2016 Agency Elite Awards: Reputation Management

Winner: BRG Communications - Walmart’s “Holiday Sing to Salute Military Families” campaign

For most Americans, the holidays are a time to celebrate and gather with loved ones, but for the nation’s service members, military families and veterans, the holidays can be a difficult time. This is especially true for those military personnel who have recently returned home and are in the process of transitioning back into civilian life. As the nation’s largest retailer, Walmart set out to showcase its military support with a $1.5 million donation to a well-respected military nonprofit organization, the Fisher House Foundation. Fisher Houses provide a home-away-from-home for military and veteran families whose loved ones are in a nearby military or veteran’s hospital receiving care.

Walmart wanted to showcase its support for military members and their families during a holiday season that’s cluttered with philanthropic giving campaigns. To effectively accomplish this, Walmart and BRG Communications created a campaign that would rise above other holiday announcements and encourage more Americans to support military and veteran families in their communities over the holiday season. The campaign secured more than 700 national and local media placements, resulting in 31 million media impressions.

Honorable Mentions:

  • Deveney - UMC Grand Opening Reputation Management
  • LDWWgroup - Carnival Corp: “Big Game” Campaign Draws Consumers “Back to the Sea” and Accelerates New Demand for Cruising
  • MWWPR - MWWPR's Reputation Management Practice