Chartered Institute of Public Relations
    

Northern Ireland

Below are the 2012 PRide Awards results in 25 categories for the CIPR Northern Ireland Group.

Event photos from the night are available from Harrison Photograpahy.

Corporate and Business Communications

Gold winner

  • Morrow Communications
    Moy Park - Well regarded, not just well known

    This campaign was not just about raising the corporate profile of Moy Park, Northern Ireland's largest food processing company. It focused on building awareness of the business, its values and ethos across the UK. Alongside a solid media relations and thought leadership programme, Morrow developed successful mechanisms for drawing out news content from the business and engaging staff in the process. By highlighting agricultural credentials, the campaign tied in with a Royal visit and high profile product launches. Media coverage was impressive, but more importantly the campaign delivered an increase in staff morale, brand penetration and market share.

    Corporate and Business Communications: Case study

Silver winner

  • Morrow Communications
    Northern Ireland Science Park - Where Success Breeds Success

Finalists

  • Aiken PR
    The growth of Xperience
  • JPR
    Ulster Bank Business Achievers Awards

Not-for-Profit

Gold winner

  • Morrow Communications
    Fareshare - Giving FareShare a Fair Share of Voice

    Morrow was challenged to raise awareness of the FareShare Island of Ireland community food sharing network and food collection depot in Belfast. Clear, specific objectives kept the campaign tightly focused and measurable. The judges were impressed by the clear messaging and a strategy which kept the focus on well-defined stakeholder groups. This resulted in excellent broadcast coverage, increased membership of the scheme and a great return on investment.

    Not-for-Profit: Case study

Silver winner

  • dcp strategic communication Ltd
    Barefoot Walk

Finalists

  • Coca-Cola HBC Northern Ireland
    Coca-Cola 125 Years Thank You Fund
  • Harriott Communications
    Hands Around the World - An Olympic Journey

Internal Communications

Gold winner

  • Smarts
    Johnnie Walker Pioneer Awards

    Smarts campaign delivered an internal community which enabled meaningful communication across global brand marketing teams. Clearly defined objectives brought together a strong community which formed the basis for creative engagement activity, which included the flagship Pioneer Awards. The central theme, pioneering spirit, came through strongly and tied the campaign together through solid tactical communications mechanisms. Results showed a positive impact on business performance, staff motivation and advocacy through a more engaged and motivated brand community.

    Internal Communications: Case study

Silver winner

  • Translink
    Rail Pro - Rail Professional Campaign

Community Relations

Gold winner

  • Morrow Communications
    Tellus Border Survey: Between a Rock and a Hard Place

    This was a challenging brief to engage hard-to-reach, geographically dispersed communities in the border region of Ireland. Tactically very thorough, the campaign covered all bases, reaching a diverse audience and, importantly, opening up two-way channels of communication. The mix of channels, including extensive use of media relations, text messaging and events, delivered impressive results, allowing the project to progress smoothly. Given the scope of activity and challenges faced, this campaign demonstrated effective use of the budget and impressive value for money.

    Community Relations: Case study

Silver winner

  • British Heart Foundation Northern Ireland
    Heart Towns

Finalist

  • Coca-Cola HBC Northern Ireland
    The Coca-Cola Visitors Experience

Public Sector

Gold winner

  • Translink
    Metro Smart Saturdays

    This is a truly integrated campaign that delivered excellent results against stated objectives and created behaviour change which was sustained beyond the duration of the campaign. It showed tremendous creativity and left no stone unturned in reaching target audiences, raising awareness and building partnerships to deliver key messages. The campaign created a real buzz, which delivered impressive results for passenger numbers and customer satisfaction.

    Public Sector: Case study

Silver winner

  • Morrow Communications
    Tellus Border Survey: Between a Rock and a Hard Place

Finalists

  • Coleraine Borough Council
    Coleraine Borough Council Welcoming The Olympic Torch To The Borough
  • Department of Agriculture and Rural Development
    Locals products taste European success
  • JPR
    Launch Of Age Of The Dinosaur Exhibition At The Ulster Museum
  • Switchover Help Scheme
    Gloria Drums up Awareness for Help Scheme

Best Campaign £10,000 and Under

Gold winner

  • Smarts
    Marie Curie bets on NI backing Great Daffodil Appeal

    An exceptionally good value campaign which took ownership of one of Northern Ireland's best known sporting events, Ladies Day at Downpatrick races. By teaming up with the races, Marie Curie had a more powerful opportunity to engage their target audience, helping to gain additional outreach, credibility and awareness. Securing support from a well-known designer, local celebrities and media partnerships gave the campaign a creative edge and additional reach. This low budget campaign contributed to a new audience for fundraising and more than £30,000 for the charity. A highly effective campaign.

    Best Campaign £10,000 and Under: case study

Silver winner

  • Smarts
    'Taste Me Love Me' Sunblest potato farls

Finalists

  • Aiken PR
    Metro Smart Saturdays
  • Morrow Communications
    Royal Ulster Agricultural Society: The 'Yes' Campaign
  • Smarts
    Launching White's Toat'ly Oaty Porridge
  • Weber Shandwick and Power NI
    Power NI - Launch of Keypad App

Best Sporting Campaign

Gold winner

  • Smarts
    Milk in Action

    The Milk Cup is one the world's largest youth football tournaments and Smarts was challenged to maximize the Dairy Council for Northern Ireland's sponsorship of it. The campaign had clear, measurable objectives and delivered a range of creative platforms to ensure that the client's brand was included in event coverage and that key messages about the nutritional benefits of milk were delivered. From engaging the community with a search for mascots, to zorbing in Belfast city centre, this campaign was built on great ideas and strong tactical delivery. Measurable outcomes showed an impressive return for a modest budget.

    Best Sporting Campaign: Case study

Silver winner

  • Lighthouse Communications
    The Awakening of a Sporting Giant

Finalists

  • Aiken PR
    The Inaugural McDonald's Irish FA Community Awards
  • JPR
    North West 200 - Back to Full Throttle
  • Navigator Blue
    The Heineken Drop Inn
  • Navigator Blue
    Hughes Insurance Sports Volunteer Awards

Healthcare

Gold winner

  • JPR
    Raising Awareness of Almac as a Global Leader Role in Advancing Human Health in Northern Ireland

    The judges considered this a highly effective campaign to position the client as a cutting edge global healthcare leader and employer in NI. The campaign achieved its objective to deliver excellent media coverage and this flourishing media relationship continues to raise awareness of the company's role, increases job applications and political endorsement.

    Healthcare: Case study

Silver winner

  • Patient and Client Council
    Establishment of the Northern Ireland Rare Disease Partnership

Consumer Relations

Gold winner

  • Smarts
    Bushmills Irish Whiskey - Bushmills Live

    This stand out campaign by Smarts is a worthy winner of the gold award. It used the handmade credentials of Bushmills and its brand personality to develop and implement a creative campaign that truly resonated with its audience of young, 'indie', whiskey drinkers. The impressive campaign not only developed strategic and authentic relationships with influential artists, but built a community, an event and importantly a legacy that would allow the brand to continue to engage with its audience in the future. Through strong use of social media and media relations, the campaign delivered impressive results that spanned multiple countries and was unparalleled for Diageo. The strength of campaign meant that it was commissioned for a second year before the event even finished.

    Consumer Relations: Case study

Silver winner

  • JPR
    Ulster Bank Leads the Mortgage Market

Finalists

  • Aiken PR
    Metro Smart Saturdays
  • Morrow Communications
    Flahavan's Oat-erly Delicious'
  • Navigator Blue
    The Heineken Drop Inn
  • Smarts
    Coca Cola Future Flames

Best Use of Media Relations

Gold winner

  • Smarts
    Putting Belfast Centre Stage at the MTV EMA

    The MTV European Music Awards is one of the biggest entertainment platforms anywhere in the world, watched by a global audience of 1.2 billion people, in 640 million homes, across 159 territories. MTV's announcement that it would be bringing these awards to Belfast gave the city the opportunity to showcase its transformation after years of political unrest, putting it on the world map. Smarts was tasked with handling every aspect of communications for the event in Ireland to not only drive consumer interest through positive coverage, but to communicate the positive message of Belfast as a transformed city, capable of hosting such a prestigious event. Media appetite for this event was always going to be strong, but Smarts successfully harnessed and managed this interest to ensure media coverage focused on the acts performing, as well as the benefits to the city. In addition to operating a successful 24/7 press office, Smarts ensured that media relations activity was maximised pre-event, during the event and post-event so that no stone was left unturned. This transpired into more than 650 pieces of media coverage in just 16 weeks. A worthy gold winner!

    Best Use of Media Relations: Case study

Silver winner

  • Smarts
    Coca Cola Future Flames

Finalists

  • JPR
    Ulster Bank Leads the Mortgage Market
  • JPR
    Launch Of Age Of The Dinosaur Exhibition At The Ulster Museum
  • Smarts
    Arthur's Day: Raise Together
  • Switchover Help Scheme
    Gloria Drums up Awareness for Help Scheme

Integrated Communications

Gold winner

  • Smarts
    Bushmills Irish Whiskey - Bushmills Brothers

    This was a clever consumer campaign which clearly conveyed the personality of the brand – celebrating authentic friendships. Using real-life friendship groups that had a compelling story to tell, this truly integrated campaign delivered against clear strategic objectives. The multi-channel approach, themed around music and sport, created opportunities for each Bushmills Brother to develop content and tell their story. Campaign coverage through media and social media was impressive and showed a clear shift in brand affinity in their target age group – success that means the campaign has been commissioned for a second year.

    Integrated Communications: Case study

Silver winner

  • Weber Shandwick/ Menarys
    Menarys 'It's for Me'

Finalists

  • Morrow Communications
    Roe Park Resort Rebrand
  • Navigator Blue
    Hughes Insurance Sports Volunteer Awards

Best Use of Social Media

Gold winner

  • Smarts
    Bushmills Irish Whiskey - Bushmills Live

    This campaign successfully used social media tactics to reach a clearly defined audience for Bushmills Irish Whiskey. An online community was engaged through exclusive content that not only generated a buzz about Bushmills Live, but also built a real and virtual legacy. The overall results were extremely impressive in terms of reach and against the original objectives set. The fact that the event has been commissioned for a second year is evidence of the success of the campaign.

    Best Use of Social Media: Case study

Silver winner

  • Navigator Blue
    The Heineken Drop Inn

External Publication

Gold winner

  • Aiken PR
    Diageo Northern Ireland Corporate Responsibility Report

    The judges were impressed with this publication, with its layout and presentation that matched Diageo's corporate business objectives. It has a clear and crisp style that makes good use of colours and images. There was good identification of stakeholders and of research conducted at the outset, which was matched by a thorough understanding of the potential reputational issues associated with the publication. Aiken's quick turnaround ensured the information was timely and relevant, and the report proved an excellent vehicle with which to open dialogue with stakeholders.

    External Communications: Case study

Silver winner

  • Patient and Client Council
    Someone to stand up for me' toolkit to promote advocacy in care homes

Finalist

  • Belfast City Council
    City Matters

Internal Publication

Gold winner

  • Coca-Cola HBC Northern Ireland
    Liquid News

    This publication delivered a lot on a reasonable budget – there was good use of staff feedback to improve the publication and create new content to deliver what they asked for. The regular positive feedback from employees and managers alike demonstrated that the team has worked hard to ensure Liquid News is at the heart of the company's employee communications. The good visual focus, use of staff stories and wide regional representation ensured the magazine appeals to everyone inside the organization.

    Internal Communications: Case study

Best Digital Campaign

Gold winner

  • Smarts
    Bushmills Irish Whiskey - Bushmills Live

    This entry demonstrated an exciting use of digital media to support a live music event, with very successful results. The use of existing figureheads on the music scene and their established social media audiences meant this campaign quickly reached its target audience to generate a buzz about Bushmills Live. There was extensive use of a wide range of digital channels, combined with traditional media, to showcase brand personality; and the online impressions and growth in brand affinity clearly exceed all of the campaign's objectives.

    Best Digital Campaign: Case study

Silver winner

  • Morrow Communications
    Moy Park 'Fast Lives Need Florida'

Finalist

  • Northern Ireland Assembly Commission
    Assembly Extra

Best Event

Gold winner

  • Arts & Business Northern Ireland
    Allianz Arts & Business Northern Ireland Awards 2012

    An excellent example of how an annual event can be refreshed using engaging new ideas. The judges liked the use of a quirky, relevant venue (the Lyric Theatre) and the involvement of local performers – the Wireless Mystery Theatre. The media relations campaign was highly effective. The outcomes were very strong. Media coverage generated was in-depth and on message. Speakers and delegates attracted were excellent. Overall, an intelligent, creatively planned and beautifully executed events programme.

    Best Event: Case study

Outstanding Young Communicator

Gold winner

  • Lisa Hamilton- Sturdy MCIPR
    MCE Public Relations

    A truly outstanding communicator, Lisa stood out amid an excellent group of short listed candidates. Holding a management position in the Simon Community, Lisa independently manages all internal and external communications, marketing and digital media for the charity. Delivering outstanding results on an extremely limited budget, she has demonstrated that creativity is often the key to successful communication. A strategic thinker, with a working background in journalism, she is an exceptional and versatile communicator with experience of the full spectrum of PR. Lisa is a rising star in the industry.

    Outstanding Young Communicator: Case study

Finalists

  • Patrick Finlay
    Aiken PR
  • Gary McKeown MCIPR
    Public Health Agency
  • Samantha Livingstone
    Henderson Group
  • Kelly McKee
    Morrow Communications

Outstanding Small Consultancy

Gold winner

  • Birdsong Communications
    Making your voice heard...

    Birdsong's clear mission and ambition, but clearly well delivered business objectives, are impressive. To be able to compete as a primarily one-person outfit and still perform at a level that competes with fully-staffed agencies is an inspiration. Birdsong had a clear idea of what they wanted to achieve and just went out and did it. The judges really enjoyed reading this entry. Looking at the budget, it is extremely impressive that so much was achieved.

    Outstanding Small Consultancy: Case study

Outstanding In-House Public Relations Team

Gold winner

  • Coca-Cola HBC Northern Ireland
    The Coca-Cola PR Team

    The Coca Cola PR Team is highly professional, strategically using a range of techniques to get measurable results. They aim to enhance the reputation of their company, protect the environment and invest in the local community. Their 'Be Active' campaign, which invites people of all ages to take part in a range of sporting activities, is an excellent example of the team at work. By partnering with sporting bodies to deliver grassroots activities, supported by outdoor advertising and merchandise, the team exceeded its targets and attracted over 50,000 participants.

    Outstanding In-House Public Relations Team: Case study

Silver winner

  • Henderson Group
    Small Team, Big Results

Finalists

  • Coleraine Borough Council
    Coleraine Borough Council Welcomes The Olympic Torch To The Borough

Outstanding Public Relations Consultancy

Gold winner

  • Morrow Communications

    During tough economic trading conditions, Morrow has proved that some agencies can stand out and grow. Morrow has shown impressive growth and excellent profit margins, and also finds time and money to give back to the local community. They made a bold move into new specialist areas, reflecting the changes and developments in the local economy. Morrow's stand-out performance demonstrates the value of investing in people.

    Outstanding Public Relations Consultancy: Case study

Silver winner

  • Smarts

Finalists

  • Aiken PR
  • JPR

Public Affairs

Gold winner

  • Patient and Client Council
    The People's Priorities 2011

    The judges considered this an excellent submission which demonstrated how active engagement with key groups ensured campaign objectives gained cross-party political support and ultimately influenced policy. This also ensured awareness of the Patient and Client council increased significantly and, most critically, the service user experiences and opinions continue to influence services and policy.

    Public Affairs: Case study

Silver winner

  • Northern Ireland Independent Retail Trade Association (NIIRTA)
    Park the Charges Campaign

Finalists

  • Northern Ireland Independent Retail Trade Association (NIIRTA)
    NIIRTA Campaign To Extend Small Business Rate Relief Scheme

Corporate Responsibility

Gold winner

  • Coca-Cola HBC Northern Ireland
    Refreshing Responsibly

    As a global brand operating locally it is important for Coca-Cola in Northern Ireland to serve the needs of the community directly. Through its 'Refreshing Responsibility' programme employees, stakeholders and communities are engaged, supported and rewarded by the business. All parts of the organization are involved with impressive internal and stakeholder communications. The CSR programme has clear objectives, delivers creative programmes which address a recognized need or issue in society, and outcomes are well-measured.

    Corporate Responsibility: Case study

Silver winner

  • Amey
    Equipping Northern Ireland's Motorists & Communities for Winter

Best Use of Photography or Design

Gold winner

  • JPR
    Launch Of Age Of The Dinosaur Exhibition At The Ulster Museum

    This campaign demonstrated great use of creative images to attract attention and really shows the power of a good picture. A well thought-out campaign, it built momentum and gave news outlets ready-made stories through JPR's excellent pre-planned photo opportunities that were both innovative and humorous and generated a buzz around the exhibition. The resulting media coverage speaks for itself, and the fact that The Times also covered the story shows what can be achieved through simple but effective imagery. JPR easily exceeded the set objectives through clear execution.

    Best Use of Photography or Design: Case study

Silver winner

  • Aiken PR
    A Scientific Approach to Photography

Finalists

  • Smarts
    Bushmills Irish Whiskey - Bushmills Brothers
  • Weber Shandwick and Power NI
    Power NI Launch of Keypad App

Best Freelance Practitioner

Gold winner

  • Jeff Robinson PR
    Belfast Music Week 2011

    Offering a specialist, clearly defined service, Jeff Robinson has created a strong niche in the creative industries sector in Northern Ireland. He has attracted an excellent portfolio of iconic performers, artists, publishers and events. The judges were impressed with his delivery of media relations support for Belfast Music Week. Here he demonstrated his excellent media contacts and his ability to juggle a significant range of opportunities, achieving outstanding results. The impressive endorsements reflect the level of satisfaction that Jeff delivers to his clients.

    Best Freelance Practitioner: Case study

Best Use of Measurement & Evaluation

  • Smarts
    Bushmills Irish Whiskey - Bushmills Live

    This stand out campaign by Smarts is a worthy winner of the gold award for measurement & evaluation. Smarts used the handmade credentials of Bushmills and its brand personality to develop and implement a creative campaign that truly resonated with its audience of young, 'indie', whiskey drinkers. The impressive campaign not only developed strategic and authentic relationships with influential artists, but built a community, an event and importantly a legacy that would allow the brand to continue to engage with its audience in the future. Through strong use of social media and media relations, the campaign delivered impressive results that spanned multiple countries and were unparalleled for Diageo, including over 80,000 media placements across 23 countries, over 1m page impressions and 100,000 social media comments and shares. The strength of campaign meant that it was commissioned for a second year before the event even finished.

    Best use of Measurement and Evaluation: Case study

Lifetime Achievement Award

  • Andy Purcell