Claudia Macdonald of Mango, Gina McKinnon of Fuse and Simon Kenny of McDonald’s NZ shared the Supreme Award at last night’s annual Public Relations Institute’s PRINZ Awards in Auckland, for their entry Crave and rave – golden praise drives results for golden arches.
This year’s awards attracted a record 69 entries from around the country, with eight winners eligible for the overall Supreme Award.
Winners from each category were judged by a Supreme judging panel consisting of chief judge Lisa Finucane, PRINZ prez Bruce Fraser, and PRINZ life member Gordon Chesterman.
Finucane said the winning entry encompassed strong professionalism and the wow factor that identifies winning campaigns. “This campaign was solidly planned and implemented; from the original research to the execution to the evaluation it holds its own as an exemplar of best practice,” she said.
“What gave it the winning edge though was the way it targeted and convinced key stakeholders to ‘crave and rave (about)’ the new McDonald’s Create your Taste burger experience. They created a positive experience around an organisation that often attracts more disapproval than applause.”
All category winners are eligible to enter the global COMM PRIX Awards organised by the Global Alliance for Public Relations & Communication Management.
This year there are two previous PRINZ Awards winners from 2015 who are finalists in the COMM PRIX awards – Spark PR & Activate and HMC Communications.
Corporate Public Relations
- Highly Commended: It All Starts Here – Challenging public perceptions of SKYCITY – Colin Espiner, Kelly Armitage, Rebecca Foote and Jade Lucas, SKYCITY Entertainment Group
- Highly Commended: The Game Changer – Kirsten Robinson and Emilia Mazur, Lotto New Zealand
Government / Quasi Government Public Relations
- Winner: Helping New Zealanders play a part in shaping ACC – Michael Player, Gemma Bevan and Laura Barlow, Accident Compensation Corporation (ACC)
- Highly Commended: Dogs with jobs…and business cards – Michael Richards, Civil Aviation Authority of New Zealand (CAANZ)
- Winner: Vodafone New Zealand – A journey to pride – Marie Hodson and Sarah Newcombe, Vodafone New Zealand
- Highly Commended: Bringing our people leaders together – Michelle Quirke, Inland Revenue
- Highly Commended: “But it’s always been free!” – Communicating the introduction of paid parking at the University of Waikato – Peta Goldsworthy, Mike Watson and Megan Burton-Brown, University of Waikato
Issues, Crisis or Emergency Management
- Winner: The New Zealand International Convention Centre – an exercise in crisis management – Colin Espiner, Kelly Armitage, Rebecca Foote and Jade Lucas, SKYCITY Entertainment Group
- Highly Commended: Microsoft phone scammer response – Sarah Williams, Natasha Gillooly, Brad Pogson, Porter Novelli New Zealand; Brendan Boughen, Microsoft
Limited Budget Public Relations
- Winner: SPCA Cupcake Day 2015 – Sarah Williams, Morgan Bailey and Kaya Arai, Porter Novelli New Zealand
- Highly Commended: Human Walkies campaign – Sharon Buckland, Auckland Council
- Highly Commended: Paper Plus Father’s Day – Joanna James and Jessica Edward, FCB
Marketing Communication – Integrated
- Winner: Jetstar spreads its wings – Announcing Jetstar’s regional expansion plans – Gemma Doughty, Spark PR & Activate
- Highly Commended: Not just another onboarding scheme – using graduate recruitment as a marketing & communications tool – Louise Poppelwell, Simpson Grierson
Marketing Communication – PR
- Winner: Crave and rave – golden praise drives results for golden arches – Claudia Macdonald, Mango; Gina McKinnon, Fuse; Simon Kenny, McDonald’s New Zealand
- Highly Commended: Ben & Jerry’s Mooo-ves In – Amber Conroy, Spark PR & Activate
- Highly Commended: Countdown Free Fruit for Kids- Sarah Williams, Louise Wright, Morgan Bailey and Kaya Arai, Porter Novelli New Zealand; James Walker and Charlotte Haycock, Countdown
- Highly Commended: Dirt is the new Gold – the Crankworx Rotorua Journey – Jacky James, Jenha White, Rebecca Roling, Madeleine Moore, Shine PR
Special Event or Project
- Winner: Anzac Day 2015 Combined Civic Service “Commemorating 100 years, together” – Amanda Weatherley, Tauranga City Council
- Highly Commended: Audi quattro bistro – Angela Spain and Laura Douglas, FCB
Sustained Public Relations
- Winner: Dance Till Dawn – saving the Auckland dance scene – Rob Warner
- Highly Commended: Defining Architectural Design – Rebecca Kinraid and Jackie Curtis, Cherry Red Consulting
- Highly Commended: Making haste slowly with God on our side – John Durning, Perception Public Relations & Marketing
- Highly Commended: Recovering Christchurch’s Heritage – Susan Gibson, Heritage Hotel Management Ltd
Paul Dryden Tertiary Award
Winner: Able Products – Clean for a Cause – Sarah George and Cassie Arauzo, AUT University
Sally Logan-Milne Young Practitioner of the Year
Winner: Jenha White, Shine PR
Highly Commended: Laura Barlow, Accident Compensation Corporation (ACC)
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