Winner (jointly awarded)
Birmingham Libraries Image Campaign
Competition to attract the attention of the 16 - 25 year old population is fierce. It relies on accurate branding based on thorough market research. Birmingham Libraries Image Campaign took pains to address this problem thoroughly. The judges described their work as 'a textbook example of a job done properly with serious professional support'. This level of marketing for libraries should be encouraged.
It may be a little early to see the full effect of the re-branding, but they have created a modern and powerful image for Birmingham Libraries.
Winner (jointly awarded)
There's a new Angle in the Triangle: The Opening of Bournemouth Library
Bournemouth Libraries
The promotion of a new library presents a wonderful opportunity to drip feed the value and importance of the service to the community. Bournemouth have taken an innovative approach using bold advertising on the back of local buses; small ads amongst the classified adverts in the local newspapers and some very clever copy writing.
The success of this carefully planned project was reflected in the number of comments such as 'It's the best'… 'wow, it's like being in the future'…' this is the place where I want to stay, explore and learn'
Highly Commended
Libraries for Laughs
Newham Library Service
It is refreshing to see a different face put on libraries - they are not usually linked with comedy...
Newham took the opportunity to link in with the London Comedy Festival to provide this unusual promotional campaign to reach users and non-users of libraries within their community.
The use of the library for free stand-up performances was an original idea and was undoubtedly well-received and the publicity for this was attractive, appropriate and helped to raise the profile of the library service.
Commended
From Hobby to Independent Learning: Lifelong Learning and Retired People
Shropshire County Library Service
Shropshire invested considerable effort in publicizing a series of events to demonstrate the value of their resources to support retired people who wish to continue to learn.
The popularity of the events in this campaign was illustrated by the extensive press and media coverage included in the entry.
We were pleased to see that the information from attendance surveys is to be used to develop the range of events further.
Shropshire County Library Service is commended for its simple well-focused campaign.