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Startups Awards 2012

Midnight Communications was appointed by Crimson Publishing in June 2012 to devise and implement a PR campaign focused on raising awareness of the Startups Awards 2012. Organised by Startups.co.uk, the UK’s biggest independent new business resource, the Awards recognise the success of Britain’s newest businesses. The main focus of the PR campaign was to increase entry numbers and to focus activity on the finalists and winners.

Midnight created a comprehensive nationwide media relations campaign to run in line with Awards scheme from the launch in June to the ceremony in December, broken down into separate phases. PR tactics included providing a full press office function and drafting proactive and reactive press releases to generate brand awareness in national, regional and specialist trade media. Vertical media opportunities were also explored for each of the finalists.

In addition, Midnight conducted extensive media outreach and facilitating interviews for key publications. In addition to this, Midnight used its social media expertise to implement an Awards social media strategy on the existing Startups.co.uk twitter feed.

Results
- 74% increase in entries on the previous year
- Doubled expected targets
- Generated 221 pieces of editorial secured across print and online publications
- A perceived editorial value (PEV) of £39K
- A total of 323 Startups Awards mentions
- A national profile of the overall winner was secured on the MailOnline