Published: Friday, November 23, 2018
The Greater Cambridge Partnership (GCP) has won an award for its campaign to speak to people about the future challenges facing the city.
The GCP’s communications team was awarded the Gold Anglia, Thames and Chiltern Pride Award by the Chartered Institute of Public Relations for its work to raise awareness of the Cambridge’s growth and understand the challenges people face in getting around and into the city.
The Greater Cambridge Partnership (GCP) of councils, businesses and academia are working to deliver up to a £1bn City Deal with central Government to transform public transport into the city and create 44,000 new jobs, 33,500 new homes and 420 additional apprenticeships over the next 15 years.
The campaign, called ‘Our Big Conversation’, saw the communications team speak to over 3,000 people at 38 events, as well as receive 10,000 comments and 8,000 completed surveys.
The CIPR comments on the winning campaign included: “Strong measurement and evaluation demonstrated that the number of people reached and who engaged with the campaign exceeded targets and enhanced the Greater Cambridge Partnership’s reputation and credibility.”
Tactics to engage with commuters and residents included a launch event at Cambridge United football club, pop-up stalls at railway stations and shopping centres, and using the GCP’s partner channels, such as e-newsletters and a residents’ magazine. The team held events with youth and student groups to engage with young people and more than 60 businesses attended a keynote speech from the Lord Heseltine following business workshops organised with the Local Enterprise Partnership.
Tom Bennett, Head of Communications of the GCP, said: “Greater Cambridge Partnership is delivering transformative public transport schemes that will help Cambridge stay at the top when it comes to attracting international business and talent.
“The Cambridge area has intelligent and diverse audiences, and part of the success of this campaign was ensuring that we spoke to them about the wider improvements needed rather than on individual projects.
“Congratulations to the team for this award, which reflects their hard work.”
The campaign was created by the in-house communications team, with agency Social Communications brought in for delivery and planning.