Edinburgh PR agency claims gold for Launch of the Year at 2021 PRCA awards
OUR public relations agency was delighted to win Gold at the 2021 PRCA Dare Awards.
Holyrood PR scooped the top prize in the Event/Launch of the Year for our work with Scottish walking charity, Paths for All – as well as being shortlisted in four other award categories.
Our creativity for the Paths for All’s ‘Mind to Walk’ campaign saw us produce a walking meditation podcast which aimed to help raise awareness of the benefits of walking for mental health, particularly during the pandemic.
Fronted by Scottish celebrity, Edith Bowman, the idea behind the campaign was that someone listening to the recording would experience the benefits of being mindful while walking, by being prompted to focus on the smells, sounds and sights.
The podcast launch coincided with the start of National Walking Month in May – when walking was one of the few reasons people were allowed to leave their home during the strict lockdown restrictions, making the campaign more relevant than ever.
Some of the results include:
- 81 items of media coverage during campaign month creating over 829,460 opportunities to see
- 12,768 listens (750% ahead of target) across Spotify and Paths for All website; 2172 downloads (334% ahead of target) throughout National Walking Month (May)
- Secured voiceover from Edith Bowman who supported the campaign across social media sharing PFA’s messaging further afield
- Secured prime radio slot on BBC Scotland’s Good Morning Scotland andBauer Radio Group
- The podcast delivered a massive bump in PFA website traffic – adding more than 7,990 web hits
Director Raymond Notarangelo said: “These awards recognise the superb diversity of Holyrood PR’s skills – showing we are equally at ease delivering one-off events as well as sustained campaigns.
“Paths for All charged us to deliver an important and relevant project through the pandemic, so we were delighted to see the ‘Mind to Walk’ podcast become such a success for the charity.
“What’s more, having four of our other campaigns shortlisted for the PRCA Dare Awards is a huge endorsement of the creative endeavours of the team after what was truly an exceptional 12 months.”
Our five shortlisted entries included:
Charity/Not for Profit Award: Paths For All: Walk Once a Day This Winter FINALIST
Integrated Campaign of the Year Award: Your Water Your Life: A Thirst for Success FINALIST
Low Budget Campaign Award: Surgeons Quarter: Check-in to a PR success FINALIST
Media Relations Award: Mackie’s Crisps: The Launch of a Quintessential Scottish Flavour FINALIST
Event/Launch of the Year: Path’s for All: Mind to Walk WINNER
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