WPR was awarded four times at this year’s Fresh PR Awards, held at Manchester’s Hilton hotel on Thursday 1 March 2012. The Awards, which celebrate free range thinking in PR, honour the best that the PR industry has to offer on a national level.

Gold – Freshest Media Relations and Freshest Not For Profit
Working with the in-house team at Shakespeare Birthplace Trust, WPR’s ‘Covering Up Shakespeare To Uncover The Truth’ campaign was awarded the top accolade in two categories on the night.

Timed to coincide with the release of ‘Anonymous’, a Sony film claiming Shakespeare never wrote a single word of his works, the Shakespeare Birthplace Trust tasked WPR with helping them to defend his name – without the Hollywood budget. The agency went on to launch a campaign showing what life would be like without Shakespeare. By covering road signs, pub names and the world famous Gower Memorial statue in Stratford, the debate began to rage far and wide, attracting journalists from BBC, ITN, PA and Reuters to Shakespeare’s county. Starting with a live broadcast on BBC Breakfast, the story featured in virtually all national newspapers and ended with extensive digital and overseas coverage.

The campaign helped the charity to raise the profile of its attractions and protect Shakespeare’s legacy for future generations.

Gold – Freshest Consumer Campaign
WPR’s Retail & Leisure team were awarded Gold for their campaign to launch the new Dragon Tower attraction at Warwick Castle – the first attraction in the world to be based on the hit BBC TV series, Merlin. The multi-layered campaign involved social media, stunts, blogger relations and national and regional news hooks to grip the nation. Using creative ideas such as the appointment of a ‘dragonologist’, the campaign generated 167 pieces of coverage across all media channels, whilst also seeing unique visitors to Warwick Castle’s website go up by nearly 80%, web bookings increase and overall ticket sales come in at 43% above budget.

Silver – Freshest Business to Business Campaign: FOG Down the Drain
WPR’s longstanding client BSS Industrial tasked the B2B team with giving them a voice in the commercial drainage market – a new direction for the company which traditionally supplies commercial pipeline and heating products.

The team’s approach therefore, was to offer non-product specific advice articles to the trade media read by specifiers of drainage products. Using a combination of technical articles, an in-house newsletter, direct mail and reprints of the trade articles for BSS sales representatives, the team’s work directly resulted in a total of 325 leads, creating a significantly heightened profile of the newly launched drainage business – which now accounts for circa 30% of sales team activity.

Published on: 8:55PM on 5th March 2012