The Scottish public relations industry was celebrating a hatful of top prizes – including the very top one – at UK-wide awards hosted by its trade body, the Chartered Institute of Public Relations.
Beating off 1400 entries to take the Best Overall title was tourism agency, VisitScotland. On its way to victory, it also took the Best Integrated Campaign title.
The prizes were for the agency’s ‘Winter White’ campaign, aimed to encourage more visitors to take a trip to Scotland in the quieter winter months. The campaign incorporated the Snowdrop Festival, which was devised to encourage more visitors to Scotland’s gardens in February and March.
A later evaluation of the campaign found that media coverage of the campaign reached 17.4 million, while an additional