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Alpaca wins PR Week campaign of the month

Originally published at www.prweek.com.

PRWeek UK chose a quintet of brilliant PR and comms campaigns from September and more than 1,100 respondents voted for their favourite.

The contest between PRWeek’s five favourite campaigns in September was won, with more than 500 votes, by Vanarama and Prostate Cancer UK’s MANarama. The PR campaign, by Alpaca Communications, saw the English Football League’s title sponsor change its name mid-season — a UK first.

In second place, with 370 votes, was De’Longhi’s ‘Espresso Way’ coffee cyclu-thru, a Golin campaign that enlisted the help of Olympic cycling legend Chris Hoy.

See the full results below and find out more about the winning campaign.

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Vanarama and Prostate Cancer UK — MANarama

Early in September the Vanarama National League became the MANarama National League, the first time an English Football division has changed its name as part of a PR campaign.

The campaign, by Alpaca Communications, saw the the league’s title sponsor give up its naming rights for a charitable cause mid-season, to celebrate the fact that Prostate Cancer UK is the first official charity partner of the National League. As part of the re-branding, all televised National League games will feature MANarama corner and substitute boards, as well as all commentators and presenters referencing the re-naming on the likes of Gillette Soccer Saturday and BBC Final Score.

Vanarama and the Vanarama National League have renamed themselves MANarama to mark their 45 day drive to raise £150K for @ProstateUK ???? pic.twitter.com/8l1b09u3ss

— COPA90 (@COPA90) September 14, 2018

It received widespread coverage, including in the Sun, Mail, Mirror and on BBC and TalkSport, and #MANarama trended on UK Twitter during launch week.

Peter Elms