“A huge thank you to all of the Scoop team’s exceptional work at the Gaydio Pride Awards this year — we’re all feeling very chuffed this morning and I think there’s a feeling that this has been the biggest and best year yet. From the ITV live broadcast to some pretty instant coverage in the nationals, we’re flying!”
The Brief
Gaydio – the UK’s biggest LGBTQ+ radio station – came to us in 2022 with a bold ambition: to launch the very first Gaydio Pride Awards. A brand-new ceremony celebrating the extraordinary people and organisations bringing Pride to every corner of the UK.
The challenge? Making an inaugural awards show feel credible, unmissable, and genuinely exciting – fast. They needed a PR and communications agency that could handle full event support, run a press office that cut through, and build a commercial strategy to drive ticket sales.
In short: take a blank page and turn it into the must-attend LGBTQ+ event of the year. No pressure.
Our Approach
We didn’t just show up and execute, we embedded ourselves in the Gaydio team and built a brand communications strategy from the ground up, designed to grow with the awards year after year. This included:
• Local-first PR strategy – every shortlist and winner release was regionalised, giving grassroots nominees a hometown spotlight while building national love for the awards
• Built pre-event buzz with a shortlist announcement event, packing out the room with key media and local businesses four weeks before the ceremony
• Carefully curated press and creator guest lists year-on-year, bringing in the right mix of national titles, LGBTQ+ media, and community voices
• Acted as strategic consultants to the Gaydio team on celebrity management, photography, and event logistics so they could focus on delivering an unforgettable show
What We Delivered
As an integrated PR and brand communications agency, our work spanned press, events, creators and strategic consultancy across all three years:
- Press Office & Media Strategy – local, national, and LGBTQ+ press coverage across all three years
- Event Production & Execution – purple carpet management, paparazzi coordination and full behind-the-scenes logistics
- Creator & Influencer Partnerships – building from Manchester-local talent to a national roster of LGBTQ+ voices
- Broadcast Media Liaison – culminating in a 4-minute ITV Granada prime-time feature in 2025
- Strategic Consultancy – advising on talent management, event production and year-on-year growth
Brett Harris, Head of Partnerships & Marketing at Gaydio
Creator & Influencer Impact
From Manchester-local creators in year one to a full national LGBTQ+ roster by 2025 — the influencer marketing strategy evolved with the awards. Names like Charley Marlowe, Zack Hipps, Star Holroyd, Shell Rowe, and Ellie Diamond brought the night to life for their audiences in a way that felt real, joyful, and scroll-stopping.
An Ongoing Partnership
This isn’t a one-off, it’s a relationship built on trust, shared ambition and a genuine commitment to making the awards bigger and better every single year. We’ve been embedded in the Gaydio team since 2022 and we’re heading into our fourth year together in 2026.
What started as making a brand-new event feel credible has grown into a full strategic partnership – the kind of long-term client relationship that a brand communications agency builds when it genuinely cares about the work. Each year we take our learnings, push further, and deliver results that speak for themselves.
Our Approach
We didn’t just show up and execute, we embedded ourselves in the Gaydio team and built a brand communications strategy from the ground up, designed to grow with the awards year after year. This included:
• Local-first PR strategy – every shortlist and winner release was regionalised, giving grassroots nominees a hometown spotlight while building national love for the awards
• Built pre-event buzz with a shortlist announcement event, packing out the room with key media and local businesses four weeks before the ceremony
• Carefully curated press and creator guest lists year-on-year, bringing in the right mix of national titles, LGBTQ+ media, and community voices
• Acted as strategic consultants to the Gaydio team on celebrity management, photography, and event logistics so they could focus on delivering an unforgettable show
As an integrated PR and brand communications agency, our work spanned press, events, creators and strategic consultancy across all three years:
- Press Office & Media Strategy – local, national, and LGBTQ+ press coverage across all three years
- Event Production & Execution – purple carpet management, paparazzi coordination and full behind-the-scenes logistics
- Creator & Influencer Partnerships – building from Manchester-local talent to a national roster of LGBTQ+ voices
- Broadcast Media Liaison – culminating in a 4-minute ITV Granada prime-time feature in 2025
- Strategic Consultancy – advising on talent management, event production and year-on-year growth
Our Approach
We didn’t just show up and execute, we embedded ourselves in the Gaydio team and built a brand communications strategy from the ground up, designed to grow with the awards year after year. This included:
• Local-first PR strategy – every shortlist and winner release was regionalised, giving grassroots nominees a hometown spotlight while building national love for the awards
• Built pre-event buzz with a shortlist announcement event, packing out the room with key media and local businesses four weeks before the ceremony
• Carefully curated press and creator guest lists year-on-year, bringing in the right mix of national titles, LGBTQ+ media, and community voices
• Acted as strategic consultants to the Gaydio team on celebrity management, photography, and event logistics so they could focus on delivering an unforgettable show
Creator & Influencer Impact
From Manchester-local creators in year one to a full national LGBTQ+ roster by 2025 — the influencer marketing strategy evolved with the awards. Names like Charley Marlowe, Zack Hipps, Star Holroyd, Shell Rowe, and Ellie Diamond brought the night to life for their audiences in a way that felt real, joyful, and scroll-stopping.
An Ongoing Partnership
This isn’t a one-off, it’s a relationship built on trust, shared ambition and a genuine commitment to making the awards bigger and better every single year. We’ve been embedded in the Gaydio team since 2022 and we’re heading into our fourth year together in 2026.
What started as making a brand-new event feel credible has grown into a full strategic partnership – the kind of long-term client relationship that a brand communications agency builds when it genuinely cares about the work. Each year we take our learnings, push further, and deliver results that speak for themselves.