Whoa! Averaging 66,000 Unique Weekly Readers! 

Local News

Giant results at prestigious social media awards

2 Mins read
BT Coleraine

The National Trust and AV Browne scooped two awards at the Social Buzz Awards in London last week for the Giant’s Causeway Sleeping Giant campaign which enjoyed phenomenal viral success since its launch last November.

The Drum’s Social Buzz Awards celebrate and reward the very best in social media communications and we fought off tough competition from big industry names including Sony Pictures, Hyundai, O2 and Channel 4 to win best ‘Low Budget’ campaign and ‘Best Social Stunt’.

The Sleeping Giant campaign was created to drive visitors to the Giant’s Causeway during off-peak winter months and hinged on the belief that giants hibernate in winter. The innovative campaign featured ‘video’ of Finn McCool retreating into a cave in the Causeway. Later that day TV personality Mark Mallet broke the news of Finn’s hibernation with a ‘live news report’.

The internet went crazy with millions of people seeing the story in just a few days.

‘This campaign was huge fun to work on with our creative agency AV Browne,’ says Tony Millar, senior marketing and communications for the National Trust in Northern Ireland. ‘It really captured the spirit and imagination of the Giant’s Causeway and clearly hundreds of thousands of people loved it too.  We were blown away by the engagement levels it achieved in just 24 hours and it helped us to reach many people in a new and surprising way.’

Judges for the ‘Best Social Stunt’ category described the campaign as ‘delightful, jolly and heartfelt’ adding: ‘It’s quite refreshing and unexpected from someone like The National Trust to do something so imaginative.’

In the Low Budget category the judges said the National Trust was a worthy winner because: ‘…they achieved their objectives impressively without media spend.  This execution was charming, impactful and perfectly unique to their brand.’

Mike Dunne, Account Director at AV Browne said ‘Its success is testament to the strength of the idea, but also shows what’s achievable when such a diverse team of people really get behind it.’

The result came within days of the Giant’s Causeway being named the UK’s Best Heritage Attraction at the British Travel Awards.

Summarising the key to the Sleeping Giant’s success Tony said: ‘Working with the team of rangers and staff at the Causeway really brought the story to life on the ground for our visitors. As a conservation charity we need to work with limited budgets and make sure that we get the best possible value. But a strong story, a great plan and a bit of imagination can go a very long way.’

11391 posts

About author
An article that is attributed to the Causeway Coast Community Team has either involved multiple authors, written by a contributor or the main body of content is from a press release. Got a news-related tip you’d like to see covered on Causeway Coast Community? Email us - [email protected]
Articles
Related posts
Local News

Motorist caught doing 113mph is banned from roads for 18 months

1 Mins read
FacebookTwitterPinterestWhatsAppA MOTORIST detected doing 113mph in a Volkswagen Jetta has been given an 18 months driving ban at Coleraine Magistrates Court sitting…
Local News

How to qualify as a chartered accountant, without a penny of student debt

1 Mins read
FacebookTwitterPinterestWhatsAppA County Antrim woman who completed a Higher Level Apprenticeship (HLA) in Accountancy at Northern Regional College has just qualified a s…
Local News

Earn as you learn with a higher level apprenticeship

2 Mins read
FacebookTwitterPinterestWhatsAppA Coleraine woman who joined the staff of Northern Regional College in 2015 as a finance apprentice has just completed her final…

Leave a Reply

Your email address will not be published. Required fields are marked *