The winners of the PRmoment Awards North 2023

Having launched several new propositions, Ello Group had diversified its product offering far beyond just dining and needed a PR campaign that would firmly establish it as a major player in the loyalty game.

Refresh did this via a content-driven B2B campaign, grounded in research on timely themes central to Ello’s value proposition. The 6-month project exceeded its KPIs, resulting in 63 pieces of coverage, 28 backlinks and 89 qualified business leads, including a number of household names.

The judges said: "A multi-layered campaign that created educational insight for the target audience."

An inspirational and sector-leading undergraduate LGBTQ+ scholarship campaign to remove barriers to higher education and raise awareness of the University of Hull as an inclusive campus.

Exceeding expectations, this Widening Participation initiative has supported students in their transition to University and has attracted media coverage in regional media and with the high-profile Gay magazine: Attitude. The campaign has resonated with members of the LGBTQ+ community and has also raised public awareness in our region.

The campaign has developed a strong legacy, including further investment from Attitude for the next academic year.

The judges said: "Excellent use of a media partnership and wonderful to see the campaign has tangibly impacted the lives of students in a positive way."

With concerns that the UK’s first Christmas without social distancing could lead to a dangerous rise in winter illnesses, Influential created a high impact, behavioural change campaign for the CHAMPS Public Health Collaborative.

By growing the bacteria found on everyday items in a lab, the Simple Things Still Mean A Lot campaign demonstrated that germs can’t be avoided and reminded people that good hand hygiene is the best defence.

The judges said: "Insights-driven campaign delivering fantastic content at its heart with excellent use of imagery."

Customer research shows that ride closures are a major sentiment detractor for theme parks. Closing Alton Towers Resort’s world-famous Nemesis had potentially huge reputational and commercial risks. Through first-class storytelling, we turned the temporary closure into an activation that successfully kick-started the ride’s next chapter, creating excitement and intrigue and successfully mitigating any negative sentiment. The campaign achieved ‘thrilliant’ results, driving hundreds of headlines and unprecedented levels of UGC - leaving fans proclaiming “the marketing for Nemesis is better than anything from Disney!”

The judges said: "Loved how customer-focused this whole activity was - never lost sight of what really mattered to people and how to treat it sensitively."

PR AgencyOne positioned the product as a world-first scientific breakthrough and navigated strict compliance rules with a trail of breadcrumbs strategy The campaign became famous both with media, medics and retailers around the world within 24 hours. Global stock forecasted to last 12 months was sold out within 24 hours. This is how we ensured Myrkl lived up to its name.

The judges said: "Incredible results and a smart way to navigate a potentially challenging launch."

Customer research shows that ride closures are a major sentiment detractor for theme parks. Closing Alton Towers Resort’s world-famous Nemesis had potentially huge reputational and commercial risks. Through first-class storytelling, Smoking Gun turned the temporary closure into an activation that successfully kick-started the ride’s next chapter, creating excitement and intrigue and successfully mitigating any negative sentiment. The campaign achieved ‘thrilliant’ results, driving hundreds of headlines and unprecedented levels of UGC - leaving fans proclaiming “the marketing for Nemesis is better than anything from Disney!”

The judges said: "Expertly managed comms. Simple. What could have easily been a backlash/disaster for AT looks like it was dealt with creativity, humour and deserved send-off. Clearly delivered, clearly a thrilled client."

Catapult PR took a static and long-standing USP and provided it with a new dynamism, thanks to an initiative – World Topiary Day - that made the client the most talked-about heritage garden, on a global scale. Thanks to World Topiary Day, garden lovers worldwide became aware that a relatively small Cumbrian garden houses the world’s oldest topiary garden. The awareness day brought the gardens community together and mobilised them in one brilliant celebration of the lesser-known art of topiary, under hashtag #WorldTopiaryDay. It shaped brilliant outcomes, created a means to attract international visitors and generated very many ‘clippings’.

The judges said: "Fantastic - you made a whole movement out of one simple but impactful idea - and it is a lovely thing which celebrates human creativity and gets people engaged in the outside."

The launch of a new restaurant usually means one thing in the world of PR – make a lot of noise, drive intrigue and get bums on seats. In an increasingly conscious world, it’s simply not enough for a big brand name to pop up in a community and expect the locals to flock. YO! recognised this. YO! recognised the importance of integrating into a community properly and bringing people together for the greater good. YO! Speke needed to be launched in a way that showed how it shared the values and wishes of its audience but do it in a way that was true to the brand, was ownable and was unique.

The judges said: "Nice initiative, with the option to roll out nationwide. Local story with national coverage and a concept that was easy to understand and well executed."

With 100+ years’ experience in cleaning behind them, FMCG brand Dr. Beckmann entered the laundry market in the Summer of 2022 with an innovative new product – Magic Leaves Laundry Detergent Sheets.

Dr. Beckmann challenged Brazen to kickstart the launch to market, positioning the product as THE smarter, fresher, eco-friendly way to wash clothes, appealing to a younger audience.

Brazen devised a creative launch campaign, securing media and influencer endorsement plus a PR stunt starring a relevant influencer, driving brand fame, fans and sales and highlighting the product’s ’magical’ USPs.

The judges said: "The campaign showed real creativity, especially in landing all the key messages about the product with the intended audiences."

De Faire Medical approached PR AgencyOne to launch a new food supplement. We knew that alone wouldn’t be enough for media. PR Agency One positioned the product as a world-first scientific breakthrough and navigated strict compliance rules with a trail of breadcrumbs strategy. The campaign became famous both with media, medics and retailers around the world within 24 hours. Global stock forecasted to last 12 months was sold out within 24 hours.

The judges said: "An absolutely outstanding result for the client who must have been thrilled beyond belief with the result. The buzz that was generated around the product is extremely impressive."

The Sound of Science campaign achieved its campaign goal of attracting 1,000 people to sign-up for the Tinnitus Biobank by 3 pm on the first day! It also quickly led to meetings with leading medical research funders - the secondary goal.

Combining powerful data, emotive stories of people with tinnitus and authoritative testimonials from academic researchers on what a Tinnitus Biobank would enable earned 172 media items, including blanket national BBC spots and articles across broadsheets and tabloids. This drove 20,000+ people to the website, where an animated explainer video led to 1 in 5 signing up.

The judges said: "Great to see objectives had a specific behaviour action rather than coverage - and clear to see that coming out in results too. Well done!"

Customer research shows that ride closures are a major sentiment detractor for theme parks. Closing Alton Towers Resort’s world-famous Nemesis had potentially huge reputational and commercial risks. Through first-class storytelling, Smoking Gun turned the temporary closure into an activation that successfully kick-started the ride’s next chapter, creating excitement and intrigue and successfully mitigating any negative sentiment. The campaign achieved ‘thrilliant’ results, driving hundreds of headlines and unprecedented levels of UGC - leaving fans proclaiming “the marketing for Nemesis is better than anything from Disney!”

The judges said: "What so easily could have been a negative was a triumph of a campaign!"

The Sound of Science campaign achieved its campaign goal of attracting 1,000 people to sign-up for the Tinnitus Biobank by 3 pm on the first day! It also quickly led to meetings with leading medical research funders - the secondary goal.

Combining powerful data, emotive stories of people with tinnitus and authoritative testimonials from academic researchers on what a Tinnitus Biobank would enable earned 172 media items, including blanket national BBC spots and articles across broadsheets and tabloids. This drove 20,000+ people to the website, where an animated explainer video led to 1 in 5 signing up.

The judges said: "The client certainly got value for money - great to see a campaign delivering on the desired outcomes. Demonstrating that basing PR activity on research and evidence really does pay off. Well done."

Plastic waste is clogging waterways, covering beaches and floating on lonely seas. However global challenges like coronavirus and the cost-of-living crisis risk relegating plastic down the news agenda. In March 2022, Higginson Strategy and Common Seas set out with a clear objective of raising the importance of plastic by concentrating on the consequences to human health. Through the release of academic research into microplastics present in the blood, Higginson Strategy was able to secure more than 500 pieces of international coverage, with an estimated 18 million views, revealing the health consequences of plastic pollution to the world.

The judges said: "A brilliant campaign - creative, well thought-through, well executed, fantastic results."

Plastic waste is clogging waterways, covering beaches and floating on lonely seas. However global challenges like coronavirus and the cost-of-living crisis risk relegating plastic down the news agenda.

In March 2022, Higginson Strategy and Common Seas set out with a clear objective of raising the importance of plastic by concentrating on the consequences to human health. Through the release of academic research into microplastics present in the blood, Higginson Strategy was able to secure more than 500 pieces of international coverage, with an estimated 18 million views, revealing the health consequences of plastic pollution to the world.

The judges said: "An absolutely beautifully executed campaign."

Cre8 Joinery Solutions’ polished project photography has long been a key feature of Cre8’s social media content but this year Harris Creative took a different approach.

#Celebr8ingJoinery is a pure celebration of the joinery trade. Its core objective was to shine a spotlight on Cre8’s own bespoke in-house manufacturing capability and the people behind its projects – showing it as a company with a personality driven by passionate people, not robots.

Achieving a 42% increase in engagement across its social media channels, #Celebr8ingJoinery has not only increased brand awareness of Cre8 but has successfully laid the foundations for its next chapter.

The judges said: "A lovely campaign based on a genuine understanding of the audiences and the subject matter. Well measured with good results."

iseepr’s goal is to develop as a team of unparalleled technology PR specialists in key global markets including fintech, payments, digital security and technology standardisation. The company is building a strong reputation via word-of-mouth, by delivering exceptional work and measurable results. Through Covid and the recent global downturn iseepr has continued to grow and be profitable. The company achieved a new milestone in 2022; it reached £2.3m in turnover, increasing revenues from existing clients, winning new international clients exclusively through referrals and growing its team by 18%.

The judges said: "An excellent entry, covering off all the key categories succinctly. Clearly a very well run agency - with excellent staff and client retention."

2022 was a game-changing year for Brazen in every sense. It celebrated turning 21 years old in style with a happy, motivated team, whose professional and personal well-being was the No 1 priority. With a roster of brilliant consumer clients, it provided a host of consultancy services that were second to none and revolved around Brazen's dedication to THE BIG IDEA. And to give back.

Topping £5.2M in sales, growing by 42%, and tripling the size of the agency in three years, that's some achievement.

The judges said: "Loved the entry and clearly a great year for Brazen - well done on all your achievements and continued ambition!"

Citypress aims to be the defining employee-owned agency of its time. Our team of employee-owners is committed to delivering brand-defining work for leading responsible companies, from Coca-Cola and eBay to Lloyds Banking Group, Molson Coors and Aldi.

This year, Citypress refreshed the agency's purpose, committing the firm to stand alongside local communities through measurable social action, to create new pathways into our industry for under-represented groups programme, and to enhance the businesses benefits, rewards and people-first culture –all while sharing £369,000 of Citypress' profits through its employee share scheme.

The judges said: "Great to see the time invested in a reputation measurement tool that could lead the rest of the industry."

Founded in Holywood, Co. Down in 1990, Smarts has grown from a local Northern Irish PR agency into a global PR and creative agency. Now in its 33rd year, the focus is sharpened to work globally for some of the world’s most iconic brands.

Smart's approach is simple: build a positive culture where great people do great work for great clients. It has achieved international success by staying true to our core values and delivering tangible results that drive impact for our brand partners.

The judges said "Really good to see an annual DE&I survey plus measurement of progress by both gender and ethnicity pay gap reporting. And equally heartened to see that approach to sustainability and purpose is expressed in deliverables and not just commitments. Net carbon negative status is particularly laudable."

Citypress aims to be the defining employee-owned agency of its time. Our team of employee-owners is committed to delivering brand-defining work for leading responsible companies, from Coca-Cola and eBay to Lloyds Banking Group, Molson Coors and Aldi.

This year, Citypress refreshed the agency's purpose, committing the firm to stand alongside local communities through measurable social action, to create new pathways into our industry for under-represented groups programme, and to enhance the businesses benefits, rewards and people-first culture –all while sharing £369,000 of Citypress' profits through its employee share scheme.

The judges said: "A really impressive agency - great work, team, clients, ethics, vision and ambition - I want to work there!"

iseepr’s goal is to develop as a team of unparalleled technology PR specialists in key global markets including fintech, payments, digital security and technology standardisation. The company is building a strong reputation via word-of-mouth, by delivering exceptional work and measurable results. Through Covid and the recent global downturn iseepr has continued to grow and be profitable. The company achieved a new milestone in 2022; it reached £2.3m in turnover, increasing revenues from existing clients, winning new international clients exclusively through referrals and growing its team by 18%.

The judges said: "Some really impressive achievements for both you as an agency and for your campaign. Well done."