BISS LANCASTER WINS TOP PR WEEK AWARD FOR BEST CAMPAIGN 2007

Euro RSCG Biss Lancaster won the Best Campaign Award at the 2007 PR Week Awards for their ‘Army on Everest’ campaign on behalf of Army Recruiting Group. Selected by a judging panel of over 30 of the most senior professionals in the PR industry and from over 800 entries, the Army campaign took the most prestigious award of the evening for Best Campaign, beating off the winners from all other categories. The award was presented at the 21st anniversary of the PR Week Awards in the year when Euro RSCG Biss Lancaster celebrates 30 years of successful business.

The Army on Everest campaign provided the Army with a campaign to cut through the competitive employment market place and negative media coverage about current operations.  The judges applauded it for its blend of precisely planned tactics, creativity and technical excellence which produced a result that helped deliver a quarter of the Army’s annual recruiting target in just eight weeks. Key to the campaign was the creation of ongoing news hooks to sustain coverage over a 9 month period and a unique partnership with Sky News where a team of media was embedded with the climbers at Everest base camp sending back reports from over 8,000m in freezing temperatures.

Joint Managing Director, Holly Ward commented “Army on Everest is a testament to the very real and effective contribution that PR can make to a client’s business. Our work with the Army represents the very best of the agency with faultless planning, a dogged approach to creating constant on message news and the creativity and inspiration to reach that little bit higher than our competitors.”

Euro RSCG Biss Lancaster also won the award for best Marketing Communications: Consumer and was a shortlisted finalist for the Broadcast category, recognising its skill in developing a truly integrated marketing campaign.