The Cumberland scoops ‘Financial Services Sector Campaign Of The Year’ award at the 2024 PRmoment Awards

Published on
22 April 2024

Developed to recognise outstanding PR and communications campaigns, the PRmoment Awards are highly contested by PR agencies and in-house teams from across the region.

This year, The Cumberland were shortlisted for two awards at the PRmoment Awards (North) event in Manchester, returning home with a fantastic category win.

The Cumberland scooped the award for ‘Financial Services Sector Campaign of The Year’ for their PR activity ‘Supporting Scotland’s Hospitality Sector’. Judges of the award were quoted as saying: “This is a really well thought out campaign, garnering coverage for an organisation that clearly deserved recognition.”

Throughout the COVID pandemic and the cost-of-living crisis, The Cumberland has been committed to supporting hospitality business owners through its relationship managed approach, helping Scottish hospitality businesses to thrive, not just survive.

A comprehensive PR campaign was devised to demonstrate how The Cumberland has helped and continues to support Scotland’s hospitality sector. through a a series of case studies featuring real people and their success stories to inspire new and existing hospitality business owners. These stories provided a platform for the people behind the campaigns, giving them the space to tell their narrative, share their experiences and showcase their hospitality businesses to help generate awareness and drive bookings.

The campaign was a great example of in-house collaboration between The Cumberland’s B2B marketing and commercial teams. In total, 300+ pieces of coverage were secured in key Scottish titles, with 43 of those pieces being national, 213 regional and 45 in financial and hospitality trade titles.

It was quite an achievement to pick up this award despite stiff competition from businesses across northern England.

On the same evening, The Cumberland was also proud to be shortlisted as a finalist for the ‘Community Engagement Campaign Of The Year’ award for their campaign ‘Kinder Kind Of Kitchens’.

‘Kinder Kind of Kitchen’ was a region-wide campaign by The Cumberland, ran throughout our operating area in Cumbria and Lancashire. In conjunction with FareShare Lancashire & Cumbria, the goal was to help tackle food poverty by providing meals, helping to reduce food waste and raising public awareness.

The PR campaign focused on values The Cumberland holds dear - real people and kindness. It included case studies to highlight the hard work and dedication of the volunteers and staff giving their time to make the project a success and used real people stories throughout.

The campaign also featured a ‘Celebration of Kindness’ evening, hosted by Helen Skelton, where volunteers from across the region were brought together and thanked for their contributions.

This campaign secured 123 pieces of coverage with an overall reach of over 75 million.

Awards such as these celebrate the hard work and cross-team collaborations taking place internally at The Cumberland every day. Equally rewarding is to be acknowledged by others for campaigns that run true to The Cumberland’s core values. People, Planet and Community are front of mind when we set out to plan our campaigns. It’s who we are, and it’s in our nature.