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

To view and download photos from the night:

  1. Visit the Press Eye website
  2. Click on ‘Event Key’ (half way down the page)
  3. Enter password: 191018dkCIPR

Note: All case studies are in PDF format and open in a new window.

Corporate and Business Communications Campaign

Gold winner:

  • Morrow Communications
    Bringing Neueda into a New Era

A clear understanding of the brief, considered objective-setting and sensible tactics placed Morrow Communications as a worthy Gold winner in this category. The campaign not only delivered a measurable and demonstrable difference for the client but also provided them with a strategy and structure for the future.

Case study

Silver winner:

  • Phoenix Natural Gas
    Fuelling the Future: Bringing Gas to East Down

Finalists:

  • Lanyon Communications and Belfast City Council
    Belfast at MIPIM 2018
  • RNN Communications and Fresh Montgomery
    A Cut Above…

Internal Communications Campaign

Gold winner:

  • Portview
    Hub – The intranet that’s got people talking

Portview used a range of online engagement tools to provide an intranet that was not only informative but also engaging, delivering an enhanced employee experience while also promoting engagement and collegiate working. The figures speak for themselves in terms of staff satisfaction, while the entry showed a consistently high performance in all areas.

Case study

Silver winner:

  • Belfast HSC Trust
    Seasonal Flu Vaccine Campaign

Finalist:

  • Danske Bank
    Making more possible

Consumer Relations Campaign

Gold winner:

  • Morrow Communications and Translink
    #GetOnBoardNI – Bus + Train Week 2017

The Morrow Communications and Translink #GetOnBoardNI campaign stood out for its results-driven ingenuity in what is a complex stakeholder environment. In particular, the judges were impressed with the breadth of carefully planned and implemented tactics, as well as tangible outcomes clearly linked to SMART objectives. This was a high quality and well executed campaign offering great value for money for the client.

Case study

Silver winner:

  • JComms
    HMS Caroline Dockside Festival

Finalists:

  • JComms
    Ulster Bank: For life’s little emergencies…
  • Rumour Mill PR
    Pizza Punks brings the anarchy to Belfast
  • Rumour Mill PR
    Revolución de Cuba brings the carnival to Belfast!
  • Smarts Communicate
    Harp’s Pure Here

Public Sector Campaign

Gold winner:

  • JComms and National Museums NI
    Poppies: Weeping Window

JComms provided a high quality, high impact PR service to manage the installation of the WW1 poppy installation at the Ulster Museum. Their understanding of the context and sensitive treatment of different stakeholder groups ensured objectives were met – and exceeded – and demonstrably position the Ulster Museum as a “safe place for discussion and dialogue” – a key aim of the project. The campaign provided a clear and tangible return on investment.

Case study

Silver winner:

  • Morrow Communications and Translink
    #GetOnBoardNI – Bus + Train Week 2017

Finalists:

  • Jago and Tourism NI
    Journey of Rediscovery
  • Smarts Communicate
    Food Standards Agency – Know Your Calories

Community Relations Campaign

Gold winner:

  • ASG & Partners
    M&S – Supporting the Community for 50 Years

This campaign really stood out as being in-line with the company’s brand values. The objectives were clear and directly reflected in the outcomes and impressive evaluation. The genuine impact on the community through money donated and hours spent was a pleasure to see and offered a real link to the category subject. This is a real feel-good campaign and a worthy winner.

Case study

Silver winner:

  • Massive PR
    Reuse at Ground

Finalist:

  • Translink and Morrow Communications
    Stuff A Bus!

Not-for-Profit Campaign

Gold winner:

  • Morrow Communications and Mencap NI
    Move it For Mencap – Belfast City Marathon

In compiling this campaign, Morrow Communications brought out its entire PR toolkit, merging traditional media relations with influencer strategies and community interventions to not only raise awareness but also to mobilise people into action against a set of clearly defined criteria.

Case study

Silver winner:

  • Weber Shandwick and CRISPP
    Let’s Keep on Supporting People

Finalists:

  • Action Mental Health
    Peaceful Minds? 20 years after the Belfast Agreement
  • JComms
    Co-Ownership – Shared Ownership Month
  • Morrow Communications, Translink, Salvation Army and St Vincent de Paul
    Stuff a Bus – Christmas Family Appeal
  • Rumour Mill PR
    Abigail’s Party at the MAC

Healthcare Campaign

Gold winner:

  • ASG & Partners
    Leukaemia & Lymphoma NI – Empty Chairs

The judges were impressed with the novel story-telling around this campaign, and the way in which the hard-hitting message of loss was told with such compassion. ASG  & Partners had clearly researched the issue, identified a key demographic and worked hard to identify the best way in which to deliver a message that spoke directly to their hearts.

Case study

Silver winner:

  • Morrow Communications and QUB
    Dickey Luvs Doot – Prisoner Sexual Health Campaign

Finalists:

  • Belfast HSC Trust
    Seasonal Flu Vaccine Campaign
  • Brown O’Connor Communications
    World AIDS Day Campaign NI 2017

Integrated Campaign

Gold winner:

  • Morrow Communications and Translink
    #GetOnBoardNI – Bus + Train Week 2017

The Morrow Communications and Translink #GetOnBoardNI campaign stood out for its results-driven ingenuity in what is a complex stakeholder environment. In particular, the judges were impressed with the breadth of carefully planned and implemented tactics, as well as tangible outcomes clearly linked to SMART objectives. This was a high quality and well executed campaign offering great value for money for the client.

Case study

Silver winner:

  • Morrow Communications and Mullins Ice Cream
    A Month of Sundaes

Finalists:

  • Clearbox and Bushmills Irish Whiskey
    #AnswerTheCall
  • Smarts Communicate
    Bank of Ireland UK: More than a Mortgage
  • Smarts Communicate
    Harp’s Pure Here
  • Weber Shandwick and CRISPP
    Let’s Keep on Supporting People

Low Budget Campaign

Gold winner:

  • Weber Shandwick and CRISPP
    Let’s Keep on Supporting People

Weber Shandwick demonstrated that they understood the subtle nuances of the operating environment surrounding a funding decision which touched hundreds of lives. Consequently, they developed a campaign that was absolutely in tune with their target audience, had a high level of relevance and was targeted to a clear set of objectives. They used powerful stories and influential relationships and approaches to achieve their aim, showing resourcefulness and dedication along the way.

Case study

Silver winner:

  • Rumour Mill PR
    Pizza Punks brings the anarchy to Belfast

Finalists:

  • Belfast HSC Trust
    Seasonal Flu Vaccine Campaign
  • Clearbox
    BoxyMo – Rewarding Safe Driving
  • JComms
    Co-Ownership – Shared Ownership Month
  • Morrow Communications
    Free’ist: A Sweet Tale of Going Sugar-Free…

Arts, Culture or Sport Campaign

Gold winner:

  • JComms and National Museums NI
    Poppies: Weeping Window

JComms provided a high quality, high impact PR service to manage the installation of the WW1 poppy installation at the Ulster Museum. Their understanding of the context and sensitive treatment of different stakeholder groups ensured objectives were met – and exceeded – and demonstrably position the Ulster Museum as a “safe place for discussion and dialogue” – a key aim of the project. The campaign provided a clear and tangible return on investment.

Case study

Silver winner:

  • Rumour Mill PR
    Abigail’s Party at the MAC

Finalists:

  • Jago
    #BelfastVisualArts
  • Massive PR
    Belfast Classic: Bringing Big Basketball to Northern Ireland

Travel, Leisure or Tourism Campaign

Gold winner:

  • JComms
    Titanic Hotel Belfast: The Hotel that History Built

The Titanic Hotel Belfast is an exciting and creative campaign that was particularly strong in engaging stakeholders. It demonstrated a high level of research that informed the strategy and tactics. In fact, its detailed strategy stood out to the judges, and is testament to the exceptional results and achieving the campaign objectives. The tactics were implemented over a five month time period, and ranged from attention grabbing to more substance – all of which helped build the narrative and secure first class media interest and news content to targeted media.

Case study

Silver winner:

  • JComms
    HMS Caroline Dockside Festival

Finalists:

  • ASG PR
    The definition of…the Causeway Coast Coastal Route
  • Belfast City Council
    Reopening of Belfast’s Tropical Ravine
  • Jago and Tourism NI
    Journey of Rediscovery
  • Morrow Communications and The Lost City Adventure Golf
    Putting ‘The Lost City Adventure Golf’ on the Map

Regional Campaign of the Year

Gold winner:

  • Clearbox
    BoxyMo – Rewarding Safe Driving

This was a very cost-effective campaign that delivered high levels of engagement amongst the target audiences. Clearbox’s excellent use of regional knowledge helped to drive home an important road safety message with the ultimate aim of changing behaviour and saving young lives. Impressive results in earned media coverage, high levels of social media interaction, and a clear return on investment for the client, made this entry stand out to the judges.

Case study

Silver winner:

  • Rumour Mill PR
    Maths Week 2017

Finalists:

  • Clearbox and Bushmills Irish Whiskey
    #AnswerTheCall
  • JComms
    Ulster Bank: For life’s little emergencies…
  • Lanyon Communications and Belfast City Council
    Belfast at MIPIM 2018
  • Weber Shandwick and CRISPP
    Let’s Keep on Supporting People

Best Use of Media Relations

Gold winner:

  • JComms
    Titanic Hotel Belfast: The Hotel that History Built

The Titanic Hotel Belfast is an exciting and creative campaign that was particularly strong in engaging stakeholders. It demonstrated a high level of research that informed the strategy and tactics. In fact, its detailed strategy stood out to the judges, and is testament to the exceptional results and achieving the campaign objectives. The tactics were implemented over a five month time period, and ranged from attention grabbing to more substance – all of which helped build the narrative and secure first class media interest and news content to targeted media.

Case study

Silver winner:

  • Rumour Mill PR
    Abigail’s Party at the MAC

Finalists:

  • Clearbox and Bushmills Irish Whiskey
    #AnswerTheCall
  • RNN Communications and Fresh Montgomery
    A Cut Above…
  • Smarts Communicate
    Food Standards Agency – Know Your Calories
  • Smarts Communicate and Bushmills Irish Whiskey
    Bushmills x Lowden – Two NI Icons Collaborate

Best Use of Social Media

Gold winner:

  • Smarts Communicate
    Harp’s Pure Here

This campaign stood out against tough competition thanks to a combination of detailed formative research, creative thinking, clear objectives, and very strong tactical implementation. Excellent planning and highly targeted content produced in collaboration with a strategic partner built a loyal following in anticipation of the campaign’s pièce de résistance. Strong measurement and evaluation demonstrated a high-performing campaign that exceeded all targets.

Case study

Silver winner:

  • Clearbox
    BoxyMo – Rewarding Safe Driving

Finalists:

  • Danske Bank
    Danske Life – internal social media app
  • Smarts Communicate
    Bank of Ireland UK: More than a Mortgage

Best Use of Content

Gold winner:

  • Smarts Communicate
    Diageo Bar Academy

Smarts Communicate are a worthy Gold winner in this fiercely competitive category. A detailed understanding of the client target audience, creative use of highly targeted content across multiple channels, and collaboration with respected influencers within the industry, brought additional credibility to an expertly executed campaign that delivered impressive results.

Case study

Silver winner:

  • Morrow Communications and QUB
    Dickey Luvs Doot – Prisoner Sexual Health Campaign

Finalists:

  • Clearbox and Bushmills Irish Whiskey
    #AnswerTheCall
  • JComms
    Ulster Bank: We want to be farmers…
  • Smarts Communicate
    Harp’s Pure Here
  • Smarts Communicate and Bushmills Irish Whiskey
    Bushmills x Lowden – Two NI Icons Collaborate

Best Use of Photography or Design

Gold winner:

  • Smarts Communicate
    Bank of Ireland UK: More than a Mortgage

An excellent use of research to drive creative decisions resulted in a brilliantly executed, attention-grabbing campaign that target audiences could clearly identify with. High quality content, adapted for multiple channels, created strong brand awareness and excellent engagement across digital advertising, social media, and video. Robust evaluation demonstrated a tangible business benefit to the campaign, with a clear link back to the objectives set out at the start.

Case study

Silver winner:

  • Smarts Communicate and Bushmills Irish Whiskey
    Bushmills x Lowden – Two NI Icons Collaborate

Finalist:

  • Antrim and Newtownabbey Borough Council
    iConnect App

Best Event

Gold winner:

  • Clearbox and Bushmills Irish Whiskey
    #AnswerTheCall

Through clever collaboration with local artists, Clearbox delivered a series of quirky, imaginative events that clearly demonstrated Bushmills’ brand values and supported the delivery of a strong and compelling story for its target audience, tailored to the geography. The events element was clearly tied to research and objectives, with an impressive contribution to overall outputs and outcomes for the client.

Case study

Silver winner:

  • Antrim and Newtownabbey Borough Council
    Enchanted Winter Garden

Finalists:

  • Belfast City Council
    Freedom celebration for Bill Clinton and George Mitchell
  • Butchery Excellence International
    The Biggest Ever World Butchers’ Challenge
  • Lanyon Communications
    CBRE Northern Ireland Real Estate Market Outlook 2018
  • Morrow Communications and Tourism NI
    Bringing Northern Ireland Tourism Awards Home

Issues, Crisis or Reputational Management

Gold winner:

  • Southern Health and Social Care Trust
    Daisy Hill Hospital Pathfinder Project

Southern Health and Social Care Trust showed how insight and understanding the issue led to a strong set of tactics and clear objectives for change. This campaign achieved a good response from the community, set up advocates for the cause and left a legacy in terms of initial achievement and a blueprint for the future.

Case study

Silver winner:

  • Sonya Cassidy PR and Merrow Hotel and Spa
    Our Story Starts Here!

Outstanding Young Communicator

Gold winner:

  • Brittany Breslin Chart.PR, MCIPR
    Massive PR

The judges were extremely impressed by Brittany’s commitment to her own continuing professional development and to providing support and mentoring to others. She demonstrated that she really understands the value of great PR through insights-driven activity to deliver genuine business results. She has risen to the challenges posed by working in a busy agency and proved that she has a strong commercial sense on business development, networking and client relationship management. The judges were also impressed with her principled views around paid and earned coverage in the social media space and giving back through selected pro-bono work. As a Chartered PR Practitioner, Brittany is an inspiration to other CIPR members.

Case study

Silver winner:

  • Gemma-Louise Bond MCIPR
    Power NI

Finalist:

  • Amy Black
    Portview

Outstanding Independent Practitioner

Gold winner:

  • Maurica Mackle Chart.PR, FCIPR
    Mackle Communications

Maurica is a great example of an independent practitioner who gives back to the profession and provides a strong role model leadership to the development of PR practitioners. She has demonstrated a strong business approach and solid vision for the development of clients, as well as her own agency. It is clear this Maurica takes the wellbeing and objectives of her clients to heart and is a worthy Gold winner.

Case study

Silver winner:

  • Sonya Cassidy MCIPR
    Sonya Cassidy PR

Outstanding In-House Public Relations Team

Gold winner:

  • Cancer Fund for Children

Not only is Cancer Fund for Children an amazingly worthy cause, it also has an amazingly dedicated and focused communications and marketing team. Their strategy has seen them place a greater emphasis on storytelling and integrating campaigns – which clearly paid off for the ‘Bog Run 2017’. The judges were particularly impressed by how this campaign was constructed, bringing many elements together to produce impressive results.

Case study

Silver winner:

  • Irish FA

Finalist:

  • Phoenix Natural Gas

Outstanding Small Public Relations Consultancy

Gold winner:

  • Massive PR

Massive PR have exceeded turnover targets year-on-year, including an impressive growth in profit in the last year, whilst committing to real training budget for individuals. They have also demonstrated strong client retention as a result of impressive campaigns from modest budgets.

Case study

Silver winner:

  • RNN Communications

Finalists:

  • Clearbox
  • Rumour Mill PR

Outstanding Public Relations Consultancy

Gold winner:

  • Smarts Communicate

Smarts Communicate stood out due to their commitment to CPD, professionalism and eye-catching employee engagement programmes. In addition, the performance of the business was very impressive, particularly for an agency that has been established for as long as they have. A worthy winner!

Case study

Silver winner:

  • Jago

Finalists:

  • JComms
  • Morrow Communications