The new site celebrates Disney Pixar’s rich graphics and animation and was designed to encourage users to join in with the excitement building up to the film release and to engage with content before, and well after, the release of the movie.

Briefed with building a multi-language platform to showcase content such as games, videos and downloads, MadeByPi has developed a site which offers users easy access to content whilst taking advantage of Brave’s breathtaking landscape imagery in a full screen experience.

Karen Lewis, client services director at MadeByPi said: “The site provides a flexible portal for the different content and requirements for the film’s release across Europe, and has been rolled out to twelve countries in eight different languages.”

Brave was released in the UK on August 13^th, after receiving rave reviews and smashing box office records in the US last month. Set in the highlands of Scotland, the film follows heroine Princess Merida as she defies custom and challenges destiny to change her own fate. Featuring a star-studded voice cast, from Billy Connolly to Kelly MacDonald and Robbie Coltrane, the film is sure to be a hit with kids and adults alike.

Eve Crook, marketing consultant for National Trust, said: “This latest campaign celebrates the natural splendor that Yorkshire offers, with its breathtaking scenery and spectacular landscapes. Despite some of the wettest summer months on record, we can still appreciate the fresh outdoors and the array of beauty spots that are within reach on our doorstep. Family walks and days out are often no more than a few miles away and prove to be kind to the purse, which is an important consideration in today’s economic climate.”

The outdoor and digital media campaign – www.facebook.com/NTYorkshire – includes bus and 4, 6 and 48-sheet posters that will be seen at railway stations, primarily targeting commuters. A fun Facebook app has also been developed that allows customers to decide whether they are ‘free spirits’, ‘adrenaline junkies’ or ‘experience seekers’. The app then points them to those attractions that are considered to suit their outdoor lifestyles. Facebook advertising also targets social media users.

The new campaign aims to generate family and adult visitors to the many attractive National Trust locations including the Yorkshire Dales, Fountains Abbey & Studley Royal, Nostell Priory & Parkland and the Yorkshire Coast. This National Trust region itself attracts in excess of 1.5 million visitors each year.

Chris Goodwin, managing director for Principles Agency, said: “This campaign plans to encourage online and face-to-face customer interaction with the National Trust. It aims to inspire and attract a loyal customer base that appreciates the wonderful outdoors. We are thoroughly spoilt with so much outdoor space and natural heritage right here in Yorkshire, so we wanted to help the National Trust reinforce that message, along with the fact that anyone can get closer to nature.”

Chris Goodwin, managing director at Principles Agency said: “As an agency, we’re going through a very busy and exciting period. In recent months, we’ve won a number of new clients and continued to support our existing clients in growing their respective businesses. I am therefore delighted to welcome Neil, Victoria and Natalie to the team. They bring new strengths, additional expertise and vibrant personalities to the agency.”

Neil Starkey joins as production manager and will oversee the pre-production, project management, workflow and print procurement across the client portfolio. He joins from Clear Marketing and has a wealth of experience of working in the creative services and marketing industry. He has worked on a number of blue-chip brands including Mercedes Benz, Going Places and BMW.

Victoria Reddington is the new account manager and will manage a range of projects for clients including JD Williams, Vertbaudet, Ronseal and McCain. She offers eight years’ freelance and advertising agency experience, having worked at Red Kite, Creo and the Refinery Group across high profile brands including the Co-op, Magnet, ICI and Tesco Mobile in Ireland.

Natalie Barry joins as account executive. She is a recent graduate from Cambridge University, having achieved a degree in English Literature. She has work experience in Penguin Books where she worked as part of the Puffin books marketing team.

Image: (L-R) Natalie Barrie, Neil Starkey and Victoria Reddington

Donna Rowbottom, marketing manager–profit sector for McCain Foodservice commented: “This customer-focused resource has been designed to inspire and address our customers’ needs, including chefs and restaurant owners. It also supports our sales representatives during face-to-face customer meetings. The website homes in on the exceptional quality of our products and communicates information in digestible chunks, whilst offering creative food solution ideas from the McCain experts.

“We have collaborated with MadeByPi to re-energise our online trade presence. The result is a visually attractive site that’s not only informative, but also totally engaging. The new site is also integral to our CRM strategy and acts as the hub that gives us a holistic view of our B2B customer relationships.”

The new McCain Foodservice website details product information on the breadth of products from the Classics, Signatures, Alternatives and Fast Food ranges, allowing the user to filter by business type, whether that’s education, fast food, hospitals or pubs and restaurants. Users can also look for inspiration according to the meal type, for example, breakfast, lunch or dinner.

Karen Lewis, client services director at MadeByPi said: “We have put food at the heart of the site’s design, conveying product quality and McCain’s passion as a customer-focused foodservice brand. Our extensive planning, user journey mapping and filtering processes surrounding the different product groups, will help McCain customers to navigate to the content they require, whether by product, sector or food occasion. We have also added value to the site by introducing new concepts such as recipes, case studies and white papers, all confirming McCain’s position as the leading brand in its field.”

Lesley Dudleston, research director for Principles Research said: “We’re really excited by our two new appointments, one that strengthens our senior research and strategy team and one that brings fresh new talent into the industry. I’m also delighted to announce two well-deserved promotions for both Nicky and Lauren, who continue to develop and progress into strong project account handlers”.

Sarah Askew is the agency’s new account director. She will manage the team’s delivery of qualitative and quantitative research projects for clients across a range of sectors and high profile brands. Sarah joins from McCallum Layton where she gained experience in the FMCG, financial, medical and charity sectors.

Jo Snart is the new junior account executive and will be involved in field management and quality control, as well as learning the basics of qual, quant and project management. She joins from The Criminal Justice System.

Nicky Kendrick and Lauren Elliott have both been promoted to senior research executives and will continue to play an instrumental role in both qual and quant projects and strategy workshops. Nicky joined the agency as a Psychology graduate two years ago and has gained invaluable research experience during that time. Lauren is a graduate in Criminology and is approaching two years at the agency.

All the money raised will be spent by Sport Relief to help transform the lives of poor and vulnerable people, both at home and across the world’s poorest countries.

Maya Zaremba, group communications manager for the Principles Communications Group was charged with motivating the team to train hard and raise lots of cash. She said: “We’ve been overwhelmed by the support we’ve received. There’s been a fantastic buzz around the Group and lots of training going on from those who haven’t attempted to run before to the regular sporting enthusiasts.

“Sport Relief will help children who live on the streets or work in dangerous conditions and those affected by malaria, as well as make a difference to many local UK projects. This has really driven the team to do as much as possible for this fantastic cause.”

Lesley Dudleston, research director for Principles Research said: “I am delighted to announce these latest appointments. Both Clare and Sarah bring additional expertise to the team and offer strong research and strategy credentials. Their wealth of sector experience will also strengthen the team’s insight and knowledge-base.”

Clare Deacon joins as account manager. She will lead a number of consumer insight projects for leading retail and fmcg brands. Clare joins the team from The Hub and previously What If, and has extensive research, strategy and workshop experience. Clare brings with her the right balance of consideration and crazy to add real flair to strategic client projects.

Sarah Finney is new senior account executive and joins from the University of Leeds from a communications role. Sarah brings a wealth of experience in grounding consumer insight for developing communications and design strategies, as well as a public sector perspective.

The 30-second ad goes on air from 20 February until the end of June, and will be seen on ITV regional channels (excluding London), including Sky and Daybreak. The new ad showcases the new seasonal smart, casual and ‘all-occasion’ fashion collection.

Jackie Hill, head of advertising at JD Williams said: “Principles Agency continues to demonstrate in-depth knowledge of our market and the expertise to create effective DRTV retail campaigns. This is particularly important in today’s uncertain environment where retailers vie for the attention of customers, whether on the high street, through the mail or online. The creative execution of the new TV ad is fresh and enticing and will, no doubt, generate a positive response.”

The brand targets women over fifty years of age who seek well-fitted, stylish and fashionable clothes and accessories. Sizes range from 12 to 32. This latest ad encapsulates the confidence of the Fifty Plus brand and celebrates women’s varying shapes and sizes. It emphasises style and fit and the importance of keeping the target audience up to-the-minute with inspirational, everyday fashion ideas.”

Clare Stubbs, senior account manager at Principles Agency commented: “We have enjoyed a long relationship with JD Williams over which time we have built a comprehensive understanding of their brands including Fifty Plus. The new Fifty Plus ad aims to generate direct response for the new season’s versatile collection through both catalogue and website channels.”

Eve Crook, marketing consultant for National Trust, said: “With the UK continuing to follow the staycation trend, at the Trust, we need to achieve even greater standout in such a competitive domestic tourism market. In fact, in the current climate people are increasingly taking more day trips than as many overnight stays, making our places even more attractive. Yorkshire and the North East offer areas of outstanding beauty and fabulous family days out. 2012 will be a particularly momentous year with the forthcoming Queen’s Jubilee and the Olympics, so we look forward to celebrating with our new visitors and valued members.

“Principles Agency offers a fully integrated capability under one roof, coupled with a creative, results-driven approach, which is particularly appealing. The agency presented a range of cost-effective media options within its proposition, considering all potential visitor touch points. The team has a real grasp of our objectives and understands the spirit and ethos of what the National Trust offers.”

The programme of marketing activity will kick in around March and will primarily target families and adult visitors to the many properties across Yorkshire and the North East, including Fountains Abbey & Studley Royal, Nostell Priory, Cragside and Wallington, amongst others.

Chris Goodwin, managing director for Principles Agency, said: “We are delighted to win the National Trust account and look forward to developing its customer engagement programme for Yorkshire and the North East. Our 2012 campaigns will aim to encourage online and face-to-face customer interaction with the National Trust, and showcase Yorkshire and the North East as a highly attractive destination. We will deliver results-focused campaigns that will demonstrate a real return on investment.”

As leader in the global interiors market, the new website reflects Camira’s innovation and style, and offers business customers an optimum opportunity to browse and interact with the company’s broad product range. The site has been designed to increase visibility on search engines and overseas registrations.

Ian Burn, marketing manager for Camira Fabrics said: “We tasked MadeByPi with improving user experience through a more dynamic and engaging website. As a company, we are focused on being the leading choice for fabric solutions in the global interiors market and wanted this to be reflected in the website.

“MadeByPi understood our ambitions from the outset and has delivered on our objectives, whilst adding a great deal of value to the project, by truly understanding and optimising the online user journey for our customers. The addition of project folders within the fabric sample centre gives our customers many more reasons to visit and revisit the site going forward.”

Karen Lewis, client services director for MadeByPi commented: “Championing the user experience has been central to our work on this project. We’ve worked alongside our clients at Camira Fabrics to ensure that the customer journey is intuitive and inspiring, whilst reflecting the ethos of the company’s brand and customer approach. We look forward to evolving their digital platform in the future, as we deliver the future site rollouts.”