Read on for the results of the CIPR North West 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:

  • Essity
    The School Hygiene Essentials Initiative

This was a solid, creative campaign that captured the imagination and influence of the next generation as a primary influencer. The tactically sound and meaty content generated as a result drove impactful brand positioning for a hitherto little known corporate.

Case study

Silver winner:

  • Omnicell
    SAFE: Safeguarding Against Frontline Errors

Finalists:

  • BIG Partnership and Turley
    Making Sense of Mixed-use Town Centres
  • Intelligent Conversation and Alliance Manchester Business School
    Demystifying the Apprenticeship Levy
  • Refresh PR
    Eurocell Future Homes Campaign
  • Stein IAS and Trelleborg Marine & Infrastructure
    Smart Marketing Marketing Smart

Internal Communications Campaign

Gold winner:

  • Democracy and Dulux
    Making everyday quality

The Escape Room concept was a clever and effective way of engaging various internal stakeholders. Clearly a memorable experience for those involved, the campaign exceeded its targets in terms of both participation and key message retention. It was a creative idea, well executed.

Case study

Silver winner:

  • Great Places Housing Group
    Totally transforming engagement through strategic internal comms

Finalists:

  • Co-op
    Telling a Joined-up Co-op Story
  • Enthuse Communications and Direct Rail Services
    Getting Internal Communications On Track
  • Enthuse Communications and Kellogg Manchester Plant
    Creating a Buzz
  • Office for Nuclear Regulation
    Shape Your Space campaign

Consumer Relations Campaign

Gold winner:

  • Frank
    The D-Day Story: Soldiers of Sacrifice

The judges were impressed by the research undertaken to identify a personal and authentic story to bring the campaign to life, as well as the use of bold PR tactics to tell that story and spread the campaign’s messages. The results clearly demonstrated that the consumer PR directly led to footfall increases at the museum – both during the campaign and subsequently.

Case study

Silver winner:

  • Co-op
    Irresistible pizzas…it’s what we do

Finalists:

  • Big Brand Ideas and Ei Publican Partnerships
    Raising the bar for National Pub Fortnight 2018
  • PR Agency One and Decathlon
    Climbing the Summit

Public Sector Campaign

Gold winner:

  • North West Ambulance Service
    Star in a car

The judges were impressed by how the North West Ambulance Service reached out beyond its traditional supporters, using innovative social media channels to really engage a younger audience with the life saving work this essential public service delivers. With limited resources, this campaign achieved great results with 50 new volunteers joining the service. Overall, this was an excellent campaign, fully deserving of success.

Case study

Silver winner:

  • Frank
    The D-Day Story: Soldiers of Sacrifice

Finalists:

  • Citypress, Department for International Trade, the Department for Environment, Food and Rural Affairs and Ogilvy
    Exporting is GREAT & Food is GREAT
  • Lake District National Park Authority
    Shape the Lakes

Community Relations Campaign

Gold winner:

  • Intelligent Conversation and United Utilities
    Burscough Better Together

The judges were impressed with the immersion and audience segmentation that underpinned this campaign, and how Intelligent Conversation used this to inform a well thought out strategy that will make a real difference locally. The agency used a creative approach that was tactically sound and well delivered – all adding up to a brilliant campaign, which was measured authentically throughout.

Case study

Silver winner:

  • Catapult PR
    The Big Northumberland Day Memory Bank

Finalists:

  • Democracy and Dulux
    Brushing up your neighbourhood with Community RePaint
  • Newgate Communications & National Grid
    Salford Gasholders – leaving a legacy
  • Social, One Manchester and The Royal Exchange
    Can You Hear Me From Up Here?

Not-for-Profit Campaign

Gold winner:

  • Social and Ministry of Building Innovation in Education
    Launching the MOBIE Manifesto

Social should be commended for its approach to engaging a wide range of audiences and creating a groundswell of support and interest in a subject which may not usually have wide-ranging appeal. This campaign is a fantastic example of how social media can be used to create a compelling and effective, yet very low budget, campaign.

Case study

Silver winner:

  • Democracy and East Lancashire Railway
    Full steam ahead in East Lancashire

Finalists:

  • BIG Partnership and North West Cancer Research
    Celebrities #speakout against head and neck cancer
  • Catapult PR
    The Big Northumberland Day Memory Bank
  • Down at the Social
    Manchester Pride: Thank You Next
  • One Smart Cookie Communications and Transport for Greater Manchester
    Reality Car Share

Integrated Campaign

Gold winner:

  • Cumbria County Council
    Apprenticeship Recruitment Campaign

The stand outs in this campaign were the comprehensive research undertaken to better understand the key issues around apprenticeships and the tailored approach taken to apply these to the particular circumstances of Cumbria. The judges were impressed with how the team found innovative ways to get the key messages from this campaign across to the key target audience. It was the campaign impact that was most impressive, with a huge increase in applications for apprenticeships and all advertised positions filled successfully.

Case study

Silver winner:

  • Weber Shandwick Manchester and M&S Bank
    The Instagram Effect

Finalists:

  • Cameron Wells and Willis Towers Watson
    That Feelgood FTSE Feeling
  • Electricity North West
    Powering Stalybridge
  • Refresh PR
    Heating Installer Awards 2019
  • Weber Shandwick Manchester
    The Christmas advert that never was

Transport or Automotive Campaign

Gold winner:

  • One Smart Cookie Communications and Transport for Greater Manchester
    Reality Car Share

With a clear objective and a dynamite idea, One Smart Cookie Communications really put a lot into this campaign, with spectacular results. Change isn’t easy, but engaging the audience with entertaining and relevant content did the trick. Not only did they execute and measure the campaign well, but they are using the success of the campaign to develop further business opportunities.

Case study

Silver winner:

  • Manchester Airport
    Manchester Airport’s 80th birthday

Finalist:

  • Manchester Airport
    Manchester Airport Transformation Programme

Low Budget Campaign

Gold winner:

  • Rule 5
    Northern Rail Newsjack with Legoland Discovery Centre Manchester

This campaign impressed with its innovative approach, capitalising on the current news agenda with very limited budget, time and resources. As a result, the team secured significant media coverage and helped their client increase visitor numbers.

Case study

Silver winner:

  • Influential
    Celebrating The Blackpool Tower’s 125th birthday

Finalists:

  • Co-op
    Irresistible pizzas…it’s what we do
  • Democracy and Fray Bentos
    Earning a crust: How Fray Bentos went veggie
  • Down at the Social
    Didsbury Gin The Spirit Of Life
  • McCann Manchester
    Sipping On Top of the World

Arts, Culture or Sport Campaign

Gold winner:

  • Fido PR and Emmeline Pankhurst Statue Committee
    Our Emmeline

This fantastic campaign will most likely warm the hearts of all in the PR industry. Fido PR managed to take what could have been a local/regional story and placed it on the national stage through a great use of timing. A worthy winner!

Case study

Silver winner:

  • Social, One Manchester and The Royal Exchange
    Can You Hear Me From Up Here?

Finalists:

  • Catapult PR
    The Big Northumberland Day Memory Bank
  • Frank
    The D-Day Story: Soldiers of Sacrifice
  • Outwrite PR and British Eagles
    Fly Eagles Fly
  • PR Agency One and Decathlon
    Climbing the Summit

Travel, Leisure or Tourism Campaign

Gold winner:

  • Frank
    The D-Day Story: Soldiers of Sacrifice

The 75th anniversary of the D-Day landings was a major news event bringing world leaders to the beaches of Normandy, and comprehensively leading news reports on most media channels. Getting a stand out story to capture headlines and inspire the public against this backdrop was no easy task. Frank started simply with a great story of the first allied casualty that day and built a compelling narrative around that which resonated with the public reflecting back on WW2 sacrifices. Importantly, the objective of the campaign – to drive visitor numbers – was achieved in addition to comprehensive media coverage, raising the profile of the D-Day Story Museum.

Case study

Silver winner:

  • Rule 5
    Northern Rail Newsjack with Legoland Discovery Centre Manchester

Finalists:

  • Democracy and East Lancashire Railway
    Full steam ahead in East Lancashire
  • Influential
    Liverpool ONE – Dinosaurs Unleashed
  • Manchester Airport
    Manchester Airport’s 80th birthday
  • McCann Manchester
    The Great British Massage

Best Use of Media Relations

Gold winner:

  • Rule 5
    Northern Rail Newsjack with Legoland Discovery Centre Manchester

This campaign is an example of media relations at its best. By hijacking an existing news story – in this case, the poor service from Northern Rail – Rule 5 gained impressive coverage regionally which helped increase footfall at a slow time because of warm weather. As well as the quick turnaround, it showed how effective humour can be in generating coverage.

Case study

Silver winner:

  • Weber Shandwick Manchester
    The friendly face of finance

Finalists:

  • LexRex Communications and Maguire Family Law
    Pet-nups: a very modern legal solution
  • PR Agency One and Decathlon
    Climbing the Summit
  • Smoking Gun and Childs Farm
    A Skincare Revolution
  • Weber Shandwick Manchester
    The Christmas advert that never was

Best Use of Digital

Gold winner:

  • Viva
    Burnley: The Coolest Place in the North West

This campaign had digital at its heart, running through all activity. Digital wasn’t an add-on or a tactic – it WAS the campaign. The target audience lives life online so that’s where the action happened. Creative, cool, quirky and, most importantly, engaging – that’s when Burnley found it’s cool.

Case study

Silver winner:

  • iProspect and musicMagpie
    Phone Depreciation

Finalist:

  • Electricity North West
    Electricity: The Spark of Life

Best Use of Social Media

Gold winner:

  • Jam_
    A ‘pawfect’ Companion for Pet Lovers

Jam_ set out crystal clear SMART objectives from the outset alongside in-depth research, audience insight and competitor analysis. Creative content was maximised through engaging social media tactics across paid and organic campaigning to resonate with the target audience. The judges commend Jam_ for smashing KPIs across the board, and for conversions that demonstrated a real impact.

Case study

Silver winner:

  • One Smart Cookie Communications and Transport for Greater Manchester
    Reality Car Share

Finalists:

  • Catapult PR
    The Big Northumberland Day Memory Bank
  • Democracy and Lambrini
    Bringing the Brini to a new social tribe
  • Manchester Airport
    #ElfOnTheShelf at Manchester Airport
  • Social and Ministry of Building Innovation in Education
    Launching the MOBIE Manifesto

Best Use of Content

Gold winner:

  • BIG Partnership and North West Cancer Research
    Celebrities #speakout against head and neck cancer

In tackling a tough subject that was highly targeted at people living in the North West, BIG Partnership demonstrated a powerful use of audience research and insight into the audience’s content consumption. Generating creative content across a wide range of channels achieved high levels of engagement, surpassing KPIs and delivering results directly attributed to the PR campaign.

Case study

Silver winner:

  • One Smart Cookie Communications and Transport for Greater Manchester
    Reality Car Share

Finalists:

  • Stein IAS and Trelleborg Marine & Infrastructure
    Smart Marketing Marketing Smart
  • Weber Shandwick Manchester
    The Christmas advert that never was

Best Use of Influencer Relations

Gold winner:

  • Viva
    Burnley: The Coolest Place in the North West

This was a solid creative campaign which supported and brought the work of individual influencers together to form a tribe that, together, would put a town on the social and digital map. The mix of influencers was spot on for the target audience and really helped the campaign make its mark.

Case study

Silver winner:

  • Essity
    The School Hygiene Essentials Initiative

Best Event

Gold winner:

  • Red Havas and Kellogg’s
    Kellogg’s ‘snap, crackle and pop-up’ cereal café

This was a clever way of getting people to talk about new packaging design for a well established product. By combining a café and art gallery, it conveyed messages about the product and the design in a creative way. The cereal café certainly got people talking online as well as delivering visitors and generating media coverage.

Case study

Silver winner:

  • Democracy and Cuprinol
    Delivering the great outdoors, indoors

Finalists:

  • NDA and Marick
    The Stakeholder Summit
  • NHS North Cumbria CCG
    Parkrun for the NHS 2018

Issues, Crisis or Reputation Management

Gold winner:

  • Electricity North West
    Ashton’s blackout

In many ways, this was a textbook crisis response, but authentic preparation and a willingness to learn and tweak approaches really made it stand out. Electricity North West learned from practice, then created and implemented creative, innovative and, at times, simple flourishes which significantly contributed to the effectiveness of their response.

Case study

Silver winner:

  • Lancashire Fire and Rescue Service
    Winter Hill Moorland Fire

Finalist:

  • Intelligent Conversation and United Utilities
    Burscough Better Together

Best Publication

Gold winner:

  • East Lancashire Hospitals NHS Trust
    A Focus on Human Factors

This publication deals with a very tricky subject but reminds us of the critical human impact one can have. The design was clean and engaging, but it was the critical core content that the judges felt made this publication stand out. It’s easy for an organisation to say it will learn from its mistakes – this publication makes that a reality.

Case study

Silver winner:

  • Cheshire and Wirral Partnership NHS Foundation Trust
    Big Book of Best Practice

Finalist:

  • Manchester Airport
    Take Off

Outstanding Young Communicator

Gold winner:

  • Pippa Nixon
    Down at the Social

Pippa showcased some impressive examples of her ability to both manage a team and to remain hands on in terms of delivering for her clients. She showed a real maturity in being able to step into a senior leadership role at short notice, rising to the challenge of managing the budget, growing the business and developing the team. A determined and passionate PR professional, Pippa also showed that she is keen to continue learning and has a bright future ahead of her.

Case study

Silver winner:

  • Sarah Howarth
    Democracy

Outstanding Independent Practitioner

Gold winner:

  • Jane Hunt MCIPR
    Catapult PR

Jane has been rewarded many times for her work and has made great progress in carving out her leisure and tourism niche. Her determination to drive forward and pursue a good idea has helped benefit a local community, generating not only one of the region’s award-winning campaigns. Most impressive was the determination to take this and turn it into an idea for another niche business.

Case study

Outstanding In-House Public Relations Team

Gold winner:

  • North West Ambulance Service

The North West Ambulance Service team is an impressive communications service which has achieved results out of proportion to the resources available to it. From providing frontline access for major broadcasters to crisis communications, they’ve successfully managed the full spectrum of public sector public relations with skill and professionalism.

Case study

Silver winner:

  • Essity

Finalists:

  • Electricity North West
  • M&S Bank
  • Manchester Airport

Outstanding Small Public Relations Consultancy

Gold winner:

  • Viva

Viva had an incredibly clear and very ambitious business strategy which they are on track to deliver. They are combining the creation of a happy and stimulating workplace with a substantial commitment to CPD for the team to support the delivery of their strategy. It’s clearly paying off as an impressive range of new clients have joined its roster.

Case study

Silver winner:

  • Avant PR

Finalist:

  • Rule 5

Outstanding Public Relations Consultancy

Gold winner:

  • PR Agency One

PR Agency One impressed with the acuity demonstrated for their future, developing a sophisticated suite of measurement tools to keep them at the forefront in one of their key strengths. The team also showed their pride in staff development and professionalism, as well as a commitment to supporting the work of the CIPR.

Case study

Silver winner:

  • Smoking Gun

Finalists:

  • BIG Partnership
  • Context Public Relations
  • Intelligent Conversation
  • Weber Shandwick Manchester