2013 Awards Finalists

PR Campaign Award

Paralympics Ireland
Patrick Haslett
Arnotts
Sarah Williams
Eason & Son
David Field
Laya Healthcare
Lorraine Walsh
SAORVIEW
Mary Curtis

Sponsored by

Paralympics Ireland

Patrick Haslett

Paralympics Ireland is responsible for the development of Paralympic sport, and the London 2012 Paralympic games provided an opportunity to raise awareness of elite disability sport here at home. With the assistance of Pembroke Communications, an extensive PR campaign was developed and put in place in the lead up to and during the games, targeting media people to get attention by providing them with information and access to athletes and events.
Winner
Arnotts

Sarah Williams

Arnotts is Ireland's largest and longest established department store. In 2012, the store unveiled its new 10,000 sq.ft. shoe department, The Shoe Garden, and the PR team set about creating a buzz around the new destination. The bullseye target market is a female in her early 30s, and it was essential to cut through the clutter to reach her. Alesha Dixon was engaged for the launch, complemented by a full offline and online PR programme, including Ireland's first retail Twitter party.
Finalist
Eason & Son

David Field

As Ireland's largest book retailer, Eason's strategy was to position the brand as an advocate of reading, an expert voice in this area, putting literacy at the heart of the business. Having established through research that many parents do not read to their children, the company implemented a PR campaign with help from WHPR to address this, with three strands, in-store, online, and charity partnership. The "Get Into Reading" campaign was aimed at mass awareness, and it reached over 2 million people.
Finalist
Laya Healthcare

Lorraine Walsh

Laya Healthcare launched in May 2012 and this had to be more than a simple rebranding message. A high impact, fully integrated PR campaign, developed with colleagues from H&A Marketing, was essential to laying the foundation for Laya's brand reputation, and differentiating it from competitors. Elements included a new CSR initiative, product developments and online communications. Record PR coverage was achieved, and awareness for the new brand was firmly and quickly established.
Finalist
SAORVIEW

Mary Curtis

SAORVIEW, Ireland's first free national digital television service, owned and managed by RTÉ, faced the task of protecting the TV market share of the free to air service in a highly competitive and fragmented market. The switch to digital was a major event, and a PR campaign was implemented to get key messages across to the target consumer segments being sought. Awareness was raised to almost universal, and market share was protected and retained.
Finalist