Best Outdoor Event
WINNER: The Return of Colmcille
Walk the Plank
Walk the Plank was briefed to create a linchpin event that would celebrate Londonderry's UK City of Culture 2013 status. The result was the most ambitious outdoor arts project in Northern Ireland's history, telling the story of patron saint Colmcille's return.
The project featured five interlinked events across a 30-hour period. As a result, the city received an unprecedented surge in accommodation bookings and the event generated £0.5m worth of media coverage.
Highly commended DRP: JCB Global Dealer Event
Finalists
Limelight Sports: Sainsbury's Sport Relief Games. Media 10: Coronation Festival. Wasserman Media Group: Vodafone New Year's Eve 2014. Wasserman Media Group: NFL on Regent Street.
Best New Event
WINNER: Hendrick's Carnival of Knowledge
Steely Fox and W
Such was the success of Hendrick's Carnival of Knowledge that it doubled the number of 'brand loyalists' in the UK. The activity, which incorporated 80 quirky knowledge-boosting events from May to October 2013, was also a key driver in an annual volume sales increase of 26%, in the absence of any above-the-line marketing for the brand.
Meanwhile, using Hendrick's' owned social channels to distribute unique Carnival content resulted in more than 3,000 new Twitter followers, with the dedicated Carnival of Knowledge hashtag #HGCK reaching more than 944,000 Twitter accounts, generating in excess of three million impressions.
The Carnival campaign itself generated £58,000 in revenue.
Highly commended: Media 10: Design Shanghai
Finalists: DRP - JCB Global Dealer Event. George P Johnson - Get Reading. Media 10 - 100% Optical. Threshold Sport - Race to the Stones.
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