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HOLLIS SPONSORSHIP AWARDS 2007 - THE WINNERS

ARTS SPONSORSHIP Supported by Arts & Business

Campaign:	Innovation at the National Theatre
Sponsor:	Accenture
Entered by:	Four Sports Marketing & Sponsorship

Campaign:	La Boheme
Sponsor:	Citroën
Entered by:	SBI

Campaign:	Cobravision 5 Second Film Competition
Sponsor:	Cobra Beer

Campaign:	Edinburgh International Festival
Sponsor:	Lloyds TSB Scotland

Campaign:	London Symphony Orchestra
Sponsor:	UBS
Entered by:	Four Sports Marketing & Sponsorship

Campaign:	One Love: The Football Art Prize
Sponsor:	Umbro International Ltd
Entered by:	The Lowry
A striking campaign, Umbro’s entry into the arts was intended to reach a broader audience than its usual 12-24 year-old sports fan base. It achieved this both in terms of the PR it generated and the response it got from visitors to the exhibition at The Lowry. Research put the media value of the campaign at £3 million and showed a significant increase in the number of people who recognised UMBRO’s brand values of passion and integrity. The Lowry also benefited - with visitor numbers up 13% year-on-year.

CHARITY & COMMUNITY SPONSORSHIP Supported by the Institute of Fundraising

Campaign:	BT Community Connections
Sponsor:	BT
Entered by:	Limelight Projects

Campaign:	Sun Safety – Don’t Get Caught Out
Sponsor:	NatWest
Entered by:	Marie Curie Cancer Care

Campaign:	Macmillan Cancer Support's World’s Biggest Coffee Morning
Sponsor:	npower
Npower’s key reasons for working with Macmillan are to engage employees and build on npower’s desired brand attributes of warmth and trust. Npower threw its heart and soul into this partnership - creating TV ads and building dedicated promotions and stunts around the week of the event. The judges said: ‘Npower didn’t just ride on the back of the Coffee Morning, it set out to improve and enhance it. As a result, fund-raising targets were exceeded.’

Campaign:	Mini Pots of Care HIGHLY COMMENDED
Sponsor:	Yellow Pages
Entered by:	Marie Curie Cancer Care

EDUCATION SPONSORSHIP

Campaign:	RAF Real Life Science
Sponsor:	RAF
Entered by:	Edcoms Ltd
The RAF wanted to widen the audience it reaches through schools and provide more details about careers options. Real Life Science, designed by Edcoms, was a way of making the RAF seem relevant and exciting to children while delivering a valuable educational tool to teachers. ‘It was a good fit and a neat execution,’ said the judges. ‘We were also very impressed by the campaign’s cost-effectiveness.’

Campaign:	Are You A Drip?
Sponsor:	Southern Water

MEDIA SPONSORSHIP

Campaign:	The A-List
Sponsor:	Baileys
Entered by:	Carat Sponsorship

Campaign:	Milkshake On Five
Sponsor:	Disney DVD
Entered by:	Carat Sponsorship
Disney wanted to revive consumer interest in its classic DVD movie catalogue. To this end, it linked up with Five - a move which gave it a continuous presence on television throughout the year. From internet promotions to on-the-ground activities at retail and in nurseries, the core message was drummed home. The result was high awareness levels among mums and kids and an uplift in sales.

Campaign:	The Oscars HIGHLY COMMENDED
Sponsor:	Parfums Givenchy
Entered by:	Sky Media

Campaign:	Sponsorship of Independent Cinemas
Sponsor:	Volkswagen
Entered by:	Carlton Screen Advertising

SPORTS SPONSORSHIP Sponsored by Sky Alive

Campaign:	Scottish Commonwealth Games Team, Melbourne 2006
Sponsor:	Clydesdale Bank
Entered by:	Fast Track London

Campaign:	Guinness Premiership Season 2005-2006
Sponsor:	Guinness
Entered by:	Karen Earl Sponsorship/Carat Ltd/TMW
Guinness took over rugby union’s Premiership in 2005 and almost immediately eradicated all memory of the previous sponsor from fans’ minds. In an extremely tough category, the judges decided in favour of Guinness because it pressed all the buttons from media activity and campaign creativity to brand experience and sales support. In a single season, Guinness jumped from being the seventh highest brand associated with rugby union to number one.

Campaign:	John Smith’s Grand National
Sponsor:	John Smiths
Entered by:	SBI

Campaign:	Chelsea Football Club
Sponsor:	Samsung Electronics
Entered by:	Cheil Communications Europe Ltd

Campaign:	World Rowing Championships
Sponsor:	Siemens PLC
Entered by:	Sponsorship Consulting Ltd

GRASS ROOTS SPORT Supported by Sportsmatch

Campaign:	Spaces for Sports
Sponsor:	Barclays
Entered by:	Lexis Sport
Described by Chancellor Gordon Brown as a blue-print for public-private partnerships, Spaces for Sport is the biggest ever investment in UK grass roots sport by a single company. Not that size alone won the award for Barclays. According to the judges, ‘With big budgets, we always look harder for evidence that this is money well spent. What impressed us about Spaces for Sport was the emphasis on sustainability and the diversity of groups benefiting. With more than 1,000 Barclays staff volunteering to participate and 19% of customers aware of the scheme, it’s an excellent use of resources.’

Campaign:	MCC Spirit Of Cricket Challenge
Sponsor:	Foundation for Sport & The Arts and Marylebone Cricket Club (MCC)
Entered by:	TomTom nation

Campaign:	HSBC Wee Wonders Championships
Sponsor:	HSBC
Entered by:	Octagon

Campaign:	Southern Water Learn To Swim Scheme HIGHLY COMMENDED
Sponsor:	Southern Water

CORPORATE SPONSORSHIP Sponsored by Icon Display

Campaign:	Leonardo Da Vinci: Experience, Experiment & Design at the V&A
Sponsor:	Deloitte

Campaign:	Science Museum sponsorship
Sponsor:	Siemens PLC
Entered by:	Sponsorship Consulting Ltd
Siemens wanted a science and education sponsorship to help support its communications platform ‘One Siemens’. Its relationship with The Science Museum delivered across a range of classic corporate criteria, according to the judges. It reached opinion formers through targeted events and employees through family functions. The innovation message was delivered to potential employees and the wider community was reached through a schools programme.

Campaign:	London Symphony Orchestra
Sponsor:	UBS
Entered by:	Four Sports Marketing & Sponsorship

BRAND SPONSORSHIP Sponsored by Clintons Solicitors

Campaign:	Guinness Premiership Season 2005-2006
Sponsor:	Guinness
Entered by:	Karen Earl Sponsorship/Carat Ltd/TMW

Campaign:	Land Speed Record 2006
Sponsor:	JCB
Entered by:	Fingal

Campaign:	Wimbledon 2006
Sponsor:	Robinsons
Entered by:	SBI

Campaign:	Robbie Williams
Sponsor:	T-Mobile
Entered by:	Redmandarin

Campaign:	One Love: The Football Art Prize
Sponsor:	Umbro International Ltd
Entered by:	The Lowry

Campaign:	Vodafone Live Music Strategy
Sponsor:	Vodafone UK
Entered by:	Octagon UK
The Vodafone Live Music Strategy delivered on all business and marketing objectives. Music is not only a brand differential for the mobile sector - but a business investment providing key revenue growth. Research of its Live Music Strategy shows that attitudes to Vodafone’s music association have improved while it has also seen a huge increase in music downloads and revenues, said the judges.

FIRST TIME SPONSOR Sponsored by Sponsorium

Campaign:	Classic FM's Smooth Classics
Sponsor:	AirMiles
Entered by:	Carat Sponsorship
Carat identified radio as the ideal platform for sponsorship debutante AirMiles to try and reconnect with its 10 million customer base. A 360 degree sponsorship of Classic FM’s Smooth Classics used advertorials, competitions, online spin-offs and a 15 minute podcast to re-energise its brand and win back lapsed AirMiles customers.

Campaign:	Official Partner of the England Cricket Team
Sponsor:	Ask.com
Entered by:	Karen Earl Sponsorship

Campaign:	Edge into Space
Sponsor:	Edge

Campaign:	Reading Football Club
Sponsor:	Kyocera Mita (UK) Ltd

SPONSORSHIP CONTINUITY Sponsored by Premier Print Group

Campaign:	BT Community Connections
Sponsor:	BT
Entered by:	Limelight Projects

Campaign:	Scottish League Cup
Sponsor:	CIS Insurance
Entered by:	Co-operative Financial Services
Launched in 1999, the CIS Insurance Cup is designed to build brand awareness and promote CIS’ presence in local communities. The thing that caught the judges’ eye was the number of new elements added to the sponsorship in 2006. The CIS team enhanced their PR strategy with new online services and a competition for the media. At grass roots level, new elements were free kits for kids, a trophy tour, coaching masterclasses and a CIS Youth Cup sponsorship.

Campaign:	Wimbledon 2006
Sponsor:	Robinsons
Entered by:	SBI

Campaign:	Southern Water Learn To Swim Scheme
Sponsor:	Southern Water

THE ESA INTERNATIONAL SPONSORSHIP AWARD Supported by the European Sponsorship Association

Campaign:	Team ABN AMRO in Volvo Ocean Race 2005/06
Sponsor:	ABN AMRO
Entered by:	IMG Consulting
Winning the Volvo Ocean Race is a fantastic achievement - so it is perhaps no surprise that the successful ABN AMRO boat achieved so much media coverage. But the success of this campaign was about much more than media exposure. 94% of employees were aware of the bank’s participation and 50% became directly involved in related events and activities. More than 5,000 corporate guests were entertained - with most approving of the sponsorship fit.

Campaign:	FIFA World Cup Trophy Tour
Sponsor:	Coca-Cola
Entered by:	Ignition

Campaign:	The Lifestyle of Motorsport
Sponsor:	Martini
Entered by:	23 Red

Campaign:	Robbie Williams
Sponsor:	T-Mobile
Entered by:	Redmandarin

BEST USE OF RESEARCH IN A SPONSORSHIP CAMPAIGN Sponsored by Ipsos MORI, Marketlink Research and Sports Marketing Surveys

Campaign:	Sony Ericsson WTA Tour
Sponsor:	Sony Ericsson
Entered by:	Redmandarin

Campaign:	T-Mobile Street Gigs
Sponsor:	T-Mobile
Entered by:	Redmandarin
For the second year, The T-Mobile Street Gigs research programme has won the research category. The judges said it was ‘very satisfying to see robust research being used to plan the activation of a sponsorship’. T-Mobile’s decision to put research at the heart of its planning process was rewarded with improved approval ratings for the quality of artists used, venue choice and event organisation.

Campaign:	Volvo Ocean Race 2005-2006
Sponsor:	Volvo
Entered by:	Connexus PreciSion

BEST USE OF PUBLIC RELATIONS IN A SPONSORSHIP CAMPAIGN Sponsored by Business Wire

Campaign:	ABN AMRO in the Volvo Ocean Race 2005/06
Sponsor:	ABN AMRO
Entered by:	Pitch PR

Campaign:	Finding a New Voice For BT Speaking Clock
Sponsor:	BT
Entered by:	Trimedia Harrison Cowley

Campaign:	Land Speed Record 2006
Sponsor:	JCB
Entered by:	Fingal
Linking JCB diggers to a land speed record-breaking attempt was a brilliant, eccentric idea. But the management of the PR process was just as good, said the judges. The project was kept under wraps until it was at an advanced stage. It was then revealed to the public and media in careful stages through teasers, competitions and the regular release of online information and images. When the time was right, key media generated widespread international coverage for JCB.

Campaign:	T-Mobile Cycling Sponsorships 2006
Sponsor:	T-Mobile
Entered by:	Capitalize

Campaign:	Opera-tunity Knocks HIGHLY COMMENDED
Sponsor:	Yorkshire Bank
Entered by:	Ptarmigan Consultants Ltd

SPECIAL AWARD FOR BEST LOW BUDGET SPONSORSHIP

Campaign:	Guardian & The Books Marketing Society - Top 50 Books
Sponsor:	Books Marketing Society
Entered by:	Guardian News & Media
This campaign had a simple goal - to help publishers sell back catalogues of great books. Crucial to its success was the way The Guardian bought into the concept, said the judges. By bringing the full weight of its print and online

Campaign:	Lombard Rally 2006
Sponsor:	Lombard

Campaign:	Chris Hoy in the Cycle 4Good Campaign
Sponsor:	Soreen Ltd