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Valleys Heart and Soul wins Canmol 2010

8 October 2010 Jim Harrison,

The Chartered Institute of Marketing revealed the winners of Canmol: Wales Marketing Awards 2010 last night at Cardiff’s Parc Thistle Hotel hosted by BBC’s Bethan Rhys Roberts with one of the five winners being the ‘Valleys Heart and Soul campaign’ created by Heavenly for the Welsh Assembly Government.

Unlike usual Awards schemes with fixed categories to cover specific sectors, Canmol is unique as they operate without categories, limits or boundaries. Judging criteria is based upon evidence of planning, delivery/excellence in execution, innovation and effectiveness or return on investment with five final winners selected from a shortlist of 15.

The ‘Valleys Heart and Soul campaign’ is a three year campaign led by partnership organisations from the Western Valleys, Heads of the Valleys and The Valleys Partnership which spans ten local authority areas. The area is undergoing a major transformation with significant investment by the Welsh Assembly Government and European Union aiming to change perceptions of The Valleys, attract more tourists and bring long-term economic benefits to the area.

The brand was developed by Heavenly following research with Valleys citizens, a powerful positioning of ‘Heart and Soul’ was agreed to reflect the warmth of Valleys people, strong sense of community and the area's unique industrial past.

The Heart and Soul campaign is now approaching the end of the first year in which a fully integrated online and offline campaign has been implemented with innovative marketing techniques, effective PR and social media engagement ranging from an interactive VQ test to creating the official Valleys ice cream.

The campaign uses both citizens and celebrities as ambassadors for The Valleys and has created strong working partnerships with a number of organisations such as Keep Wales Tidy, Sustrans and The Environment Agency to encourage more and more people to get out and about in the naturally beautiful environment of The Valleys.

At the awards, Roger Pride, Director of Marketing for the Welsh Assembly Government was also awarded the inaugural ‘Outstanding Contribution to Marketing’ award.

Heavenly is delighted to have been part of the Valley’s Heart and Soul campaign and congratulates the Welsh Assembly Government and Roger Pride for winning two such prestigious awards. Llongyfarchiadau!

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