APCO Worldwide – U.S. Travel Association’s ‘Meetings Mean Business’ Campaign
The meeting, event and incentive travel business hasn’t exactly been helped by the recession. To help the U.S. Travel Association take control of the story, APCO used an aggressive online strategy with two main goals: articulating the financial importance of business travel, and presenting the human face of the millions of employees whose livelihoods depend upon business travel. The campaign tactics included: creating a Web site to house information about the value of meetings, as well as serve as the organizing hub for social media efforts; and conducting an online contest to choose the “face of travel” from user-generated videos on YouTube. The site received 12,000 visits per month at its peak, and the YouTube contest received 232 entries in the five weeks it ran.
Honorable Mention:
Consolidated Edison Company of New York – Con Edison Brings Smart Grid to New York:
To promote a substantial investment in a smart grid project in Queens, N.Y., Con Edison launched a smart grid Web page, complete with FAQs, press releases, graphics and animation. The graphical presentation led to an interactive feature on NYTimes.com.