Gala Bingo has scooped a coveted Chartered Industry of Public Relations (CIPR) Gold PRide award for its highly successful Mrs Obama PR campaign.
The campaign, which captured the imagination of the media in January and February 2009, secured the Corporate Responsibility category title of the CIPRs Home Counties awards, after impressing the judges with its fantastic results.
The PR activity used the timely intense media interest surrounding Barack Obamas Inauguration to raise awareness of Gala Coral Groups ongoing commitment to help raise £1m for Sue Ryder Care, by enlisting the support of his bingo loving step-mother Kezia Obama.
Nearly 200 items of media coverage were generated, which highlighted Mrs Obamas pledge to support Sue Ryder Care through a dedicated fundraising Gala Bingo game. Thanks to the extensive and high profile coverage, Mrs Obamas Bingo raised £10k for Sue Ryder Care, which was subsequently match-funded by Gala Bingo.
Commenting on the campaign the judges said:
Spotting the news that Kezia Obama, the stepmother of President Obama, was a keen bingo fan prompted this audacious fundraising campaign. Gala Bingo capitalised on the intense media interest around the inauguration to promote its commitment to Sue Ryder Care. The judges liked the cheeky and imaginative stunt, which delivered well-measured results for Gala Bingo and its charity partner.
Gala Bingos PR manager, Lesley Hall, said:
Were delighted to win the CIPR PRide Gold Award as it recognises the success of this unique campaign. Its timely and quirky nature captured the medias interest and was a great vehicle to raise awareness nationally of our on-going commitment to raise vital funds for Sue Ryder Care.
The CIPR PRide Awards is the only awards scheme which showcases the best PR work being carried out across the UK regions and nations and sets industry standards. The judging process is rigorous with a national panel of industry experts assessing the shortlisted entries and choosing the winners.
