Winner: Xplor Riviera Maya – PR Launch Campaign for New Park Xplor
How do you promote the launch of an eco-theme park in the middle of a worldwide financial crisis and immediately after a local sanitation crisis in Mexico? Xplor Riviera Maya, a unique nature park with limestone caves, grottoes and underground rivers, developed a two-tiered campaign, focusing first on reaching a national audience, and then homing in on their local region.
To create national buzz, Xplor representatives traveled to three major markets with an amphibious vehicle to showcase its exclusive design while also hosting press conferences, media calls and presenting to national travel agencies. This was followed by press releases to Mexico’s Tourism Board, Cancun’s Conventions and Visitors Bureau and Riviera Maya’s Tourism Board, with an invitation to a press day christening the park with a live broadcast. To make the destination equally compelling for the immediate area, Xplor hosted a pre-opening visit for opinion leaders and their families, encouraging feedback and the formation of new relationships.
Honorable Mentions:
APRA Porter Novelli – Nescafé Dolce Gusto Launch in Bulgaria: To position Nescafe Dolce Gusto as a unique and engaging multi-beverage system, a corner display, which re-created a modern home, was positioned in the yard of Nestle Bulgaria's building, to present and demonstrate the new system and broadcast various advertisement spots and presentation movies. The location was chosen so that the corner can be visited by each member of Nestle Bulgaria. Special Nescafe Dolce Gusto discount cards were distributed to Nestle Bulgaria employees, and more than 30% of them used the opportunity.
Howorth, an Ogilvy PR Company – Microsoft Australia - Windows 7 Launch: “Windows 7 Was My Idea”: Following the lukewarm response from business users, technology influencers and the general public in Australia toward Microsoft's Windows Vista in 2006, Howorth was engaged in May 2009 to generate buzz and build excitement for the upcoming launch of Windows 7 in October 2009 in Australia. Howorth's tactics included negotiating for Windows 7 Review Code to be cover mounted on five of Australia's top ranking PC magazines to build buzz among technology influencers in the lead-up to launch.
Intel Corp. Global Communications Group and Ogilvy Public Relations – Intel Unveils Faster, Smarter Processors:
To generate buzz for Intel's new Core processor at CES, the communications team created an "Exercise Your Core" stunt to educate CES attendees on the importance of having a strong, powerful and smart "Core" that can power the most demanding tasks. To further play off the "Exercise Your Core" theme, Intel deployed street teams to perform a variety of exercises and movements that highlighted the need for a powerful "Core" throughout CES, inspiring attendees to create, shoot and share user-generated content, helping to spread the word virally.
Red PR – CND Shellac Attack: To promote awareness of Shellac as a new nail polish that can be removed in minutes, Red PR provided top beauty editors with "Shellac Training" on how to apply the product, and held a series of "VIP" events for NYC beauty insiders. Since its March 2009 launch, Shellac has received 89 editorial placements.
Royal Caribbean/ Weber Shandwick – Launching a Product, Validating a Category: To support the launch of Royal Caribbean's newest member of its fleet, Oasis of the Seas, Weber Shandwick established an alliance with ABC's Good Morning America, and secured exclusives with top-tier newspapers and magazines. Weber Shandwick also launched oasisoftheseas.com, which featured webisodes for social media distribution, and which served as real-time media information resource.
Time Warner Cable, Univision, Edelman and Castells & Asociados – Lo Mejor On Demand Launch: Time Warner Cable and Univision took over New York’s Times Square to launch Lo Mejor On Demand (LMOD), Time Warner Cable’s new VOD channel that provides 24/7 access to the best Univision shows. To date, media outreach has delivered more than 135 million media impressions across over 350 general market and Hispanic business marketing, consumer and cable media outlets.
Unilever/Breyers/GolinHarris – Breyers Smooth & Dreamy Webisodes: This integrated campaign to promote a lighter side of Breyers ice cream featured webisodes that offered a comedic take on classic hollywood films. Starring Jane Krakowski as the leading lady who turns down iconic romantic stars for ice cream, the webisodes helped Smooth & Dreamy increase its sales by 17% in 2009.