Livewire PR shortlisted in CIPR Pride Awards for digital archive launch campaign

Livewire Public Relations has been shortlisted for a CIPR PRide Award. End Quote

(1888PressRelease) September 21, 2010 - Surrey-based education and technology specialist, Livewire Public Relations (www.livewirepr.com), is celebrating once again having been shortlisted in the Chartered Institute of Public Relations' (CIPR) PRide Awards for its outstanding campaign 'Digital eyewitness - the past in pictures: Launch of The Illustrated London News Historical Archive 1842-2003'. The PRide Awards recognise excellence in PR and communications across the UK. Over the past six years, Livewire has won five CIPR PRide Awards, including last year when it won GOLD for its biometrics campaign.

Working for its client Cengage Learning, a leading publisher, Livewire was tasked with raising public awareness of the launch of The Illustrated London News Historical Archive 1842-2003 - a collaborative digitisation project driven jointly by the client and The Illustrated London News Ltd (ILN), a pictorial newspaper which was published in Britain from 1842-2003. The main objectives of the campaign were to drive traffic to the website, to generate sales enquiries and position Cengage Learning as a leading provider of 21st century research solutions.

The simplicity and structure of the campaign enabled Livewire to deliver exceptional return-on-investment. For every £1 spent on PR, Livewire generated the equivalent of £53 in media coverage, securing 50 significant feature articles. Prior to the launch date, Livewire secured a series of one-to-one interviews with high level correspondents working for national newspapers such as The Guardian and The Daily Express to guarantee significant coverage on the day. It maximised on the resource's wealth of images by securing online picture gallery coverage, providing unique illustrations from the resource and pitching it as 'the TV of its day' to contextualise it to a present day audience. The integrated marketing communication campaign, of which PR was a core element, generated 200+ visits to the trial site and 50+ sales leads from organisations such as The Open University, Durham University Library and the National Maritime Museum. The number of hits to Cengage Learning's website peaked during the campaign.

Commenting on Livewire's work, Rossella Proscia, Marketing Director, Cengage Learning, said: "Many visitors discovered our website and the ILN archive thanks to Livewire PR's launch campaign. Very impressive coverage! We were particularly pleased to see the double-page spread in the Guardian and online picture galleries featured in the Guardian.co.uk and Express.co.uk, which also showcase images from this unique resource."

Richenda Wood, Managing Director, Livewire Public Relations, enthused: "We are thrilled to be recognised for the outstanding coverage we achieved for Cengage Learning's launch of the ILN archive. Newspaper digitisation is a hugely important innovation, not only for education but also for the general public and we are proud to have helped raise awareness about it."

Jay O'Connor, CIPR President said: "The CIPR PRide Awards are a celebration of PR achievement and a showcase of campaigns implemented by the best of the best from across the UK. I offer my congratulations to all those who have reached this stage of the competition. Now more than ever, demonstrating the value of what we do, and the positive impact we have, is tremendously important. Thank you to all involved - the entrants, judges and teams."

Livewire will find out if it is a winner on 19th November at The Hilton Metropole, Brighton.

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