Arts, Business & Brand Identity 2019
Sponsored by Hern & Crabtree
Winner: Western Power Distribution
Karen Welch, Western Power Distribution & Di Botcher
Image by Glenn Edwards
WPD’s wide-ranging support of nine arts organisations is clearly focussed on reaching a target market and raising awareness of its Priority Services Register for vulnerable customers across South & West Wales. Connecting with older people, many of whom are living with dementia, was the focus of its partnerships with Engage Cymru, The Gate Arts Centre, Music in Hospitals & Care Cymru and The Riverfront. WPD sponsored National Dance Company Wales’ project for people suffering from Parkinson’s Disease, while its support of the Royal Welsh College of Music & Drama benefitted audiences with hearing loss. The focus of its partnership with Big Pit National Coal Museum was intergenerational and its commitment to young people was illustrated by its long-term sponsorships of Carmarthen and District Youth Opera and Urdd Gobaith Cymru. Underpinning all WPD’s arts partnerships is a desire to connect with its customers across Wales and to demonstrate the business’ commitment to communities.
The airline began flying from Cardiff in May 2018, so partnering the Cardiff International Film Festival in July provided a perfect opportunity to promote the new service and the brand. Over 6,000 people attended the festival and viewed a Qatar Airways video screened before each film, raising awareness of the airline’s links and commitment to Wales. This truly international sponsorship was praised by the judges for its shared values, and the partnership continues to grow.
To raise awareness about the benefits of using public transport, Traveline Cymru sponsored the inclusive theatremakers, Hijinx, to create films in both English and Welsh highlighting its Freephone information line. As well as increasing the profile of the Traveline brand, the films featured young families and older carers, promoting the benefits of wellbeing and an active lifestyle. Learning disabled actors from the Hijinx Academy were cast in the films, furthering their professional experience and providing income.