The Lucky 7: HPR Team Hits the Jackpot with Seven Awards Nominations
Wednesday, August 1st, 2018
on behalf of Holyrood Partnership
Scottish PR agency gets shortlisted at 2018 CIPR PRide Awards
Seven colours of the rainbow, seven days in a week, Seven Wonders of the World… seven represents perfection or completeness in many cultures – but whether seven really is a lucky number is a matter of opinion.
Well, we at Holyrood PR believe it is – especially when applied to the CIPR Scotland PRide Awards; one of the UK public relations industry’s top honours.
We were delighted to hear we’d been shortlisted for our client campaigns across seven categories.
The recognition for all the hard work and the achievements of whole team within the past year definitely made us feel like we’d hit the jackpot.
Here are our seven lucky categories:
– Outstanding PR Consultancy – Holyrood PR
– Outstanding Young Communicator – Our Account Manager, Fraser Clarke
– Construction, Property or Infrastructure Campaign – CALA Homes: A Waterfront Leith Can Be Proud Of
– Arts, Culture or Sport Campaign – Scottish Water: Making a Splash!
– Healthcare Campaign – Bield: Managing Change in Difficult Times
– Public Sector Campaign – The Standards Commission for Scotland: Giving a PR Lift to Scottish Standards
– Consumer Relations Campaign – Mackie’s of Scotland: Mackie’s Scoops Its First Parlour
It has been a busy and eventful year at Holyrood PR, so to celebrate our success we present you with a quick rundown of the client campaigns that have caught the judges’ attention.
Edinburgh’s waterfront is familiar with the promise of revitalisation.
It’s an internationally-renowned development hotspot, featuring the Royal Yacht, proposals for ambitious high rise/land reclamation projects and the showpiece Ocean Terminal shopping centre.
After the case for a commercial-led site was refused due to a lack of demand in the area, CALA decided to alter the original plans. Together, we kick-started a fresh campaign, promising to deliver much needed housing while gathering backing from the local community and councillors.
By targeting a wide range of local and industry publications, we delivered 43 media articles, creating a staggering total of 1,701,777 opportunities to see.
But beyond business outcomes benefits, the reputational advantage for the developer to be seen to be delivering a popular but difficult brownfield site is immense and a lasting legacy of the campaign.
In 2017, Scottish Water and Scottish Swimming formed a partnership to roll out the Learn to Swim National Framework for Swimming across Scotland. It aims to help 100,000 kids to become confident swimmers.
We were faced with a challenge to turbo-charge awareness and reach of the Learn to Swim initiative as well as raise the profile of the programme’s ambassador, Scottish swim star Duncan Scott.
Covering traditional, social and digital PR, we created a social spark, amplifying core events and spreading awareness of Scottish Water’s support of the programme; including the creation of a unique ‘Challenge Duncan’ game.
The campaign delivered 42 media articles and three BBC TV and radio slots, with a total reach of 5,674,051 and over 53,000 year one sign-ups to the Learn to Swim programme.
Confronted by various constraints, Bield has found itself facing its most challenging position in its near 50-year history, resulting in the difficult decision of closing its 12 care homes. They turned to our team to help them navigate the challenging times ahead.
Bield’s actions were forced by the specific, complex and challenging problems facing everyone in the care sector and it was of paramount importance to convey their commitment to deliver a high quality and sustainable service to ensure that any negative impacts were minimised.
It was also vital to portray that the closure decision was a positive, proactive action to ensure the future stability of Bield – both for its staff and the hundreds of people who use its services.
By tightly managing the messaging, we were able to ensure Bield not only came through the challenging period but that complaints remained low, interest/inquiries in Bield properties continued to be high and that there was a swift return to positive coverage.
The Standards Commission for Scotland
The Standards Commission for Scotland (SCS) is the country’s ethics watchdog, upholding the highest standards of behaviour in public life.
One major problem hindered its ability to promote Scotland’s ethical framework: people hadn’t heard of it.
By maximising SCS’ coverage and helping them to utilise social media, we wanted to provide a platform to raise awareness of SCS’ hearings and their process. We made sure that their work stopped going unreported and helped to educate the public about its wider scope.
The campaign produced 72 articles of coverage with 20 in national publications and 52 in local/specialist publications, reaching a total audience of 7,868,787 people.
Mackie’s of Scotland
Although the firm is Scotland’s top selling ice cream brand – and features in the Scottish Grocer top 10 food and drink brands – faced with stiff competition, it was of paramount importance that Mackie’s 19.2 would stand out against the large number of new parlour openings.
We not only wanted to encourage potential consumer base but we also worked to ensure that Mackie’s transitioned smoothly to its new retail position, with positive reporting on the evolution of the business.
Combined local, trade, national and viral video outlets achieved a reach of 8,639,254. 10,000 scoops were sold – 20% ahead of initial projections.
You can also hit the jackpot with our Scottish PR team.
Our awards success is evidence of real business boosting communications campaigns driven by outcomes not outputs.
If you’re interested in learning more, simply get in touch on 0131 561 2244 or by using the form below:
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