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L-R Approach PR's Helen Elson, MD of App

Public relations and social media agency Approach has clinched a gold award for its social media campaign to support Ilkley Carnival


The seven-strong, multi award winning team scooped the top accolade at the PR industry's annual PRide awards in Leeds on Thursday evening and added the gold award to its list of 27 industry trophies.


Approach has supported Ilkley Carnival since 2010, creating its most effective campaign in 2018 where social media reach hit more than 40,000 Twitter impressions during the carnival month of May.


The team exceeded its objective of reaching 1,000 Facebook likes by a further 13% and created a 186% increase in Facebook post engagements.


Praised by the judges for clear strategy and effective research, Approach complemented its social media activity with a traditional media awareness campaign which helped drive crowds of just over 10,000 people to the May bank holiday Monday event.


Managing director Suzanne Watson said: "We are delivering high impact social media campaigns for more than 55% of our clients so it made perfect sense to make social a pivotal part of our 2018 Ilkley Carnival communications campaign. 


“All of the work we do for Ilkley Carnival forms part of our corporate social responsibility - we consider it our responsibility to give something back to our local community by using our expertise to inform, educate and engage the local community which increases interest and footfall which in turn helps raise invaluable funds that are all ploughed back into local good causes.”


She added: "To have this work recognised by the best of the best in our industry - and in one of the most sought-after communications arenas that PR now offers - is the ultimate accolade for this hard-working team. And of course, work has now already begun on Ilkley Carnival 2019...!"


Approach is in its 17th year in business and delivers traditional PR and social media campaigns for clients including Airedale Chemical, Acorn Stairlifts, Gripple, United Carpets & Beds, Sparkling Bradford and Whitakers Chocolate.


This year’s Chartered Institute of Public Relations PRide award for Best use of Social Media is the 28th award to be won by the Approach team since 2005. Based on The Grove in Ilkley, the team boasts former journalists, retail specialists, digital consultants and b2b practitioners.

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