Category : Award Winning Entries

2013 MarCom entry, Fahlgren Mortine

Winner: Fahlgren Mortine
Title of Entry: “Myrtle Beach Celebrates its 60 Miles in 60 Days”
Location: Columbus , Ohio
Client: Myrtle Beach Chamber of Commerce
Category: 160c Social Media Campaign
fahlgrenmortine logoLike many Eastern Seaboard beach destinations, Myrtle Beach was facing the usual seasonal dilemma–the end of summer.  After Labor Day, tourism traditionally slows to a trickle.  The weather is still warm, the many destinations still desirable, the activities still welcoming.  So what’s a Chamber of Commerce to do?

Myrtle Beach turned to the Fahlgren Mortine agency in Columbus, Ohio.  Fahlgren Mortine is one of the largest independent agencies in the country and has a client list that includes McDonalds and Visit Florida.  The agency created a social media campaign  under the banner of “60 Miles in 60 Days” to generate buzz and bring the tourists back to Myrtle Beach after summer’s end.

AP_travel tweetThe campaign wanted to offer visitors all 60 miles of the ‘Grand Strand’ and everything that is connected to it.  Research showed that most visitors love the amenities and activities of the area, but do not book because of lack of information on the destination. So, the agency sent teams to South Carolina to unearth 60 secret spots to tie into the campaign.  Fahlren Mortine then turned to facebook, twitter, bloggers, and the internet to broadcast the message.

The results show that the campaign reached more than 47 million consumers from social media alone.  Blogger posts reached 500,000 followers, tweets reached 3 million, and facebook engaged 50,000 current page followers.  In the Myrtle Beach area the results were a bit more concrete:  accommodations taxes jumped up 220% in September and 31% in October.

60 secrets board

936

Greetings from Denmark

Here’s a recent web posting that we just came across of some of our friends in Denmark. Daloon, one of Europe’s leading producers of convenience snack products gets praise from a marketing website for winning a 2013 Hermes Creative Award.   Danish agency Andersen & Blaesbjerg collaborated with their client Daloon to have fun with a snack […]

1185

2013 MarCom Entry, Livestrong Foundation

Winner: LIVESTRONG Foundation
Title of Entry: “LIVESTRONG Foundation Crisis Communication
Location: Austin, Texas
Client: LIVESTRONG Foundation
Category: 157c. Crisis Communication Plan/Response

LIVESTRONGImagine your foundation is closely tied to a worldwide recognized person who also happens to be the founder and the driving force.  Now imagine that the one person who defines you organization is exposed as a fraud, cheat, and liar.  One more thing, you are preparing for a major fundraising event.  What do you do?  How do you recover?  This daunting task severely tested the marketing department at the Lance Armstrong Foundation last year.

Everyone knows the story now, Armstrong was stripped of his biking titles after a major doping scandal.  But Armstrong’s name wasn’t the only thing at stake, so was his cancer charity.
While dealing with the major public relations crisis, the charity quickly disassociated itself from Armstrong and then began a major rebranding campaign. The Lance Armstrong Foundation became “LiveStrong“.  Special emphasis was then placed on the people and families the charity served.  The message was clear and concise, LiveStrong’s mission was larger than any celebrity athlete.
The quick action and decisive moves not only saved the foundation, but increased both attendance and donations at the next fundraiser.

 


 

Individuals Speak Out on Behalf of The LIVESTRONG Foundation

 

Michelle Obama, First Lady of the United States of America – ET News

We have to remember all the people that have been helped and who will continue to need the help of [the LIVESTRONG Foundation]. We should focus on making sure that cancer survivors and people dealing with the disease have the kind of support, medical and research, that they need to deal with the situation. We can’t lose sight of that accomplishment.

Evan Handler, LIVESTRONG Foundation Envoy – Huffington Post

The LIVESTRONG Foundation has spearheaded a massive cultural shift toward pride in survivorship, and away from the stigmatization previously associated with cancer diagnoses…The determination of those present [at Foundation events] is a testament to human beings’ abilities to turn tragedies, which can never be erased, into triumphs that will also always be remembered.

1236

AVA Winner TheeDesign Studio

Winner: TheeDesign Studio Title of Entry: Website Redesign for Lizard Lick Towing Location: Raleigh, NC Category: Home Page The first rule for any website is to capture the essence of the product or company. TheeDesign Studio nailed it with Lizard Lick Towing. What you see is what you get. Check out the store, you can […]

2165

AVA Winner INK

Winner: INK Title of Entry: Golden Spoon site Location: Irvine, CA Client: Golden Spoon Category: 21. Business to Consumer A website is a business’s digital calling card and a place where information resides.  If the design is flat or the layout cumbersome, it can drive visitors away instead of drawing them in.  Many businesses, hospitals, […]

1020

AVA Winner Hangar 30 Inc.

Winner: Hangar 30 Inc. Title of Entry: Wingman Project Location: Denver, CO Client: Air National Guard Safety Directorate Category: 60. Mobile App It seems about everyone has a mobile app for something these days, from the profane to the profound. Most seem to be for games and the rest informational. Apps also hold the possibility that they […]

1062

AVA Winner Cohn and Wolfe

Winner: Cohn and Wolfe Title of Entry: It takes a mouse to save a fish Location: New York, NY Client: Project Kaisei Category: 242. Pro Bono How can a goldfish save an ocean?  If you know the answer to that than you are aware of the recent pro bono efforts of a New York public relations […]

1680

AVA Winner Lynn University

Winner: Lynn Univervity Title of Entry: #lynndebate Social Media Campaign Location: Boca Raton, FL Category: 3c.Social Campaign Lynn University played a prominent role in the 2012 Presidential Campaign.  The Boca Raton, Florida university hosted the third and final debate between Pres. Barack Obama and challenger Mitt Romney.  The third debate was the most important for each […]

1401

AVA Winner: American Academy of Orthopaedic Surgeons

Winner: American Academy of Orthopaedic Surgeons Title of Entry: 2012 AAOS Public Service Campaign – “Sedentary” Location: Rosemont, IL American Academy of Orthopaedic Surgeons Category: 139. PSA How do you get kids off the couch and away from their video games,  computers, and television?  That was the problem facing the American  Academy of Orthopedic Surgeons.  A […]

1507

AVA Winner: M2Film

Winner: M2Films Title of Entry: CENTURY 21 Moves Into SimCity Social Location: Aarhus C, Denmark Client: Grundfos Industrial Solutions Category: 177.Corporate Image Grundfos Industrial Solutions provides all different kinds of pumps to customers all around the world. Recently, the Danish company wanted a a corporate image highlighting the company and its products. Not a sexy […]

1249