|Winner: Mastro Communications, Inc.
Title of Entry: “PGA Championship”
Location: Warren, NJ
Client: PGA of America
Category: 148c. Integrated Marketing
Title of Entry: “Front Page of the New York Times”
Location: Boston, MA
Client: Cyber Aces
Category: 169. Newspaper placement
Placing a client in any newspaper is tough and the bigger the paper, the bigger the challenge. The New York Times is an especially hard sell with editors and reporters hearing about every conceivable pitch imaginable. Aritchbrand of Boston was approached by a fledgling company called ‘Cyber Aces‘ who was looking for prominent media exposure. Adam Ritchie Brand Direction, whose services include marketing, media outreach, crisis management, and creative development, was game.
Cyber Aces identifies, trains, mentors, and develops young Americans for the quickly emerging field of cyber security. Their students are the future employees of the NSA, the Pentagon, and Fortune 500 Companies. The field of cyber security is getting crowded and Cyber Aces wanted to differentiate itself from the pack when it turned to aritchbrand.
Aritchbrand developed and honed a unique pitch. They called up the Times lead cyber security writer and offered to bring a high school hacker to the offices to grill the paper’s cyber security chief…sort of a young Jedi knight matching skills with an old Jedi master scenario. If the writer was impressed, do a story. If not, at the very least, the security chief might learn a few things. The writer took the bait and not long after Cyber Aces not only made the paper, but the front page.
|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
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.
The 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.
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 […]
|Winner: LIVESTRONG Foundation
Title of Entry: “LIVESTRONG Foundation Crisis Communication”
Location: Austin, Texas
Client: LIVESTRONG Foundation
Category: 157c. Crisis Communication Plan/Response
Imagine 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.
Individuals Speak Out on Behalf of The LIVESTRONG Foundation
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.
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.
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 […]
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, […]
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 […]
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 […]
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 […]