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Lancashire 'HotPot' YouTube Film Wins Gold

Friday, 23rd October 2009

A film created to encourage people to take a fresh look at Blackpool has scooped a gold at the prestigious PR Week awards.

Commissioned by Lancashire and Blackpool Tourist Board, VisitBlackpool and the Northwest Regional Development Agency (NWDA), the viral made the headlines and generated over £6m worth of media coverage when it was launched in the summer.

J’aime La Tour” was created by the team at SKV Communications who collected the award at a glittering London ceremony in one of the most hotly contested categories. The viral won the broadcast innovation campaign in a shortlist that comprised work by the Football Association, British Heart Foundation and agencies representing Mattel and BP.

Director Daniel Kennedy said, “Our move into making virals, corporate DVDs and video news releases has brought us up against some really strong competition and we were genuinely thrilled to win an award against multinational, big budget productions. It was also great to represent some of the great work being created in the North West.”

The Manchester PR agency has launched a follow up viral this week. Love, from Blackpool continues the story of the characters Frank and Valerie in a Gold Blend advert style.

Said Helen France, executive director for regeneration and tourism for Blackpool Council, “SKV clearly understood our brief to get people to take a fresh look at Blackpool and the viral they created was picked up by the media as well as YouTube videos as activity that really encouraged people to think again about this resort. We have a packed calendar of activities year round here in Blackpool and SKV’s work has had a real impact in marketing what we have to offer.”

Peter Mearns, executive director of marketing and communications at the NWDA said: “SKV’s J’aime La Tour campaign delivered outstanding results on what was a very tight budget. Their approach was focussed yet innovative and delivered a huge boost to Blackpool’s profile, encouraging people to take a fresh look at the resort.”

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