CIPR

Below are the Northern Ireland PRide Awards results for 2011. You can also view photos from the Northern Ireland PRide event.

Corporate and Business Communications

Gold winner

• JPR
  Ulster Bank's Start-Up Live
  
  With tough targets of securing new 1,000 small business customers in a difficult economic climate and positioning the Ulster Bank as a positive contributor to the economy, JPR developed a well thought through strategy that sought to build all important trust and offer added value benefits for the target audience. The result was a highly effective campaign that combined digital, social and print media, together with a series of grass roots events that offered real value to small businesses and created a genuine affinity with the brand. So much so, that over 2,500 new start-up businesses were secured in the first six months of the campaign. A great result.
  
  Corporate and Business Communications: JPR

Silver winner

• Weber Shandwick Northern Ireland
  Holiday Inn Belfast - Change is Coming

Finalists

• Aiken PR
  ACCA (the Association of Chartered Certified Accountants)
• Freshwater NI & ROI
  Vari' Eco-nomical Campaign for Kingspan Renewables
• Northern Bank with MCE PR
  Northern Bank Agri Business
• Stakeholder Communications
  Northern Ireland Chamber of Commerce - 5 Leaders, 5 Days

Not-for-Profit

Gold winner

• Victim Support NI
  Exploding the myths to support more victims
  
  With the challenge of tackling deeply entrenched myths about the valuable support this organisation provides to the victims of crime, Victim Support developed a multi-layered communications strategy that combined media relations, digital and social media, e-newsletters and leaflets, as well as a political lobbying campaign to engage and educate target groups. As a result of the multi-strand campaign, referrals increased by 46%, take up of the service increased by 32% and Victim Support enjoyed its most successful year to date.
  
  Not-for-Profit: Victim Support NI

Silver Winner

• Smarts
  All together NoW

Finalists

• Stakeholder Communications
  Children in Crossfire

Internal Communications

Gold winner

• Coca-Cola HBC Northern Ireland
  Liquid Communications
  
  When Coca-Cola brought together its separate Southern Irish and Northern Irish operations to create a single entity, it faced the difficult task of merging two very different cultures and communication systems. However, it was determined to create a 'one team' ethos and developed a multi-faceted internal communications strategy that used a mix of traditional and innovative new media tactics to engage and inspire employees to come together as one. By adopting a creative and refreshing approach, the campaign has created a newly united workforce that is collectively engaged across all functions in a single company culture.
  
  Internal Communications: Coca-Cola HBC Northern Ireland

Silver Winner

• Translink
  Go Eco - Energy and Environment Awareness Campaign

Finalist

• Smarts
  Johnnie Walker - Pioneering Spirit

Crisis Communications

Gold winner

• JPR
  'North Wet 200'
  
  When Ireland's largest outdoor sporting event – The International North West 200 – was hit by an unprecedented series of nightmare scenarios, JPR handled the crisis with a fully planned and rehearsed strategy that ensured the situation was presented fairly and positively by the media and the event's future was safeguarded. A serious rider accident during the first race, together with atrocious weather conditions, a major bomb alert and a mile long oil spillage ultimately led to the event being suspended after just one race, leaving spectators and the media frustrated, cold and wet. However JPR worked closely with the media, police, emergency services, race officials, the NW200 team and civic council to ensure that the situation was handled sensitively and ultimately resulted in positive outcomes for the event and its organisers.
  
  Crisis Communications: JPR

Community Relations

Gold winner

• JPR
  Community Relations Week 2011
  
  With a challenging remit of improving community relations and addressing division and sectarianism, the Community Relations Council turned to JPR to help develop and launch Community Relations Week, a platform to engage community and political stakeholders across the region. JPR used precise timings and locations, and hard-hitting headline events to maximise media interest in the initiative, gain widespread, prominent coverage, and gain the support of politicians and the media for the vital role that community relations has to play in achieving progress in Northern Ireland.
  
  Community Relations: JPR

Silver Winner

• Coca-Cola HBC Northern Ireland
  Coca-Cola Clean Coast Programme

Finalists

• Smarts
  All together NoW
• Strategic Planning
  Mayfield Garden Village, Newtownabbey

Public Sector

Gold winner

• Translink
  New Trains Two Programme - The Class of 2011
  
  When faced with the challenge of creating a buzz around the delivery of state-of-the-art trains that were being manufactured far away in Spain, Translink developed a robust strategy that focused on the network preparations that were happening at home. The hard working campaign combined media relations and stakeholder engagement to create external and internal advocates for the project and communicate key milestones to political representatives, the community and customers. The campaign achieved excellent levels of coverage and firmly positioned Translink as committed to delivering a modern and attractive rail service.
  
  Public Sector: Translink

Silver Winner

• Navigator Blue
  Help Tomorrow Take Shape

Finalists

• NICCY
  Making it Right for rights
• Northern Ireland Assembly Commission
  Launch of Summer Public Tours of Parliament Buildings
• Stakeholder Communications
  The MAC MLA Art competition

Best Campaign £10,000 and Under

Gold winner

• Weber Shandwick Northern Ireland
  National Wine Month
  
  A challenging brief to promote the inaugural National Wine Month was delivered with creativity by the team and to a strict budget. The judges were impressed with the campaign's tactics which included a strong media relations campaign backed by social media outputs. Activity had an excellent consumer focus, with an 'Apprentice' style wine training programme and tasting events.
  
  Best Campaign £10,000 and under: Weber Shandwick Northern Ireland

Silver Winner

• Morrow Communications
  Irwin's Bakery: The Great Veda Debate

Finalists

• Aiken PR
  BT Everywhere
• Duffy Rafferty Communications
  McVitie's Jaffa Cakes Mud Madness
• Freshwater NI & ROI
  'Odds On' Favourite for Best Low Budget Campaign
• Smarts
  Guinness Black Lager - Black Stage Experience

Consumer Relations

Gold winner

• Smarts
  Bushmills Irish Whiskey - Make it 2 Bushmills
  
  This excellent consumer campaign was firmly built on a strong strategy and action plan which was replicated across other markets. Make it 2 Bushmills was based on a unique competition prize which attracted consumer attention with the opportunity to make your own tipple. The judges were particularly impressed with the global reach of this initiative.
  
  Consumer Relations: Smarts

Silver Winner

• JPR
  Ulster Museum Lecture Series

Best Use of Media Relations

Gold winner

• Smarts
  Launch of Bushmills Single Malts
  
  After nearly ten years of no consumer communications about its single malts, this tough brief challenged Smarts to increase awareness and target key journalists. Third party endorsements for the products were secured, an exciting launch event and Ireland's only female master blender created the media mix for this well executed campaign.
  
  Best Use of Media Relations: Smarts

Silver Winner

• Smarts
  BMIBaby - New Year...New Voice...New Address Baby

Finalists

• Duffy Rafferty Communications
  Carling Nations Cup
• JPR
  Community Relations Week 2011
• Smarts
  Bushmills Irish Whiskey - Make it 2 Bushmills
• Smarts
  Guinness - Arthur's Day

Integrated Communications

Gold winner

• Aiken PR
  BT Everywhere
  
  A brief clearly aligned to business goals set out the key objectives of this integrated approach. Research showed that to be a success, the campaign had to have a local focus and Aitken delivered a creative campaign and tactics with this in mind. Recruiting a local Johnny Cash tribute band to record his 'I've been everywhere' song was innovative. Launch activity, feature articles and a gig as well as strong direct marketing contributed to excellent results with a direct impact on the business' bottom line.
  
  Integrated Communications: Aiken PR

Silver Winner

• JPR
  TITANICa: The Exhibition and People's Story

Finalists

• Navigator Blue
  Launch of the Food Hygiene Rating Scheme
• Northern Bank with Lyric Theatre
  Taking Centre Stage
• Smarts
  Bushmills Irish Whiskey - Make it 2 Bushmills
• Weber Shandwick Northern Ireland
  Holiday Inn Belfast - Change is Coming

Best Use of Social Media

Gold winner

• JPR
  Ulster Bank's Start-Up Live
  
  This social media campaign had a tough brief of working to boost new start up business for the Ulster Bank at a time when the banking sector's reputation was at an all time low. This campaigned was underpinned by a clear understanding of social media. Excellent tactics included interviews with influential bloggers, partnership with a small business website, a bloggers breakfast event, a roundtable discussion event for social media targets and online streaming of events at new customers. Good use of Facebook and Twitter as well as targeting online media made this an excellent social media campaign which achieved great results.
  
  Best Use of Social Media: JPR

Silver Winner

• Smarts
  Guinness - Area 22

Finalists

• Belfast City Council
  Local government elections 2011
• Smarts
  Bushmills Irish Whiskey - Make it 2 Bushmills

Best Use of Photography or Design

Gold winner

• JPR
  TITANICa: The Exhibition and People's Story
  
  Eye catching and entertaining photography was at the heart of this campaign. A number of photo opportunities were created and based on the fact that it was 100 years since Titanic had set sail from Belfast, JPR took people back in time by recreating street scenes from the period. Good use of artefacts from the Titanic displays coupled with the costumed-guides provided a visual feast which achieved stand-out results.
  
  Best use of Photography or Design: JPR

Silver Winner

• Smarts
  All together NoW

Finalists

• Antrim Borough Council
  High Performance Airways
• Smarts
  Bushmills - The Perfect Combination
• Smarts
  Improve - Tasty Careers

External Newspaper or Magazine

Gold winner

• Belfast City Council
  City Matters
  
  Fantastic-looking and informative publication. Sets a good example for all local authority newspapers. City Matters sets a high standard for reader engagement with an impressive amount of feedback from customers for every edition. Too many local authority publications get mired in political priorities and pitfalls but City Matters steers clearly through that tricky ground to provide and informative and engaging publication for everyone in the city of Belfast.
  
  External Newspaper or Magazine: Belfast City Council

Silver Winner

• MCE Public Relations with Pubs of Ulster
  The Licensee

Finalists

• Antrim Borough Council
  Council Eye
• Stakeholder Communications
  North West Region Waste Management Group

Internal Newspaper or Magazine

Gold winner

• Coca-Cola HBC Northern Ireland
  Liquid News
  
  Great-looking product which has a clear purpose. With a strong ethos of unity, it engages a high proportion of employees at the same time as promoting issues such as environmental awareness and business success. The entry clearly demonstrates the pride that staff feel when featured in Liquid news, which goes out of its way to be inclusive as well as engaging and entertaining.
  
  Internal Newspaper or Magazine: Coca-Cola HBC Northern Ireland

Silver Winner

• Weber Shandwick and South West College
  Echo

Finalists

• Barnardo's NI
  Barnardo's e-zine
• Belfast City Council
  intercom

Best Website or Microsite

Gold winner

• Smarts
  Improve - Tasty Careers
  
  Great website and use of social media with excellent results. The graphics and language intrigued target audiences to engage with the potential of a career in the food and drink industry, and brought a fresh look at one of the region's traditional industries. A tasty entry all round.
  
  Best Website or Microsite: Smarts

Best Event

Gold winner

• JPR
  Making the Difference
  
  Good value for money event. Moving away from the old-fashioned chicken dinner - black tie approach allowed a refreshing event which stimulated and entertained a much wider range of supporters. This celebrated the strength of the local community and allowed those involved to showcase their talents. The judges would love to have been there to celebrate the local heroes too.
  
  Best Event: JPR

Silver Winner

• Smarts
  Smirnoff Nightlife Exchange

Finalists

• Aiken PR
  McDonald's NI Grassroots Football Summit
• Aiken PR
  United Wine Merchants International Trade Show
• MCE Public Relations with Pubs of Ulster
  Pub of the Year Awards 2010
• Smarts
  Johnnie Walker - Day of Progress

Outstanding Young Communicator

Gold winner

• Deborah King
  Stakeholder Communications
  
  Deborah is a dedicated PR professional and has a focused approach to her career. Holding a trusted senior position in Stakeholder Communications Deborah manages a wide range of clients working in both Public Relations and Public Affairs. A truly outstanding communicator she has earned the respect of her colleagues, clients and media a like Deborah clearly lives for her career and enjoys every minute of it.
  
  Outstanding Young Communicator: Deborah King

Silver Winner

• Ursula Kelleher MCIPR
  Translink

Finalists

• Donal Doherty ACIPR
  Converse Communications
• Gary McKeown MCIPR
  Stratagem
• Jonathan Ireland ACIPR
  MCE Public Relations
• Neil Dalzell
  MCI Belfast
• Lisa Hamilton-Sturdy ACIPR
  Simon Community Northern Ireland
• John Hart
  Stakeholder Communications

Outstanding Small Consultancy

Gold winner

• Strategic Planning
  
  This consultancy has seen steady and sustained growth over recent years. They offer practical solutions and display an impressive list of clients both past and present. A project with local authority was a worthy campaign example that generated national coverage as well as positive levels of social media engagement. Clear evidence of both teamwork and personal development here.
  
  Outstanding Small Consultancy: Strategic Planning

Outstanding In-House Public Relations Team

Gold winner

• NICCY
  Consistent, constructive and compelling
  
  This was a compelling entry with very clear objectives and performance criteria which were met or exceeded. This team really understands what success looks like. The creative for the launch of "Make It Right" campaign was smart and effective and the team deserves the success they have delivered.
  
  Outstanding In-House Public Relations Team: NICCY

Silver Winner

• Translink
  Northern Ireland's bus and rail public transport provider

Finalists

• National Trust
  Small Giants

Outstanding Public Relations Consultancy

Gold winner

• Smarts
  
  This is an impressive line up of very clear business objectives and performance highlights. The strategy to go beyond regional into global has been successful and the client wins impressive. Of particular note was the Bushmills campaign that delivered measureable results.
  
  Outstanding Public Relations Consultancy: Smarts

Silver Winner

• JPR

Finalists

• Aiken PR
• MCE Public Relations

Public Affairs

Gold winner

• Weber Shandwick Northern Ireland
  Tackling anti-TNF shortfall
  
  Comprehensive and effective public affairs campaign based on SMART objectives and measurable outcomes. Strong strategy from the outset to reach key audiences with direct messages which were well thought through and which complemented the authority's aspirations to reduce spend by reducing dependency on benefits. All round winner.
  
  Public Affairs: Weber Shandwick Northern Ireland

Silver Winner

• NICCY
  Making it Right for rights

Finalists

• Arts Council of Northern Ireland
  A Fair Deal for the Arts Campaign 2011
• Older People's Commissioner (OPC) Campaign Coalition (Age NI, Age Sector Platform, DemocraShe and Stratagem)
  "We Agree" Campaign for a powerful Older People's Commissioner for Northern Ireland
• Patient and Client Council
  The People's Priorities 2010

Corporate Responsibility

Gold winner

• Morrow Communications
  Giving Kids in NI an 'Asda' Sporting Chance
  
  Good campaign with effective results. Strong content was pushed across all platforms to demonstrate ASDA's engagement in the healthy lifestyle agenda. From local talks to Twitter, from sports events to senior politicians, no stone was left unturned in this comprehensive entry to demonstrate the corporate responsibility of the client.
  
  Corporate Responsibility: Morrow Communications

Silver Winner

• Coca-Cola HBC Northern Ireland
  Coca-Cola Clean Coast Programme

Finalist

• Antrim Borough Council
  Oil Stamps Saving Scheme

Publication

Gold winner

• JPR
  Community Relations Week 2011
  
  Good publication although more information could have been produced on outcomes/evidence. But we were impressed with brave work in a challenging area, which achieved a strong product and with good value for money. The publication challenged and at the same time encouraged politicians in their moves on community relations, and did not shy away from the difficulties of the intense situation.
  
  Publication: JPR

Silver Winner

• NICCY
  Talking Transfer

Finalists

• Patient and Client Council
  Rural Voices Matter
• Phoenix Gas
  Kellen Group Annual Report
• Phoenix Gas
  Gas Supply End of Year Report
• Stakeholder Communications
  Belfast Harbour Corporate Plan

Best Use of Measurement and Evaluation

• Weber Shandwick Northern Ireland
  Tackling anti-TNF shortfall
  
  Best Use of Measurement and Evaluation: Weber Shandwick Northern Ireland

CIPR Northern Ireland Lifetime Achievement Award

• John Laird FCIPR