out the best in a broad spectrum of employees. The judges particularly liked the art competition, as well as the clarity and the simplicity of the theme.

    Case study (PDF format)

Silver winner

  • Office for National Statistics
    Communicating the Change Journey

Finalists

  • Public Health Wales
    1000 Lives Campaign
  • Welsh Assembly Government
    Managing With Less

04 Crisis Communications

Gold winner

  • Torfaen County Borough Council
    Snowed Under

    The judges were of the opinion that the Council's press office did a commendable job in managing communications during adverse travel conditions, thereby giving potentially damaging situations a positive slant.

    Case study (PDF format)

Silver winner

  • Cardiff Airport
    Volcanic Ash

Finalist

  • Carmarthenshire County Council
    The Big Freeze

05 Community Relations

Gold winner

  • Warwick Emanuel PR and Welsh Assembly Government
    The Valleys - Heart & Soul of Wales

    A highly commendable dialogue in this campaign not only involved the local community but also its disapora. It got to the heart of the community! The judges were particularly impressed with the branding of the initiative.This was the launch of a long term campaign and judges look forward to seeing future submissions.

    Case study (PDF format)

Silver winner

  • Airbus UK
    Flintshire Festival of Youth Sport

Finalists

  • Equinox Communications
    Launching Fly-tipping Action Wales - Communities against fly-tipping
  • Working Word PR, Cazbah and JM Creative
    S4C's Digital Switchover Campaign: On With The Show
  • Working Word PR and Welsh Assembly Government
    Welsh Assembly Government Climate Change Pub Challenge

06 Public Affairs

Gold winner

  • Freshbaked PR
    GB for MP!

    This campaign was both creative and opportunistic. It used many of the established tools of political campaigning to great effect and built a profile for the client. The result was impressive and there is no doubt that Freshbaked's skilful campaign played a major part in the success of this programme.

    Case study (PDF format)

07 Public Sector

Gold winner

  • Warwick Emanuel PR & Welsh Assembly Government
    The Valleys - Heart & Soul of Wales

    The Valleys' campaign team delivered on a challenging and conceptual brief; based on communicating a vision and a concept to engage and inspire communities. Clever creativity, backed by excellent photography, delivered outstanding results for the client. The use of real people, real-life stories and identifiable ambassadors was the key to winning over the media and hence the public. The judges were impressed with the direct response from local residents. An outstanding entry.

    Case study (PDF format)

Silver winner

  • Equinox Communications
    Launching Fly-tipping Action Wales - Partnering with pride

Finalists

  • Powys County Council
    Local Democracy Campaign
  • Public Health Wales
    1000 Lives Campaign
  • Welsh Assembly Government and Live Group
    Countdown to Copenhagen Conference
  • Working Word Public Relations and Welsh Assembly Government
    Welsh Assembly Government's e-crime Wales Summit 2009
  • Working Word Public Relations and Welsh Assembly Government
    Welsh Assembly Government Climate Change Champions 2009-10

08 Best Campaign £10K and Under

Gold winner

  • Carmarthenshire County Council
    Carmarthenshire Libraries

    Camarthenshire's extensive library service is extremely popular and the aim of the campaign was to increase membership further by showing more people the variety of services on offer.The judges were impressed with the use of local sponsorship. And a good solid range of promotions was set up to help achieve these objectives and involve other local stakeholders.This was a challenging brief, as this service was already well used. But the campaign managed to increase the number of new members during a normally quiet time of year, and to show off the diversity of services on offer.

    Case study (PDF format)

Silver winner

  • Warwick Emanuel PR
    The Dirty Dozen

Finalists

  • Golley Slater PR
    Going Ape In Pembrey
  • Sport Wales
    Shape up on a shoestring

09 Consumer Relations

Gold winner

  • Golley Slater PR
    St. David's Dewi Sant - Launching St. Davids

    This was a comprehensive campaign, aimed at launching John Lewis' first ever department store in Wales, and included TV coverage. The judges particularly liked the creative idea of positioning giant mystery items around the Cardiff city centre location to attract attention.

    Case study (PDF format)

Silver winner

  • Freshwater Wales
    Bigging it up! Launching John Lewis Cardiff Wales largest ever department store

10 Best Use of Media Relations

Gold winner

  • Golley Slater PR
    St. David's Dewi Sant: Managing Expectations

    St David's was the biggest retail destination opening in Europe in 2009 and was planned in a buoyant market. However, leading up to launch it faced the biggest crisis that could have hit a scheme of this size, the recession. What impressed the judges most was the strategic approach, clear-thinking and honesty, which showed an excellent understanding of the media and readiness to deal with a potential problem. An overwhelmingly positive reaction on Launch Day and achievement of excellent media coverage were the results of this forethought. This entry stands out not only for this, but also demonstrates a real understanding of media relations.

    Case study (PDF format)

Silver winner

  • Push4 PR
    National Armed Forces Day

Finalist

  • Freshwater Wales
    Bigging it up! Launching John Lewis Cardiff Wales' largest ever department store
  • Warwick Emanuel PR
    The Real Apprentice - Connaught Partnerships
  • Warwick Emanuel PR and Welsh Assembly Government
    The Valleys - Heart & Soul of Wales

11 Integrated Communications

Gold winner

  • Freshwater Wales and Donate Wales
    Wales' invisible death row

    Superb results, far exceeding the clients' expectations, were the result of this well targeted and executed campaign, in which objectives were thoroughly thought through and clearly outlined. The judges commended the use of real-life case studies in both advertising and media relations, linking creative concepts and ensuring a consistent message delivery. Inspiring use of social networks, the internet and bluetooth ensured the younger audience was reached effectively. The Government was won over and lives will be saved thanks to this campaign. No other outcome is important.

    Case study (PDF format)

Silver winner

  • Working Word PR, Cazbah and JM Creative
    S4C's Digital Switchover Campaign: On With The Show

Finalist

  • Cardiff Airport
    Drop Off Zone Introduction

12 Corporate Responsibility

Gold winner

  • Warwick Emanuel PR
    Public Sector Waste Minimisation Campaign

    The campaign aimed at encouraging public sector bodies, and particularly their work forces, to accept their corporate and individual responsibilities to reduce waste and costs. While too early to see behavioral change, the campaign to achieve coverage in both internal and external media was a commendable success. The judges particularly liked the use of film, which was easily accessed via the client's website, as a key medium to reach workers who were saturated with written instructions.

    Case study (PDF format)

13 Best Use of Digital PR

Gold winner

  • Working Word PR and Chwarae Teg
    Womenspire: Reaching Out to Welsh Women Online

    Chwarae Tag ('Fair Play'), the leading agency for the economic development of Welsh women, wanted to position itself as relevant to every woman whilst spreading the word about the Agile Nation campaign to potential participants. Using a combination of platforms including an app, Twitter and a Facebook group linking to the Agile Nation website, the campaign culminated in an event on International Women's Day, enabling those who could not attend to participate online. What stood out for the judges was a smart combination of tactics, demonstrating an excellent understanding of digital PR techniques. It started online conversations and engagement that would not have happened through traditional offline routes, and was very cost effective. The client stated it was exactly what was needed and helped shift perceptions, and will also inform all future communications work. An excellent 'best practice' PR case study.

    Case study (PDF format)

Silver winner

  • Carmarthenshire County Council
    The Big Freeze

Finalist

  • Golley Slater PR
    St. David's Dewi Sant: Engaging Consumers

14 Best Use of Photography or Design

Gold winner

  • Sport Wales
    'Behind Every Star' Campaign

    The Sports Wales communications team was briefed to deliver a campaign to celebrate and champion coaches, to raise awareness, and encourage others to give up some free time and engage with stakeholders to facilitate this. Top athletes in Wales were asked who their most influential coach had been in their career, and photographer Terry Morris was commissioned to photograph them. The execution of memorable and beautiful photography in this campaign captures the imagination, tells a story and is good enough to exhibit. It was used also in literature and to gain press coverage. A nice touch was the production of a film to capture the behind the scenes work involved in setting up the photos. What stood out for the judges was both the professional and creative implementation, which demonstrated the impact photography can have in PR. It succeeded in generating something unique in this 'raising awareness' phase and has achieved excellent feedback.

    Case study (PDF format)

Silver winner

  • Golley Slater PR
    Dragon's March 2010

15 Best Newspaper

Gold winner

  • Carmarthenshire County Council
    Community News

    This newspaper provides a good spread of council and community news, as well as other information from partners such as the area health board, police, educational and voluntary services - to provide 'a one-stop shop' of information. It is attractively designed and the judges noted that all work is done in-house. They were particularly impressed that recycled paper stock and bio-degradable polywrap were used. Their Citizens Panel survey shows that 89% read all or some of the paper's content. Of these, 66% were either 'very' or 'fairly satisfied'. Effective distribution is most important and the judges noted that it is monitored closely on a regular basis. Over the years the council has kept Community News up to date by a range of measures such as the latest tabloid format and availability on-line.

    Case study (PDF format)

Silver winner

  • Bridgend County Borough Council
    Bridgenders Staff Newspaper

Finalist

  • Caerphilly County Borough Council
    New-look Newsline

16 Best Publication

Gold winner

  • Quadrant Media & Communications
    True Taste Wales Food And Drink Awards Magazine

    Modern, fresh, lively and eminently readable were the judges' comments, as well as well written, using creative photography. They were impressed that the magazine was researched and written in two months. The positioning and content of the magazine matches perfectly with the aspirations of the target audience. Even the quality of the matt printing and paper stock was superb. The perforated, tear-out recipe pages were commended by the judges, who almost ran out of superlatives for this publication, but agreed on one word, 'Outstanding'.

    Case study (PDF format)

Silver winner

  • South Wales Police Authority
    'Who We Are and What We Do'

17 Best Magazine

  • Trawsfynydd Site - Magnox North
    ClearSite: Publicising the Decommissioning of a Nuclear Power Station

    Magnox North is responsible for decommissioning the Trawsfynydd Nuclear Power Station and ClearSite is the internal magazine keeping staff informed of community engagement activities. It has a distribution of 300 and reaches a further audience of around 200 by being posted in common areas. Issues are also downloaded from the website by anyone who takes an active interest in the project. The magazine is well-produced, with clear copy, good use of visuals and a recognisable friendly style. The content covers a broad range of activities and achievements, which are clearly encouraged as part of the culture. A well-deserved winner.

    Case study (PDF format)

18 Best Newsletter

Gold winner

  • Public Health Wales
    1000 Lives Campaign e-Newsletter

    The 1,000 Lives campaign aimed at saving 1,000 lives and avoid up to 50,000 episodes of harm by April 2010. The e-newsletter was designed to support this aspiration by inspiring frontline clinical staff involved in delivering the campaign, to "do their bit" and, importantly, to spread the word to others. The inclusiveness of the e-newsletter was where its content stood out. It provided the glue between clinical teams all over Wales, and many organisations were spurred on to seek improvement through reading success stories from elsewhere. The judges agreed that the feedback from staff was very positive, with evidence to suggest that the bulletin was regarded as one of the best of its type. Judges also noted that an unusually wide range of organisations wanted to be featured in the newsletter.

    Case study (PDF format)

Silver winner

  • Carmarthenshire County Council
    50 Not Out

19 Best Website or Microsite

Gold winner

  • Golley Slater PR
    Your Healthy Guide to Enjoying a Drink

    With evidence suggesting that the estimated cost to the NHS in Wales of alcohol misuse is £70-£85 million, the brief was to raise awareness of alcohol harm and stimulate discussion amongst all drinkers, but particularly, the young. The real challenge was to create a concept that would appeal to such a wide age range of men and women alike, whilst avoiding finger-wagging. The result was a warm and friendly site, the flavour being that of a friend giving some sound advice about enjoying a drink but staying healthy. The judges found it to be highly accessible, helpful and eye-catching - and not at all hectoring. Evidence suggests that users felt the same, with over 13,000 visits over the campaign period. Andrew Misell, policy manager of Alcohol Concern, said: "The largely graphic and text-light context of the site made it easy and quick to use, and the style of the graphics was friendly without being too cartoonish."

    Case study (PDF format)

Silver winner

  • Welsh Assembly Government
    Online Newsroom

20 Best Event

Gold winner

  • DWR Cyrmu Welsh Water and Warwick Emanuel PR
    DWR Cymru Welsh Water at the 2010 Royal Welsh Show

    In a fiercely contested category, this campaign stood out for its creativity and attention to detail. Faced with a difficult brief, the team sought to engage consumers in an entertaining and memorable way. It chose the Royal Welsh Show to exhibit its initiatives on water efficiency and good waste management. In a humorous fashion, the event included oversized toilets in a 'dirty dozen cowboy-themed saloon' that roared and lit up when the wrong objects were thrown into it. Games for children, a scale model of a town (to demonstrate drainage) and a giant egg timer (to promote the four minute shower) were further evidence of a desire to involve, explain and educate. The goals of attracting, stimulating and motivating families were reached, as 5,000 people visited the stand. They should be flushed with success!

    Case study (PDF format)

Silver winner

  • Freshwater Wales
    Seek the sensational: promoting Basque wines to the UK wine trade

Finalists

  • Confused.com and Push4
    'Curiouser and Curiouser'
  • Powys County Council And Glasu
    Taste of Powys Promotion
  • Push4 PR
    Soundtrack Festival
  • Quadrant Media & Communications
    Innovate '09

21 Outstanding Young Communicator

Gold winner

  • Daniel Tyte ACIPR
    Working Word Public Relations

    Daniel displays outstanding qualities as an ambassador for the PR profession, Working Word and the clients he represents. His dynamism and enthusiasm has already seen him progress to a senior level at a young age and his energy and drive is destined to continue. Judges were particularly impressed by his contribution to public relations outside the workplace and his natural ability to embrace developments in a constantly changing industry. Daniel lives and breathes PR and is always looking to be one step ahead of the game.

    Case study (PDF format)

Finalists

  • Laura Windeatt
    Golley Slater PR
  • Lowri Jones
    Magnox North - Wylfa
  • Mitchell Gadd ACIPR
    Freshwater Wales
  • Sion Owen
    Good Relations Wales

23 Outstanding Small Consultancy

Gold winner

  • Freshbaked PR
    Make a Statement!

    The judges considered Freshbaked a worthy winner, with a very impressive income growth over the last two years. With a great new business track record, they have completed some outstanding work recently. There is clearly a strong culture and staff development is excellent. And, of course, Betsy the ice cream van is pure genius.

    Case study (PDF format)

24 Outstanding In-House Public Relations Team

Gold winner

  • Carmarthenshire County Council
    SirgarPR

    The judges considered this was a clear winner and an outstanding entry. The way the team has branded itself and built an impressive client base is very impressive. Performance figures are excellent, with high satisfaction levels from all stakeholders. Judges were impressed by the quality and creativity of the work and the value for money offered.

    Case study (PDF format)

Silver winner

  • Centrica Regional Corporate Affairs Team
    Rising To The Challenge

Finalist

  • Confused.com
    Confused.com is no one-hit wonder

25 Outstanding Public Relations Consultancy

Gold winner

  • Working Word Public Relations

    This entry shows an impressive performance, built around a single-minded business objective defined around 5 key strands. These focused on investment in a high performance team, a successful new business drive, becoming an employer of choice, a strong digital focus and a commendable pro bono commitment. The judges were of the opinion that the commercial results speak for themselves!

    Case study (PDF format)

Silver winner

  • Golley Slater PR Wales

Finalists

  • Good Relations Wales
  • Quadrant Media & Communications
  • Warwick Emanuel PR