Arts, Business & Brand Identity 2017

Arts, Business & Brand Identity 2017

Sponsored by Pendine Park Care Organisation

Winner: Principality Building Society

Pat Ashman, Principality Building Society & Amy Wadge

Image by Glenn Edwards

The judges agreed that Principality Building Society’s arts partnerships encapsulate a truly effective brand recognition strategy. Its relationship with The Aloud Charity began in 2010 when the building society sponsored the inaugural Only Boys Aloud project. The partnership has grown substantially since that time and Principality now supports all 14 choirs across Wales. The business is also title sponsor of the annual Only Boys Aloud Academi, a week-long residency which gives older OBA members intensive training, resulting in many pursuing conservatoire studies. This long running, successful partnership is based on shared beliefs and values – strong synergy that ensures high visibility across the country.

To extend its profile in North Wales, Principality forged a mutually benefical partnership with Orchard Entertainment in 2012 to deliver Access All Eirias. The annual festival brings global music stars to Colwyn Bay and attracts an audience of tens of thousands.  Principality’s customer base has increased substantially across the region since the sponsorship began. The judges were impressed that awareness of the Principality brand has doubled in 2 years, which is in no small way due to its effective partnerships with the arts.        


Swansea University 

Swansea University’s partnership with the International Dylan Thomas Prize began in 2014.  The £30,000 award for a writer under 40 achieves world-wide media coverage.  The University and its arts partner share common goals - idenitifying and nurturing talent, celebrating creativity and international excellence.  The judges were impressed by the University’s global focus combined with its celebration of the legacy of Swansea’s most famous literary son.         

University of South Wales

University of South Wales sponsored a special event featuring Sir Matthew Bourne to celebrate the 40th anniversary of Rubicon Dance in 2016.  USW is launching a dance degree and saw an ideal opportunity to raise the course’s profile and build links with the 2,000 dancers who participate in Rubicon’s weekly classes. The partners are currently exploring the possibility of establishing a dance summer school to encourage young people from disadvantaged areas into higher education.