Carey Olsen has reached the finals of the National Chartered Institute of Marketing Awards for its 2010 World Cup campaign.

The law firm was the only Channel Islands business to reach the national finals. Carey Olsen was commended for the campaign which consisted of a World Cup programme detailing all of the fixtures, venues, dates and times for the Summer 2010 event and which the firm distributed to more than 40,000 of its key contacts in the UK and worldwide.

The successful World Cup campaign was shortlisted in the media/publishing category at the prestigious awards which recognises and rewards excellence in marketing. The law firm competed against submissions from Marks & Spencer, Xbox and JCDecaux, an agency acknowledged worldwide for its outdoor advertising campaigns. Other competitors included Elsevier, a publisher in the health and science sector, DC Thomson, the publisher of Beano and Dandy, and Rough Guides, who publish travel magazines.

The World Cup planners were printed on a credit card size fold-out and enabled football fans to fill out the match scores and keep track of the progress of the competing teams.

The planners were so successful that several publications requested from Carey Olsen a wall chart version to print in their titles.

Steven Hunt, director of marketing at Carey Olsen, said: “Our World Cup marketing campaign was extremely successful in raising Carey Olsen’s profile with our contacts worldwide and we were inundated with compliments about the planners’ innovativeness and timeliness. We are thrilled that our campaign has been recognised at national level,” he said.