Pembrokeshire business shortlisted for Welsh Marketing Awards

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Canmol Marketing Awards Wales

Pembrokeshire business shortlisted for Welsh Marketing Awards
The Chartered Institute of Marketing (CIM) has revealed its finalists for the annual Canmol: Wales Marketing Awards, to take place on Friday 05 October at the Mercure Holland House Hotel in Cardiff.

The 15-strong shortlist features innovative marketing campaigns from some of Wales’s best known brands and businesses, including Haverfordwest based activity provider, Celtic Quest Coasteering.

Entries were submitted by business communities across the country, from SMEs to large corporate firms and public to private sector. They were judged by 13 marketing and business experts* under the Chairmanship of Dr Jonathan Deacon, Newport Business School and Chair of CIM in Wales.

National firms Legal & General and, along with Monmouthshire Building Society, Caerphilly-based PHS Group PLC, Newport-based Bluegg Creative Ltd, Cardiff’s AutosOnShow.TV, Source Insurance Ltd in Penarth and Cardiff’s St David’s Partnership are among the businesses representing the private sector. While BBC Cymru Wales, the Welsh Government’s Fresh Start Wales campaign and Cardiff based dance and physical theatre charity, Earthfall, fly the flag for the public sector.

Wales’s leading communications and creative agencies also produced inspiring campaigns on behalf of their clients Talbot Green Shopping Park, Richard Parks and his 737 Challenge, and Wales the True Taste Food and Drink Awards 2011/12.

Canmol, means to praise in Welsh and the Awards were created in 2008 to celebrate and promote excellence in the marketing industry in Wales. Canmol is ‘sans frontières’ and will see four winning campaigns receive awards based simply on excellence in their particular context, looking at how creative, strategic thinking in marketing has produced something of true significance.

An additional Priority Sector Award and new-to-2012 Centre for Enterprise Award will also be presented on the evening, as well as individual awards to recognise an ‘Outstanding Marketer’ and ‘New Marketer’ for professionals that have made a real contribution to the industry or shown talent early on in their career.

Established in 2009, Celtic Quest Coasteering’s 2011-2012 marketing campaign set out to increase brand awareness by developing a strong online presence.

The business developed an interactive website allowing visitors to book online 24/7, leave feedback and stay up to date with news and special offers. And in 2011, a mobile-friendly version of the website was developed.

The website growth was supported by the use of social media platforms and independent review sites. By utilising Facebook, Twitter, YouTube and Trip Advisor with a feed connected to other sites like Foursquare, LinkedIn, Pinterest, Google+ and Yelp, Celtic Quest developed a strong social media presence.

The online campaign generated 20,000 views on YouTube and saw Celtic Quest take the number one ranking on Trip Advisor’s ‘Things to do in Wales’ attractions category. As a result Celtic Quest was invited to produce a documentary on social media marketing in conjunction with Visit Wales. The campaign also utilised QR codes across all marketing materials to direct further traffic to its YouTube videos and website. Celtic Quest has seen a 20% rise in bookings, taken on two extra members of staff and reinvested in equipment.

Cleopatra Browne, Owner of Celtic Quest Coasteering, said: “We’re delighted to have been shortlisted for a Canmol Award and to receive recognition for our marketing efforts. It’s been a fantastic year for us and it’d be the icing on the cake to win an award next month.”

Jonathan Deacon, Chair Judge, said: “Once again, the shortlist is an exciting mix of campaigns that use a wide range of new and traditional communication tools to sell their brand and messages. It’s encouraging to see so many shortlisted entries from SMEs who can demonstrate excellent marketing on small budgets.

“As ever, shortlisting the entries was a difficult task, showing the wealth of talent within the industry in Wales, but 15 brands stood out in particular through highlighting strategic thinking and achieving great results.”

Richard Houdmont, Director for Wales of The Chartered Institute of Marketing, added: “CIM is committed to setting standards and celebrating excellence within the marketing industry and the Canmol Awards help those who enter to benchmark themselves against the best in the country and will spread best practice amongst practitioners in Wales.”

Monica Gibson-Sweet, Dean of The Faculty of Business and Society at the University of Glamorgan said: “The Canmol: Wales Marketing Awards have been a massive success and as lead sponsor, The

Glamorgan Business School recognises the importance of creative and integrated marketing, and is looking forward to building on this success.

“With 100% of our marketing graduates finding employment after graduation, we know that there is a huge amount of creative talent in Wales.

“We’re delighted to support these awards which allow the very best from the world of marketing to stand up and gain recognition for their achievements.”

Tickets for the awards ceremony may be purchased through or call 01628 427340.
Stay up-to-date with Canmol by following @Canmol on Twitter and using #Canmol2012. ‘Like’ Canmol: Wales Marketing Awards on Facebook and watch video interviews with last year’s finalists at