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Gautrain takes gold at PRISA PRISM
The judges praised the Gautrain submission as “highly professional” and commented on its huge successes in changing people's negative perceptions about Africa's largest public private partnership into positive ones. The project faced tremendous criticism in the beginning phases, fuelled by negative media coverage.
The Gautrain Media Campaign had two objectives:
- To achieve a minimum of 50% positive and very positive coverage overall from May to July 2007.
- To achieve a minimum of 50% positve and very positive coverage on major issues (skills; 2010; spatial development; construction; public transport in relation to Gautrain; and socio-economic development) from May to July 2007.
Both of these objectives were met, through a proactive implementation campaign with his diverse stakeholder groupings. The execution of the Gautrain public relations campaign was also highly ranked. The media activities were implemented in a short time frame from May to July 2007. The campaign evaluation was exceptional. In May to July of 2007 there were a total number of 844 media reports on the Gautrain, with an overall total of “positive to very positive” reports being 68.7% of those media reports. Objectives were not just met, but exceeded by more than 18%.
Transparency was central to Gautrain's planning process, resulting in increased respect, support and understanding from the media. The message that Gautrain Media Relations formulated is that Gautrain is a safe and reliable world-class mode of public transport. Traditional media activities were used, but along with those, monthly construction updates were distributed and personal contact and interviews were held which helped build face value and credibility.
The Gautrain Media Relations campaign will be submitted to the international IPRA (International Public Relations Association) Golden Awards. The project also received the Jenna Clifford Trophy and the Ivan O' Brien Award.
Five key criteria
Campaigns entered into the PRISM Awards must demonstrate a high standard of excellence in a number of programme aspects. Five key criteria were assessed during the judging – statement of the problem or opportunity, research, planning, execution and evaluation.
Winners in all categories for this year's PRISA PRISM Awards were as follows:
Category | Campaign | PR company | Client | Award |
---|---|---|---|---|
Crisis Management | TB Threat at Worcester Medi-Clinc | Magna Carta | Medi-Clinic | Silver |
Media Relations | Gautrain Media Relations | Gautrain | Gauteng Provincial Government | Gold |
Media Relations | Sanlam Investment Management Speed - Dating | Atmosphere Communications | Sanlam Investment Management | Silver |
Media Relations | Your Baby Show | The Lime Envelope | Exposure Marketing | Silver |
Media Relations | SEB (Sanlam Employee Benefits) Symposium | Atmosphere Communications | Sanlam Investment Management | Bronze |
Corporate Communications | Mango Corporate Communications | Marcus Brewster Publicity | Mango | Gold |
Launch of a New Product | Launch of Floyd's 99 Barber Shop | Tribeca PR | Floyd's 99 Barber Shop | Gold |
Consumer PR for Existing Product | Get a Grip | Magna Carta | Standard Bank | Silver |
Launch of a New Product | Halo 3 Launch | Kilimanjaro Communications | MicroSoft SA | Silver |
Consumer PR for Existing Product | Leopards Leap Wines | Atmosphere Communications | Leopards Leap Wines | Gold |
Consumer PR for Existing Product | Launch of Journeys and Discoveries | Ogilvy PR Cape | Weylandts Homestores | Bronze |
Consumer PR for Existing Service | Remax | Marcus Brewster Publicity | Remax of SA | Silver |
PR on a Shoestring | Destiny Magazine Launch Campaign | Magna Carta | Ndalo Media | Bronze |
PR on a Shoestring | M & M Shrek | Greater Than | Mars Africa | Silver |
Internal Communications | Tribute to Nurses | Magna Carta | Medi-Clinic | Silver |
Internal Communications | Icenergy | Atmosphere Communications | ICG/Educor | Gold |
Public Sector | National Zoological Gardens | Marcus Brewster Publicity | National Zoological Gardens | Gold |
Public Sector | Gautrain Integrated Communication and Marketing Strategy | Gautrain | Gauteng Provincial Government | Gold |
Financial Services & Investor Relations | Barclaycard Launch | Mortimer Harvey | ABSA Communications | Gold |
Event Management | Emerald Spring Derby | Marcus Brewster Publicity | Emerald Casino | Gold |
Event Management | Launch of the SAEON Egagasini Node as a side event of the 2007 GEO Ministerial Summit | Malachite Marketing and Media | SAEON | Bronze |
Technology | MWEB Wimax Trial | Atmosphere Communications | MWEB | Gold |
Travel & Tourism | Thanda Private Game Reserve Public Relations Campaign 2007 | Southern Spoor Marketing | Thanda Private Game Reserve | Silver |
Sponsorship | Miller Genuine Draft | Marcus Brewster Publicity | SA Breweries | Silver |
Sponsorship | VISA Rugby World Cup | Redcube Agency | VISA International | Silver |
Sponsorship | Barloworld Tour de France | Magna Carta | Barloworld | Gold |
Individual Awards
Best Small PR Consultancy: Galia Kerbel - Greater Than
Creativity In PR: Hein Kaiser for So-Siety - Marcus Brewster Publicity
Best Use Of Strategy In PR: Hein Kaiser for Mango Airlines - Marcus Brewster Publicity
PRISM Gold Award: Gautrain
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