2011 Awards Finalists

Public Relations Campaign Award

Arnotts
Sarah Williams
Cadbury Ireland
Greta Hammel
Dublin Zoo
Emma Kiernan
Fáilte Ireland
John Concannon
Special Olympics Ireland
Sahra O' Neill

Sponsored by

Arnotts

Sarah Williams

In 2010 Arnotts wished to reposition itself as a stylish shopping destination attracting 25-40 females in Leinster. The target profile matched with horse racing and the company took on the sponsorship of the Best Dressed Lady competition at Punchestown. A major PR campaign was devised, focused on key fashion press, across print, broadcast and online media. To maximise coverage, PR mechanisms included photocalls, fashion shoots, interviews, competitions, TV features, advertorials and press office management. Coverage was secured on six front pages in national press, and on all major TV channels. Ladies fashion sales were increased very significantly compared to 2009.
Winner
Cadbury Ireland

Greta Hammel

In July 2010, Cadbury Ireland launched the Spots v Stripes campaign, which was supported by the largest PR campaign ever implemented by the company. Activity was aimed at the 18-24 market segment. The campaign launch was done with Irish celebrities and a suite on online facilities was put in place, including a dedicated website and social media. A game playing road show was rolled out to 22 colleges and a new Challenge bar was launched. The campaign created unprecedented levels of consumer engagement for the brand and it increased its share of the impulse market.
Finalist
Dublin Zoo

Emma Kiernan

Dublin Zoo saw visitor numbers drop during 2009 and the marketing team needed to respond. With limited budgets, the zoo decided to focus on offline and online PR as a means of trying to reverse the downward trend. A series of events was created and publicised in order to ensure a constant presence in the media. Important messaging about conservation and helping protect endangered species was a recurrent theme. 2010 was the zoo's most successful year ever. The decline in visitors was reversed, and there have been knock-on benefits in staff morale, revenue generation and potential future opportunities.
Finalist
Fáilte Ireland

John Concannon

2010 presented serious challenges for the tourism industry. Fáilte Ireland's comprehensive response to this included the development of a huge multi-layered PR campaign to help stimulate demand in the home holiday market. The objective was to use PR to position Ireland as an exciting destination where Irish people can connect in a fun and enriching way. The initiative created continuous positive editorial coverage on TV, radio, press and online, and played a vital role in creating a strong increase in the number of Irish people taking trips in Ireland, up from 28% of the population taking a break in 2009 up to 36% in 2010.
Finalist
Special Olympics Ireland

Sahra O' Neill

The 2010 Special Olympics Ireland Games took place in Limerick in June. Special Olympics Ireland faced a number of challenges which were tackled with a PR response. The project required 3,000 volunteers to help plan and run the games, and sponsorship had to be raised from the local business community to help offset the running costs. The PR campaign leveraged broadcast, print and digital media, and it enlisted the support of local sports personalities including Keith Wood and Paul O'Connell. All the goals of the campaign were met, and the running costs were successfully funded by donations of cash and value in kind.
Finalist