15/06/10
Welsh communications firms singled out at UK awards
A trio of Cardiff-based communications firms which helped herald the digital switchover for Welsh language TV viewers, has become the only entry from Wales to be to be shortlisted in the prestigious Chartered Institute of Public Relations’ (CIPR) Excellence Awards 2010.
Working Word PR, along with with Cazbah Marketing and Events and JM Creative are among seven finalists chosen from over 60 entries in the ‘integrated campaigns’ section of the awards.The three firms worked together to create and deliver the On with the Show digital switchover campaign for Welsh language broadcaster S4C. 
The imaginative On with the Show campaign aimed to communicate to S4C’s viewers the benefits of digital television and the timetable for S4C becoming a totally digital, entirely Welsh language channel replacing analogue television in their area.
Dragons rugby players Joe Bearman and Lewis Evans help to spread the word
The shortlisted firms enlisted the help of some of S4C’s best known stars and the acclaimed NoFitState Circus for the integrated campaign- using advertising, marketing and PR techniques to communicate S4C’s key messages. The circus-themed, celebrity-led campaign played on the idea that switching to digital was easier than learning a circus skill.
As part of the campaign, seasoned S4C personalities like Sarra Elgan, Angharad Mair and Dudley Newbury learnt numerous circus skills like juggling, walking the tightrope and riding a unicycle to name a few. In a hands-on campaign, the celebrities then went into the heart of communities across Wales to showcase their skills, providing residents with the information they needed to continue to watch S4C.
The S4C On with the Show campaign will be judged on how successful the campaign strategy was, its creativity, cost effectiveness and results. Speaking on behalf of the three firms, managing director of Working Word Eoghan Mortell said: “Blending the complementary skills and experience of the three companies allowed us to create a powerful, highly-targeted and very effective campaign on behalf of S4C and it is very encouraging for this to be recognised by the PR industry at UK level.“The S4C in-house team were highly supportive and it was a pleasure to work with them on this exciting project covering a pivotal period in the development of broadcasting in Wales.”S4C
Director of Communications Garffild Lloyd Lewis said: “The campaign worked really well at many levels from national media down to local communities. The three companies worked very well together to address our objectives and we’re very proud to be nominated for this award, which demonstrates our commitment to maintaining a relationship with our viewers at grass-roots level.”
