Matthew Moore Consulting shortlisted for three CIPR NE Pride Awards


in All News

Durham PR consultant Matthew Moore has been shortlisted for three CIPR North East Pride Awards for his work with Turtle Bay Restaurants launching its third venue in North East England.

National Caribbean restaurant chain Turtle Bay appointed Matthew Moore in a competitive pitch, choosing agile, specialist and local PR expertise ahead of a large regional or national PR agency.

Judges at the prestigious CIPR PRide Awards shortlisted our ‘Taste of the Caribbean’ campaign in the following categories:

  • Best Travel, Leisure and Tourism Campaign
  • Best Low Budget Campaign

A third shortlisting followed for the prestigious award of:

  • CIPR NE Independent PR Practitioner of the Year 2022

This shortlisting recognised my achievements in rebuilding a specialist travel, leisure and sports PR consultancy following serious downturns caused by the Covid-19 pandemic and a succession of national lockdowns.

Taste of the Caribbean supported Turtle Bay Restaurants to open a two-storey Caribbean bar and restaurant in The Riverwalk Durham leisure venue in 2021, as Covid restrictions eased and the hospitality industry began to bounce back.

Ben Hibbard, senior marketing manager at Turtle Bay Restaurants, said: “Working with Matthew was incredibly easy due to his thorough approach and excellent communications.

He’s incredibly professional and his local knowledge and connections were invaluable to supporting our activities around opening Turtle Bay on The Riverwalk in Durham. We were delighted with the PR campaign and the coverage we received. We wouldn’t hesitate to use Matthew again.”

The campaign was driven by Turtle Bay’s multi-layered brief: building consumer awareness, staff recruitment, local advocacy, partnership building and establishing positive reputation.

Delivery focused around tactics designed to meet four strategic elements:

  1. Media Relations: securing positive third-party media endorsement
  2. Stakeholder Outreach: developing lasting & beneficial relationships
  3. Influencer Engagement & Collaborations: reaching a defined consumer audience
  4. VIP Launch Event – with a guest list of 300 decision makers and ‘people movers’

The campaign was monitored on an ongoing basis, with earned media and social coverage captured using Mention, Press Reader, Google Alerts and physical acquisition.

Tone and sentiment of coverage was universally positive, OTSH (opportunity to see and hear), reach and social engagements were measured using Coverage Book.

You can view all the coverage, results and strategy from the campaign here:


Media Relations & Influencer Outreach

  • 197 Pieces of Coverage – online, offline and social
  • 3.08M Estimated Online Views – Predicted lifetime views of coverage
  • 216m – combined audience of all outlets reached in campaign
  • 800k – predicted lifetime views of coverage on social platforms
  • 9.01K Engagements – Combined likes, comments and shares on social platforms
  • 44 – Avg. Domain Authority
  • 120K Est. Social Views – Prediction of lifetime views of social posts
  • 106 Social Posts
  • 1.81K Social Shares
  • 548 Instagram Comments
  • 5.23K Instagram Likes
  • 58 – Twitter shares
  • 41 – Retweets
  • 215 – Twitter Likes
  • 1.75K Facebook Shares
  • 179 Facebook Post Shares
  • 395 Facebook Comments
  • 588 Facebook Likes

Stakeholder Outreach

  1. Event attended by Mayor of Durham, MP Mary Foy, chief executives of Visit County Durham, Go North East, Durham Business Club and more than 35 media and influencers
  2. Turtle Bay was rated #1 Durham Restaurant on TripAdvisor within 2 weeks and is still #1 today (*at time of publication)
  3. Durham Business Club, Swinburne Maddison LLP, Durham Labour Party, Lumiere Festival, Durham POCA and Rachel Sweeney (Producer Channel 4 – Steph’s Packed Lunch) booked private events at TBD
  4. 10 influencer reviews published post-opening
  5. All FTE roles filled by public opening
  6. TBD has long term partnerships with Visit County Durham and Durham Business Club (20% discount to members/ DBC networking venue)
  7. Qualitative written feedback & social proof from guests proves Turtle Bay’s opening was universally welcomed and established an outstanding reputation from outset

If you would like to benefit from expert value-driven PR consultancy in support of your leisure, travel, tourism or sports project, contact Matthew Moore on: 07791 798 185 or email: