We’re thrilled to announce the results of the CIPR Midlands PRide Awards 2018. Click on the links below to view the winning entries.

To view and download the photos from the event, please visit the Page One Photography website and follow the steps below:

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  2. Enter the username “cipr” (case sensitive)
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Note: All case studies are in PDF format and open in a new window.

Corporate and Business Communications Campaign

Gold winner:

  • Citypress
    Schweppes, the nation’s favourite mixer

This campaign used creative storytelling to give trade journalists a chance to engage with the brand. Delivered within a tight deadline, this campaign placed creativity at its heart, resulting in some impressive results which helped to challenge perceptions of the Schweppes brand.

Case study

Silver winner:

  • London PR
    MuscleFood For Thought (Leadership)

Finalists:

  • Story Comms
    Revving the Midlands Engine
  • The Marketing Pod and Inenco
    The Cost of Inaction
  • Whistle PR
    Antalis: Championing the UK’s Paper Industry
  • WPR and Ishida Europe
    The Poultry Processing Blueprint

Internal Communications Campaign

Gold winner:

  • Thread & Fable and Birmingham Metropolitan College
    Sharing the Friday Feeling

This is a really smart campaign that was successful because it was so clear on its objectives. They knew the behaviour they wanted to see and how Yammer worked. This meant they designed a campaign that tapped into how people interact with social and made it simple and appealing to join in. The budget was sensible for the scale of the work; but the ROI was huge, with a significant sign-up to this new channel. A beautifully simple and well-executed campaign, demonstrating great ideas and creativity – a worthy winner.

Case study

Silver winner:

  • Loughborough University
    Heart 2 Heart

Finalists:

  • IMI Precision Engineering
    Communicating the strategy using senior and middle managers
  • Purple Monster and Severn Trent
    Journey to Upper Quartile
  • Worcestershire Acute Hospitals NHS Trust
    4ward

Consumer Relations Campaign

Gold winner:

  • WPR and Hungry Horse, Greene King
    Glitter Gravy

This campaign stood out for the research and insights into their target market that enabled them to come up with a creative idea that would make a big impact through social channels. With ‘social first’ an imperative for the campaign, the team must have known that the “Glitter Gravy” idea was undoubtedly worthy of ‘clicks’. This campaign delivered an incredible impact for such a modest budget; testament to the power of a smart idea, executed brilliantly.

Case study

Silver winner:

  • McCann PR & Social, Birmingham and Haier Appliances
    “Fresher Diaries”

Finalists:

  • Edson Evers
    Securing the nation with National Home Security Month
  • Grayling Birmingham and Aston Villa Football Club
    Managing the changing face of football
  • Superdream
    Say yes to fun at Drayton Manor Park
  • Whistle PR
    Vax – 40 Years of Innovation

Public Sector Campaign

Gold winner:

  • Syndicate Communications
    Shakespeare’s Celebrations

This was a great example of how, by keeping awareness high through phased activity over a period of six months, the PR team was able to make maximum impact and stretch the modest budget accordingly. The team showed real awareness of the target audience and the buying habits of UK domestic tourism. The wide variety of channels used over the course of six months contributed to a great deal of coverage, exceeding original objectives.

Case study

Silver winner:

  • McCann PR & Social, Birmingham and Midlands Connect
    Midlands Connect: making regional transport a national conversation

Finalists:

  • Liquid and Birmingham City Council
    Birmingham “Handover” and “Homecoming” for Commonwealth Games 2018
  • Telford College
    Define Your Future with Telford College
  • West Midlands Police
    We’re Talking Stalking

Not-for-Profit Campaign

Gold winner:

  • Farm Safety Foundation
    Mind Your Head

This was a powerful way to tackle a sensitive subject, aimed at a notoriously hard-to-reach audience, and with a subject area that doesn’t naturally have broad appeal. The tactics covered a variety of channels and showed good use of affiliations with interest groups and celebrity/influencers. Importantly, the campaign made a big impression across lots of different types of media, achieved via a well-planned timeline and modest budget.

Case study

Silver winner:

  • BakerBaird Communications and NWG
    Tackling Child Sexual Exploitation; tiny charity, massive impact

Finalists:

  • Birmingham Children’s Hospital Charity
    The Big Sleuth
  • Cartwright Communications
    Nottingham’s bid for European Capital of Culture 2023
  • Chartered Institute of Housing
    Make a Stand
  • NASUWT
    Too Much Too Young

Healthcare Campaign

Gold winner:

  • WPR
    A High Wire With No Safety Net

The intelligence gathered at the research phase set this campaign up for success, recognising that the barrier they needed to break through was changing perceptions of senior HR professionals. The industry report, compiled with survey data, was a great centrepiece to the campaign. The entrant also showed very strong measurement and evaluation of the campaign’s impact; the ROI, from a modest budget, was powerfully demonstrated by over 100 actionable leads versus a target of 50.

Case study

Silver winner:

  • Stone Junction
    An authoritative medical voice

Finalist:

  • Nottingham University Hospitals NHS Trust
    We are the Hospital

Integrated Campaign

Gold winner:

  • The Marketing Pod
    Take a marketing health check

This integrated campaign created a brilliant mix of interaction (online game and B2B events), insights (research report and blogs) and innovation (personalised reports). They strike a great balance between generating general interest in the subject area through the use of the survey and subsequent press coverage. But the real impact comes through the personalised reports, which became a powerful lead generation tool. This was a smart and cost-effective campaign which delivered an impressive return on investment.

Case study

Silver winner:

  • Edson Evers
    Home is where the smart is for Yale

Finalists:

  • spottydog communications
    Using Trends to #Trend for Heritage Bathrooms
  • Stone Junction
    Putting the rise of the cobots in context
  • WAA Chosen
    Protyre Tyre Safety Month Campaign
  • WPR and Farmhouse Inns, Greene King
    Creme Egg Yorkshire Pudding

Transport or Automotive Campaign

Gold winner:

  • Vision Express
    Eye Tests Save Lives

This campaign is a great example of a brand alignment to an important social message. Compelling storytelling brought their message to life, backed up with great incentives – such as a free eye tests – and partnering with important figures including MPs and charities to add weight to the message. Great research and tactical planning led to great outcomes for a relatively modest level of investment.

Case study

Silver winner:

  • RBH Creative Communications
    Turning The Region Orange

Finalist:

  • One Black Bear
    National Express #NationalWonders

Low Budget Campaign

Gold winner:

  • WPR
    All that glitters is…gravy?

This campaign had good SMART objectives that then clearly linked to the evaluation and measurement. The creative was highly visual and clearly resonated with the target audience. Whilst the budget was low, this campaign provided a significant return on investment for the client. A great campaign!

Case study

Silver winner:

  • London PR
    MuscleFood For Thought (Leadership)

Finalists:

  • Loughborough University
    Heart 2 Heart
  • Ofwat
    Spark! Innovation in the water sector
  • Story Comms and Mills & Reeve
    The Midlands’ inaugural Innovation 50 index
  • Tank
    Destination Employer

STEM Campaign

Gold winner:

  • Stone Junction
    Putting the rise of the cobots in context

This campaign had good clear SMART objectives which linked with measurement and evaluation. Stone Junction carried out thorough research and developed an effective strategy which targeted a well defined audience with relevant and well crafted content. This campaign achieved impressive results on an international level.

Case study

Silver winner:

  • Stone Junction and EU Automation
    Delivering more across the Atlantic

Finalists:

  • spottydog communications
    Transforming the future of composites for Pentaxia
  • WPR and Spirax Sarco
    Food and drink’s most powerful ingredient

Education Campaign

Gold winner:

  • Telford College
    Define Your Future with Telford College

This campaign had good SMART objectives that were clearly linked to the outcomes. The inclusion of market research to provide baseline data was impressive and the delivery was well thought-out and nicely implemented. Set objectives were achieved and, overall, the campaign provided good value for money. A worthy winner.

Case study

Silver winner:

  • NASUWT
    Too Much Too Young

Finalists:

  • Loughborough University
    Excellence 100
  • Loughborough University
    Good Luck Cards
  • Loughborough University
    Heart 2 Heart
  • Loughborough University
    School Games 2017

Best Use of Media Relations

Gold winner:

  • WPR
    All that glitters is…gravy?

This campaign had good SMART objectives that then clearly linked to the evaluation and measurement. The creative was highly visual and clearly resonated with the target audience and with the media. Whilst the budget was low, this campaign provided a significant return on investment for the client. A great campaign!

Case study

Silver winner:

  • NASUWT
    Too Much Too Young

Finalists:

  • Loughborough University
    School Games 2017
  • NFU Mutual
    Rural Crime Now
  • PDSA
    100 years of saving pets and changing lives
  • Tank
    PR by design

Best Use of Digital

Gold winner:

  • WPR and Hungry Horse, Greene King
    Hungry for Summer

The WPR team created a highly imaginative and very well executed campaign with a key digital asset which allowed them to evidence delivery against their brief; to encourage repeat visits and attract new customers for their Hungry Horse client, while building in data capture. The campaign exceeded all KPIs by more than 100% and became the most successful promotion that the client had ever run.

Case study

Silver winner:

  • Tank
    Destination Employer

Finalists:

  • Loughborough University
    Gold Coast 2018
  • Loughborough University
    Health and Wellbeing
  • Loughborough University
    School Games 2017

Best Use of Social Media

Gold winner:

  • WPR and Farmhouse Inns, Greene King
    Creme Egg Yorkshire Pudding

This was an example of using creativity and insight to build a social campaign that would resonate with the target audience. The Creme Egg Yorkshire Pudding captured people’s love of food and delivered some great results, including return on investment for the campaign – a worthy winner!

Case study

Silver winner:

  • WPR and Hungry Horse, Greene King
    Hungry for Summer

Finalists:

  • Clarity Comms
    Hobgoblin’s #SeasonofMischief 2017
  • One Black Bear
    National Express #NationalWonders
  • spottydog communications
    Serving up tasty jobs for Mitchells & Butlers
  • Tank
    Something Spectacular

Best Use of Content

Gold winner:

  • WPR
    All that glitters is…gravy?

This really was a standout example of how to effectively use content. This campaign used a simple and creative hook to create a piece of content that exposed their client’s brand to a global audience in a way that delivered above and beyond the original brief and objectives.

Case study

Silver winner:

  • Tank
    Destination Employer

Finalists:

  • Derbyshire Constabulary
    Silent Night
  • NFU Mutual
    Rural Crime Now
  • The Marketing Pod and Inenco
    The Cost of Inaction
  • WAA Chosen
    Gibbs & Dandy, The Daily Nail

Best Use of Photography or Design

Gold winner:

  • Telford College
    Rebranding Telford College

This entry ticked all the boxes of a strong award entry: SMART objectives, creativity, great evaluation, a clear breakdown of all the costs (including staff time), and demonstrated return on investment. It was a worthy winner of the Best Use of Photography or Design.

Case study

Silver winner:

  • West Midlands Police
    #HumansOfWMP

Best Event

Gold winner:

  • Telford College
    7th Form Launch – A UK-first for education

This was a solid entry, which presented clearly defined, measurable objectives for Telford College’s inaugural ‘education to career path’ event. All of these objectives were comfortably exceeded. This, together with a clear measure of ROI which was provided along with the campaign budget, allowed the judges to understand how the campaign delivered real value to the college through its planning, implementation and cost effectiveness.

Case study

Silver winner:

  • West Midlands Police
    Sound of Da Police

Finalists:

  • Loughborough University
    Heart 2 Heart
  • Superdream
    Bosch Botanics at the RHS Chelsea Flower Show
  • Superdream
    Spinning Planets for The Crystal Maze LIVE Experience
  • The Marketing Pod and Inenco
    The Future Utilities Manager

Best Publication

Gold winner:

  • BBC Birmingham
    Spotlight

The judges were impressed with the ability of Spotlight to deliver a personalised communications experience to each of the BBC’s 21,000 employees. This is an outstanding example of how a publication successfully reflects a brand vision. In this case, the concept of ‘One BBC’ has been brought to life by the unification of numerous e-bulletins into one customised publication. Staff have clearly been inspired too – as evidenced by a 100% increase in the open rate and engagement levels in just one year.

Case study

Silver winner:

  • The Marketing Pod and Inenco
    The Future Utilities Manager

Finalists:

  • NFU Mutual
    ‘Improving food confidence’ – The Food Fraud Report
  • spottydog communications
    Bridging the gap with Mitchells & Butlers
  • The Marketing Pod and SES Business Water
    Encouraging SMEs to take the plunge
  • WAA Chosen
    Gibbs & Dandy, The Daily Nail

Outstanding Young Communicator

Gold winner:

  • Jade Devlin
    NFU Mutual

Jade is hugely professional and clearly able to elevate the importance of PR in her organisation to senior level. Her work showed clear objectives and measurable results, as well as a genuine connection to the audience. Any organisation would be proud to have Jade in their comms team.

Case study

Silver winner:

  • Tom Bower MCIPR
    Telford College

Finalists:

  • Allyson Loots
    Superdream
  • Emily Wildbore
    2 Sisters Food Group
  • James Watkins MCIPR
    Tank

Outstanding In-House Public Relations Team

Gold winner:

  • Loughborough University

Loughborough’s strategy is driven by data and emotional understanding which was a winning combination in the judges’ eyes, and clearly delivers strong results across the board, with the team beating all of their targets and taking on new briefs. The judges were impressed that three interns had gone on to hold full time positions, demonstrating Loughborough’s commitment to supporting entrance to the industry. Their #SpitHappens campaign broke records for stem cell donors signing up in a single day and it is evident why this team are rightly seen as sector leaders.

Case study

Silver winner:

  • Birmingham Hippodrome

Outstanding Public Relations Consultancy

Gold winner:

  • Stone Junction

In a strong field, Stone Junction stood out with obvious energy, enthusiasm and a smart business strategy that is yielding results. The judges were especially impressed by their clear and extremely ambitious vision for where they want to take the business. Congratulations to Stone Junction!

Case study

Silver winner:

  • Tank

Finalists:

  • Cartwright Communications
  • Citypress
  • Plinkfizz
  • Whistle PR