The province-wide marketing campaign that captured the imagination of the public and turned Northern Ireland pink for the Giro d’Italia was one of the big winners at the CIM Ireland Marketing Excellence Awards.
The hottest marketing campaigns from every business sector were recognised at the 15th annual awards at Belfast City Hall.
“These awards recognise the impact that marketing has on the economy in Northern Ireland and the hard work and dedication of people working in this profession. We’ve recognised 15 individuals and companies and commended many more for delivering marketing campaigns which played a major part in the success of our recovering economy,” said Christine Watson, Chair of CIM’s Ireland Board.
The way business embraced the Giro to deliver impact for the public in Northern Ireland and to commerce was highlighted in the awards.
The Northern Ireland Tourist Board was a big winner romping home with two awards and a further two commendations – notably Best Use of Digital Marketing and the Chair’s Award.
For the first time ever the Chair’s Award was shared between four winners – all who took the Giro campaign to the heart of their marketing plans. In addition to NITB, Irwin’s Bakery, Phoenix Natural Gas, Limeforge Ltd – trading as See Sense received the Chair’s Award.
“The Giro was the spectacle of the year. Northern Ireland really embraced the race and marketers played a key role in creating the buzz that turned everything you saw pink. It’s critical for marketers to embrace opportunities which allow them to communicate their messages to their customers as part of the buzz around a major international event coming to Northern Ireland. The judges saw a theme coming through and we wanted to recognised and celebrate the impact that this event had in bringing millions of pounds into the economy,” Christine Watson said.
Naomi Waite, Director of Marketing, NITB: “The campaign from the Giro represented the best of marketing collaboration and partnerships to create excitement around a fantastic tourist product. We are delighted to see so many tourism award winners in this year’s competition.”
The winners in all categories were:
- Marketing with Impact – Professional Services Sponsored by AMADEUS and Selective Travel: University of Ulster
- Marketing with Impact – FMCG, Food, Retail sponsored by Posh Nosh Catering Company: Smarts Communicate (Bushmills)
- Marketing with Impact – Hotels, Leisure, Bars, Restaurants, Travel, Tourism and Venues sponsored by Emirates: McComb’s Coach Travel – Game of Thrones Tours
- Marketing with Impact – Construction, Engineering, Automotive, Transport, Manufacturing sponsored by Corporate AV Hire: Marcon
- Marketing with Impact – Charity, Community and Voluntary Sector sponsored by 3Sixty Create: Lough Neagh Partnership (River to Lough Festival)
- Marketing with Impact – Public Sector sponsored by CIM: Derry City Council (Legenderry Food Festival)
- Marketing Exporter of the Year sponsored by Invest NI: CDE Global Ltd
- Best Marketing Campaign for an Event sponsored by Inform Communications: Smarts Communicate (Bushmills Campaign)
- Marketing with Impact – Best Use of Digital sponsored by Leaf: NITB
- Marketing Gamechanger sponsored by McGowan’s Belfast: Geoff Wilson Consultancy (Eye for Education and the Irish FA Enterprise Project)
- Marketing Team of the Year sponsored by The Irish News: Total Mobile
- Marketing Agency of the Year sponsored by PML Group Northern Ireland: Ardmore Advertising
- Marketing Freelancer of the Year sponsored by NIMMS: Stephen Rust – Freshways Food Co
- Marketer of the Year sponsored by Selective Travel: Elaine Donaghy
- Chair’s Award: NITB, Irwin’s Bakery, Phoenix Natural Gas, Limeforge Ltd – trading as See Sense
Richard Houdmont, CIM’s Network Manager for Ireland commented: “For more than 100 years, CIM has been supporting, representing and developing marketers, teams, leaders and the profession as a whole. Our networks have an unrivalled breadth, depth and diversity making this not just the largest community of marketers, but one with impact. We’re independent, trusted and connected, with access to unmatched ideas, insights and resources to help marketers navigate from problem diagnosis to practical solutions. Our vision is for marketing to be recognised for playing a pivotal role in business, constantly harnessing, integrating and acting on collective intelligence – and our role is to be the catalyst of that. Find out more and join the conversation at www.cim.co.uk.”
For more information go to www.cimirelandawards.net and keep in touch by following @CIMInfo_Ireland.
The Awards are part of marketing month celebrated annually in November. Details of marketing month events can be found at cim.co.uk/Ireland
