Local firms demonstrate the best in marketing innovation . . . .again!!!
27/11/2006
A campaign to attract firms to relocate to the Tees Valley because of its plentiful supply of water has gone on to pick up two more major national awards in recognition of its ingenuity – adding to three national marketing awards already received for the campaign in September. The Award for Best Use of Data for Public Sector plus the Grand Prix Award for the best campaign overall at last night’s annual Data Strategy Awards were awarded to the campaign developed jointly by Tees Valley Regeneration, Northumbrian Water and Middlesbrough-based marketing consultancy Rocket Science.
The Data Strategy Awards, held at the Royal Lancaster Hotel, London, are to showcase the best use of data in marketing. The major accolades this campaign has been given this year, including two Grand Prix Awards (which shows that the thinking behind the campaign has been voted by marketing peers as best in the industry) demonstrates the ground-breaking thinking to be found in the region and disproves the theory that London is the centre of innovation in marketing.
The innovative campaign identified that the region’s plentiful water supply was a major attraction compared to other areas and could be used as an incentive to encourage companies to relocate to the Tees Valley. Rocket Science used sophisticated marketing analysis of Northumbrian Water data to build a profile of high water users, which was then used to identify and target companies in areas where water supply problems or tough legislation on the extraction and discharge of water were likely to have a serious impact on their businesses. These organisations were sent a targeted mailing with a letter and brochure outlining the benefits of Tees Valley’s water supply.
And it soon became clear the initiative had been a huge success with numerous firms responding – a large proportion of which had a strong, qualified interest in relocating. Tees Valley Regeneration is currently in talks with a major company which received the campaign and is seriously considering relocation in order to avoid water supply problems which could impact badly on its business.
The Tees Valley Regeneration scheme was the unanimous winner of this year’s Data Strategy Grand Prix Award. The judges were impressed by a project which went against the grain in this sector. The potential business benefit from this highly targeted approach was noted and the entrepreneurial use of data especially impressed the judging panel. The campaign beat many major blue chip brands including O2, Boots, British Gas, Marks and Spencer, Sainsbury’s, BP and Microsoft Xbox.
Neil Kenley, Strategic Investment and Marketing Director of Tees Valley Regeneration, said: “Such awards are a very pleasant bonus for us – and are a by-product of the hard work and efforts of the team here at Tees Valley Regeneration. It is great to have our value recognised at national level, especially in the light of the big-name competition. Part of our job is to promote the benefits and attractions of the Tees Valley across the UK and this award will be another tool to help us do just that. And with all of our projects set to change the face of the Tees Valley over the coming years I don’t think it would be tempting fate to say there may be a few more in the pipeline!”
John Mowbray, Northumbrian Water’s Director of Corporate Affairs, said: “Winning these awards reflects the strong and successful partnership between Northumbrian Water, Tees Valley Regeneration and Rocket Science in promoting the North East as a vibrant location for business. Accurate data is fundamental to any successful marketing campaign and winning this award also reflects the expertise that the three companies have in developing and sharing data.”
John Pendleton, Account Director at Rocket Science, concludes: “This was a very complex campaign which required left-field thinking in order to develop something which would make Tees Valley stand out from the crowd when it came to inward investment. We believe that the approach we took was innovative and are delighted that our peers believe so too. It is particularly pleasing to compete and win against some of the best-known brands in the UK. It just goes to show that it’s not the size but what you do with your marketing budget that counts.”
Previously, The same campaign won the Intelligence Award for the Public Service Sector, the Intelligence Award for the Intelligent Application of Data on a Budget and the Grand Prix Award (which demonstrates the best data innovation and effectiveness from amongst all award winners) at the Direct Response Intelligence Awards held in September.
CONTACTS
Tees Valley Regeneration – June Kelly at Cool Blue 01642 351 011
John Pendleton at Rocket Science, 01642 808 888
Cara Hall, Northumbrian Water, 0191 301 6720
Susan Perolls at Loudmouth PR, 020 7981 9858
Editors Notes
ROCKET SCIENCE
Middlesbrough-based marketing consultancy Rocket Science, set up in June 2001, drives effective marketing activity through clever and innovative use of data. Rocket Science, headed up by Chief Scientist Alan Timothy, enables companies to make sense of the information locked within their databases in order to make informed decisions which impact on the bottom line. The consultancy now employs over 50 staff locally, has an office in North America and a turnover of £2.4m. Its inventive and ingenious approach to business issues has attracted an enviable client list including The Famous Grouse, Sage, Jewsons and Hyundai and it has also won a number of high profile marketing awards over the past few years.
Alan Timothy has also recently launched a sister company to Rocket Science, SalesRUs, which brings unique digital technology and insightful marketing thinking and analysis to the sales arena. Alan is a regular columnist for a number of national marketing magazines.