Co-Winner: IHG - Holiday Inn Resort Kid Classified Campaign
The Holiday Inn Resort Americas PR team was tasked to develop a PR campaign for the Holiday Inn Resort brand that targeted parents and helped differentiate the Holiday Inn Resort brand from the Holiday Inn brand. To do this the team created the Kid Classified campaign to reveal what parents and kids really want out of their family vacation experiences. The objective for this campaign was to secure quality media coverage and drive awareness and consideration for the Holiday Inn Resort brand by ultimately increasing the volume of coverage and share of voice.
Members of the media were invited to the flagship property, the Holiday Inn Resort Panama City Beach outside in Aqualand, the property’s outdoor waterside playground. Interviews spanned across radio, TV and online not only in the top media markets in the U.S., but also in top markets where potential Holiday Inn Resort travelers reside.
The team secured coverage in USA Today, Huffington Post and Lodging magazine, as well as travel segments through NBCUniversal and CBS Newspath, which resulted in a total of 83 additional broadcast placements on NBC, Fox and ABC affiliates across the country.
The campaign garnered over 435 articles totaling over 118 million media impressions and 100% of the media coverage was positive. These results far exceeded the goal of 70 well-messaged placements by securing 365 additional placements. Social media results included over 440,000 impressions across Facebook, Twitter, Instagram and YouTube.
Co-Winner: MerchantCantos LLP - Philips Lighting North America New Year's Eve 2014
How could Philips showcase its status as a leading innovator in energy efficient LED technology? By revamping the New Year’s Eve Times Square Ball with an impressive display of its LED lighting technology.
MerchantCantos proposed a global multi-channel content creation and media campaign optimized to increase Philips' share of voice among competitors. The campaign was designed to strengthen the relevance of Philips' content while building engagement with multiple target audiences, including employees. The campaign utilized the New Year’s Eve ball as a springboard to communicate Philips’ commitment to innovation and growth.
Philips received extensive coverage from top-tier print media, wires, international and domestic business broadcast, significantly increasing its share of voice across audiences and geographies. The broadcast media tour generated more than 25 interviews with domestic and international broadcasters, including CNN International, Reuters, ABC World News Tonight, CNBC and MSNBC. Critically, it was a unique moment in time that was successfully captured and utilized to build company pride among Philips’ 114,000 employees worldwide.
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