2011 Digital PR Awards – Microsite/Custom Site

Winner: Raytheon Company – Raytheon Optimizes 2011 Paris Air show Microsite For Success

To stand out at the 2011 International Paris Air Show, Raytheon approached its Paris Web project as brand journalists, aligning storytelling with key business priorities and providing audience constituencies with frequently updated and refreshed content throughout the show. The event microsite was optimized for mobile and eliminated Flash from its assets to enable iPad and iPhone users to interact with the site. Web vignettes were created for news outlets and bloggers to embed on their own pages, and Twitter, Facebook and YouTube were incorporated to increase audience engagement. Raytheon produced 53 stories, 49 videos and five infographics to help drive PR and business development at the show. —BM

Honorable Mentions

ASCD – ASCD Conference Planning Toolkit: ASCD’s toolkit featured a digital program book, a way-finder and scheduler, and an online city guide.

Idaho National Laboratory – Video Gallery and Fact Sheets Archive: The archive incorporated technologies that enabled the use of low-bandwidth content that loaded quickly and required no special applications to view them.

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