CIPR

To view pictures from the Northern ireland Dinner, visit the Harrison Photography websbite.

Event Passcode is PRIDE2010.

01 Corporate and Business Communications

Gold winner

• LJK Communications
  Global Issues, Local Impact - Davy Northern Ireland
  
  This was a well-rounded campaign for a relative newcomer to the NI financial services market, which incorporated profile building, high profile events, partnerships with relevant charities, and a creative CSR programme. The Davy Portrait Awards achieved excellent coverage, were well-placed to reach the core target audience and continue to enable the company to demonstrate its commitment to the local community. The unique Night on the Trading Floor event enabled Davy to engage with high net worth individuals and supporters of the chosen charity partner of the event, whilst creatively demonstrating the company's global financial expertise.
  
  Case study (PDF format)

Silver winner

• Phoenix Natural Gas
  A Boiler Scrappage Scheme For Northern Ireland

Finalists

• JPR and Ulster Bank
  How Ulster Bank's Cash Cow Captured a Prince's Heart and Stole the Biggest Show in Town
• Morrow Communications and Northern Ireland Science Park
  Northern Ireland Science Park: A Bright Light Amidst the Gloom

02 Not-for-Profit

Gold winner

• Morrow Communications
  STEM - Appliance of Science
  
  Encouraging students to take up STEM subjects was central to the campaign, which incorporated a series of workshops, events and experience days, and culminated in the Young Innovators Exhibition.The fully-integrated campaign used creative photography, interesting partnerships and STEM champions to generate excellent media coverage. In turn this led to increased attendance at the Young Innovators Exhibition, more entries for the competition and positive feedback from teachers and industry stakeholders
  
  Case study (PDF format)

Silver winner

• Smarts
  Tackling dementia head on - the launch of fold brain bus

Finalists

• Smarts
  Volunteer now - one good reason campaign
• Weber Shandwick - Audiences NI
  Test Drive the Arts NI

03 Internal Communications

Gold winner

• Belfast City Council
  MAD Awards Communication Strategy
  
  This was a text book internal communications campaign, which ticked all the relevant boxes. The MAD Awards were well publicised, with a strong and consistent theme, which managed to reach all departments within the council.
  
  Case study (PDF format)

04 Crisis Communications

Gold winner

• Lighthouse Communications
  Volcanic Ash Air Travel Disruption at George Best Belfast City Airport
  
  The team won praise from all quarters for their handling of the crisis around the volcanic ash disruption to passengers, providing support and direction for their client, as well as regular, informative, timely information for the media.They extended their usual remit to include interesting news stories which occurred outside of the drama, offering journalists opportunities to film the empty airfield, dust covers on planes,the empty air traffic control centre and a tour of the airfield fire station. An excellent campaign, where the team offered 24/7 service, managing more than 500 media enquiries in a five day period, whilst issuing more than 30 press releases.
  
  Case study (PDF format)

Silver winner

• Northern Ireland Water
  Battling To Maintain Water Supply during the Coldest Winter in Over 40 Years

Finalist

• Translink
  Translink Enterprise - Headline Grabbing Fares

06 Public Affairs

Gold winner

• Strategic Planning
  Securing Additional Funding For The Children's Hospice
  
  This is a well-constructed and ultimately successful campaign, designed to secure additional government funding for the Northern Ireland Hospice.By organising a 25th anniversary event at Stormont last September, which was attended by the Health Minister, the team set themselves a tight deadline in which to achieve the additional funding. This followed the preparation of a comprehensive financial briefing paper, which identified all key influencers and stakeholders. Funding was achieved, as was excellent coverage. This was a very effective lobbying campaign.
  
  Case study (PDF format)

07 Public Sector

Gold winner

• JPR
  Reopening the Ulster Museum
  
  The reopening of one of Northern Ireland's cultural landmarks, after a three year closure for renovation, included the task of ensuring the opening campaign generated awareness and excitement reflecting the significance of the event. Using photography, key people and exhibits, JPR created a strategy of sustained media presence in the period leading to the reopening of the museum. The result was a host of media coverage in Northern Ireland and the rest of the UK, as well as an increase in public awareness and a significant increase in visitors to the museum.
  
  Case study (PDF format)

Silver winner

• Translink
  Rail Safety

Finalists

• Department for Employment and Learning
  National Training Awards 2010 - Stand Out From The Crowd
• Land and Property Services
  2010 Rate Bill Campaign
• Morrow Communication
  Two Wheels: Two Weeks
• Morrow Communications and DEL NI
  'Made Not Born' DEL Management and Leadership

08 Best Campaign £10K and Under

Gold winner

• MF Communication
  Baileys Irish Champion Dairy Cow Competition
  
  The judges particularly liked the quirky nature of the campaign, which made it stand out and made them laugh. Working with an established campaign on a local level and in a difficult situation, it was impressive that the agency managed to attract wide media coverage. This included an impressive range at international, national and regional level, as well as primetime TV coverage. Overall, the campaign proved very successful in spite of the difficult conditions for the farming community. The judges particularly liked the playful and light hearted nature of the campaign, which assuredly helped contribute to the extensive coverage achieved.
  
  Case study (PDF format)

Silver winner

• JPR and Ulster Bank
  How Ulster Bank's Cash Cow Captured a Prince's Heart and Stole the Biggest Show in Town

Finalists

• Morrow Communications
  Dale Farm '2010 Dreams' Sports Award
• Smarts
  Putting the milk back into milk cup

09 Consumer Relations

Gold winner

• Smarts
  Bushmills Irish Whiskey: Make it at Bushmills
  
  This was an extremely exciting campaign, with several areas of fantastic creativity, which pushed one of Diageo's smaller brands onto the global marketing stage with great success. It demonstrated clarity of vision and purpose, with a sustained element of creativity to ensure that the story remained fresh in a number of different global markets. Although the budget was relatively large, the final results were outstanding and well evaluated by Smarts. The judges were particularly impressed with the use of the Bushmills distillery, which maximised an inherent appreciation of the image of rural Ireland and, in particular, the excellent resource in the form of Bushmills Master Distiller. This resulted in substantial and sustained media coverage. Overall it was an excellent campaign, which was well delivered.
  
  Case study (PDF format)

Silver winner

• Smarts
  Guinness Rugby: Area 22

Finalists

• JPR
  Reopening the Ulster Museum
• Morrow Communications
  Translink 'Hidden Treasures'
• mxbrandcom
  Taste Of Autumn In Tyrone

10 Best Use of Media Relations

Gold winner

• LJK Communications
  Revealing a New Chapter
  
  This hardworking media relations campaign impressed the judges by achieving strong results against measurable business results. The five-star Merchant Hotel engaged LJK Communications to grow its local, national and international profile. The team implemented a plan which engaged diverse audiences, resulting in extensive positive coverage. The hotel was positioned as being an ideal venue for leisure, business and events which, along with an already impressive history, gave the campaign longevity. Congratulations to the LJK Communications team on an impressive result.
  
  Case study (PDF format)

Silver winner

• Smarts
  Guinness Arthur's Day: Making Global Local

Finalists

• JPR
  Reopening the Ulster Museum
• Northern Ireland Water
  NI Water's Belfast Sewers Project
• Smarts
  Bushmills Irish Whiskey: Make it at Bushmills
• Theatre at The Mill, Newtownabbey Council
  New Theatre At The Mill Media Campaign - It's Time To Take Your Seats

11 Integrated Communications

Gold winner

• Morrow Communications
  Propelling Entrepreneurial Success!
  
  The judges were particularly impressed by the creative approach to what could have been a dry brief. The campaign was truly fully integrated, embracing key communication channels. In a short space of time, the agency planned a detailed and broad campaign, which delivered beyond targets. It was well thought through and rightly achieved significant media coverage, as well as being successful in recruiting mentors. It fully deserved to win additional funding for the programme. The campaign punched considerably above its weight, being highly cost-effective and impactful. Well done to everyone involved!
  
  Case study (PDF format)

Silver winner

• Smarts
  Volunteer now - One good reason campaign

Finalist

• Weber Shandwick - Down Royal Racecourse
  Communicating the NI Festival of Racing

12 Corporate Responsibility

Gold winner

• Morrow Communications
  'Act Now' - Delivering Northgate managed Services CSR Campaign
  
  The judges were impressed with the very well thought out CSR policy which was designed to drive forward the ethos underpinning Northgate's core business principles. The Company aims to offers its employees an inclusive approach to CSR, which the judges felt it achieved in its two pronged programme - 'Community' and 'People'. The activities offered in the Community programme cover a range of interesting and varied events from community volunteering to a programme aimed at adopting a school in a mini rugby festival. The People programme involved an exemplary Apprenticeship Scheme aimed at young people out of work and was supported by the Department for Employment and Learning. The results to-date have been very impressive. The company has witnessed a dramatic change in internal culture with more than 10% of employees now regularly volunteering, and the second tranche of the Apprenticeship Scheme will double last year's intake. The judges also commended the company's schools' outreach programme, which encompasses 350 primary and secondary schools across Northern Ireland.
  
  Case study (PDF format)

Silver winner

• Smarts
  Ballygowan Pink - Making Northern Ireland part of it

Finalists

• Northern Bank
  Families Can Bank on Partnership
• Smarts
  Whites and home start - Building stronger families

13 Best Use of Digital PR

Gold winner

• Smarts
  Guinness Rugby: Area 22
  
  Following the 2008/2009 season grand slam for Irish Rugby, Smarts was asked by Guinness to help position their brand as 'the font of all rugby knowledge' and increase the association between Guinness and Irish Rugby. Social media was used to great effect as the main vehicle for the campaign, using iPhone apps, blogging and Facebook to deliver the message. The campaign achieved its aim of encouraging a greater community between the brand and the sport. Congratulations to the Smarts team on their success.
  
  Case study (PDF format)

Silver winner

• Smarts,
  Bushmills Irish Whiskey: Make it at Bushmills

Finalist

• National Trust
  Picture Yourself

14 Best Use of Photography or Design

Gold winner

• CMPR
  'In the Eye of the Beholder'
  
  The agency created a series of highly creative images for the sixth year of Belfast Fashion week, the leading fashion event in Ireland attracting over 3,000 consumers each season to participating retailers. They were tasked with delivering photography that captured the media's attention in a competitive industry segment, thereby raising consumer awareness and driving ticket sales to the various shows during the week. They created a very high-quality campaign that was visually stunning. As well as creating generic campaign images using a well-known local model, they also worked closely with the local and regional media to create bespoke photoshoots for specific features. The images were so successful that the client decided to leverage them, resulting in a campaign that was held together beautifully by their creative photography.
  
  Case study (PDF format)

Silver winner

• JPR
  Reopening the Ulster Museum

Finalists

• LJK Communications
  Keeping Ards in the Frame
• mxbrandcom
  Tropical Magic

16 Best Publication

Gold winner

• Belfast City Council
  Tourism Facts and Figures
  
  This is a contemporary publication with structured content, which is presented in a user-friendly way to convey tourism news to industry organisations and individuals. It provides a quick and easy reference to the latest data, and excellent visuals show Belfast as a desirable tourist and business destination. The use of people in the photography helps to illustrate a diverse offering, whilst the at-a-glance copy provides interesting statistics and data. An excellent publication which should be kept as a city reference guide by users. Well done to the Belfast City Council team.
  
  Case study (PDF format)

Silver winner

• Land and Property Services
  A Guide To Rates

17 Best Magazine

Gold winner

• Belfast City Council
  City Matters
  
  This residents' magazine is distributed to 130,000 households in the city. Having run successfully for 8 years, its 5 editions per year cover city news, council activities and services, events listings and regular features of interest to local residents. With the aim of creating awareness and improving understanding of the Council's work and role within the city, it provides a well-designed and easy to read publication that compares well to a newspaper supplement or local independent magazine. With stories that have wide appeal to engage readers of all ages and interests, it successfully brings everything together with a clear editorial style. The additional revenue secured from selling display advertising has clearly paid off and is a testament to the publishing team's commitment to producing a very high quality and enjoyable read!
  
  Case study (PDF format)

Silver winner

• Northern Ireland Water
  Waterline

Finalists

• Barnardo's Northern Ireland
  Barnardo's N.I. ezine
• Belfast City Council
  Intercom
• Weber Shandwick - Matrix
  Matrix Magazine

18 Best Newsletter

Gold winner

• National Trust
  Near You - National Trust Northern Ireland
  
  This is an informative member newsletter which provides news and updates about the National Trust as an organisation and about its properties. Content is well planned and relevant to members, whether families or individuals. There is good reference to up and coming events, and feedback to members from competitions and fundraising. Overall, this newsletter meets its purpose well, and is distributed to members as well as property visitors.
  
  Case study (PDF format)

Silver winner

• Smarts
  Tanqueray 'In the Works'

19 Best Website or Microsite

Gold winner

• JPR and Ulster Bank
  www.smallbusinesscan.com
  
  This is a good example of marketing to a customer base through an online channel. Relationship building is demonstrated in a clear and easy way using a light-touch with customers, who feel comfortable about owning the forums and discussing issues online. The success of the website can be seen in the number of visitors it attracts and the number of people registering each day. Clearly it appeals to its target audience. The amount of time spent by visitors on the site shows that the content is interesting, and the number of comments posted shows that visitors are engaging with the content. The fact that business leaders ask to write for the blog on this site is another demonstration of its appeal to the business community in Northern Ireland.
  
  Case study (PDF format)

Silver winner

• Theatre at the Mill, Newtownabbey Borough Council
  New Website and Online Booking Development for Theatre at the Mill

20 Best Event

Gold winner

• Core Communications and HSBC
  HSBC Does Strictly Catwalk
  
  The judges were very impressed with this event in many ways. The organisers successfully transformed an internal staff event into a public event involving politicians and celebrities, alongside staff. Working with a limited budget, they raised an impressive amount of money for their chosen charity to position their client as a socially responsible organisation at a time when many banks are losing their reputations. Not only did they raise £10,000, but they also managed to attract the involvement of high profile local personalities. The judges noted that they fully deserved the extent of media coverage they gained across the country.
  
  Case study (PDF format)

Silver winner

• Cactus PR & Communications
  Belfast Taste & Music Fest 2009

Finalists

• Antrim Borough Council
  Antrim Community Excellence Awards
• Belfast City Council
  The Making a Difference (MAD) Awards
• LJK Communications
  Real People, Real Fashion

21 Outstanding Young Communicator

Gold winner

• Zoë Cunningham
  Coca-Cola HBC Northern Ireland
  
  If the Young Communicator award is about setting professional standards for our future PR practitioners, then Zoe Cunningham, Communications Manager of Coca-Cola HBC Ireland, raises the bar. A truly proficient and creative communicator, Zoe stood out amid an excellent group of shortlisted candidates, and is aiming high for her future career. Over the last 12 months, she has admirably risen to the serious challenges that her company's communications have asked of her and still comes out smiling.
  
  Case study (PDF format)

Finalists

• Danielle Hibbert
  CMPR
• Donal Doherty ACIPR
  Converse Communications,
• Gary McKeown MCIPR
  Stratagem (NI)

23 Outstanding Small Consultancy

Gold winner

• CMPR
  'Small Fish? Great Swimmers'
  
  CMPR is clearly a team of passionate communicators, who love what they do. An enviable client list and highly creative campaigns made for an impressive entry. Judges were particularly impressed by the cost-effective 'word of mouth' campaigns carried out for clients on low budgets.
  
  Case study (PDF format)

24 Outstanding In-House Public Relations Team

Gold winner

• Newtownabbey Borough Council
  
  This is a busy in-house team, executing a comprehensive and creative campaign. In addition, the communications strategy around their change of leadership was well thought through. Of particular note to the judges is the development of the in-house design service and up weighted e-communications. In addition, judges were impressed with the measurement and evaluation process.
  
  Case study (PDF format)

Silver winner

• Translink Communications Team

Finalist

• National Trust

25 Outstanding Public Relations Consultancy

Gold winner

• Smarts
  Wider Horizons
  
  This was a very impressive entry, depicting an agency that is full of energy and passion. They demonstrate an excellent commitment to creating and motivating a great team, with people selected from diverse backgrounds. The agency has some outstanding clients and has done extremely well in winning impressive levels of new business. This is an agency that operates at an international level and competes and wins against global agencies. The business has innovated well and grown its income and projects as a result.
  
  Case study (PDF format)

Silver winner

• Morrow Communications
  When The Going Gets Tough - The Tough Get Going

Finalists

• JPR, Relevant
  Realistic and Recession-Proofed
• LJK Communications
  Nothing great is accomplished without passion