Salford Triathlon Scoops 'Fresh' Accolades
Thursday, 18th May 2006
One of the region's top international sporting events, the Salford Triathlon ITU World Cup, has added three new accolades to its portfolio in both the Fresh Awards and Roses Advertising Awards. These are a result of the media planning and creative expertise of consultants, Mediaegde:cia and CheethamBell JWT, working in conjunction with Salford City Council .
The World Cup event took the award for the Best Targeted Campaign Approach in the Fresh Awards, which recognises media work outside of Greater London. The arresting creative images supporting the 2005 event also claimed awards for art direction and use of illustration in the eminent Roses honours.
Panelists praised the striking media campaign that supported last year's World Cup event and drew crowds in excess of 15,000 to Salford Quays to witness international elite athletes perform at their best in the gruelling swim, cycle and run.
The integrated campaign used both outdoor, press and online elements with a strong presence both in Salford, Trafford, Manchester and an hour's drive time beyond. Captivating illustrations of a single swimmer, cyclist and runner were accompanied by ironic catch-phrases such as 'it ain't no fun run' and 'the winners are as sore as the losers'.
The athletic prowess of the athletes in motion was also successfully captured by the innovative use of 6-motion technology, a clever device which gives the impression of movement in static advertising with the three images alternating on loop.
Commenting on the successes, Leader of Salford City Council, Cllr John Merry said: "We're thrilled by the recognition that this campaign has received as a great deal of effort went into both the planning and creative process.
"The Salford Triathlon ITU World Cup will be returning to Salford Quays once again this year on Sunday July 30, so people can look forward to another big splash when we unveil this year's creative campaign in the exciting run up."
Andy Cheetham, creative director at CheethamBell JWT added "It's fantastic to work with clients that appreciate and value creativity. The visual style of the campaign was challenging but Salford had the courage and foresight to go with it. Were working on the new campaign currently and hope it has as much impact this year".
Cherry Jackson, head of press at Mediaedge:cia commented: "The use of media amplified the event by bringing movement and animation to traditionally static formats".
Source: Salford City Council
More info: http://www.trisalford.info/