Read on for the results of the CIPR Cymru Wales PRide Awards 2019. Click on the links below to view the winning entries.

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

Corporate and Business Communications Campaign

Gold winner:

  • Carmarthenshire County Council
    Mini Executive Board

This campaign really impressed the judges with its strong strategy, great creativity, brilliant execution and excellent results. It was a brave route with many challenges, making this a very worthy winner. Congratulations, Carmarthenshire County Council – you absolutely nailed it!

Case study

Silver winner:

  • phs Group and Magic Wand PR
    Period Poverty

Finalists:

  • Cowshed and FOR Cardiff
    The City of Arcades
  • jamjar
    Growing Wynne Jones IP
  • Wales Audit Office
    Unleashing our Potential
  • Working Word, Welsh Government and Business Wales
    Export Exemplars – elevating the status of exporting

Internal Communications Campaign

Gold winner:

  • Companies House
    The Annual Civil Service People Survey 2018

A well thought out campaign that had clear aims, objectives and a lasting impact on the workforce. From the teaser campaign to the delivery of the results, the campaign was engaging for employees and showed creativity throughout. The effort that went into the campaign was reflected in the impressive results with excellent response rates and engagement figures.

Case study

Silver winner:

  • Tata Steel UK
    Blast Furnace 5: Sustaining the UK steel industry

Finalist:

  • GWR
    For the Love of Rail

Consumer Relations Campaign

Gold winner:

  • jamjar
    Ruffling feathers with the launch of Slim Chickens

jamjar demonstrated a “the-sky-is-the-limit” mentality to deliver this creative campaign. The strategy made the most of every outlet available to them and delivered outstanding outputs and outcomes. The audience group was well considered and, as a result, the campaign reached the right people at exactly the right time. It is clear that this campaign with have a lasting impact on the Slim Chickens brand.

Case study

Silver winner:

  • BrandContent
    Saving holidaymakers £490m a year

Finalist:

  • Equinox and Cadw
    Launching Wales’ Biggest Historic Adventure

Public Sector Campaign

Gold winner:

  • Equinox and Cadw
    Launching Wales’ Biggest Historic Adventure

The Equinox team brought a sound strategy, great creativity and thorough delivery to give this visitor attraction a fantastic boost – with visitor figures up by 22%. The judges loved the Castles Alive! campaign theme. This programme showcased best practice across stakeholder relations, media relations, social and digital comms – with stunning print and digital collateral.

Case study

Silver winner:

  • Golley Slater
    How #TalkOrganDonation helped save lives in Wales

Finalists:

  • Companies House
    Who we are, what we do
  • SBW
    Magu Plant. Rhowch amser iddo. Parenting. Give it time
  • SBW
    Our Valleys, Our Future
  • South Wales Fire and Rescue Service
    The Be More Campaign

Not-for-Profit Campaign

Gold winner:

  • jamjar
    Techniquest – The Science Capital

The judges loved this campaign’s energy and invention, giving STEM mainstream relevance. The jamjar team achieved fantastic levels of coverage and exposure across all channels – and excellent Google stats too. Techniquest’s The Science Capital is clearly reaping rewards in terms of investment, profile and reputation as a result of this programme.

Case study

Silver winner:

  • Working Word and National Lottery Good Causes
    Wrexham and Flintshire’s National Lottery Lifechangers

Finalist:

  • Macmillan Cancer Support and Cowshed
    #SpotBronwen / #BleMaeBronwen

Healthcare Campaign

Gold winner:

  • Golley Slater
    How #TalkOrganDonation helped save lives in Wales

A big impact campaign that successfully exceeded every objective. The judges praised the combination of real-life story-telling and creative social media content, including “hidden camera” videos and mocked up WhatsApp conversations. The overall strategy was clearly defined, being underpinned by the amplification, education and facilitation pillars. The campaign was designed to get more people talking about an important healthcare issue and clearly delivered meaningful results in a well thought out and creative way.

Case study

Silver winner:

  • Cowshed and Macmillan Cancer Support
    #SpotBronwen

Finalist:

  • Cowshed and Social Care Wales
    We Care Wales

Integrated Campaign

Gold winner:

  • Golley Slater
    How #TalkOrganDonation helped save lives in Wales

This was a campaign designed to stimulate conversation and debate and it clearly excelled at getting people talking via a range of media, channels and methods. Each element of the campaign was evidently targeted at different audiences, yet the overall message was never lost or diluted and shone through, meaning that all original objectives were impressively exceeded. Campaigns like this often rely on the tried and tested, yet Golley Slater is clearly not afraid to push boundaries to convey an important message.

Case study

Silver winner:

  • Time to Change Wales
    Talking Is A Lifeline

Finalists:

  • Cowshed and FOR Cardiff
    The City of Arcades
  • Cowshed and Social Care Wales
    We Care Wales
  • SBW
    Magu Plant. Rhowch amser iddo. Parenting. Give it time
  • Working Word and Cymraeg
    Dydd Miwsig Cymru 2019

Low Budget Campaign

Gold winner:

  • BrandContent
    Mathematician Reveals Formula for the Perfect Christmas

This was a real standout entry and the perfect example of a simple, topical and creative idea being extremely well executed. The judges praised the fact that the concept was underpinned by timely research and media monitoring, ensuring that the idea would drive engagement with both the press and consumers. The number of high DA backlinks achieved is testament to the quality of the content produced and should be seen as a benchmark for other linkbuilding PR campaigns.

Case study

Silver winner:

  • jamjar
    Ruffling feathers with the launch of Slim Chickens

Finalists:

  • Equinox
    Love The Valleys
  • Jane Chico Mendes and Dusty Knuckle
    Crowdfunding for Cardiff’s most exciting new restaurant
  • Mind Cymru
    Promoting Mind’s Infoline in Wales
  • Swansea University
    Welsh Varsity

Arts, Culture or Sport Campaign

Gold winner:

  • St Fagans National Museum of History
    Be part of the story of Wales

This campaign demonstrated great research, a clear strategy and no stone left unturned in the execution. As a result, visitor numbers far exceeded targets on the launch weekend, setting a pattern for the year to come – with footfall up 19% on the previous year. The team maximised every opportunity and worked closely with stakeholders to make sure this was first-class launch that has left a lasting legacy.

Case study

Silver winner:

  • SBW
    Our Valleys, Our Future

Finalists:

  • Carmarthenshire County Council
    Gearing up for the Tour of Britain
  • Equinox and Cadw
    Launching Wales’ Biggest Historic Adventure
  • Four Cymru
    Promoting Wales’s libraries, museums and archives
  • Swansea University
    Swansea University Dylan Thomas Prize

Travel, Leisure or Tourism Campaign

Gold winner:

  • Cardiff Council – Visit Cardiff
    Eco Tourism Campaign

The judges loved the sensitive and enthusiastic engagement with an issue that clearly touched a lot of hearts last year. With plastic waste high on the agenda, Cardiff became a beacon for sustainable events, focusing on the Volvo Ocean Race but extending reach far in excess of this time period through the clever deployment of Eco Lounge up-cycled furniture. Creatively strong and well executed, this was a strong example of a campaign with social purpose, demonstrating complex and comprehensive stakeholder relationship management to deliver both consumer and business engagement across a 12-month period.

Case study

Silver winner:

  • S3 Advertising
    Real Mid Wales

Finalists:

  • Cowshed and FOR Cardiff
    The City of Arcades
  • Equinox and Cadw
    Launching Wales’ Biggest Historic Adventure

Education Campaign

Gold winner:

  • phs Group and Magic Wand PR
    Period Poverty

This was a really bold campaign that drew attention to an incredibly important subject, and sought to find a solution too. Widespread broadcast coverage, coupled with extensive print and online articles, helped to establish phs Group as the period poverty expert, surpassing all of its competitors. The campaign has also left an impressive legacy, with the Government now speaking to phs Group, and phs Group also leading official Government taskforces. This campaign really does show the power of PR. Bold, clever and well executed.

Case study

Silver winner:

  • Cowshed and The Open University in Wales
    Graduation day 2018

Finalists:

  • Equinox
    STAEDTLER Teachers’ Club
  • jamjar
    Techniquest – The Science Capital
  • Swansea University
    Swansea 2018 Clearing Campaign

Best Use of Media Relations

Gold winner:

  • Golley Slater
    World’s first retirement home for sloths

A simple but extremely effective campaign in which research and insight led to a creative concept which clearly resonated with the target audience. The judges were impressed with the alignment between relevant research, clear objectives, bold and creative thinking, and measurable impact. Golley Slater’s retirement home for sloths is a great example of bringing all the right ingredients together to deliver a clever and creative media relations campaign.

Case study

Silver winner:

  • Equinox and Cadw
    A Portrait of a Saint

Finalists:

  • Four Cymru
    BlasCymru / TasteWales 2019
  • Jane Chico Mendes and Bite Cardiff
    Taking a ‘bite’ out of Cardiff’s food scene

Best Use of Digital

Gold winner:

  • BrandContent
    Mathematician Reveals Formula for the Perfect Christmas

This was a really smart campaign, driven by insights and expertly executed. Widespread national coverage from top-tier media delivered some phenomenal backlinks from high domain authority websites, far exceeding the client’s expectations. Creativity, coupled with strong planning, meant this campaign provided great value for money, delivering a 50% uplift in web traffic on a relatively small budget. Quirky, creative, cost effective and focused on digital impact, this campaign brought together simple ingredients to drive tangible commercial results.

Case study

Silver winner:

  • Companies House
    Who we are, what we do

Finalist:

  • Equinox
    STAEDTLER Teachers’ Club

Best Use of Social Media

Gold winner:

  • Working Word and Cymraeg
    Shwsh!

The team harnessed a variety of social media channels and the trend for ‘secret’ events to generate interest in, and awareness of, key messages. The agency pulled together the full PESO mix to deliver an integrated push to engage people in Welsh language music as part of an overarching cultural strategy, firmly exceeding the initial targets set. The judges were pleased to see post-event surveys used to deliver greater insights, while the way in which social media was used demonstrated ‘outside-the-box’ thinking. This was a solid and engaging creative campaign.

Case study

Silver winner:

  • Four Cymru
    PGI Welsh Lamb and PGI Welsh Beef

Finalist:

  • Equinox
    STAEDTLER Teachers’ Club

Best Use of Content

Gold winner:

  • BrandContent
    Mathematician Reveals Formula for the Perfect Christmas

Simple but effective, this quirky campaign took a creative idea and executed it in a cost-effective but highly impactful way. Delivering backlinks from high domain authority websites is no mean feat, but this campaign showed what can be achieved with a strong idea, devised and delivered by a highly talented team. Delivering a 50% uplift in traffic on a relatively small budget, as well as 65 backlinks from high domain authority websites, this is a very worthy winner indeed.

Case study

Silver winner:

  • Caerphilly County Borough Council
    Park Smart campaign

Finalists:

  • Companies House
    Who we are, what we do
  • Equinox
    STAEDTLER Teachers’ Club
  • S3 Advertising
    Real Mid Wales
  • Tata Steel UK
    Blast Furnace 5: Sustaining the UK steel industry

Best Use of Influencer Relations

Gold winner:

  • Four Cymru
    PGI Welsh Lamb and PGI Welsh Beef

This campaign used research to clearly identify the target audience and those who would be most likely to influence them. Personas and a bespoke influencer methodology showed how data and insight should be used to shape a campaign, while measurement was relevant and directly linked to the campaign goals.

Case study

Best Event

Gold winner:

  • Cowshed and FOR Cardiff
    The DAFF Trail

This was a fun campaign which met the objectives and had a positive impact on all of the commercial measures. Good use of live experience alongside digital and social integration, as well as bringing stakeholders together to deliver on a common goal. The judges were pleased to see the level of positive senior stakeholder feedback and engagement, and felt it was a great sign that it will be built upon in future years. The Daff Trail has a lasting impact, beyond its initial PR stunt concept.

Case study

Silver winner:

  • Four Cymru
    Lamb Day

Finalists:

  • Companies House
    Digital open days: doing things differently
  • jamjar and Wild Creations
    Giant art for the Cricket World Cup
  • South Wales Fire and Rescue Service
    UKRO Caerdydd 2018
  • Working Word and Cymraeg
    Shwsh!

Best Publication

Gold winner:

  • Equinox and Cadw
    Heritage in Wales

Robust research meant the Equinox team knew exactly what they had to do to improve ”Heritage in Wales” – a bi-annual publication issued to 20,000 members. The team overhauled the design, production and copy, and even changed the distribution timings, to ensure the publication better resonated with members and their efforts were rewarded in the results. As well as receiving incredible feedback from readers, the publication has played its part in increasing membership revenue and retention rates, which both surpassed KPIs.

Case study

Silver winner:

  • Four Cymru
    Hybu Cig Cymru Children Activity Book

Finalists:

  • Cardiff University
    Community Gateway: for the community, by the community
  • Swansea University
    Momentum
  • Tata Steel UK
    Delivering our Future: UK relaunch

Outstanding Young Communicator

Gold winner:

  • Holly Fairclough ACIPR
    Cowshed

In a very short space of time, Holly has demonstrated focused strategic thinking, the ability to deliver under pressure and transform unexpected events into a success, with an unflappable approach. She is proactive and highly energised with natural leadership qualities beyond her experience and has shown clear passion and commitment to support others in the industry.

Case study

Silver winner:

  • Hannah Mae Dixon MCIPR
    Golley Slater

Finalists:

  • Alex Norton MCIPR
    Cardiff University
  • David Williams
    Technical Marketing & PR

Outstanding Independent Practitioner

Gold winner:

  • Laura Windeatt MCIPR
    Magic Wand PR

Laura is a standout winner who demonstrated bravery and creativity both in her career and campaigns. It was impressive to see that a campaign with such a lasting impact was delivered by an independent practitioner, highlighting Laura’s hardworking mentality. It’s clear that, no matter what her role, Laura is capable of delivering creative PR campaigns with actual, tangible results.

Case study

Silver winner:

  • Jane Cook MCIPR
    Jane Chico Mendes

Finalist:

  • Martin Williams MCIPR
    Radar PR

Public Sector Team of the Year

Gold winner:

  • Betsi Cadwaladr University Health Board

Operating in a challenging context, the Betsi Cadwaladr University Health Board team have remained focused on engaging with and improving the health of their communities. The commitment to developing the skills and professionalism of the team, along with their impressive use of digital communications, should be commended.

Case study

Silver winner:

  • Companies House

Finalists:

  • Natural Resources Wales
  • Swansea University

Outstanding In-House Public Relations Team

Gold winner:

  • Community Housing Cymru

Community Housing Cymru combined solid research with a charity partnership and an effective digital strategy to launch Housing Jobs Wales, a campaign that really impressed the judges – with nearly all the media collateral developed and produced in-house. What is unique about their campaign is how they’ve created a credible platform with a genuine appeal to paying advertisers going forward, while helping thousands of people to ‘think career, think housing’.

Case study

Silver winner:

  • South Wales Fire and Rescue Service Media Team

Finalist:

  • Denbighshire County Council

Outstanding Small Public Relations Consultancy

Gold winner:

  • Technical Marketing & PR

Technical Marketing & PR’s clear, well thought out strategy has supported profitable growth, with impressive global reach which has seen successful campaign delivery as far afield as Russia. Yet this dedicated agency remains committed to supporting its local community; delivering workshops through the local business network and building strategic partnerships with businesses in South Wales. The judges were extremely impressed by Technical Marketing & PR’s continued investment in its staff, with a strong focus on CPD and ensuring up-to-date knowledge of data compliancy and information governance.

Case study

Silver winner:

  • jamjar

Outstanding Public Relations Consultancy

Gold winner:

  • Working Word

Working Word’s clear objectives and successful performance against budgets were supported by steady, mostly PR-led growth. A persuasive strategy for the business and team and commitment to internships, CPD and professionalism underpinned excellent staff retention; a dedication to a happy team and willingness to invest in tomorrow’s talent also helped this agency stand out. Combined with a highly successful campaign with both reach and results, Working Word is a very worthy winner.

Case study

Silver winner:

  • BrandContent

Finalists:

  • Cowshed
  • Equinox
  • Golley Slater