Saving Christmas from COVID gets PR award for Blackburn BID

Blackburn Business Improvement District (BID) has won a regional Public Sector PR Award for ‘Saving Christmas from Covid’.

Blackburn BID and Viva PR were announced as the winners of the category at the PRCA DARE Awards 2021 (North West) during an online ceremony watched by the finalists.

The winning Public Sector Campaign of the Year Award focused on the Christmas projections on Blackburn Town Hall, offering families a Covid-safe attraction when visiting the town, as well as huge online engagement.

Blackburn has been in the highest level of restrictions throughout the pandemic and when the vicious virus threatened Christmas, Blackburn BID had to come up with a new plan, quick.

Blackburn BID and Viva PR developed a dynamic feast for the eyes that would see Blackburn’s Christmas ‘re-imagined’ – and the results speak for themselves.

This Arts Council England National Lottery Projects funded campaign saw Blackburn Town Hall wrapped in a spectacular digital display of light and sound, appealing to, and engaging with, a wide and diverse audience – which could be enjoyed safely and in line with government restrictions and guidelines.

The campaign started in November with an Armistice Day projection running for two weeks, followed by a show throughout December that brought the specially-commissioned Believe In the Magic of Blackburn Town Centre book (written by Christina Gabbitas) to life. Also running through December was a virtual Blackburn Festival of Light, which featured members of the community dancing, playing music and showcasing their own light creations, alongside footage from previous Festivals.

Catherine Price, Blackburn town centre BID Manager, said: “The ‘Believe in the Magic of Blackburn Town Centre’ programme – originally planned pre-Covid – was reimagined with a goal of bringing together communities, even when that wasn’t physically possible.

“We wanted people to have a positive experience, learning more about Blackburn and its heritage, developing a real sense of place, and recognising its rich culture – past and present!

“Previously agreed plans had to be completely replaced with a dynamic schedule that could flex with the latest government guidance and restrictions. We are delighted with the results, and we are thrilled to have been recognised for our out-of-the box thinking.”

The PRCA DARE Awards strive to seek out and reward the very best PR and communications professionals across the UK, decided by a panel of highly respected industry experts across eight regions.

It’s the third consecutive year in which Viva has been recognised at the PRCA DARE Awards. 2020 saw Viva come out on top in the Low Budget Campaign and Digital and Social Media Campaign categories, as well as claiming the Rising Star of the Year title, while 2019 saw Viva winning the Small Agency of the Year title.