2012 Bulldog Media Relations Awards Hall of Fame

2012 Bulldog Media Relations Awards

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We thank this year’s team of Bulldog Awards journalist judges for their hard work, discriminating taste and commitment to promoting excellence in media relations and publicity.

FINAL JUDGES Scott Jones, Executive Food Editor, Southern Living Evan Cooper, Senior Managing Editor/Online Editorial Director, InvestmentNews Chris Elliott, Travel Scribe, The New York Times Tom Hallman, Pulitzer Prize Winning Reporter, The Oregonian Maria Stainer, Assistant Managing Editor, Washington Times Meghan Collins Sullivan, former Deputy Editor, CNN/Washington Post, current Rosalynn Carter Mental Health Journalism Fellow PRELIMINARY JUDGES Steve Beale, Editor, Bulldog Reporter’s Inside Health Media Kristen Bender, Reporter, Oakland Tribune Jim Bucci, Editor, Bulldog Reporter Richard Carufel, Senior Editor, Bulldog Reporter’s Daily ‘Dog Paul Rosynsky, Reporter, Oakland Tribune

124 Linden Street, Oakland, CA 94607 www.bulldogreporter.com 1-800-959-1059 For more information about the Bulldog Reporter Digital/Social Awards, including entry deadlines, fees and submission requirements, please go to www.bulldogreporter.com. © Copyright 2012, Infocom Group–publisher of the Daily ‘Dog, Inside Health Media, PR University, Media Pro and Media Pro Pitching Alerts.

Written by James Bucci On the Cover: Grand Prize Winner Hanna Lee Communications for Compari’s “Year of the Negroni” campaign.

2012 Bulldog Media Relations Awards

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HALL OF FAME Summary of the Winning Campaigns from the 2012 Bulldog Awards for Excellence in Media and Publicity Campaigns Winners of the 2012 Bulldog Awards for Excellence in Media and Publicity Campaigns enter a pantheon of exemplary communications practitioners, and their campaigns are summarized in this edition of the 2012 Bulldog Media Relations Awards Hall of Fame magazine.

Winners of the 2012 Bulldog Awards for Excellence in Media and Publicity Campaigns were chosen exclusively by working journalists from hundreds of entries representing the very best strategic and tactical prowess that PR/corporate communications has to offer. Campaigns were judged by a team of working journalists, who assessed them on the basis of their ability to achieve extraordinary visibility and influence opinion, as well as on their creativity, command of media and technology, and tenacity.

We now present to you the 2012 Bulldog Awards for Excellence in Media and Publicity Campaigns Winners

2012 Bulldog Media Relations Awards

Grand Prize Winner Hanna Lee Communications For Campari’s “Year of the Negroni” The Negroni becomes the year’s hippest, musthave cocktail in Hanna Lee Communications PR campaign Italy’s iconic red spirit—Campari—was stuck in singledigit growth mode since its popularity peaked in the United States decades ago. Despite the revival of cocktail culture, Campari’s full potential remained untapped and needed a breakthrough to vault the spirit and its cocktails to the top of awareness.

The Negroni—Campari’s signature Aperitivo cocktail—had fallen into obscurity, possibly due to the spirit’s bitter flavor profile, which clashed with an American palate preferring sweetness.

Not all was lost though. A select group of artisan bartenders had kept the spirit’s flame alive. Furthermore, focus group research revealed the spirit had carved out a niche among consumers with adventurous palates, frequent international travelers and food-enthusiasts.

These drinkers represented the leading adopters of Campari and its versatile applications, along with adventurous mixologists.

The research also confirmed drinkers viewed Campari and its cocktails, especially the Negroni, as pre-dinner Aperitivos that could also accompany dinner itself.

Directed by Hanna Lee Communications, Inc., public relations efforts included announcing the “Year of the Negroni,” popularizing the Aperitivo trend with Campari as the category leader, educating consumers about the “beautiful side of bitter” and positioning Campari and its cocktails as the choice of the foodie community.

“Campari’s ‘Year of the Negroni’ PR campaign was an intensive media relations and events program,” explains Hanna Lee, founder and president of Hanna Lee Communications. “It focused on reaching foodies and

bartenders to build excitement and visibility around the Negroni, Campari’s signature cocktail. The campaign showcased the drink’s versatility and relevance in the wider revival of Aperitivos—pre-dinner drinks with an Italian twist.”

With the spirit’s 150th anniversary the previous year, no obvious news hook existed to build buzz about. At the same time, competing brands had entered the market, turning up the heat on Campari to reinforce and grow its category dominance.

The Strategy: Feature the Negroni at attentiongrabbing New York City events and engage culinary stars and bartenders genuinely enthused about Campari. Hanna Lee adopted a four-fold approach to the “Year of the Negroni” campaign. First, they concentrated their efforts on the Negroni cocktail, made only with Campari, in order to lock out competing brands. Second, they tied into or created attention-grabbing events from scratch at leading food and cocktail festivals. Third, they used celebrity talent from the mixology and culinary worlds. Lastly, they leaned on star mixologists as unpaid spokespeople by promoting their new Negroni variations and their innovative techniques.

“We undertook a highly-focused media relations campaign that relied exclusively on targeted, customized pitches for each journalist,” says Lee. “Our agency never used mass email blasts for pitching. It was also critical to work with bartenders and culinary stars that were genuine Campari enthusiasts and connect them with the media.”

The agency recommended Campari organize or sponsor events at the Manhattan Cocktail Classic, an annual multi-day celebration of all things cocktail related, the New York City Wine & Food Festival, which attracts both foodies and cocktail enthusiasts, as well as Tales of the Cocktail, the nation’s leading gathering of star bartenders and artisan mixologists.

Hanna Lee’s pitch emphasized the return of the Classic Negroni as embodying the new Aperitivo trend and the revival of classic cocktails. They developed messaging to

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communicate the noble and colorful history of the drink, weaving in the fact top mixologists and foodie celebrities favored the drink.

Using the basic recipe ratios of the Classic Negroni as the template and jumping-off point, mixologists created numerous new Negroni variations to keep Campari as central to the drink’s DNA. Leveraging food celebrities provided the campaign with additional credibility. Participating celebrities included Bravo TV’s “Top Chef” host Padma Lakshmi and Food Network’s Giada De Laurentiis, as well as bartending legends Jim Meehan of PDT and master mixologist Tony Abou-Ganim.

Once obscure, the Negroni re-entered the popular lexicon in its classic form and in exciting new variations.

The Challenge: Transform the Negroni from overlooked

by American drinkers to the year’s newest, mustdrink cocktail. With an American palate preferring a sweet and mild taste, Campari’s bitter flavor was the hurdle the spirit had to clear before receiving widespread acceptance. While considered a “classic cocktail,” the Negroni had dropped off the radar of drinkers, only kept alive by a small cadre of artisan bartenders.

Moreover, Campari had celebrated its 150th anniversary during the previous year, so an obvious news hook failed to exist to entice the media. At the same, competitors had entered the market, eying Campari’s share of the marketplace and challenging the brand to maintain its relevance and primacy.

The Results: “Year of the Negroni” garners a bevy of top-tier media hits, hailed as “Drink of the Year.”

Campari, the Negroni and other Campari cocktails resided at the center of 88 stories in food and consumer media outlets, resulting in 31.7 million reader impressions, 9.6 million TV views, 7.7 million radio listens and 433.4 million unique monthly visits. In-depth feature stories included Food Arts Magazine, Esquire.com and The Wall Street Journal. Other feature story placements included The New York Times, Bon Appetit, Food & Wine, People,

Saveur, Food Network Magazine, People, Us Weekly and OK! Magazine. Broadcast and radio hits included the NBC “Today Show,” CBS “The Early Show,” Bloomberg Radio and Martha Stewart Living Radio.

The Huffington Post called the Negroni a key food trend in 2011, Food Arts Magazine lauded the Negroni as the “Drink of the Year” and acknowledged its sales success, while a Wall Street Journal headline touted the Negroni as “The Most Fool-Proof Cocktail.” CBS “Sunday Morning” with Charles Osgood featured the brand. The breakthrough six-minute segment included several of Campari’s loyal mixologist fans and advocates and unveiled “The Bright Eye,” a signature cocktail developed exclusively for the show and incorporated Campari.

In addition, by working with a dozen top mixologists throughout the year, Hanna Lee gained their loyalty.

Following these mixologists’ lead, bartenders across the U.S. embraced the Campari trend enthusiastically by introducing next-generation cocktails that experimented with techniques such as barrel aging, on-tap service and carbonation.

Campari also achieved double-digit sales growth for the first time in decades, while the campaign further cemented its leadership in the Aperitivo category.

Secrets of Success: Read on as Lee offers more tips and explains why this campaign won the Grand Prize Award at the 2012 Bulldog Awards for Excellence in Media Relations & Publicity.

• Work with personalities on board with your product. “It is critical to work with celebrity and industry luminaries who love the client’s product and their participation is therefore credible and resonant with target audiences,” she offers.

• Zero in on your target audience. “Stay focused on the primary target audiences,” she advises.

“That means keeping communications extremely disciplined and foregoing opportunities that may be attractive, but would be a distraction.”

2012 Bulldog Media Relations Awards

• Make it easy for reporters to cover your story.

“Understand the media and provide them with story ideas and coverage opportunities that fulfill their needs while spotlighting the brand,” she says.

“Quality placements rather than quantity equal effective media relations.”

Winner’s Profile: Based in New York, Hanna Lee Communications specializes in wine, food, spirits, travel, restaurant, entertainment and lifestyle PR and event management. Prestigious U.S. and international award organizations have recognized several of the boutique-sized agency’s campaigns, including PRWeek for “Best Consumer Launch Campaign of the Year” and The Holmes Report from the U.K.

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Best Arts & Entertainment Campaign Gold Media Connect For Henry Winkler National Media Tour

Dallas, Philadelphia, Boston, Milwaukee, St. Louis, Detroit and Washington, D.C. By the end of June, the tour included appearances on national and regional TV and radio shows, such as “The Today Show,” “The Late Show with David Letterman,” and “Access Hollywood.”

Planned Television Arts (PTA) developed and executed a boutique media campaign for American TV and film icon Henry Winkler, a.k.a. “The Fonz,” in support of The New York Times bestseller, “I’ve Never Met an Idiot on the River: Reflections on Family, Photography, and FlyFishing.”

In addition, Winkler and his book received coverage in regional and national publications, including PARADE, People, The Hollywood Reporter, The New York Post, The NY Daily News, Los Angeles Magazine, Detroit Free Press, San Francisco Chronicle, Sacramento Bee and The Star-Ledger.

The campaign focused on both regional and national print and broadcast media for the June 1 publication date, with the central pitch theme being Father’s Day. While Winkler was a high-profile author, the PR team had to overcome certain strategic challenges, including the publisher, Insight Editions, being a young, independent press based in San Rafael, California mainly known for producing illustrated books on photography, music and movies. The book’s subject also presented a niche topic of fly-fishing, while the budget was approximately $20,000.

The campaign’s top success occurred when Winkler’s book made The New York Times Best Sellers List on June 26, 2011, becoming the publisher’s first national bestseller since their inception only five years ago.

Winkler had also only written children’s books and PTA had to determine just how far his “celebrity” would take him. Would people be interested in him only as “The Fonz” from 30 years ago or was he still relevant today?

After learning all ages today still loved Winkler, PTA decided to utilize his contacts in the entertainment world and coordinate those with contacts in the book world.

The American School of Flower Design is the only floral design school approved by Design Schools of America. Founded by celebrity florist Michael Gaffney, the school had five campuses when it retained Zapwater Communications in the fall of 2009.

PTA partnered with media relations executives from NBC Universal to promote the book as well as Winkler’s new role on the hit cable network (TNT) show, “Royal Pains.” Launching at the beginning of June was also perfect timing for the Father’s Day pitch, tapping into the emotional aspect of the father-son dynamic and enjoying outdoor activities together like fly-fishing.

The campaign officially launched just before Father’s Day with a 26-city radio tour, including stations in the top markets—New York, Los Angeles, Seattle, Cleveland,

Best Arts & Entertainment Campaign Silver Zapwater Communications For Flower Power

Leveraging his work on numerous television shows and movie sets, New York fashion shows, weddings and events around the country, Gaffney’s overall objective was to increase awareness of his school, leading to growth in student enrollment and ultimately campus expansion.

With the goal to increase overall revenue, attract new students and secure national coverage, Zapwater Communications identified the following objectives, position Gaffney and The American School of Flower Design as the country’s go-to institution for floral design, present Gaffney as a business leader in the regional

2012 Bulldog Media Relations Awards

and national space, expand the brand, allowing Gaffney to open additional floral school locations and raise the school’s profile in regional and national press.

Zapwater discovered the teaching standards upheld

by The American School of Flower Design far exceeded its competitors, while information about its events, class sessions, and results had not effectively been communicated to the appropriate target audiences.

To drive new interest to The American School of Flower Design and attract prospective students, Zapwater introduced the principles of the flower schools to the public through a mix of traditional pitching, promotions and desk side appointments throughout the year.

From pitching profile pieces on Gaffney to securing large-scale business stories to attract future students to The American School of Flower Design, Zapwater implemented numerous innovative pitches to appeal to a wide range of media outlets.

Zapwater developed more than 15 effective pitches and releases to keep the media buzz going such as “How to Use Artificial Plants In Your Home,” “Fresh Autumn Flowers and How to Make Them Last,” “Deck Out Your Deck,” “Flowers With a Famous Touch,” “Valentine Flowers and What Their Colors Mean” and “How to Take Intimidation Out of the Flower Mart.” Through secured press placements, current and potential students were exposed to ongoing positive news about the schools and Gaffney, which led them to enroll in his floral design classes.

The agency capitalized on Gaffney’s work with celebrities and movie sets, providing media with information on his work with Jennifer Aniston, Phillip Seymour Hoffman and Natalie Portman, to broaden the scope of media reach.

They also leveraged his experience with celebrities to host private floral classes and events with the staff of Harpo Productions, the San Francisco Garden Club, Macy’s and the Tulips and Pansies Runway Show in New York City.

The campaign received more than 50 print, online and broadcast segments in 2011, including hits in toptier publications such as InStyle, The Knot, The San Francisco Chronicle and The Huffington Post. Gaffney and his instructors are now regulars on broadcast television in every market where The American School of Flower Design has a campus. Since retaining Zapwater Communications, Gaffney has expanded to three additional markets, opening schools in Los Angeles, San Diego and Miami. The American School of Flower Design continues to expand the student enrollment at its initial five campuses experiencing on average double-digit growth.

Best Arts & Entertainment Campaign Bronze Lee Runchey For Diane vs Goliath Shortly after award-winning director Diane Namm returned from The Sundance Film Festival, she was ready to put her next project, “Finding Hope,” a television pilot, in front of network executives, showrunners and distributors, for a potential sale.

“Finding Hope” starred Molly Quinn (from ABC hit series “Castle”) as a young girl who ran away from the polygamist cult of which she belonged. The project had good talent in the leading roles, but needed some buzz and momentum as Namm prepared to put it in front of television executives and distributors. She wanted to start with a small, post-Sundance party at her home in Malibu to screen the trailer for “Finding Hope.”

Unfortunately, Namm chose one of the most challenging nights of the year—the night before the Oscars—to start her buzz campaign. It was the same night that Dreamworks, the film studio helmed by moguls Steven Spielberg, Jeffrey Katzenberg and David Geffen hosted their annual pre-Oscar party, one of Hollywood’s mostanticipated events of the year. If that wasn’t enough,

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a force greater than Dreamworks reared itself to do something almost inconceivable in Hollywood—Mother Nature stepped in as the forecast predicted snow.

Even with these hurdles, LCO-Levine Communications, over the course of four weeks, transformed the postSundance party into a key Oscar event that helped the project get off the ground and into the pitching room.

Under the direction of vice president, Lee Runchey, the event turned into a pre-Oscar party instead of a postSundance party to attract the most influential people and media attention.

She then partnered Namm with Covenant House California, a non-profit organization that helps real-life homeless and runaway teens. By partnering with a nonprofit that reflected the cinematic themes of runaway and homeless teens, Runchey created both a pre-Oscar party-with-a-purpose as well as a new opportunity to give back and raise awareness for the very real problem of homeless and runaway teens in the Los Angeles area.

With two weeks to go until the party, Runchey needed to secure celebrities to walk the red carpet that would be arranged in the director’s driveway and media to join the press line. It would be critical to begin the celebrity/ media invitations by anchoring a couple of key celebrities and media immediately. Runchey quickly secured Katherine Ross (“The Graduate,” “Donnie Darko”) and Drake Hogestyn (“Days of Our Lives”) as well as a key CNN producer.

Even with these anchors, representatives felt obligated to send their clients to the Dreamworks event. Runchey had a 25-inch red carpet to fill, continuing to send an updated tip sheet with a list of celebrities to every notable publicist, agent and manager in order to entice them to send their talent. She also sent the updated sheet to entice more media. Celebrities and media trickled in, but it wasn’t enough.

So, if Runchey couldn’t get Hollywood and Beverly Hills to drive one or two hours to Malibu, she decided to get Malibu to come to Malibu. She identified celebrities

who lived in Malibu, offering the pre-Oscar party-with-apurpose as an alternative to driving all the way to Beverly Hills. The talent list swelled as publicists, agents and managers realized this would be a formidable party for their clients to attend. Notable celebrities now included Mark Hamill (“Star Wars”), Richard Hatch (“Battlestar Galactica”), recording artist LaToya Jackson, tennis legend Serena Williams and many more. In addition, celebrities coming into town, but lacked an invitation to the Dreamworks party, decided to attend, and soon the talent list included Oscar-nominees from “The King’s Speech” and “The Social Network,” two of the mostnominated films in the Oscar race.

But just when everything looked good, the weather report called for snow in the mountains of Malibu. On the night of the event, the winds blew at dangerous speeds, but eventually subsided, while the snow spared Malibu and the stars arrived to support what began as a little, postSundance party.

In addition to CNN and ABC interviews, the campaign generated a feature article in The New York Daily News.

The director used the party to create tremendous cachet and support for the project as she later pitched distributors and network executives.

2012 Bulldog Media Relations Awards

Best Green Campaign Gold Bateman Group For Bateman-Recyclebank Gamification Goes Green Bateman Group client Recyclebank helps create a more sustainable future by rewarding people for taking every day green actions with discounts and deals from local and national businesses. Headquartered in New York City, Recyclebank’s mission is to motivate individuals and communities to realize a world in which nothing is wasted—changing how people view their role in creating a sustainable future. The company has more than three million members in the United States and the United Kingdom.

In 2010, Recyclebank expanded its reach to include a digital component so that individual consumers not currently served by its curbside recycling program could become online members and get rewarded for their everyday green actions. On the company’s website, members can play educational games, take challenges and make pledges to carry out more eco-friendly actions in order to earn points and be rewarded.

During 2011, Recyclebank set its sights on growing digital membership and engagement further by raising mass consumer awareness about its unique program.

The Bateman Group launched the “Green Your Home Challenge,” an online, nationwide contest to educate, motivate and inspire people to live a more eco-friendly lifestyle. The challenge, which ran through “Earth Month” in April 2011, featured green living tips and challenges that offered opportunities to earn reward points. More than 100 prizes went to the highest scores who took the most challenges and referred the most friends. The grand prize was an $18,000 green kitchen makeover.

The agency linked the contest to major trends in the general business, marketing and gaming industry, specifically gamification and the concept of “gaming for good.” An ongoing challenge in the sustainability industry

is measurement, such as how do you track the impact of green actions and how could Recyclebank pinpoint the impact of such digital initiatives like the challenge?

To tackle this, Recyclebank partnered with Google and ROI Research to research and produce a report that examined the impact of Recyclebank’s gamification technique on motivating people to carry out positive offline actions. No organization had attempted to truly measure the effectiveness of gamification, so Bateman Group promoted the partnership and planned to promote the final report after the challenge was over.

Other tactics included a grassroots effort to get the contest to go viral by reaching out to mommy and greenliving bloggers and online media to drive posts, tweets and mentions all over the social web, Facebook and Twitter outreach to current Recyclebank membership and engaging with Ambassador Network’s influential money saving and mom bloggers.

The campaign generated over 4,000 tweets and 498 blog posts on the challenge, including broadcast coverage on shows such as “Dr. Oz,” “The Nate Berkus Show” and “Access Hollywood.” Earth Day-related coverage occurred on “The Ellen DeGeneres Show,” “The Today Show,” CBS “Early Show” and US Magazine. CNET ran a feature on Recyclebank, Google and ROI Research partnership, while an Inc. Magazine feature story covered gamification with Recyclebank as a case study.

Best Green Campaign Silver Kitchen Public Relations, LLC For ThinkEco – It’s Not Easy Being Green-Tech Working with and getting results for clients in the greentech/clean-energy sector and related industries for more than a decade, Kitchen Public Relations (KPR) took the reins to promote a new product by ThinkEco, Inc.,

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a New York City-based start-up company developing easy-to-use energy efficiency solutions for homes and businesses.

ThinkEco created the “modlet,” an intelligent wall outlet that provides a simple, low-cost and installation-free method for saving money and energy on electronic appliances. Impressed with what the company looked to accomplish, KPR agreed to provide its public relations services on a pro bono basis, assisting ThinkEco as an exhibitor at the CEA Line Show in New York.

KPR secured over 80 media interviews and demonstrations for ThinkEco at the two-day event, including feature stories in TWICE Magazine, Technologizer and CNET’s GreenTech site. Having proven to be a valuable resource, ThinkEco retained KPR for the commercial launch of the modlet, to be followed by a wider consumer launch when the company was ready. While the prospects for building on the trade-show performance appeared bright, the product was not available yet and only 25 prototypes existed.

How would KPR continue to get the company media attention without a product? And how to do it for a startup with very limited resources?

Even without a product or a track record of sales, KPR wagered the media would be willing to cover ThinkEco because regardless of the many changes the industry has undergone in recent years, the media is eternally drawn to the innovative and the new. The modlet held incredible potential to save both energy and money in the marketplace.

KPR concentrated its efforts on securing media placements to encourage ThinkEco’s business-tobusiness product sales. As well as targeting general green reporters about the money and energy-saving benefits of the modlet for companies, they also targeted IT, pharmaceutical and real estate trade publications and small business reporters.

The modlet received feature coverage on “The Today Show,” while CNET’s senior editor Natali Morris showcased the product in her segment “Top Tech Trends in 2011,” describing how the modlet is a great energy saving device that can help customers change their consumption habits. CNET also asked to have ThinkEco’s CEO Jun Shimada serve on an expert panel at the Consumer Electronics Show (CES) about energy efficient appliances.

At the show, KPR connected ThinkEco with more than 100 journalists and bloggers from the U.S. and overseas.

David Pogue included ThinkEco in his CES roundup column in The New York Times “Tech Show Surprises, and the Stale.” Ed Baig of USA Today also featured the product in a piece about new green technology.

Additional highlights of the 2011 PR program for ThinkEco included being named “Best of What’s New 2011” by Popular Science and named “Top 100 Products in 2011” by This Old House magazine. Feature articles also followed in Engineering News Record, GigaOm, Sound & Vision and Reuters.

The results of the campaign showed that despite being a newcomer to the market, with very limited resources and a product still ramping up production, ThinkEco could still garner significant national media attention in a short period of time.

Best Green Campaign Bronze American Airlines and Weber Shandwick For AA Reduces Its Carbon Footprint American Airlines recognized that part of flying responsibility included minimizing the environmental impact associated with its operations—from pre-flight to well after customers arrive at their destinations.

Since flight attendants implemented the airline’s first

2012 Bulldog Media Relations Awards

onboard recycling program more than 20 years ago, American’s environmental efforts have continued to grow exponentially.

Although air travel contributes only two percent of total greenhouse emissions, American’s multi-faceted approach to corporate responsibility included engaging employees both on the ground and in-flight with a continual focus on recycling efforts and fuel-saving fleet enhancements. Thanks to the efforts of its employees, American reduced its carbon dioxide emissions by more than 2.6 billion pounds annually.

In October 2011, American Airlines ranked 49th on Newsweek’s Top 500 Green Companies list, the highest ranking for any airline. American Airlines teamed with Weber Shandwick to implement communications plans around various fuel-saving campaigns and strategic aircraft orders, helping American reduce its carbon footprint across all sectors of the company.

American’s objectives for environmental efforts for 2011 revolved around the themes of “Engage,” “Inspire,” “Reinvest,” and “Promote.”

Over the past year, American completed the strategic initiatives outlined above in order to further the airline’s environmental efforts through various tactics. They utilized a mobile Fuel Smart education booth for team members to take to events around the airline, including the annual management conference, monthly airport employee events and the annual sales conference.

Fuel Smart initiative posters highlighted various team initiatives then supplied to the departments, airports and maintenances bases responsible for their implementation.

Provided content for the Fuel Smart website and other employee communications, including video. Announced agreements with the two largest aircraft manufacturers to acquire 460 single-aisle aircraft from the Boeing 737 and Airbus A320 families—both aircraft types intended to increase the fleet’s fuel-efficiency. Lastly, American showcased the ongoing results of employees’ efforts to help increase participation in environmental programs.

The Fuel Smart website received more than 13,000 hits since January 2011, while employees have sent more than 600 ideas, questions and success stories to fuel. smart@aa.com, surpassing the annual goal by 20 percent.

The Fuel Smart program was on track to save more than 134 million gallons of fuel in 2011, exceeding the goal set for the year. During the year, American received and deployed 45 new Boeing 737 aircraft, 15 more than the stated goal, that are 35% more fuel-efficient and 10% more than the stated goal. The new aircrafts contributed to reducing the greenhouse gas intensity ratio related to jet fuel by 5%. American expects to have the most fuelefficient fleet in the next five years.

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Best Integration of PR and IR in a Business Campaign Gold Richard Ramlall, Chief Communication Officer For PTGi: Integrated PR/IR Campaign When Peter Aquino became chairman, president & CEO of Primus Telecommunications Group, Inc. (PTGi) in October 2010 he faced three major challenges. The first was the amount of resources being spent on underperforming non-core business units that prevented the company from strengthening its core business. The second was a balance sheet encumbered with looming high-interest public debt coming due soon. The third challenge was how to attract investors without being listed on a major stock exchange.

It was decided that PTGi would focus resources on its three major profitable business units—Canada, Australia and its wholesale international carrier services. PTGi sold its non-core retail businesses in Europe, Latin America and India, and acquired Arbinet Corporation, a leading provider of wholesale telecom exchange services to carriers to strengthen and expand its international carrier services division.

PTGi also successfully transformed its balance sheet before the debt market closed again by completing offers to exchange new 10.00% Senior Secured Notes due 2017 for the 13.00% Senior Secured Notes due 2016 and 14.25% Senior Subordinated Secured Notes due 2013.

Communicreate, a Virginia-based international PR consultancy and Lippert/Heilshorn, a New York-based investor relations firm, both conducted internal and external audits to assess the current PR/IR operations and determine next short-term and long-term steps.

Informal audits began with meetings with senior management to determine the corporate needs and conversations with investors to determine perceptions of

PTGi. The message was clear—the company’s PR needed to be more focused, targeted and to move the debate toward PTGi’s future and away from its past.

With the communication framework & program established, the PR team launched an on-going campaign to increase awareness, support PTGi’s story of financial and strategic transformation, have consistent messaging, strategy & activities, increase brand & product awareness and position PTGi favorably with customers, industry & financial communities.

The focus of the initial campaign was to position PTGi as a company undergoing a strategic, financial sound transformation and a well-managed business whose new management team focuses on growth products and services in the telecom space where the company has a sustainable advantage.

PR results included 53 news releases distributed and more than 20 press interviews held, more than five speaker presentations at conferences and 10 advertorials. Investor relations results included ten investor conference presentations, meetings with 50 investors at conferences, 25-30 additional meetings and over 30 investor calls.

The campaign helped to support the company’s financial goals. Primus Telecommunications Group, Inc.’s opening stock value in October 2010 was $7.15. The stock closed at $12.78 on January 30, 2012. The New York Stock Exchange now lists the company. Net revenue for the third quarter 2011 was $254.7 million, an increase of 35.3% from third quarter 2010 net revenue of $188.2 million.

2012 Bulldog Media Relations Awards

Best Use of Broadcast Video/Internet – Business/ Consumer Gold Trainer Communications For Broadcast TV Helps Resurrect Intelleflex In the fall of 2010, Intelleflex Corporation approached Trainer Communications to help bring the company back to life as it was on the verge of becoming a victim in the over-hyped, under-delivered RFID market. The Trainer team sized up the many challenges of building visibility and credibility for a company offering technology that had been largely discredited by industry as one of empty promises.

Adding to the business challenge was the fact that Intelleflex was about to transition its go-to market strategy, moving away from focusing primarily on asset tracking and attempting to blaze a new trail as a temperature monitoring RFID solution for reducing loss of perishable foods and pharmaceuticals.

With RFID truly having become a “four letter word” in the industry due to several forced mandates and failures and with Intelleflex struggling as a company, Trainer had one chance to re-position the company while overcoming several factors. Those included Intelleflex’s spotty track record, the company re-launching itself with a new brand identity and management team and delivering a technology without an acknowledged problem.

Trainer’s challenge was to determine how to build interest and credibility in a corporate turn-around story for a technology that had, to date, failed in the marketplace and had not addressed an acknowledged industry problem.

Recognizing that the two industries first targeted for the technology—perishable foods and biopharmaceuticals— had huge potential for products that could provide their value, Trainer needed to conduct extensive market research to validate this premise.

Research proved that both industries were challenged with “shrink” or loss due to spoilage, but had no effective solution for monitoring the condition of those assets to prevent such “shrink.” Trainer learned that shrink accounted for over $30 billion in annual losses globally, as well as considerable safety risks to consumers who might consume tainted food.

Trainer determined it would position Intelleflex as the pioneer in on-demand data visibility and condition monitoring solutions for the fresh produce and pharmaceutical markets, producing new messaging around that position.

Trainer re-launched the company and launched the Intelleflex product in November 2010, mounting a campaign to build widespread visibility throughout the media serving the perishable food and biopharmaceutical markets.

The PR team determined a television broadcast story would deliver the shot in the arm that Intelleflex needed to build on its initial media success. Working on the premise that a feature story on TV has the highest perceived value compared to all other types of media hits—as compared to trade publications, leading online outlets, or business press. Trainer decided a TV feature story would transform the image of Intelleflex as TV coverage always generates instant credibility and industry clout.

After initial outreach to reporters, Trainer secured interest from Richard Hart of KGO-TV, an ABC affiliate in San Francisco, for his series “Drive to Discover.” They worked closely with Hart to craft an angle that would resonate with all viewers, focusing on the Food Safety Modernization Act as the news hook, as well as “Joe Consumer’s” desire for fresher produce as the main audience intrigue.

Hart decided to shoot his stand-up to tie in the pharmaceutical angle—an added bonus as it is Intelleflex’s second most important market. To help visually depict the pharmaceutical story, Trainer provided a visual prop of a densely packed bio-pharmaceutical shipping box

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and Hart used this in his stand-up to illustrate the point of how difficult it is to read temperatures through such RF-unfriendly packaging.

the questions: “Is it live or is it Memorex?” That campaign drove sales for Memorex’s then-signature product—the cassette tape.

The feature story about Intelleflex aired on March 6, 2011 in a segment on ABC’s KGO-TV channel 7, on Richard Hart’s “Drive to Discover” series. The story served as a powerful sales tool to engage Intelleflex prospects, providing the company instant validation and viability, as the piece included a strong testimonial from a grocery store produce manager who confirmed how Intelleflex’s technology uniquely solves a major industry problem of perishable food loss. The story also attracted inbound press attention from journalists interested in speaking with RFID experts about the technology’s application in the perishable foods industry.

Decades later, cassettes are virtually extinct. And so, it seemed, was the Memorex brand. But, quietly, the company started selling electronics, including the iPod and Wii accessories.

Shortly after the story aired, the company closed two major deals—one with one of the largest berry growers in the world who conducted a successful pilot test and is about to become an ongoing customer and the second deal with The Hartford insurance company to enable the company’s customers to more effectively monitor perishables and other temperature-sensitive products throughout the supply chain. This triggered significantly broader exposure for Intelleflex, including a landmark Page 1, above the fold story in the Hartford Courant, titled “Food Spoiled in Transit: A $30 Device Could Save Billions.”

Best Use of Broadcast Video/Internet – Business/ Consumer Silver Padilla Speer Beardsley For Memorex? It’s Back & Streaming Live Memorex became a household name in the 1970s with an iconic television commercial, showing a crystal goblet shattering to the sound of jazz legend Ella Fitzgerald’s high-pitched voice. Viewers were then confronted with

Recognizing the need for a radical marketing makeover, Memorex turned to Padilla Speer Beardsley. The team positioned Memorex as the champion for “Modern Mom,” who’s always looking for new ways to enjoy family time.

Research showed that modern moms largely rely on social media for product information, so the PR team used Facebook, blogs and websites to entice them with video contests and product giveaways. The campaign culminated with a virtual “birthday party” for Memorex’s 50th anniversary. Characters from the popular kids’ show “Yo Gabba Gabba!” hosted the event, which streamed live across America.

The campaign shattered its goals, generating 100-plus million impressions, nearly doubling “likes” for Memorex on Facebook, and directly engaging almost 30,000 participants in the contest and birthday party. Sales of two highly promoted products, PartyCube Sound System, PurePlay Portable Speaker, more than doubled during the campaign.

Padilla Speer Beardsley partnered with popular children’s show “Yo Gabba Gabba!” to promote Memorex’s 50th birthday, encouraging parents to submit videos of their children dancing to original “Yo Gabba Gabba!” songs for the chance to win Memorex prizes, including a trip to Los Angeles to attend the live UStream.com birthday party. The “virtual birthday party” went live on UStream. com with “Yo Gabba Gabba!” the grand prize video contest winner and Memorex product giveaways. The Memorex presents the “Yo Gabba Gabba! It’s Time to Dance Birthday Party” occurred on September 16, with appearances from the cast of characters, a showcase of the winning video submission and unveiling of a six-

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tier, co-branded birthday cake and the distribution of wrapped PartyCube and PurePlay products to in-studio guests.

The campaign generated over 53 million impressions on blogs and other online media, over 30 million impressions via Facebook and over three million impressions via social media. The UStream.com event received 5,250 views, while Memorex’s Facebook Fan Pages received 1,130 new “likes,” a 48 percent increase in the fan base.

Daily post-views increased during the targeted media coverage, with fan interactions increasing, both post views and feedback more than doubling. The number of monthly active users increased from 876 per month on July 1 to 5,301 per month on September 16.

Best Use of Broadcast Video/Internet – Business/ Consumer Bronze Porter Novelli For Coming Home With the Fugees Ogbai from Ethiopia, Mohammed from Iraq, Babba from Sudan and Walid from Afghanistan are child survivors of war-ravaged countries who have seen family members killed, raped and tortured. Now, they and about 80 other kids like them of all different colors, countries and religions, are the “Fugees”—short for refugees—living outside of Atlanta, Georgia who have bonded together as a soccer team.

Porter Novelli became the Fugees’ pro bono partner in 2007, when The New York Times ran a front-page story on them, thrusting the group onto the global stage. In 2011, the Fugees moved into their second phase, needing to raise $5 million to build their groundbreaking school.

PN needed a brand new approach—a proactive strategy to launch the Fugees’ landmark construction project, showcase their enormous growth (from 40 students to 85), build new exposure and grab reporters’ attention again after a four-year lull in coverage.

Porter Novelli conducted introductory meetings with media, sharing stories like that of Shamsoun Dakori, a Fugee who fled war-torn Sudan, lost his mother and younger siblings in a car crash, but is the first Fugee player to receive a full college scholarship—his mother’s dream. The agency also reconnected with reporters who had covered the story before, highlighting new information and fresh angles.

PN secured a hit with CBS “Sunday Morning,” which led a 5% increase in annual donations and sparked potential partners’ interest in the Fugees family for future investment. A national food company came on board to donate thousands of dollars to feed the Fugees when playing on the road, while the team now receives 18,000 daily hits on their website. The CBS segment resulted in additional media opportunities, including Sports Illustrated with interest expressed from NBC News and The Atlanta Journal-Constitution in future pieces.

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Best Crisis Communications Gold San Diego Gas & Electric For Pacific Southwest Event On Sept. 8, 2011, at 3:38 p.m., an unprecedented power outage in Southern California impacted a large swath of the Southwest United States, resulting in a loss of electricity to nearly seven million people across two states and northern Baja California, Mexico. The massive outage knocked out traffic lights, made the Internet inaccessible from home and work computers, left traditional phone lines useless and shuttered offices and businesses around the region.

In response, millions of people got into their cars and headed home just before rush hour, creating gridlock and congestion. The streets were packed with people trying to get home to their families, as well as race to fill up their gas tanks and pick up supplies to be prepared for what could have been several days without power.

San Diego Gas & Electric (SDG&E) is the regulated public utility for the San Diego and southern Orange County region, which provides electricity to 3.5 million consumers through 1.4 million electric meters and covers a 4,100-square mile territory. It was the first system-wide blackout in the company’s 100+ years in business and affected four times more people than California’s last major blackout in January 2008.

This unpredictable power outage began with a major transmission outage in western Arizona and followed by a series of cascading events over five different power grids within 11 minutes. As a result, SDG&E’s service territory was left without an immediate source of electricity.

Southern California was in the dark and had no answers, which meant the utility needed to act fast.

During this period, the company initiated a wellcoordinated communications effort to keep the public apprised of the situation. An unprecedented event required an unprecedented response, including new

methods of disseminating information. Since that time, SDG&E’s response to this crisis has been put under a magnifying glass by customers, the public, local and national media, and elected officials.

Only minutes after the outage, SDG&E activated its Emergency Operations Center (EOC) and began a broad and multi-pronged communication effort to quickly disseminate important information to its residential, business and industrial customers. Approximately 170 SDG&E employees reported to the EOC over a 24hour period. Regular training exercises helped SDG&E employees act decisively, quickly and creatively, while under tremendous pressure to prepare for this type of crisis.

SDG&E determined that social media would be the fastest way to communicate with a large audience.

Within minutes, the first Twitter messages were sent.

Twitter messages played a critical role in “filling the gaps” between news cycles. Twitter proved to be a vital tool to provide customers with a live feed of updates. Media outlets re-broadcasted many of SDG&E’s more than 123 Twitter messages sent during the power outage, further helping to get information out to the public.

SDG&E succeeded in providing consistent and timely information utilizing multiple communication mediums including email, smartphones, social media and radio broadcasts. Crisis outreach activities also included automated calls to 15,000 customers, about 600,000 emails to customers and 23 updates to the SDG&E website.

SDG&E also reached out to regulators, elected leaders and public safety officials to inform them about the outage, placing regular calls and sending email updates every half hour. Staff members contacted the office of California Gov. Jerry Brown, mayors and city managers of each of the 18 cities in San Diego County, members of the San Diego County Board of Supervisors, the California Public Utilities Commission, fire and police departments, and the directors of public works departments around the region.

2012 Bulldog Media Relations Awards

The results proved that social media led the way as the most effective method of communication to inform those affected by the widespread blackout. Twitter followers increased 10 fold from 1,700 to 17,000 during the outage. Feedback following the outage was overwhelmingly positive. Numerous elected and public safety officials, regulators and customers expressed in writing and through third party communications their appreciation to SDG&E for keeping them apprised about the power outage.

The media also applauded the outreach efforts during the power outage. The Poway Patch described the effort as one of the most effective campaigns of the year, naming it one of their top five public relations and marketing moments of the year. The company also received a great deal of praise for its consistent status updates through multiple forms of media and ability to restore power within 12 hours of the largest blackout in its history.

Best Crisis Communications Silver Ogilvy Public Relations For Mexico Tourism Board’s Fighting Fire with Fire: Resetting the Media Dialogue for Mexico For too long, the Mexico Tourism Board (MTB), the public face of the Mexican Government did not proactively speak with the media or address the key issues. They made no effort to celebrate the positive aspects of the country to counterbalance the negative coverage.

Facts on the ground told a different story—one of a robust and growing economy bolstered by a growing tourism sector. Still, the global media continued to only focus on the story of cartel drug wars.

Ogilvy PR came aboard to proactively manage and create a communications strategy to directly address these issues—balancing the tone and substance of the media coverage and most importantly, bring tourists back to Mexico.

Ogilvy created an integrated communications campaign focused on mitigating negative sentiment and establishing a positive story for Mexico. The agency utilized a strategic mix of traditional media relations, public affairs, consumer engagement and digital communications to change the image of Mexico both within the media and amongst American consumers, influencers and policymakers.

The agency re-established Mexico as the destination of choice to travel to, invest in and endorse. The strategy involved around positioning the Mexico Tourism Board as the source for journalists seeking to write stories about Mexico.

Ogilvy devised a series of events to create significant momentum, such as The Mexico Day National Tour and the launch of Peter Greenberg’s “Mexico: The Royal Tour,” to ensure positive news flow. Ogilvy targeted leading newspapers (The Wall Street Journal), top 25 daily newspapers, Mexico City based correspondents for key media outlets and an army of social and media influencers. PR efforts also engaged the private and public sector, Expedia and the State of Texas to proactively speak to the media on behalf of Mexico.

Since March 2011, Ogilvy PR secured more than 250 interviews resulting in over two billion positive media impressions. The program positively impacted tourist numbers to Mexico. From January through September 2011, 16,736,000 international tourists traveled to Mexico, a three percent increase year on year. The composition of inbound visitors increased from “new and emerging markets” such as Russia, China, Australia, the U.K., France and Japan.

In March 2011, the Texas Government released a travel warning prior to Spring Break entitled: “DPS discourages Spring Break travel to Mexico.” Warnings such as these have ceased and consumers are once again traveling to Mexico from Texas. The proactive media campaign also brought cruise lines back to Mexico’s shores after they made decisions to abandon Mexico as a destination hub.

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Best Crisis Communications Bronze Con Edison of New York For Con Edison’s Response to Hurricane Irene Hurricane Irene tested Con Edison and its communications planning when the storm passed through the tri-state area in late August. The hurricane caused more power outages than any other storm in the company’s history.

Irene impacted approximately 187,000 customers initially and over 203,800 customers by the time Con Edison completed its restoration.

Con Edison’s goals included keeping the media informed on an up-to-the-minute basis, as well as keeping the lines of communication open to all stakeholders, whether elected officials, neighborhood and community leaders, and individual customers.

The company’s leadership was visible and available throughout the crisis, meeting regularly with reporters and taking advantage of opportunities to update the public. Company personnel also took part in city press briefings, and the company’s Public Affairs department and members of the Media Relations team also incorporated utilization of digital, as well as conventional media techniques, in its information distribution efforts.

After the storm hit, Con Edison’s media outreach continued, as they issued 17 storm-related press releases throughout the August 25-September 1, 2011 period. Press releases went out before, during and after the storm with releases continuing throughout the outage restoration process. The press releases always reiterated safety information, especially the downed wire message, and also included company information and updated outage and restoration news.

Media staff at Con Edison’s headquarters responded to hundreds of print, radio, television and wire service inquiries, conducting live and taped interviews with news outlets as needed.

Con Edison primarily used two social media platforms during Hurricane Irene—Twitter and YouTube. Twitter buzzed with tweets indicating that Con Edison would shut down electricity to Lower Manhattan prior to the storm’s arrival. The continuous interaction on Twitter resulted in about 300 additional Twitter followers to the company’s two handles in a matter of hours. Con Edison incorporated its offline momentum with its online work to dispel information that was not accurate, disseminating the correct information.

Public Affairs produced 12 videos to illustrate storm preparations, show extensive storm damage and restoration efforts. The visuals underscored restoration crews’ progress and dedication and created greater public understanding of the company’s restoration efforts.

The company made sure its website was accurate with storm preparation and outage information as part of the outreach efforts prior to Hurricane Irene’s landfall. The main landing page had 302,011 visits between August 25 and 31, a 76% increase over the previous week. Of the total number, 229,378 were unique visitors.

One of the most visited locations on the website was the interactive outage map. The outage map was integrated with the operations division, which updated it every 15 minutes. Features included outage numbers broken down by New York City borough and Westchester County municipalities and towns, estimated times of restoration for outages, symbols indicating various degree of severity and location of ice distribution in the community.

On Friday, August 26, in anticipation of the storm, Con Edison sent an email to approximately 900,000 customers. The email blast provided links to video tips about preparing for storms and reporting outages and web outage maps and Storm Central pages.

2012 Bulldog Media Relations Awards

Best Crisis Communications Honorable Mention Pfizer For Simply Preposterous Two weeks before Christmas 2010 an international media crisis was not the gift Pfizer’s Global Media Relations (GMR) team hoped Santa would bring.

WikiLeaks, the international organization that publishes private, secret, and classified media from anonymous news sources, released U.S. diplomatic cables alleging that Pfizer “used dirty tricks” to avoid paying a legal settlement involving a 1996 clinical trial of meningitis drug Trovan during a disease outbreak in northern Nigeria.

The Guardian of London broke the story on December 9, reporting that according to the purported cables, Pfizer hired investigators to uncover evidence of corruption by the Nigerian attorney general as a means of pressuring the official to drop the federal lawsuits against the company. The damaging information also went out to Nigerian media.

GMR choreographed and implemented a rapid response that effectively turned the tide and tone of media coverage within a 24-hour period by characterizing the allegations as “simply preposterous,” thus minimizing further damage to Pfizer’s global reputation.

After Pfizer’s team confirmed the facts that Pfizer Nigeria had indeed made no payments to private investigators for the reasons alleged by WikiLeaks, regardless of what the cables alleged.

Having confirmed the facts, the team assigned immediate actions to take. These tactics included outreach to the Nigerian government, security for Pfizer’s Lagos office with contingency plans, and communications outreach to key audiences.

The media team aggressively rebutted allegations of impropriety in a manner that would assure inclusion of Pfizer’s response in all media coverage moving forward. GMR provided reporters with a one-page written statement in response to inquiries. They also targeted a select few top-tier media outlets—and reporters recognized for their fairness and willingness to listen— for interviews conducted on background with Pfizer’s outside counsel team for the Trovan agreement.

GMR also directed that all media calls be directed to the global media relations team, regardless of location to ensure “one voice” consistency of response. The team issued a strongly worded statement the day the story broke, posted the statement on Pfizer.com, conducted an interview with Financial Times and monitored media coverage around the clock through December to stay aware of coverage, changing circumstances such as potential additional WikiLeaks disclosures and to identify errors or omissions in coverage.

All but initial coverage of WikiLeaks allegations reflected Pfizer’s statement denying the allegations. Pfizer’s “simply preposterous” phrase appeared prominently in virtually all of the coverage. Twenty-four hours later, overall tone of coverage shifted to neutral.

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Best Company Positioning/Branding Gold RF|Binder and Dunkin’ Donuts For America Runs on Dunkin’ As Dunkin’ Donuts entered the final quarter of 2010, the company looked ahead to 2011, arguably the most momentous year in the brand’s history. Dunkin’ Brands, parent company of both Dunkin’ Donuts and BaskinRobbins, planned to go public with an eagerly anticipated IPO sure to fuel both excitement and scrutiny on both Wall Street and Main Street. Dunkin’ Donuts also readied to launch one of its most ambitious coffee programs ever, entering the fiercely competitive single-serve cup market with the introduction of K-Cup packs.

Company leadership recognized that to win the nation’s coffee and breakfast wars, success depended on an equally substantial communications and engagement campaign to accelerate brand awareness and distinguish why the brand is so different and special from competitors.

The PR challenge and call to action was clear—drive sales and deepen customer relationships by creating new and innovative ways to inform, influence and inspire target audiences.

RF Binder, Dunkin’ Donuts’ national agency of record, was asked to develop an aggressive, persistent and creative year-long plan to keep the national spotlight on the brand, keeping customers and media engaged in new and innovative ways. The agency’s goal included finding compelling and unique programs to highlight Dunkin’ coffee and breakfast leadership and bring to life the fun, value and great food beverages that have helped to create such a deep and emotional connection between the brand and its guests.

To keep Dunkin’ Donuts in the spotlight, RF Binder developed programs and pitches designed to stand out from those of competitors. For example, the brand partnered with CareerBuilder.com to create and field a

national survey of American workers to determine which professions rely on coffee the most, helping Dunkin’ Donuts dominate coverage on National Coffee Day. In addition, Twitter followers received exclusive opportunities to develop nicknames for the brand’s new “Coolatta” flavors, with the best names earning $50 Dunkin’ Donuts cards. A “Big N’ Toasty Trivia Tuesdays” contest earned Dunkin’ Donuts national trending topic status on Twitter twice. To celebrate new holiday menu items, fans were encouraged to tweet photos of themselves in their holiday sweaters, also for the chance to win a Dunkin’ Donuts Card. Dunkin’ Donuts was also the only national restaurant to celebrate National Apple Pie Day on Twitter, offering fans a prize for correctly guessing the type of apples used in the brand’s warm apple pie.

To capitalize on the worldwide excitement of the Royal Wedding, British-born CEO Nigel Travis personally directed the creation of the brand’s “Royal Wedding Donut,” which earned significant media coverage throughout the spring. In an effort to reach out to bloggers, RF Binder created exclusive items specifically for bloggers to use as giveaways to their readers, such as a “back to school gift basket” to promote Dunkin’ coffee as perfect for parents who need to keep running to keep up with their busy schedules. For the launch of the new Egg White Wakeup Wrap, select bloggers received a branded robe, so they could have something white and warm to help them wake up every day.

Lastly, Dunkin’ Donuts introduced its first-ever corporate blog, “Behind the Beans,” with top leaders offering brand fans a look behind-the-scenes and insight into Dunkin’ Donuts news and strategy.

From October 2010 to September 2011, Dunkin’ Donuts received feature coverage in top national outlets, such as NBC “Today Show,” “Good Morning America,” CBS News, “Fox & Friends,” USA Today, The Associated Press, Time, CNN, The New York Times, Reuters, The Wall Street Journal, The Huffington Post, AOL and Yahoo.com.

Dunkin’ Donuts “Royal Wedding Donut” was featured in

2012 Bulldog Media Relations Awards

prominent outlets, including “The Today Show,” “Colbert Report,” USA Today, Time, “Good Morning America” and CNN.

a general service category and to educate consumers, salon professionals and journalists on its unique performance.

Best Company Positioning/Branding Silver RED PR For Branding & Defining CND Shellac Power Polish

The PR agency built on post-launch momentum by continuing to garner media exposure and keep Shellac top-of-mind through frequent editor events, including previewing 12 new shades at press deskside meetings, complimentary Shellac manicures offered to fashion editors and stylists at high-traffic designer showroom events and participation in holiday themed co-op Satellite Media Tours to generate awareness about Shellac manicures lasting through party season. The agency also hosted five days of private Shellac appointments in December for beauty editors and bloggers, hosted a “Shellac Sanctuary” event to introduce 12 additional new colors and invited the press for Shellac services during Fall Fashion Week 2011.

After five years in the lab, CND unleashed a nail industry game-changer, Shellac Power Polish, which promised to save the world from the frustrations of basic nail polish— chipping, smudging, dulling and long dry time.

Shellac lasts two weeks, while continuing to look freshly polished, yet comes off easily without damaging the natural nail.

During its initial launch in May 2010, RED PR positioned Shellac as a beauty breakthrough hybrid formula that combined the shine and longevity of gel manicures with the convenience and low maintenance of basic polish.

Beauty editors, A-list celebrities, regular women and nail professionals alike embraced Shellac with open arms.

Launch buzz resulted in unprecedented product sales and waitlists around the world for this innovation—the beauty equivalent of the much-buzzed-about iPad. Shellac’s status instantly grew from cult following to modern must-have.

As a result of Shellac’s consumer success and recognition, it evolved into the “Q-Tip” of nail color—a generic vernacular to describe all long lasting nail color services. Clients requested Shellac, but were often misled and serviced with gel products that do not perform the same way with non-damaging, easy removal. The result was Shellac’s reputation tainted by different services misrepresented as Shellac.

RED PR set out to distinguish CND Shellac Power Polish as a novel product and trademarked brand, not

The PR tactics resulted in 4,820 editorial placements, including 433 print, 1,815 television, 1,468 websites and blogs and 1,104 radio hits reaching over 1.56 billion consumers. Advertising Age awarded Shellac as one of the “25 Hottest Brands of 2011,” while supermodel Heidi Klum mentioned the product in a red carpet interview and Victoria’s Secret Angel Adriana Lima mentioned Shellac in an online interview with Marie Claire. Consumer coverage included hits in O, The Oprah Magazine, Woman’s Day, Women’s Health, Allure, Cosmopolitan, InStyle, Real Simple, Vogue, Us Weekly, Fitness, Essence and Town & Country.

Best Company Positioning/Branding Bronze Zapwater Communications For TheTieBar.com Seven years ago, husband and wife Greg and Gina Shugar left legal careers to launch a men’s neck wear company in Chicago—TheTieBar.com. In January 2011, the company retained Chicago-based Zapwater Communications to elevate the brand on a national scale.

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TheTieBar.com offers a stylish assortment of men’s neckties and accessories, selling them at a $15 price point. The challenge for Zapwater was to create interest and buzz for a low price point item in the national, luxury marketplace. GQ had started to feature some products, which created an interest challenge. How do you expand the relationship with GQ without alienating other equally important publications?

In turning to Zapwater Communications, TheTieBar.com wanted the agency to place the brand on celebrities and in other leading consumer publications, in particular, Esquire magazine and in its online counterpart Esquire. com. On a regional level, the online retailer wanted to establish local roots, while aiming for global reach.

To increase the “cool factor” around TheTieBar.com and wearing ties in general, Zapwater implemented a threetiered strategy to achieve short and long-term goals.

Strategies included securing national print and online media coverage by positioning TheTieBar.com as a trend-driving brand, establishing relationships with Los Angeles and New York City-based celebrity stylists and executing a signature event to elevate the brand on a local and global level.

To further generate interest, Zapwater secured in-person meetings for CEO Greg Shugar with top publications such as Nylon, Details and W. Each editor called in samples and the meetings resulted in press placements. A month later, Shugar sat down with Esquire, his number one media target who ended up featuring TheTieBar.com on Esquire.com.

Since working with Zapwater, TheTieBar.com received feature coverage in national magazines such as Maxim, Glamour, Valet and BRIDES. TheTieBar.com also appeared in both the December 2011 and January 2012 issues of Esquire and the December cover of GQ. In addition, relationships with celebrity stylists generated red carpet requests for TheTieBar.com, including awards shows and movie premieres as well as TV shows such as “The Tonight Show,” BRAVO’s “Watch What Happens Live with Andy Cohen,” “The Office” and “E! News.”

To increase the “coolness” factor, Zapwater and TheTieBar.com collaborated to take on a global challenge—The Guinness Book of World Records. The request at an attempt for “Most Bow Ties Tied at the Same Time” was accepted as an official record attempt.

The City of Chicago allowed use of Wrigley Square at Millennium Park, a Chicago landmark destination where more than 500 guests joined TheTieBar.com on “National Bow Tie Day” on August 28, 2011 to attempt to set the record. After just three attempts, the bow tie enthusiasts succeeded in setting the record.

Revenue for TheTieBar.com grew in 2011 by 60%, while Esquire featured the company in the coveted September 2011 Fall Fashion issue.

2012 Bulldog Media Relations Awards

Best Education/Public Service Campaign Gold Pascale Communications For Prevent Blindness America – Most Beautiful Eyes Prevent Blindness America (PBA) retained Pascale Communications LLC in 2011 to bring attention to the importance of eye health for children as well as adults.

The nation’s leading volunteer eye health and safety organization, PBA established a national photo contest called “Most Beautiful Eyes.” To promote the contest, PBA requested public relations assistance to announce the contest launch, encourage contestants to submit photographs and then to alert the public to vote for the contestants online.

Additionally, the agency sought to garner national and local media placements surrounding the individual state winners, the three semifinalists, and the winner of the grand prize.

From July 18 through August 31, 2011, parents of children ages zero to 17 were encouraged to enter their children in the “Prevent Blindness America Most Beautiful Eyes Contest” by submitting a photo to the organization’s contest application Facebook page. For the month of September, the public voted online for their choice for the child with the most beautiful eyes. The contestant with the most online votes from each state, with the exception of Rhode Island, advanced to the final round, followed by the selection of the three finalists by celebrity judges, including former television broadcaster Larry King, Derek Lee of the Pittsburgh Pirates and NASA astronaut Walter Cunningham.

Pascale Communications quickly garnered national trade placements through the agency’s established contacts and created a local state/city media list that included a range of journalists covering beats such as health, parenting and lifestyle for announcing the winners.

When the 49 state winners were announced, PC contacted reporters at the print outlets in targeted

states as well as the publications serving the small communities where many of the winners resided.

“Hyper-local” became the mantra for the campaign as the greatest interest came from the daily and weekly newspapers in those communities. Reporter contacts resulted in stories about the winners and their families.

After the semifinalist announcement, media coverage grew with print stories often leading to interviews with the area’s network affiliates.

PC created a strategic, compatible blend of social media and social skills to implement the PBA campaign. The use of current technology brought the campaign into the Internet age, but the relationships PC forged with the client, local journalists and the contestants made for a successful campaign.

As a result of the campaign’s success, Prevent Blindness America plans to make the “Most Beautiful Eyes Contest” an annual event starting in 2012.

Media hits in trade publications included Ophthalmology Times, Patient Care, Modern Medicine, Review of Optometry, Sight Nation and EyeWorld Week. Print coverage included Bangor Daily News, Daily Herald, Deseret News, Detroit News, Gainesville Sun, Omaha World Herald, Post & Courier, Reno Gazette Journal and San Gabrielle Valley Tribune.

Best Education/Public Service Campaign Silver Ron Sachs Communications For Walk in My Shoes The number of sexual abuse victims continues to rise in Florida and across the country, adding to the estimated 39 million survivors of sexual abuse in the United States.

Lauren’s Kids is an organization based in South Florida that educates adults and children about sexual abuse topics through an in-school curriculum, a 24-hour crisis hotline and speaking engagements around the country.

For the second consecutive year, Lauren’s Kids retained

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Ron Sachs Communications to raise awareness among Floridians about sexual abuse to gain the support for pending sexual assault legislation among Florida lawmakers and citizens by drawing media attention to its annual, statewide “Walk in My Shoes” event, which brings together survivors and advocates.

To draw attention to the issue, Ron Sachs Communications planned, organized and executed a 1,000-mile journey, twice as long as the walk the prior year, from Key West to Tallahassee. Sexual abuse survivors and Lauren’s Kids founder, Lauren Book, completed the 39-day walk with calculated stops in key legislative districts and media markets. With Book as the personal and proactive messenger, the PR team leveraged the foundation’s existing message—“it’s okay to tell”—encouraging people to tell their story in hopes of persuading lawmakers to pass the proposed legislative bills.

Up against other high-profile legislative news, Ron Sachs created two news events at two major milestones of the walk—a launch announcement in Tallahassee at the start of the journey and a rally at the Capitol steps at the finish line of the walk.

To keep target audiences informed about Lauren’s daily progress, the team implemented a strategic social media plan that included Lauren providing updates via her Facebook and Twitter pages as well as a micro site that helped people sign up to walk with Lauren and donate. In order to raise awareness among children and their families, Lauren created the “Safer, Smarter Kids” interactive web tool free on her website, and promoted it during the walk to families via palm cards that directed people to the site.

For another newsworthy element to the campaign, Book hosted signings of her memoir, “It’s OK to Tell,” at bookstores and crisis centers around the state. She also taught groups of children tools and tips from her prevention curriculum and “Safer, Smarter Kids” family Web tool. The book included a forward by Lisa Ling and

received coverage on various media outlets, including NBC Miami, The Examiner and the “Daytime” television morning program.

Through this targeted three-month campaign aimed at educating and influencing Floridians and state legislators, Ron Sachs created and implemented a successful public relations plan that helped pass the “Walk in Their Shoes Act.” The campaign gained more than 26 high-profile endorsements from such influencers as U.S. Senator Bill Nelson, who awarded Lauren with a Congressional Medal of Merit, U.S. Congresswoman Debbie Wasserman Schultz, the First Lady of Florida, Florida Senate President and House Speaker Mark Lunsford and the Miami Dolphins and Miami Heat.

The campaign garnered more than 300 positive local, state and national news stories, including AP stories, an appearance on “Issues with Jane Velez-Mitchell” on CNN “Headline News” and a segment during a live Heat game, all within the 39 days of the walk. In addition to stories about “Walk in My Shoes,” Lauren Book and her “it’s ok to tell” message was featured on Oprah Winfrey Network’s “Our America” with Lisa Ling, Maria Shriver’s blog and ABC News.

Best Education/Public Service Campaign Bronze Lambert, Edwards & Associates For Movers for Moms Lansing, Michigan-based TWO MEN AND A TRUCK (TMT) is the largest moving franchise in North America with more than 200 locations throughout the United States. In late 2007, they approached Lambert, Edwards & Associates (LE&A) to provide public relations services to further strengthen the moving company’s reputation across the state of Michigan as the “Movers Who Care.”

In 2008, LE&A created and introduced “Movers for Moms,” a cause marketing public relations campaign aimed at educating local residents on domestic abuse

2012 Bulldog Media Relations Awards

and homelessness by providing critical assistance to women and moms living in shelters on Mother’s Day. After three years of successfully growing “Movers for Moms” across Michigan, TMT challenged LE&A in late 2010 to expand the program’s reach from one state to 14 states.

At the top of the PR to-do list was securing shelter partners open to receiving “gifts” for shelter residents.

LE&A identified and confirmed the involvement of wellregarded community women’s shelters, such as the YWCA. In other instances, LE&A developed shelter partnerships where the local TMT franchise did not have an existing relationship.

With the shelters on board, LE&A identified and enlisted media-friendly community partners that would help ensure items were collected so that TMT had something tangible to deliver to the women’s shelters. LE&A determined that developing partnerships with local schools in each market would maximize collections and opportunities for media coverage.

To promote the launch of the “Movers for Moms” program and raise awareness for collection efforts, LE&A conducted extensive outreach to radio stations to arrange a radio partner in each participating market.

Radio station partners agreed to run on-air mentions for “Movers for Moms” leading up to Mother’s Day. A social media campaign included the development of Twitter and Facebook channels specific to “Movers for Moms” featuring daily updates regarding the campaign as well as news and stats relative to domestic abuse and homelessness in the communities in which the program ran.

In order to keep TMT franchises engaged, informed and enthused about the program, LE&A provided weekly email updates specific to each location’s efforts for “Movers for Moms.”

In 2011, the “Movers for Moms” program resulted in 3,120 unique media hits, including print, television, radio and online. Media hits included interview segments in

top 15 markets such as Atlanta and Phoenix. In total, the campaign generated more than 5.4 million media impressions and more than 100 million web impressions.

Thanks to the efforts, TMT franchise locations collected more than 65,000 items to donate to over 50 shelters in 14 states last Mother’s Day. As a result of the campaign’s success, TMT will make the program available to all of its 220 franchise locations across the United States in 2012. TMT has also established a goal of 100,000 items collected for donation to women’s shelters on Mother’s Day 2012.

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Best Food & Beverages Campaign Gold RF|Binder and Dunkin’ Donuts For America Runs on Dunkin’ As Dunkin’ Donuts entered the final quarter of 2010, the company looked ahead to 2011, arguably the most momentous year in the brand’s history. Dunkin’ Brands, parent company of both Dunkin’ Donuts and BaskinRobbins, planned to go public with an eagerly anticipated IPO sure to fuel both excitement and scrutiny on both Wall Street and Main Street. Dunkin’ Donuts also readied to launch one of its most ambitious coffee programs ever, entering the fiercely competitive single-serve cup market with the introduction of K-Cup packs.

Company leadership recognized that to win the nation’s coffee and breakfast wars, success depended on an equally substantial communications and engagement campaign to accelerate brand awareness and distinguish why the brand is so different and special from competitors.

The PR challenge and call to action was clear—drive sales and deepen customer relationships by creating new and innovative ways to inform, influence and inspire target audiences.

RF Binder, Dunkin’ Donuts’ national agency of record, was asked to develop an aggressive, persistent and creative year-long plan to keep the national spotlight on the brand, keeping customers and media engaged in new and innovative ways. The agency’s goal included finding compelling and unique programs to highlight Dunkin’ coffee and breakfast leadership and bring to life the fun, value and great food beverages that have helped to create such a deep and emotional connection between the brand and its guests.

To keep Dunkin’ Donuts in the spotlight, RF Binder developed programs and pitches designed to stand out from those of competitors. For example, the brand partnered with CareerBuilder.com to create and field a

national survey of American workers to determine which professions rely on coffee the most, helping Dunkin’ Donuts dominate coverage on National Coffee Day. In addition, Twitter followers received exclusive opportunities to develop nicknames for the brand’s new “Coolatta” flavors, with the best names earning $50 Dunkin’ Donuts cards. A “Big N’ Toasty Trivia Tuesdays” contest earned Dunkin’ Donuts national trending topic status on Twitter twice. To celebrate new holiday menu items, fans were encouraged to tweet photos of themselves in their holiday sweaters, also for the chance to win a Dunkin’ Donuts Card. Dunkin’ Donuts was also the only national restaurant to celebrate National Apple Pie Day on Twitter, offering fans a prize for correctly guessing the type of apples used in the brand’s warm apple pie.

To capitalize on the worldwide excitement of the Royal Wedding, British-born CEO Nigel Travis personally directed the creation of the brand’s “Royal Wedding Donut,” which earned significant media coverage throughout the spring. In an effort to reach out to bloggers, RF Binder created exclusive items specifically for bloggers to use as giveaways to their readers, such as a “back to school gift basket” to promote Dunkin’ coffee as perfect for parents who need to keep running to keep up with their busy schedules. For the launch of the new Egg White Wakeup Wrap, select bloggers received a branded robe, so they could have something white and warm to help them wake up every day.

Lastly, Dunkin’ Donuts introduced its first-ever corporate blog, “Behind the Beans,” with top leaders offering brand fans a look behind-the-scenes and insight into Dunkin’ Donuts news and strategy.

From October 2010 to September 2011, Dunkin’ Donuts received feature coverage in top national outlets, such as NBC “Today Show,” “Good Morning America,” CBS News, “Fox & Friends,” USA Today, The Associated Press, Time, CNN, The New York Times, Reuters, The Wall Street Journal, The Huffington Post, AOL and Yahoo.com.

Dunkin’ Donuts “Royal Wedding Donut” was featured in

2012 Bulldog Media Relations Awards

prominent outlets, including “The Today Show,” “Colbert Report,” USA Today, Time, “Good Morning America” and CNN.

Best Food & Beverages Campaign Silver Hunter Public Relations For Apple & Eve Seeding The Arts: The Fruitables School Music Mash-Up 2 In January 2011, Hunter Public Relations launched the second annual “Fruitables School Music Mash-Up,” which generated over 83 million media impressions, a CPM of $2.72 and sparked a 250% growth in Apple & Eve Facebook fans. The mash-up program contributed over $25,000 to school vocal groups directly and $50,000 to the VH1 Save The Music Foundation, supporting school music programs nationwide.

Apple & Eve tasked Hunter Public Relations with developing and launching a cause-related initiative to increase product awareness for Apple & Eve “Fruitables,” a line of fruit and vegetable juice blends and increase the brand’s presence in social media, all while resonating with the brand’s core consumer—moms.

Hunter PR identified the cause as music and arts education in schools, a timely cause relevant to the juice box consumer and branded the Fruitables causerelated effort, “Seeding The Arts.” During the first year of the program, the agency garnered publicity for the initiative through a search for the “Best School Music Mash-Up in America,” a national contest that awarded one winning school vocal group $10,000 for its school’s music department.

In its second year, Apple & Eve looked to Hunter PR to take the program to the next level, building on its existing equity. By launching the second annual search for the “Best School Music Mash-Up in American,” Hunter PR

looked to make a larger impact and financial contribution to dwindling music and arts programs in schools across America.

This year, two grand prizes would be awarded in addition to prize money to four runner-up schools. One elementary school and one middle school would each win $10,000 and two runners-up in each category would receive $1,000 toward their schools’ music programs.

As a way to encourage creativity, foster arts education for young students and promote “Seeding The Arts,” Hunter PR launched the second annual search for the “Best School Music Mash-Up in America.” Like Fruitables, a mash-up of fruit and vegetable juice, a music mash-up is the combination of two or more songs. In order to make a larger impact than the year prior, Apple & Eve kicked off its partnership with the VH1 Save The Music Foundation with a dollar donation for every new Facebook fan, up to $50,000—nearly double the previous year’s total donation.

Hunter PR engaged Cory Monteith, star of “Glee,”—who advocates the importance of music education—to serve as the face of the campaign and judge in the MashUp contest. As a means of increasing Apple & Eve’s social media presence, all contest activity took place on Facebook.

Hunter PR announced the search for the “Best School Music Mash-Up in America” among national and local TV, newspaper, magazine, blog outlets and Facebook users. Contest spokesman Cory Monteith Tweeted to his followers, encouraging them to get involved. Entrants submitted videos via Facebook of their school’s vocal group performing an original mash-up of two or more songs.

The six finalists’ videos posted to the Facebook page, where fans could view videos and vote once per day for two weeks. The winner announcement was revealed first via video announcement by Monteith on the Facebook page. The announcement then went out via a nationally distributed press release.

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During the contest period, the Apple & Eve Facebook page increased its fan base by 250% and became a viral pep rally for contest participants and their schools, garnering hundreds of wall posts. The vote count totaled 25,000 more than 3,000 votes than the contest received the previous year.

“Seeding The Arts the Fruitables School Music Mash-Up” generated national and local media coverage, with nearly 200 placements and 83.7 million media impressions.

Key media hits included People.com, JustJared.com, ABC. com, TVGuide.com, Yahoo.com, “Extra,” “Jimmy Kimmel Live,” Ladies’ Home Journal, US Weekly, OK! Magazine as well as local affiliates for FOX, CBS and ABC.

Best Food & Beverages Campaign Bronze Fresh Ideas Group For Powering up the Salad Category The salad kit category is not new and flooded with mainstream options, nearly all including meat and cheese with dairy-based dressings, and flavor profiles familiar to consumers, such as Caesar salad with chicken. The food and healthy lifestyle media also tend to glaze over when it comes to “innovation” in the produce category.

Earthbound Farm had a 100% meatless and dairy-free product, which would not be stamped vegetarian. They also wanted a platform in 2011 to help reposition its brand as not just an organic produce leader, but as a healthy foods leader.

Agency of record Fresh Ideas Group focused on a “taste and believe” approach by first talking to key media through their taste buds and then inspire them with healthy facts positioning Earthbound Farm as an innovator in produce, but also a company dedicated to making healthy food accessible to people everywhere.

Their strategy also included taking what was “weird” about Earthbound Farm’s new PowerMeals—100% plant-

based ingredients, whole cooked grains and whole nuts and relatively exotic, ethnic flavor profiles—and make it newsworthy as a maverick move in the produce case.

Fresh Ideas Group included Earthbound Farm’s PowerMeals in its Natural Products Expo West tradeshow media luncheon with 25 members of the media in attendance and scheduled 15 media booth-side interviews. The firm also made PowerMeals available to media by offering a “Power Lunch” and mailing product samples to more than 30 editors for in-office taste tests with their colleagues. Fresh Ideas Group then scheduled a “two for one” relationship-building tour in New York City with two days of desk-side briefings and taste tests with 12 media and exhibited the PowerMeals at the Annual Food Fete with more than 180 media in attendance.

The campaign for PowerMeals generated 29 distinct media hits and 29,353,050 total impressions. Top-tier media hits included Every Day with Rachael Ray, The Wall Street Journal, Whole Living, Family Circle, Women’s Health and Good Housekeeping.

2012 Bulldog Media Relations Awards

Best General Business Campaign Gold Alpaytac Marketing Communications/PR For Top Media Coverage for Protection 1, the Second-Largest Electronic Security Company in the U.S. Protection 1, the second-largest electronic security company in the United States, underwent dramatic changes when acquired by private equity firm GTCR. Under the new leadership, Protection 1’s main focus was to improve the entire customer experience. The company relied on Chicago-based Alpaytac Marketing Communications/Public Relations to bring media attention to the security company through a stellar media relations campaign.

Since Protection 1’s new customer experience initiatives fostered clear and substantial ROI, the agency undertook the important task of garnering substantial media attention to expand the company’s brand awareness and bring potential new customers.

To attain a high-level of media coverage expected, Alpaytac monitored national and local media for news and trend stories surrounding crime and theft. Areas experiencing a rise in crime and theft became targets for aggressive media outreach. This strategy positioned Protection 1 as crime prevention experts and led to multiple local, top-ofthe-hour news stories. For media coverage at a national level, the agency identified consumer and home reporters to pitch timely story ideas revolving around Protection 1.

Some of the most successful pitches included safety for home protection, online shopping safety practices and pet safety.

In an effort to tie Protection 1 with the timely threat of summer swindles such as fake security companies and door knocking scams, Alpaytac developed a pitch with tips that helped consumers steer away from scan situations. The angle successfully grabbed attention from various media outlets, including ConsumerReports. org, which resulted in 3,370,211 impressions. Additional angles included creating 10 tips to better protect pets

when owners are not around, tips to maintain family safety during trick-or-treating and suggesting ways to set up outdoor equipment or gardening décor to keep the home safe after dark.

The centerpiece of Alpaytac’s campaign revolved around local coverage for Protection 1’s predetermined focus markets. As the company supported individual branches nationwide, PR efforts in local markets was a core focus for the Protection 1 brand. The Alpaytac team broke through to key media members in each local market during 2011, including Atlanta, Dallas, Chicago, Los Angeles, Long Island, Phoenix, Miami and Houston.

This led to broadcast, print and online placements in the Houston Chronicle, Miami Herald, Crain’s Chicago Business, ChicagoTribune.com, WGN Chicago and My Fox Houston.

The PR efforts resulted in 2,401 total placements that generated 132,436,405 impressions. Top-tier placements included Yahoo.com, FastCompany.com, Bloomberg.com, Houston Chronicle, Crain’s Chicago Business, Miami Herald and ChicagoTribune.com. The campaign’s biggest hit was a Delta Sky Magazine feature on Protection 1 in an article titled “Smart Home, Safe Home,” reaching 2,234,800 impressions.

Best General Business Campaign Silver American Airlines and Weber Shandwick For AA Charts Future Largest Order American Airlines needed to make a move. The only network airline to have never filed for bankruptcy since deregulation, American found itself defending consecutive losses quarter after quarter. The losses turned into a key topic among media and financial analysts who still had questions as to how management would turn the airline’s future around.

With this criticism looming, American reported another loss for the second quarter of 2011.

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American needed to make a tremendous impact with key stakeholders at this critical time to keep loyal customers flying, investors investing, employees inspired and the media reporting positive.

visuals for the media and launched a blog authored by American’s leadership, allowing employee comments and management responses.

Public relations agency Weber Shandwick boarded to execute a plan that underscored the biggest product news American Airlines had announced in more than two decades.

More than 80 percent of the coverage generated carried American’s key messages of the record-breaking aircraft order, contributing to the long-term success of the airline.

Senior executives appeared via live satellite on five national broadcast outlets, including Bloomberg TV, CBS “Early Show,” CNBC “Squawk Box,” BBC “World News” and CNN. The announcement garnered more than 470 media placements, including 19 wire stories, 213 print and online and 141 broadcast placements with over 360 million media impressions. Placements in top-tier media outlets included The Associated Press, Dow Jones Newswires, Reuters, Bloomberg, The Wall Street Journal, Financial Times, The Dallas Morning News, The New York Times and USA Today.

To implement an announcement that would ensure success, American and Weber Shandwick focused on the pertinent facts to help emphasize the significance of the aircraft order and how it would complete the renewal of American’s fleet, creating what would be the youngest, most fuel-efficient fleet in the U.S. industry in five years.

Best General Business Campaign Bronze Kitchen Public Relations, LLC For Young American – A Sampling of Success

To deflect negative coverage and focus on the positive steps being made to ensure long-term success, American chose to announce the largest aircraft order in aviation history on July 20, 2011—the same day as American’s second quarter results. On July 20, the airline signed landmark agreements with the two largest manufacturers to acquire 460 single-aisle aircraft from the Boeing 737 and Airbus A320 families.

By looking at past aircraft announcements, the communications team accurately stated that the order would be the largest in aviation history—highlighting how American took aggressive steps to further its resurgence on multiple fronts by continuing to enhance its competitive, financial and consumer positions.

Specific tactics included conducting outreach for the second quarter financial results and new aircraft news releases that crossed the wire at 6 a.m. Central on July 20, 2011, securing live satellite interviews with top national broadcast news outlets with key American executives starting at 6:30 a.m. and coordinating a 30minute morning conference call with financial analysts at 7:30 a.m. Central. The PR team also drafted and pushed proactive messaging on Facebook and Twitter, arranged for aircraft from Airbus and Boeing to serve as powerful

Kitchen Public Relations (KPR) has a long history of success representing clients in the incentive marketing space. Knowing this, when executives at Young American Corporation (YA) wanted to enhance their public image, the company secured the agency’s services.

In business for nearly 40 years, Young American Corporation is well known as one of the largest rebate and loyalty program fulfillment providers. Over the past few years, the company’s experience and offerings have expanded to include a full range of customer engagement and incentive services, including data analytics, strategy, rewards and communications and program management for its clients in multiple categories.

Yet, in 2011, they remained largely recognized in the industry as “the company that does rebates,” and little else.

2012 Bulldog Media Relations Awards

Charged with redefining the public identify of Young American Corporation, KPR determined that the most effective way to improve public image would be to obtain positive media exposure in trade industry publications to get in front of their primary audience—brand managers and C-level staff at their current and potential client companies.

KPR initiated a corporate communications campaign in March 2011, issuing corporate staffing announcements since YA had expanded its product offerings, and publicized the new staff hired to manage the departments. Then, over the next several months, KPR helped YA to identify various products and services with the potential for publicity and worked with partners, vendors and clients to draft and issue news releases and bylined articles to the most appropriate media outlets.

Initially, media reaction was lukewarm, as outreach was met with the question: “Young America, isn’t that the rebate company?” Yet over time, media paid attention and coverage was good for a company that had essentially been in hiding for several years.

Between March and July 11, thanks to new hires, some original data and a few clients and partners willing to talk about its products and programs, KPR secured more than 1,000 clips and 3.5 million impressions for Young American. The company started to see more recognition from trade associations as well as clients.

Then KPR hit a snag. The agency had a great product offering to promote in August, but it had not yet been used by a client, and had not been tested in the field. The offering involved a new alternative to product sampling.

Instead of sending out small packages of cereal or miniature bottles of shampoo, manufacturers could reduce costs and improve brand awareness by sending a prepaid card that enabled consumers to try full-sized versions of products. By using a prepaid card, brand managers would no longer be limited by the size, weight, shape or even perishability of a product. Even frozen pizza and ice cream would be fair game as product samples.

With no physical product and no client to use as a reference, how would KPR get the media to report on the announcement?

A week before launching the product, KPR contacted a reporter at Advertising Age, offering a scoop on a “huge industry-shifting concept.” If the reporter agreed to an embargo, KPR would offer an exclusive interview with the product manager about “Product Sampling 2.0.”

The article posted to Advertising Age’s website the day before the official product launch with the headline “A Prepaid Card Good for…Once Full-Size Frozen Pizza?: Sampling Alternative Could Give Rise to New Categories, Reduced Fraud.” The article also went out in the print edition on launch day.

A few days later, a product rep at a large pharmaceutical company called to request an exclusive deal with Young American to launch the product with one of their topselling consumer brands.

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Best General Consumer Campaign Gold Zapwater Communications For Topshop Invades Windy City TOPSHOP/TOPMAN, the British clothing and accessory brands known for trend-driven fashion, opened their first United States flagship store in New City in 2009. Owned

by Arcadia Group, United Kingdom’s largest privately owned clothing retailer, since 2002, CEO Sir Philip Green has continued to re-brand and drive expansion.

By 2011, Green and TOPSHOP/TOPMAN sought to increase their market share and presence in the United States resulting from the overwhelming consumer and media support received after the New York opening.

Green identified Chicago as the next location for the brand’s expansion. When the former Borders building at 830 North Michigan Avenue became available, and with its size and prime real estate on the Magnificent Mile, a fall 2011 opening fell into place.

The brand retained Zapwater Communications for a six-month public relations campaign, including extensive media relations, street marketing, social media, press and influencer events and brand ambassador partnerships.

The agency looked to introduce the brand to the Chicago market and generate excitement in the months leading up to the grand opening. Zapwater identified three key target audiences—consumers, media and Chicago influencers.

Zapwater created a press event to coincide with Sir Philip’s travel to the U.S. and preview TOPSHOP/ TOPMAN’s Autumn/Winter 2011 collections. The event occurred on May 4, 2011 at the Roof at the Wit Hotel, just a few blocks from the Magnificent Mile. More than 50 members of the media attended the one-day event, including newspaper and magazine editors, broadcast producers, online bloggers and stylists. Zapwater also coordinated 18 media interviews and tours with top-tier media and the brand’s directors and CEO of the brands.

The agency also went to work on planning an influencer dinner for a select group of tastemakers in the fashion, music, art and entrepreneurial industries and media. The goal included introducing and connecting with Chicago’s who’s who. Held at Henri, one of Chicago magazine’s 2011 “Best Restaurants,” the dinner attracted more than 60 tastemakers and media.

Once summer arrived, the brand set their sights on Lollapalooza, which provided them an opportunity to reach more than 150,000 attendees in their target demographic. Zapwater created a TOPSHOP/TOPMANbranded truck from a retired ice cream truck. Six brand ambassadors, including three males and three females, completed a training session to learn the history of the brands.

Consumers who interacted with the truck had the opportunity to enter a drawing for the chance to win a $1,500 shopping spree and VIP shopping day upon the opening of the Chicago store. Brand ambassadors interacted with more than 6,000 consumers and increased awareness of the Chicago opening.

Once fall arrived, Zapwater directed its focus to the events leading up to the grand opening. The TOPSHOP/ TOPMAN truck and brand ambassadors hit the streets of Chicago for the six days leading up the grand opening (September 2-7, 2011). The brand ambassadors handed out limited edition TOPSHOP/TOPMAN canvas bags, zines and products.

Zapwater implemented a VIP shopping event on Wednesday, September 7, which included the city’s top influencers and media, who received a preview of the TOPSHOP/TOPMAN store, personal shopping services and merchandise. More than 200 tastemakers, influencers and members of the media attended the VIP event, including an appearance by the Mayor of Chicago, Rahm Emanuel. A VIP dinner followed to celebrate the opening with media, influencers and celebrities.

Celebrities Miley Cyrus, Liam Hemsworth, Brenda Song and Gerard Butler attended.

2012 Bulldog Media Relations Awards

To celebrate the grand opening on September 8, 2011, TOPSHOP/TOPMAN worked with the city of Chicago to shut down Pearson Street so the brand could host a full-scale runway show with a 20-foot state, lighting, music and live models. The event displayed twenty looks, highlighting the brand’s top trends for the season.

During the course of the six-month engagement, 100 percent of the print, online and broadcast media placements across all initiatives were positive. Time Out Chicago named the TOPSHOP/TOPMAN “The Best Store Opening” for their 2011 Shopping Awards. During the Chicago store’s first week open, sales exceeded $1 million. During the first 30 days, sales for the TOPMAN brand exceeded expectations by 50 percent.

Zapwater also secured a cover story on the opening in Women’s Wear Daily, the authority for breaking news, comprehensive business coverage and trends in the worlds of fashion, beauty and retail.

Best General Consumer Campaign Silver Hunter Public Relations For Drops of Good: The Maxwell House Community Project Always known as “Good to the Last Drop,” Maxwell House had in recent years been challenged to find new and relevant ways to inspire its core consumers. To reignite interest in the brand, Maxwell House decided to refocus marketing efforts and leverage its history of community service to drive a stronger connection with consumers.

Hunter Public Relations launched “Drops of Good: The Maxwell House Community Project” to help renovate vital community centers struggling to survive in the current economy and enable Maxwell House consumers to give back to their communities. The brand partnered with Rebuilding Together, the nation’s non-profit working

to preserve affordable home ownership and revitalize neighborhoods, to help consumers make a tangible difference in communities across the U.S. Public relations efforts sought to position Maxwell House as a brand that cares about doing good and in doing so, enables others to do good in their communities. Additional campaign objectives included connecting Maxwell House to community centers, generating high-impact media coverage in national and local media outlets, building a social community of more than 100,000 Facebook fans, securing at least 1,000 “Do-Gooder Grant” nominations and recruiting at least 25 volunteers per renovation project.

Hunter Public Relations selected ten community centers in Maxwell House target markets to potentially receive a makeover of a lifetime. With Emmy-award winning “Modern Family” star Julie Bowen acting as spokesperson, “Drops of Good: The Maxwell House Community Project” commenced with a national media day that included the launch of MaxwellHouse.com and a dedicated Facebook page to drive awareness and get consumers to vote. Bowen spread awareness of the program’s calls-to-action, including voting for a favorite community center, nominating a local charity for one of 100 $1,000 “Do-Gooder Grants” and the chance to volunteer in their community or at a renovation event.

To wrap up the multi-day, volunteer-driven renovation projects, Hunter PR held media events with ribbon-cutting ceremonies. To build buzz, the celebrity spokespeople worked alongside community volunteers and hosted the ribbon-cuttings to unveil each renovation. Bowen attended the first project in Atlanta, while additional celebrity spokespeople included Marcia Gay Harden, Holly Robinson Peete, Bernie Williams and Mark Schlereth.

The “Drops of Good: The Maxwell Community Project” successfully garnered more than two million online votes at MaxwellHouse.com, attracted more than 171,000 brand-target Facebook fans, recruited more than 885 volunteers over the five builds and secured more than 1,7000 “Do-Gooder Grant” nominations. Noteworthy

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national and local placements included “Fox & Friends,” “The Talk,” “E! News,” Us Weekly, In Touch, Life & Style, OMG! From Yahoo.com, Philadelphia Inquirer, New York Daily News, New York Post, Denver Post, Atlanta Journal-Constitution, “Good Day Atlanta,” and “Good Day Philadelphia.”

Best General Consumer Campaign Bronze Bateman Group For Bateman-Recyclebank Gamification Goes Green Bateman Group client Recyclebank helps create a more sustainable future by rewarding people for taking every day green actions with discounts and deals from local and national businesses. Headquartered in New York City, Recyclebank’s mission is to motivate individuals and communities to realize a world in which nothing is wasted—changing how people view their role in creating a sustainable future. The company has more than three million members in the United States and the United Kingdom.

In 2010, Recyclebank expanded its reach to include a digital component so that individual consumers not currently served by its curbside recycling program could become online members and get rewarded for their everyday green actions. On the company’s website, members can play educational games, take challenges and make pledges to carry out more eco-friendly actions in order to earn points and be rewarded.

During 2011, Recyclebank set its sights on growing digital membership and engagement further by raising mass consumer awareness about its unique program.

The Bateman Group launched the “Green Your Home Challenge,” an online, nationwide contest to educate, motivate and inspire people to live a more eco-friendly lifestyle. The challenge, which ran through “Earth Month” in April 2011, featured green living tips and challenges that offered opportunities to earn reward points. More

than 100 prizes went to the highest scores who took the most challenges and referred the most friends. The grand prize was an $18,000 green kitchen makeover.

The agency linked the contest to major trends in the general business, marketing and gaming industry, specifically gamification and the concept of “gaming for good.” An ongoing challenge in the sustainability industry is measurement, such as how do you track the impact of green actions and how could Recyclebank pinpoint the impact of such digital initiatives like the challenge?

To tackle this, Recyclebank partnered with Google and ROI Research to research and produce a report that examined the impact of Recyclebank’s gamification technique on motivating people to carry out positive offline actions. No organization had attempted to truly measure the effectiveness of gamification, so Bateman Group promoted the partnership and planned to promote the final report after the challenge was over.

Other tactics included a grassroots effort to get the contest to go viral by reaching out to mommy and greenliving bloggers and online media to drive posts, tweets and mentions all over the social web, Facebook and Twitter outreach to current Recyclebank membership and engaging with Ambassador Network’s influential money saving and mom bloggers.

The campaign generated over 4,000 tweets and 498 blog posts on the challenge, including broadcast coverage on shows such as “Dr. Oz,” “The Nate Berkus Show” and “Access Hollywood.” Earth Day-related coverage occurred on “The Ellen DeGeneres Show,” “The Today Show,” CBS “Early Show” and US Magazine. CNET ran a feature on Recyclebank, Google and ROI Research partnership, while an Inc. Magazine feature story covered gamification with Recyclebank as a case study.

2012 Bulldog Media Relations Awards

Best Health, Medicine & Fitness Campaign Gold Pfizer For Pfizer – Global War on Counterfeits Millions of unsuspecting patients take fake medicines to treat cancer, pain, diabetes, hypertension, high cholesterol, allergies and other diseases—counterfeits that could harm or even kill them.

Prescription drug counterfeiting is escalating globally, threatening the health and safety of patients. Once linked mainly to developing countries, fake drugs are now a $75 billion business that has infiltrated the legitimate supply chains of countries such as the United States, Canada and United Kingdom.

Counterfeit prescription drugs look authentic, but usually contain little, if any, pharmaceutical ingredients.

Some contain toxic materials, such as rat poison, that can injure or kill. Most are produced under unsanitary conditions. The World Health Organization has declared drug counterfeiting a public health problem, estimating that fake medicines are responsible for the illness and even death of thousands.

The detection of counterfeit copies of 53 Pfizer medicines in 101 countries since 2004 convinced Pfizer to ramp up its aggressive “Global Anti-Counterfeiting Awareness Campaign.”

In the last year, the campaign broke new ground by quantifying the scale of the counterfeit drug problem for the first time, generating millions of media impressions about Pfizer’s efforts to detect, disrupt and deter counterfeiters and above all, change consumer behavior through education about the perils of counterfeit drugs.

The need to reach an audience largely unaware of counterfeiting drugs and the hazards they pose to patient health and safety led Pfizer to craft an integrated communications strategy that used hard-hitting media campaigns and online advertising to spark public and

government reaction and drive media coverage. Pfizer also engaged traditional and social media to reach consumers, particularly those who purchase drugs online, made “Pfizer Global Security,” composed of former law enforcement professionals, the “faces” of Pfizer’s anticounterfeiting story, collaborated with health, medical and regulatory authorities and organizations to increase awareness of the issue and leveraged the brand’s industry-leading presence in social media channels, as well as other existing communications activities whenever and whenever possible, to provide anti-counterfeiting updates.

The campaign generated extensive global Pfizer-positive media coverage, including top-tier hits in Parade, The Associated Press, CNBC.com, “60 Minutes,” CNN and BBC segments. Following the “60 Minutes” report, U.S. Sen. Patrick Leahy (D-VT) and other senators and members of Congress introduced the “Counterfeit Drug Penalty Enhancement Act of 2011” to combat the “grave threat” counterfeit medicines pose to patients’ health and safety. Pfizer became a key drug anti-counterfeiting resource for media, fielding dozens of inquiries annually, including requests from broadcast media to ride along on and videotape police raids on counterfeiters.

Best Health, Medicine & Fitness Campaign Silver RF|Binder For BAND-AID® Brand Rescues Fashion Emergencies Long-term client, Johnson & Johnson assigned RF Binder the challenge of developing a communications platform to elevate the equity of BAND-AID as a trusted, innovative, technology-driven wound care brand and increase relevance with adult women.

In 2010, RF Binder developed and launched a public relations platform with a multi-tiered strategy that included a partnership with fashion designer Cynthia Rowley, who designed a limited-edition “dress-up”

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BAND-AID sold exclusively at Cynthia Rowley stores, www. cynthiarowley.com and The Smithsonian’s Cooper-Hewitt, National Design Museum.

Among the chief challenges for this retail launch, included how would RF Binder continue to drum up media and consumer interest in the designer BAND-AID concept without news products to design? RF Binder created a campaign tying the BAND-AID brand to the concept of “fashion emergencies,” a timely theme that would resonate with fashion-forward female consumers—the key target for the product line.

To activate the Fashion Emergencies or “Malfunction” theme, RF Binder created the first-ever “Glambulance” as a branded, fashion first-aid vehicle to help drive news and as a means of engaging consumers. The vehicle launched and visited fashionable locations during Fashion’s Night Out and Fashion Week for maximum awareness and visibility. A variety of stylish fixes and services were offered to consumers, including makeovers, an onsite seamstress and fashionable firstaid supplies—all emphasizing the fashion concept.

Additional strategies included a Fashion Malfunction Story Contest, where fans had the chance to enter stories detailing their fashion mishaps for the opportunity to win a $2,500 grand prize—a styling session and shopping spree at Cynthia Rowley. The brand also served as a sponsor of celebrity stylist Robert Verdi’s Fashion Week Retreat and Lounge where it showcased the product and other elements of the campaign. To further drive online buzz, the PR team recruited 25 influential beauty and fashion bloggers to serve as campaign ambassadors, tasked with posting and tweeting about the product launch and promoting the campaign and Facebook story contest.

RF Binder kicked off the campaign by securing key coverage that promoted the “Glambulance” as a Fashion Week “must” within top-tier outlets such as The New York Times, New York Magazine’s fashion blog “The Cut,” Elle.com, The Gloss and Refinery29.com. The program’s 25 blogger ambassadors not only tapped their social

media circles to drive consumers to the “Glambulance” and helped to increase participation in the Fashion Malfunction Contest, they also garnered offline buzz by wearing the bandages at Fashion Week events and generating videos of people’s fashion malfunctions.

Lastly, RF Binder leveraged the Robert Verdi Fashion Week Retreat and Lounge sponsorship as a central hub to distribute BAND-AID samples, the specially created Fashion Emergency Kits and to directly interact with celebrities, fashion industry influencers and media.

Media coverage for the retail launch of BAND-AID Brand yielded over 80 million media impressions. The partnership with 25 influential blogger ambassadors generated nearly one million online impressions, while the “Glambulance” drew approximately 95,000 pedestrians during two days of Fashion Week. Overall, the success of the launch far exceeded expectations and the creative positioning of BAND-AID as a fashionable accessory has not only become a signature campaign for BAND-AID, but part of the brand’s core marketing initiatives, including advertising. The designer BAND-AID platform helped the brand to redefine its value proposition, reach new groups of consumers, while increasing sales and generating 500 million total media impressions.

Best Health, Medicine & Fitness Campaign Bronze Berman & Company For Unintended Consequences of Reusable Bags In recent years, environmental activists and lawmakers have called for imposing a tax—if not an outright ban— on plastic bags across the country. These policies push consumers to purchase cheap, fabric-like polypropylene reusable bags that can contain excessive levels of lead and serve as a breeding ground, if not washed regularly, for bacteria like E. coli.

In November 2010, Senator Charles Schumer called on federal and state regulatory agencies to investigate a report that showed nearly half of all reusable bags

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tested contained excessive amounts of lead. By the end of 2010, several North American retailers recalled their usable bags in response to internal testing that also found the bags to contain high lead levels.

The Berman & Company-managed Center for Consumer Freedom (CCF) commissioned a poll, which found 56% of Americans unaware that their usable grocery bags may contain lead and bacteria. In an effort to increase public knowledge about the possible dangers lurking in bags, CCF performed a study that sampled 44 major retailers’ bags for toxins. Of the 44 tested, 16 contained lead in amounts greater than 100 ppm, which is the legal limit in many states.

CCF’s campaign hoped to caution lawmakers that policies intended to change consumer behavior like banning or taxing plastic bags often result in unintended consequences that can be detrimental. When polled, consumers overwhelmingly agree they should have the choice of what kind of bag they would like to use.

The campaign sought to educate the public that fabriclike polypropylene bags contain excessive amounts of lead and caution activists and lawmakers that forcing consumers to use reusable bags has negative unintended consequences.

Berman & Company researched USA Today consumer reporters to pitch the study to exclusively, developed a national press release to be distributed the day the USA Today piece ran, release CCF polling data that gauged the public’s knowledge and opinions on reusable bags, wrote several original op-ed pieces highlighting the unintended consequences of lawmakers and activists pushing for reusable bag usage.

The study received coverage by over 70 newspapers, television and blog outlets. The exclusive story ran on the front page of USA Today’s widely read Money section and shared by 135 readers on Twitter and almost 170 on Facebook. The release spurred The San Francisco Chronicle to write a front-page, above-the-fold story highlighting the study. Over 35 local NBC, ABC, CBS

and CW cable stations covered the study’s results.

Major markets included Washington, D.C., Chicago, San Francisco and Seattle.

CCF’s media outreach to states considering a tax or ban on plastic bags secured media cover in top state publications such as The Hartford Courant, Boston Herald and Palm Beach Post. Since the beginning of the campaign, CCF placed 18 letters to the editor and seven op-ed pieces in top publications, including The Baltimore Sun, The Richmond Times-Dispatch, and The Seattle Post-Intelligencer.

Best Health, Medicine & Fitness Campaign Honorable Mention Coyne PR For Banfield Pet Hospital Reveals The State of Pet Health Banfield Pet Hospital, the world’s largest network of veterinarians with more than 780 pet hospitals across the United States, located primarily in PetSmart stores, faced two major hurdles—low consumer awareness and negative perception.

The hospitals’ locations allow for convenient hours and affordable service, but the pet industry viewed Banfield as the “fast-food” of pet care, a veterinary network unable to provide the same level of expertise as a “mom and pop” hospital.

To overcome crippling business issues, Banfield turned to Coyne Public Relations to create awareness of the brand and to enhance its image within the pet industry as part of their corporate re-branding that included a new logo and hospital design.

At the start, Coyne PR positioned Banfield as an approachable, progressive expert in pet care. The agency recommended using Banfield’s best asset to bring the position to life. Banfield has valuable data at its fingertips—electronic medical records on more than 2.5 million pets, but Banfield had not fully utilized its research.

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Coyne advised using the data as the foundation for a 2011 campaign that would create a point of difference and establish itself as a leader within the field.

Banfield’s target audiences included industry influencers and consumers. The industry influencers included pet experts, veterinary school leadership, non-profit executives and researches. This audience needed to see Banfield Pet Hospital as an expert in the field, conducting research to improve the lives of pets and working to move the industry forward. Banfield’s target consumer audience is females between the ages of 1844, married with children at home, has a higher socioeconomic profile and tends to have a strong emotional engagement with her pets.

The foundation of the campaign was “The State of Pet Health Report,” a first-of-its-kind study of pet healthcare.

The report was the largest analysis of pet health every conducted—more than 2.1 million dogs and 450,000 cats. The study looked at the most common and medically significant diagnoses affecting pets in the U.S., according to their age, breed and geographic location. It compared statistics from 2006-2010 and went to 420 members of the media, along with the deans of all 46 veterinary schools in the U.S. and Europe.

Several veterinary schools approached Banfield regarding the report, with Colorado State University asking for assistance in evaluating their curriculum. The annual Veterinary Advantage Annual Resource Guide featured the report in a four-page article, while copies of the report went to 780 Banfield hospitals nationwide.

Since the report, the Awareness Attitude & Usage Studies reported a 36% increase in unaided awareness. More than 70 spokes-doctors across the country quoted the report, more than 1,200 stories resulted in 1.3 billion media impressions, a 425% increase in media coverage over 2010 and the report generated more than 4,200 downloads from Banfield.com in one month.

2012 Bulldog Media Relations Awards

Best Investment, Banking & Financial Services Campaign Gold Huntington Bank For Huntington Auto Finance In late 2010, Huntington Bank Auto Finance, a core business of Columbus-based Huntington Bank, embarked on an ambitious publicity campaign to drive regional and national media awareness of the segment.

Eleven thousand jobs depend on the success of this core business, so Huntington needed to keep a high and credible media presence for Auto Finance.

In addition to the bank’s goal of enhancing Huntington Auto Finance’s presence in the Midwest’s new car dealer market (Ohio, Kentucky, Pennsylvania, Indiana, West Virginia and Michigan), the publicity campaign also sought to drive awareness of the segment’s planned expansion into the New England region, which includes Massachusetts, Rhode Island, Vermont, New Hampshire and Maine.

The challenge with this geographical expansion centered on awareness as Huntington Bank had not branched into these new markets in the New England region. New car dealers had virtually no knowledge of Huntington or its auto finance products and services.

The media goal of the expansion in New England was to create awareness of Auto Finance in the media, particularly in the local business press. They hoped the awareness would assists salespeople in signing up at least 200 new car dealers across the five New England states within two years.

In November 2011, Huntington crafted a press release announcing the New England expansion. They researched the most viable new car dealers in the New England region using criteria such as size, revenues, location, and financing options. From that research, they created a database within each of the targeted five-state region. Huntington then developed a targeted media list

of automotive and business reporters, nationally and, specifically, within the five New England states. They then targeted the reporters who cover automotive and business news at the business journals within those states.

On November 3, 2011, Huntington issued the expansion press release over the wire throughout the Midwest and New England regions, and then tenaciously followed-up with personal phone calls and emails with the national automotive and state business journal reporters. Most of the automotive and business press picked up on the release, took the calls, answered the emails, and wrote comprehensive stories about Huntington and its New England auto finance expansion.

The campaign resulted in coverage in targeted outlets such as Automotive News, Columbus Business First, Providence Business News, Hartford Business, Boston Business Journal, and New Hampshire Business Review. The New England PR campaign also supported the expansion of Huntington Auto Finance, as they succeeded in signing more than 200 new car dealers in New England.

Over the past year, Huntington Auto Finance received feature coverage in Automotive News, American Banker, the Chicago Tribune, Collections & Credit Risk, Auto Remarketing, Columbus Business First, Columbus Dispatch, Detroit Free Press, Boston Business Journal, Crain’s Detroit Business and Crain’s Cleveland Business.

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Best Investment, Banking & Financial Services Campaign Silver JCPR For Rebuilding After 9/11 On September 11, 2001, Fred Alger Asset Management lost its most valuable capital. Thirty five of the 55 people in its headquarters at the World Trade Center, including CEO David Alger and all but five members of its investment team, perished in the attack.

Many financial professionals predicted Fred Alger Asset Management, with $15 billion in assets under management at the time, would not survive. Ten years later, the company has not only survived, it’s been rebuilt bigger and stronger.

In June 2011, leading up to the 10th anniversary of 9/11, Alger retained Jennifer Connelly Public Relations (JCPR) to tell the story of one of the greatest comebacks in U.S. business and fiancial history.

JCPR knew a significant challenge would be being heard over the 9/11 anniversary buzz.

They also needed to tell Alger’s comeback story to the investment community in a way that did not make Alger appear to be trying to capitalize on the tragedy. With so many bussinesses vying for attention at the same time, the agency knew the best opportunity for coverage was to seek out compassionate and empathetic reporters likely to appreciate the hard work and dedication Alger exhibited since the tragedy struck.

The agency set out to showcase Alger’s miraculous rebuilding of its firm, growing to the $17 billion in assets they have today. They sought to frame Alger’s story to resonate with clients, partners, families of Alger employees lost on 9/11, the public at large, especially in the New York metro area. JCPR also wanted to demonstrate that Alger CEO Dan Chung, the senior-most surviving member of Alger management, had becoem

a leader who made it his mission to rebuild the firm’s business, carry on Alger’s legacy and honor its fallen colleagues.

JCPR pitched business stories to national and international business publications, wire services and broadcast outlets, institutional client stories to institutional investor trade publications, New York-centric stories to New York metro area newspapers, magazine and broadcast outlets. The agency pitched human interest stories to national and regional consumer publications and national broadcast outlets, including prime time and morning television.

JCPR secured substantial and important coverage locally, nationally and internationally. The PR efforts generated headlines and articles in top-tier business publications, including Barron’s, Fortune Magazine and Fortune. com, Crain’s New York Business, MutualFundWire.com, Financial Times and radio coverage on WNYC-AM/New York.

Best Investment, Banking & Financial Services Campaign Bronze OppenheimerFunds and CJP Communications For Globalize Your Thinking Launched in February 2011, OppenheimerFunds’ “Globalize Your Thinking” (GYT) campaign raised awareness of the opportunities to invest globally. The campaign positioned OppenheimerFunds as the leader in global investing and highlighted its lineup of global and international equity and fixed income funds. The idea behind GYT was to position OppenheimerFunds as an industry thought leader with more than 40 years of global investing.

Led by chief marketing officer Martha Willis, OppenheimerFunds had a great opportunity to bring the products, intellect and thought leadership that advisors needed. To make this happen, she needed to create

2012 Bulldog Media Relations Awards

a cultural shift within the company to activate all the OppenheimerFunds’ divisions—Investment Services, Product Managers, Wholesalers, Research and Strategy, Integrated Marketing and Advertising, Digital and Social Media—to work together for the first time in creating an integrated campaign through marketing pieces, educational conferences, advertising and both internal and external communications.

Supported by a media relations program developed and executed by OppenheimerFunds’ internal communications team and its public relations agency of record, CJP Communications (CJP), the media relations strategy centered on positioning OppenheimerFunds’ portfolio managers and economists as thought leaders and experts on global investment topics. CJP achieved this via print and online media interviews, appearances on business television and radio programs, placement of Op-Ed pieces and contributed articles, as well as a range of media briefings and introductions.

Prior to launching the campaign, CJP implemented a well-thought out launch plan, which involved building media lists, identifying spokespeople, relevant topics, conferences and internally hosted media events, such as “Lunch & Learn” sessions and “Global Outlook” phone calls for relevant reporters. CJP also conducted media training for key spokespeople to ensure preparedness for the influx of opportunities to follow.

Leveraging the GYT website as the base for GYT information, CJP and OppenheimerFunds aggressively pursued a variety of trade print, Internet and broadcast media outlets to facilitate the distribution of information. OppenheimerFunds hosted media tours for fund managers and economists, webinars, reporter conference calls, and in-person interviews to begin to plant the idea behind GYT among their targets.

Since the launch on February 1, 2011, coverage included more than 432 interviews with top-tier and trade broadcast and print media. In addition, 652 articles, bylines and Op-Ed pieces, white papers and broadcast interviews distributed to the public through targeted

media outlets. Target media include top-tier business, personal finance and financial planning outlets. As of November 10, 2011, the GYT website received 280,765 hits and attracted 243,153 unique visitors. Video downloads totaled 18,085, while GYT videos received 60,338 views.

Among the most prominent media coverage included a series of articles authored by OppenheimerFunds’ investment managers, such as an opinion piece written by chief investment officer Art Steinmetz, which ran on September 22, 2011 in print and online in The Wall Street Journal Europe. The article titled “It’s Time for a European TARP – With the banks better capitalized, Greece, Portugal and Ireland could be left to get their own financial house in order,” received attention globally from direct competitors and investors, leading to an appearance on CNBC to discuss Steinmetz’s views “Tarping Europe.”

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Best Use of the Internet – Business Gold Hunter Public Relations For Apple & Eve Seeding The Arts: The Fruitables School Music Mash-Up 2

school and one middle school would each win $10,000 and two runners-up in each category would receive $1,000 toward their schools’ music programs.

In January 2011, Hunter Public Relations launched the second annual “Fruitables School Music Mash-Up,” which generated over 83 million media impressions, a CPM of $2.72 and sparked a 250% growth in Apple & Eve Facebook fans. The mash-up program contributed over $25,000 to school vocal groups directly and $50,000 to the VH1 Save The Music Foundation, supporting school music programs nationwide.

As a way to encourage creativity, foster arts education for young students and promote “Seeding The Arts,” Hunter PR launched the second annual search for the “Best School Music Mash-Up in America.” Like Fruitables, a mash-up of fruit and vegetable juice, a music mash-up is the combination of two or more songs. In order to make a larger impact than the year prior, Apple & Eve kicked off its partnership with the VH1 Save The Music Foundation with a dollar donation for every new Facebook fan, up to $50,000—nearly double the previous year’s total donation.

Apple & Eve tasked Hunter Public Relations with developing and launching a cause-related initiative to increase product awareness for Apple & Eve “Fruitables,” a line of fruit and vegetable juice blends and increase the brand’s presence in social media, all while resonating with the brand’s core consumer—moms.

Hunter PR engaged Cory Monteith, star of “Glee,”—who advocates the importance of music education—to serve as the face of the campaign and judge in the MashUp contest. As a means of increasing Apple & Eve’s social media presence, all contest activity took place on Facebook.

Hunter PR identified the cause as music and arts education in schools, a timely cause relevant to the juice box consumer and branded the Fruitables causerelated effort, “Seeding The Arts.” During the first year of the program, the agency garnered publicity for the initiative through a search for the “Best School Music Mash-Up in America,” a national contest that awarded one winning school vocal group $10,000 for its school’s music department.

Hunter PR announced the search for the “Best School Music Mash-Up in America” among national and local TV, newspaper, magazine, blog outlets and Facebook users. Contest spokesman Cory Monteith Tweeted to his followers, encouraging them to get involved. Entrants submitted videos via Facebook of their school’s vocal group performing an original mash-up of two or more songs.

In its second year, Apple & Eve looked to Hunter PR to take the program to the next level, building on its existing equity. By launching the second annual search for the “Best School Music Mash-Up in American,” Hunter PR looked to make a larger impact and financial contribution to dwindling music and arts programs in schools across America.

This year, two grand prizes would be awarded in addition to prize money to four runner-up schools. One elementary

The six finalists’ videos posted to the Facebook page, where fans could view videos and vote once per day for two weeks. The winner announcement was revealed first via video announcement by Monteith on the Facebook page. The announcement then went out via a nationally distributed press release.

During the contest period, the Apple & Eve Facebook page increased its fan base by 250% and became a viral pep rally for contest participants and their schools,

2012 Bulldog Media Relations Awards

garnering hundreds of wall posts. The vote count totaled 25,000 more than 3,000 votes than the contest received the previous year.

entitled “All Day Sessions” with pro rider Nigel Sylvester and a skateboard series entitled “Night and (Go All) Day” with pro skateboarders Chaz Ortiz and Sean Malto.

“Seeding The Arts the Fruitables School Music Mash-Up” generated national and local media coverage, with nearly 200 placements and 83.7 million media impressions.

Key media hits included People.com, JustJared.com, ABC. com, TVGuide.com, Yahoo.com, “Extra,” “Jimmy Kimmel Live,” Ladies’ Home Journal, US Weekly, OK! Magazine as well as local affiliates for FOX, CBS and ABC.

In “All Day Sessions,” each video featured Nigel Sylvester riding all day in a major city—New Orleans, Miami and the Bay Area—each providing unique action locations and lifestyle opportunities. In addition, the action footage in the videos was on par with that of long-form feature BMX films, increasing credibility with top-tier, elite target influencers.

Best Use of the Internet – Business Silver Gatorade / Fuse For Go All Day Digital Gatorade is well established in mainstream sports such as football and basketball, but their history with action sports (snowboarding and surfing) is still relatively new, dating back to 2009. With an over-arching action sports campaign entitled “All Day,” the messaging promotes Gatorade as the go-to source to fuel and hydrate action sports participants so they can ride or skate longer and thus go all day.

Gatorade’s goal was to deepen brand relevance and communicate the “All Day” messaging to the target audience of 13-20 year-old action sports enthusiasts.

The brand needed to reach the mass action sports audience, while maintaining legitimacy with influencers and opinion leaders and top action sports athletes as well as photographers, media influencers and insiders.

It would be necessary to use these individuals to communicate the brand’s messages and to truly act as ambassadors of the brand.

Fuse, Gatorade’s agency of record, created two video series, each featuring Gatorade athletes—a BMX series

The skateboard series “Night and (Go All) Day” spanned an entire day—from the moment Sean Malto and Chaz Ortiz wake up, until the moment they fall asleep.

Media distribution went out to top action sports and lifestyle media and bloggers, providing behind-thescenes photos from the shoot, a video description and interesting anecdotes about the shoots.

In addition, content went out to Gatorade Brand Ambassadors, a group of 90 key action sports influencers. Each ambassador has a wide network in action sports, both digital and local and recognized as cultural influencers by their peers.

All videos received an extremely positive reaction from both targets—the action sports industry and action sports fans. Results included 27,004,351 media impressions and 100% positive response from media. The YouTube videos received 1,029,777 total video views, 1,748 shares, 1,288 comments and 4,941 Facebook “likes.”

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Best Use of the Internet – Business Bronze Pfizer For Introducing the New Pfizer When the dust from Pfizer’s late 2009 acquisition of Wyeth settled, the Global Communications team faced some daunting internal and external communications challenges.

On the internal side, the team needed to help connect, engage and align over 100,000 Pfizer global colleagues, including 40,000 former Wyeth employees amidst multiple rounds of reorganization, a simultaneous shift to more centralized management, and the imperative for the entire workforce to speak with “One Pfizer” voice.

The team recognized the company’s future success would depend largely upon the ability of employees to understand and execute against “Our Path Forward,” Pfizer’s post-acquisition plan to meet immediate and long-term business objectives.

Externally, the communications team needed to improve Pfizer’s image and reputation, while helping the company attract and build a powerful audience of global constituents. To do so, the team crafted a strategic plan, a key part involving the company’s evolving and most important communications channels—PfizerWorld, the employee intranet site and Pfizer.com, the company homepage.

Global communications set about transforming PfizerWorld into a communications hub that would help align employee understanding and execution of “Our Path Forward.” The blog is a strategic framework outlining Pfizer’s updated Purpose, Mission, Commitments, Strategies, Values and new Business Structure.

The theme of “Connect, Educate & Listen,” emerged from research that highlighted the needs and desires of employees to be part of “One Pfizer,” to connect with each other and with the company, understand their role

in helping Pfizer deliver against its strategic priorities and that of Pfizer in the evolving healthcare arena and to be heard about matter of importance to them, Pfizer and the biopharmaceutical industry.

PfizerWorld would be the communications hub for delivering simple, consistent and aligned messages that resonated with employees of “One Pfizer.”

As the most publicly visible face of Pfizer, the team recognized that Pfizer.com is often a stakeholders’ first interaction with the company. The team decided that Pfizer.com would be the key information resource to demonstrate the breadth and value of Pfizer products and articulate Pfizer’s position on key policy issues.

Results included PfizerWorld becoming the most popular and trusted news source among Pfizer employees, while for the first time the local editions began exceeding the readership of the global edition. Article views grew by 48%, while unique users reached 162,000 by the end of 2010. For Pfizer.com, the site saw a huge jump in website traffic and “likes,” hosting five million visitors in 2010. In 2011, more than 6.1 million people visited the site, an increase of 20%. Pfizer.com received a Gold Award in the Sabre Awards competition for the Social Media/Social Networking category.

2012 Bulldog Media Relations Awards

Best Issue/Cause Advocacy Campaign Gold Euro RSCG Worldwide PR For The French Will Never Forget 9/11 When the United States came under attack on September 11, 2001, the world was shocked, angered and in mourning. After France opposed the U.S. invasion in Iraq, a standard cliché appeared in the American media that the French did not remember what the U.S. had done for them during World War I and World War II. To try to reverse this perception, four French citizens living in the U.S. formed a grassroots nonprofit in 2003 called The French Will Never Forget to help strengthen the long-standing friendship between the two countries.

With the 10th anniversary of Sept. 11 approaching, Euro RSCG Worldwide PR boarded to help spread TFWNF’s message of friendship and hope. The group decided on a meaningful symbol to honor the people lost in the attacks—a 75-foot replica of the Twin Towers to be erected opposite the Eiffel Tower that read “The French Will Never Forget Sept. 11 and list the names of each victim.

To capture the attention of the U.S. (particularly New York City) and U.K. media, the agency needed to find a news hook. After doing some research, they found the replica Twin Towers would be the largest 9/11 tribute in the world outside of the U.S. Knowing the extensive list of special events occurring not only in New York, but also across the U.S., they would be up against some tough domestic competition for coverage.

RSCG Worldwide PR developed two press releases revealing event details and quotes of support from the U.S. and French ambassadors. Secured multiple in-person interviews for former New York City Fire Commissioner Tom Von Essen with international news outlets. They also distributed photos of the replica towers in the early stages of construction to build advance buzz

and coordinated a media brunch for Parisian media to interview the co-founders of The French Will Never Forget.

The agency increased the group’s social media presence as well. They created a U.S. version of the group’s Facebook page, secured a Twitter handle and encouraged Facebook fans to share messages of sympathy. The PR team also spread TFWNF’s message to interest groups by building relationships with 9/11 support groups and linking to American-Francophile Facebook pages.

Despite the little to no budget, the media effort provided The French Will Never Forget with $9 million worth of earned media. Coverage of the event spanned the globe, resulting in more than 231 million media impressions in the first three days alone. The campaign garnered 68 print and online placements, including coverage in The New York Times, USA Today, Forbes, The Washington Post, The Boston Globe, Los Angeles Times, San Francisco Chronicle, Detroit Free Press, Yahoo.com and The Associated Press. Foreign coverage included hits in The Telegraph, Daily Mail, The Gazette, Agence France-Presse and Bonjour Paris. Broadcast segments appeared on CNN, ABC News, NBC, MSN, CBS News, Fox News, Europe 1, France 3, France Today, Radio France International and more.

Best Issue/Cause Advocacy Campaign Silver Ogilvy Public Relations For Nestlé’s Share the Joy of Reading Program – Putting a Spotlight on Reading The Nestle Confections & Snacks division launched a new charitable initiative benefiting Reading is Fundamental (RIF). Ogilvy PR was tasked with generating awareness of this new program and recommended a combination of celebrity-focused events and strategic PR tactics.

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With a limited budget, Ogilvy PR secured a location by partnering with the Los Angeles Public Library (LAPL) and its key spokespeople at no cost. The partnership provided event locations that were the perfect readingfocused venues to guarantee attendance of Los Angeles children and parents. Celebrity spokespeople who aligned with the brand image and would resonate across multiple markets, such as Sarah Michelle Gellar, drew significant media attention helping drive program results far beyond client expectations.

For nearly 20 years, Nestle USA has partnered with Reading is Fundamental, the nation’s oldest and largest nonprofit children’s literacy organization. RIF recently lost most of its funding due to government cutbacks so corporate funding is crucial.

In 2010, the Nestle Confections & Snacks division asked Ogilvy PR to launch a program of its own, “The Nestle Share the Joy of Reading Program,” a brand new promotion through which the division would donate up to $250,000 to RIF when consumers purchase participating brands and register on the new program website.

The Los Angeles Public Library provided the perfect venue to engage communities, talk to parents and children about the importance of reading and integrate into the libraries’ existing “story times,” to ensure attendance of children and parents while securing a free location for each event.

Celebrity spokespeople Maria Menounos (“Access Hollywood”) and actress and mom Sarah Michelle Gellar spoke personally about the program’s messages and drew significant attention, while fitting within the campaign’s limited budget. Menounos offered the right mix of celebrity clout and love of reading, while Gellar is widely known as an avid reader, collector of first-edition books, host of book drives and donator to children’s reading charities.

Ogilvy PR developed two reading events, as Menounos read to pre-school aged children and spoke about the importance of reading and Gellar read to children and

spoke about the importance of summer reading to moms and kids. The PR team also arranged interviews with CNN, Yahoo.com, People, Redbook, MSN and SheKnows.com.

The campaign secured nearly 136 million impressions, jumpstarting awareness of children’s literacy and the Nestle program. Coverage included a total of 3,649 media placements and more than 553 million impressions, more than triple the original goal. Highlights included CNN “Headline News,” Yahoo.com, People.com, CNN. com, SheKnows.com, MSN.com, OK.com and Redbook.

Best Issue/Cause Advocacy Campaign Silver WORKHOUSE For Occupy Wall Street: The Revolution Will Be Editorialized When Occupy Wall Street (OWS) remained unreported in New York newspapers and major U.S. news outlets weeks after its initial encampment, Workhouse came aboard to provide pro bono service to amplify the movement’s message after receiving an invitation by the group’s organizers to visit the protest.

On September 26, 2011, Workhouse visited Manhattan’s Zuccotti Park to achieve a better understanding of how the movement dissemintated its message. Within an area referred to as the “media pen” volunteers manned a live stream camera, updated a blog and operated an information booth. During the first few days of the protest, OWS volunteers provided a steady stream of free photo and video footage to bloggers and news sites, but most resisted, illuminating the demands and challenges of creating a media narrative out of a non-hierarchical demonstration.

Workhouse found a significant lack of mainstream news dedicated to the first ten days of the movement.

A Lexus Nexis search revealed the Occupy Movement had been mentioned just a dozen times by cable news between Sept. 17-27 and the three major network news

2012 Bulldog Media Relations Awards

organizations had boycotted the protest story entirely, each airing only a single report. The New York Times dismissed the movement as trying to “pantomime progressivism rather than practing its knowledgeably.”

NPR stated disinterest as OWS did not “involve large numbers of people, prominent people, a great disruption or an especially clear objective.”

The reasearch done by Workhouse indicated OWS did include a diverse group of communities and organizations from a wide political spectrum who had come together to have their collective voices heard.

These insights from their research, Workhouse launched “The Revolution Will Be Editorialized,” in reference to Gil Scott-Heron’s “The Revolution Will Not Be Televised.” The message of this 1971 poem/song concerns the elusive nature of political culture in Richard Nixon’s America.

The term underscores the inability of the mainstream to capture the real heart of its people.

Workhouse sought to instigate and implement a campaign that would create serious discussion in the media, engage direct media involvement and engage global OWS sympathizers with messaging, tools and adaptable materials for local implementation.

Realizing much of the country’s citizens who felt a sense of solidarity with the Occupy Movement could not travel to New York to join the protest, Workhouse CEO, Adam Nelson shot images in order to document the movement.

He photographed at numerous rallies, marches, protests and concert events. For each action, he created a photo gallary.

Workhouse media releases entitled “Occupy Wall Street: News From the Front” contained the tagline “The Revolution Has Been Editorialized.” The agency disseminated these releases to a worldwide database, which includes over 500,000 subscribers including notables in the realms of journalism and media, celebrity and social, government and association officials. They offered these images free of charge for personal or

professional use. Workhouse also promoted the galleries through Facebook and Twitter feeds as well as OWS Facebook, Twitter and Occupy domains worldwide.

The agency also utilized tradition public relations vehicles, including earned media (news coverage in print, broadcast and online), dedicated media outlets created

by OWS Working Groups such as Global Revolution’s Live Stream and Occupied Media’s The Occupy Wall Street Journal.

At the close of 2011, Time Magazine recognized “The Protestor” as 2011’s “Person of the Year” and linguisted for The American Dialect Society named “Occupy” as “Word of the Year.” The campaign by Workhouse succeeded in increasing both domestic and worldwide awareness through social marketing and conventional communications. The efforts led to an explosion of global coverage. By October 9, Occupy protests had taken place or ongoing in over 95 cities across 82 countries and over 600 U.S. communities.

While mainstream media coverage dropped in and out, social media channels provided a steady stream of updates, particularly on Twitter. The highest amount of OWS hits—nearly eight million—occurred between Oct. 9 and Oct. 15 when tens of thousands of demonstrators rallied around the world. In addition, Wikipedia links 544 news articles covering Occupy Wall Street over the period of Oct. 2011 through January 3, 2012.

As of December 20, 2011, the Meet-up page of “Occupy Together” listed 2,576 Occupy protests worldwide.

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Best Issue/Cause Advocacy Campaign Bronze Euro RSCG Worldwide PR For Urban Zen: Hope, Help and Rebuild Haiti Haitian President Michel Martelly, Rwandan President Paul Kagame, United Nations Deputy Special Envoy to Haiti Dr. Paul Farmer and fashion icon and humanitarian Donna Karan are united in their love of Haiti and their hopes for its future. After the January 2010, earthquake, each of these luminaries took action to try to bring attention to what is now the Western world’s poorest nation.

Karan founded the Urban Zen Foundation, for which Euro RSCG Worldwide PR does pro bono PR work, in 2007 to raise awareness and inspire change in the areas of well-being, preserving cultures and empowering children around the world.

She has integrated Urban Zen and her new Haiti efforts, under the name Hope, Help and Rebuild Haiti (HHRH) into her overall business model in a number of ways. In her role as a clothing and home-furnishings designer, she has helped to usher in one of the latest fashion trends— tribal chic, which a trip to Haiti helped influence.

In September 2011, she would be hosting an invitationonly evening reception (RSCG Worldwide would provide public relations efforts) to celebrate the sixth printing of Haiti After the Earthquake, written by Dr. Farmer. Timed to coincide with the Clinton Global Initiative and the U.N. General Assembly meeting, which Martelly and Kagame were also attending, the event would benefit HHRH and Partners in Health.

So why not arrange for this high-profile quartet to engage in a roundtable discussion about Haiti’s plight? And what better place than on “Piers Morgan Tonight,” as Karan’s involvement provided a style and celebrity angle ideal for Morgan.

RSCG Worldwide drafted and distributed a press release detailing the event, Urban Zen, HHRH and the works of Partners in Health, which went out to philanthropy editors here and abroad. They also drafted two targeted letters to media—one to those who would especially be interested in Haiti’s story and in interviewing Martelly, Farmer and Karan and another focused on the intriguing global story of a Rwanda offering help to Haiti in the form of advice about coming out of the depths of despair.

They made both Martelly and Kagame available for interviews, issued event speaking points and a timeline, plus a post-event report, coordinated a NASDAQ bell ring and organized national TV interviews, in addition to “Piers Morgan Tonight.”

Overall, RSCG Worldwide successfully emphasized the positive impact of Urban Zen makes around the world, especially in Haiti. The campaign garnered 9,145,943 total media impressions. Online coverage included MSNBC, ABC News, Yahoo News, the Huffington Post, Stamford Advocate, Winnipeg Free Press, CNBC, Denver Post, Bloomberg Businessweek, Newsday, Forbes, MarketWatch.com, CNNMoney.com, the Piers Morgan blog, New York Post, Women’s Wear Daily, WireImage, Us Weekly, Defend Haiti and Partners in Health. A printonly clip appeared in amNew York. Feature broadcast placements included “CNN Showbiz Tonight” and “Piers Morgan Tonight,” which put Karan and Urban Zen on a national stage and helped position her as someone who does a lot more than make fabulous clothing.

2012 Bulldog Media Relations Awards

Best Use of the Internet – Consumer Gold Mullen For The Day Baby was Born by Tommee Tippee In 2011, Tommee Tippee—Great Britain’s top baby and toddler feeding brand challenged its PR team at Mullen to develop a way to further reengage expectant United States moms, while increasing brand awareness.

At a time when the brand had been significantly outspent, Mullen developed a game-changing digital idea to engage new and expectant moms in an emotional way to drive purchase consideration and trial, while at the same time giving back to the passionate mom community that had taken Tommee Tippee from a virtually unknown brand from the other side of the pond in 2010 to one of the most mom-recommended brands in the United States.

Mullen developed and created “The Day Baby Was Born,” a web application enabling moms to create a digital storybook preserving all the precious memories from pregnancy through journal entries, pictures and news headlines from the day their baby is born.

Using Facebook Connect, the site allows moms to create and send pregnancy and birth announcements and then capture and save congratulatory messages friends can post on their Facebook wall. When their baby is born, parents can write a letter welcoming them into the world.

Parents can also choose to include the top news, sports and weather information from the day their baby entered the world. The finished product provides the new family with a glimpse of the world on the day of the baby’s birth.

What’s more, “The Day Baby Was Born” is free to use.

The Mullen team, which included mothers who relied heavily on their own personal and emotional experiences, devised the tool to connect with expectant moms before they register for baby shower gifts—the sweet spot for the newborn and infant market. The application and the

promotion of it, was centered on the emotional needs and habits of expectant mothers. An emotional video offered potential users an introduction to “The Day Baby Was Born,” helping them to understand the long-term impact of preserving the precious once-in-a-lifetime memories from pregnancy.

Modern moms share details of their pregnancy on Facebook and other social media platforms, but until “The Day Baby Was Born,” they did not have an easy way to save those congratulatory posts and interactions.

The powerful blogger community responded to “The Day Baby Was Born,” including a post by girlsgonechild.net, which has 350,000 unique monthly visitors. The post received more than 500 comments and spiked the most amount of organic traffic to “The Day Baby Was Born.”

The campaign received coverage in more than 110 online media outlets, totaling nearly 20 million impressions.

High-profile media hits included Fox News Now, People. com, Babble and The Bump.

Best Use of the Internet – Consumer Silver Padilla Speer Beardsley For Memorex? It’s Back & Streaming Live Memorex became a household name in the 1970s with an iconic television commercial, showing a crystal goblet shattering to the sound of jazz legend Ella Fitzgerald’s high-pitched voice. Viewers were then confronted with the questions: “Is it live or is it Memorex?” That campaign drove sales for Memorex’s then-signature product—the cassette tape.

Decades later, cassettes are virtually extinct. And so, it seemed, was the Memorex brand. But, quietly, the company started selling electronics, including the iPod and Wii accessories.

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Recognizing the need for a radical marketing makeover, Memorex turned to Padilla Speer Beardsley. The team positioned Memorex as the champion for “Modern Mom,” who’s always looking for new ways to enjoy family time.

Research showed that modern moms largely rely on social media for product information, so the PR team used Facebook, blogs and websites to entice them with video contests and product giveaways. The campaign culminated with a virtual “birthday party” for Memorex’s 50th anniversary. Characters from the popular kids’ show “Yo Gabba Gabba!” hosted the event, which streamed live across America.

1,130 new “likes,” a 48 percent increase in the fan base.

Daily post-views increased during the targeted media coverage, with fan interactions increasing, both post views and feedback more than doubling. The number of monthly active users increased from 876 per month on July 1 to 5,301 per month on September 16.

Best Use of the Internet – Consumer Bronze M Booth on behalf of The Hershey Company For Reese’s Minis: The Next Big Little Thing

The campaign shattered its goals, generating 100-plus million impressions, nearly doubling “likes” for Memorex on Facebook, and directly engaging almost 30,000 participants in the contest and birthday party. Sales of two highly promoted products, PartyCube Sound System, PurePlay Portable Speaker, more than doubled during the campaign.

The Reese’s brand was poised to launch one of its most exciting new products when they came to M Booth for a breakthrough public relations campaign. The product had undergone years of research to perfect and was billed as an innovation in chocolate, poised to revolutionize the way American’s eat their favorite candy in a big way, so the PR campaign needed to be just as innovative.

Padilla Speer Beardsley partnered with popular children’s show “Yo Gabba Gabba!” to promote Memorex’s 50th birthday, encouraging parents to submit videos of their children dancing to original “Yo Gabba Gabba!” songs for the chance to win Memorex prizes, including a trip to Los Angeles to attend the live UStream.com birthday party. The “virtual birthday party” went live on UStream. com with “Yo Gabba Gabba!”, the grand prize video contest winner and Memorex product giveaways. The Memorex presents the “Yo Gabba Gabba! It’s Time to Dance Birthday Party” occurred on September 16, with appearances from the cast of characters, a showcase of the winning video submission and unveiling of a sixtier, co-branded birthday cake and the distribution of wrapped PartyCube and PurePlay products to in-studio guests.

To launch Reese’s Minis, the smallest Reese’s Peanut Butter Cup ever created, M Booth developed “The Next Big, Little Thing” campaign and recommended unveiling the next sensation in snacking at the famous Consumer Electronics Show. Much like technology, Reese’s Peanut Butter Cups continue to get smaller and smaller. Plus, the concept was counter-intuitive—Reese’s Minis were the only food product ever launched to the tech hungry at CES and guaranteed to drive buzz and media coverage.

The campaign generated over 53 million impressions on blogs and other online media, over 30 million impressions via Facebook and over three million impressions via social media. The UStream.com event received 5,250 views, while Memorex’s Facebook Fan Pages received

Reese’s Minis were not only the highlight of the Consumer Electronics Show, according to Forbes, but the campaign went on to generate more than 900 feature stories, 600 tweets, 150 million media impressions and became one of the brand’s biggest successes to date.

M Booth made a big splash at CES by building an enormous “giant orange box” in the center of the show lobby, outfitted with a clock that counted down to the reveal of the new product on the first day of the show.

As dramatic music played, the crowd counted down and cameras captured the moment the box opened to reveal

2012 Bulldog Media Relations Awards

the largest glass pedestal with a single Reese’s Minis placed in it. Behind the pedestal, to serve as a backdrop, was a wall filled with packages of Reese’s Minis.

The agency also negotiated with CES to secure the title of “Official Candy of CES” and had the president of CES to tour the big innovation at a media-only event leading up to CES. At CES, M Booth used a team of tall men (6’6’’ and taller) wearing t-shirts that said “The Next Big, Little Thing is Here” to get people buzzing about the reveal by passing out palm cards directing media to the booth for the launch and then distributing the new Reese’s Minis post reveal.

To build interest and drive consumers to see the reveal at CES, M Booth partnered with six well-known tech personalities representing organizations such as Mashable.com, Techno Buffalo and CNET to create teaser “unboxing” videos directing media and consumers to our CES launch.

M Booth generated more than 900 feature placements and 150 million impressions overnight. The campaign became a social sharing success, as eager members of the media typed out almost 600 tweets about the launch of Reese’s Minis, reaching an additional 2.5 million consumers during the unveiling event alone. Among other exhibitors like Sony, Samsung, Wired, Panasonic and Polaroid, CES Daily singled out the Reese’s brand as one of the best booths at CES. The campaign continues to be talked about a year later, most recently in a New York Times article published on January 9, 2012, that quoted M Booth as the innovator of the campaign.

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Best Not-for-Profit/Association/Government Campaign Gold MWW Group For Museum of Mathematics Ramps Up the Birth of MoMath Widespread alarm existed in the United States about the state of math education. Relative to the rest of the world, U.S. students ranked 31st in math. In an effort to stem the tide, create a new appreciation for math and improve lagging worldwide performance, plans began in 2009 to establish the country’s first permanent math museum in New York City.

MWW Group came aboard to promote the concept locally and nationally. In early 2009, the agency publicized the Math Midway traveling exhibit, a precursor to the Museum of Mathematics. Then in February 2011, MWW Group helped to accelerate fundraising and generate additional awareness around the museum along with its Math Encounters Presentation Series.

The agency’s pitch concentrated on the story of the Museum’s founder, Glen Whitney. By telling Glen’s story, MWW Group brought the museum to life a year or more before installation of the first display. They focused on his personal story and persuaded several top-tier journalists to do meaningful stories.

Each new development—the speaker series, the announcement of new grants, securing the lease, the completion of architectural renderings—enabled the PR team to entice additional journalists and retell the Museum’s story. Obtaining top-tier stories in national outlets and New York City media was crucial in order to reach prospective donors and raise the profile of the Museum among potential patrons.

To execute their strategy, MWW Group pitched the story of the Museum as an exclusive. They identified where they wanted the story to appear—the Greater New York section of The Wall Street Journal. The Journal story, a

full-page with color pictures, generated massive interest in the Museum, breaking the ice with dozens of other writers and producers interested in covering the Museum closer to its 2012 opening. Major stories then followed in The New York Times, Associated Press and New York Post, among others.

The agency also secured notables as introducers, including former Mayor David Dinkins and Fox’s “Good Day New York” co-host Greg Kelly. A grant from Google enabled the generation of additional coverage, as did the securing of the lease, which meant the now had a home.

MWW Group’s public relations efforts helped to enable the Museum of Math founders to reach well beyond their $18 million goal to $22 million. In addition, by addressing local audiences, they established a core of support. Total impressions from February to October 2011 topped 120,956,965. Media hits included full-page coverage in The Wall Street Journal and The New York Times, in addition to other stories, set the stage for a successful 2012 opening.

Best Not-for-Profit/Association/Government Campaign Silver Ogilvy Public Relations For Mexico Tourism Board’s Getting Consumers Back to the Beach – Mexico Launches Rebranding Campaign to Restore Image For too long, the Mexico Tourism Board (MTB), the public face of the Mexican Government did not proactively speak with the media or address the key issues. They made no effort to celebrate the positive aspects of the country to counterbalance the negative coverage.

Facts on the ground told a different story—one of a robust and growing economy bolstered by a growing tourism sector. Still, the global media continued to only focus on the story of cartel drug wars.

2012 Bulldog Media Relations Awards

Ogilvy PR came aboard to proactively manage and create a communications strategy to directly address these issues—balancing the tone and substance of the media coverage and most importantly, bring tourists back to Mexico.

Ogilvy created an integrated communications campaign focused on mitigating negative sentiment and establishing a positive story for Mexico. The agency utilized a strategic mix of traditional media relations, public affairs, consumer engagement and digital communications to change the image of Mexico both within the media and amongst American consumers, influencers and policymakers.

The agency re-established Mexico as the destination of choice to travel to, invest in and endorse. The strategy involved around positioning the Mexico Tourism Board as the source for journalists seeking to write stories about Mexico.

Ogilvy devised a series of events to create significant momentum, such as The Mexico Day National Tour and the launch of Peter Greenberg’s “Mexico: The Royal Tour,” to ensure positive news flow. Ogilvy targeted leading newspapers (The Wall Street Journal), top 25 daily newspapers, Mexico City based correspondents for key media outlets and an army of social and media influencers. PR efforts also engaged the private and public sector, Expedia and the State of Texas to proactively speak to the media on behalf of Mexico.

Since March 2011, Ogilvy PR secured more than 250 interviews resulting in over two billion positive media impressions. The program positively impacted tourist numbers to Mexico. From January through September 2011, 16,736,000 international tourists traveled to Mexico, a three percent increase year on year. The composition of inbound visitors increased from “new and emerging markets” such as Russia, China, Australia, the U.K., France and Japan.

In March 2011, the Texas Government released a travel warning prior to Spring Break entitled: “DPS discourages

Spring Break travel to Mexico.” Warnings such as these have ceased and consumers are once again traveling to Mexico from Texas. The proactive media campaign also brought cruise lines back to Mexico’s shores after they made decisions to abandon Mexico as a destination hub.

Best Not-for-Profit/Association/Government Campaign Bronze National Fire Protection Association/ CooperKatz & Company For Sparky the Fire Dog turns 60 It is not every day a dog turns 60, so when Sparky the Fire Dog, the official mascot for the National Fire Protection Association (NFPA) approached his 60th birthday, all hands were on deck for a yearlong celebration. Created in 1951 as part of an Advertising Council campaign, Sparky has been a leading force in fire prevention and fire safety education for the past six decades, helping to decrease the number of fires and fire injuries since he took on the job.

The NFPA recognized an opportunity to enhance public education efforts and engage its network of fire fighters with the 60th birthday, working toward an overarching goal to protect families from fire. With the help of public relations agency CooperKatz & Company, the team more than tripled its media coverage of Sparky the Fire Dog between 2010 and 2011, grew his Facebook fan base by 184 percent and expanded Sparky’s reach into places he had never had a presence before.

In creating the celebration to mark Sparky’s 60th birthday and raise awareness about fire safety, fire fighters and public educators were an integral audience to help generate excitement about the birthday. Acting as the “Voice of Sparky,” they spread his fire safety messages through school visits and community events. Children,

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parents and teachers were a secondary audience, which NFPA targeted to ensure the fire safety messages would be enforced both at school and at home.

NFPA created birthday-related assets, including Sparky’s own Facebook page and on the website Sparky.org, a hub for educational games and downloadable tool kits for children and their families.

The team kicked off the campaign by launching a contest among fire fighters and public educators to enter to become the “Voice of Spark,” by submitting videos of their best Sparky impersonation. The winning fire fighter received an authentic Sparky the Fire Dog costume and the honor of being Sparky’s “voice” in the annual NFPA Fire Prevention Week video.

NFPA launched an interactive Park Kit on Sparky’s website where parents could help their kids print, cut and glue their way to fun—all while learning about fire safety. Then, they partnered with Carlo’s Bake Shop in Hoboken, New Jersey to make a special cake for Sparky.

At the NFPA’s Conference & Expo in Boston, Sparky received the three-foot “Cake Boss” cake, made in his likeness. The nearly 5,000 attendees of the conference took photos with Sparky’s cake and encouraged to post those photos to their Facebook page.

At the Conference & Expo in Boston, Sparky had his own exhibit booth filled with memorabilia. He posed for photos with adoring fans and handed out postcards to each person, which could be filled out and mailed back home.

The NFPA also teamed up with award winning author Don Hoffman, illustrator Todd Dakins and Charlesbridge Publishing to release a picture book based on the life of America’s fire safety dog, Sparky. The book released in October in conjunction with Fire Prevention Week and offered an entertaining and educational adventure filled with lessons and fire safety messages for youngsters.

To broaden the reach of Sparky’s public education efforts, the NFPA established strategic partnerships that would extend awareness about Sparky and important fire safety messages. They partnered with Scholastic to expand

Sparky lesson plans into pre-K classrooms, teamed up with more than 50 local Domino’s franchises in the U.S. and the Major League Baseball Players Association, developing a case study for high school volunteer Action Teams to implement in their local elementary schools.

Nominated for the Advertising Week Walk of Fame, Sparky walked down Madison Avenue in New York City with other icons and mascots during Advertising Week.

Media coverage for Sparky the Fire Dog tripled from 98 placements in 2010 to 306 in 2011. Fire Prevention Week media coverage mentioning Sparky the Fire Dog increased 292 percent from 27 hits in 2010 to 106 placements in 2011, indicating more local fire departments used Sparky in their Fire Prevention Week efforts. Sparky’s Facebook page grew 184 percent from the start of the “Voice of Sparky” contest through March 1. The campaign garnered more than 50 media placements for the contest, including the Boston Globe and the top local media outlets in the three finalists’ home markets—Portland, Oregon, Spokane, Washington and Kingsport, Tennessee. Top-tier placements included USAToday.com, The New York Times, Newsday, Parents, PRWeek and WPIX-TV/New York.

2012 Bulldog Media Relations Awards

Best New Product Launch – Consumer Gold Lambert, Edwards, & Associates For (SNAK) A Better-for-You-SNAK Phoenix-based Inventure Foods, Inc. is an emerging leader in the salty snack food category. Its brands include Company-owned snacks such as Boulder Canyon Natural Foods, Poore Brothers, Tato Skins and Bob’s Texas Style as well as licensed brands such as T.G.I. Friday’s, Burger King and Jamba “at home” smoothies.

In 2011, Lambert, Edwards & Associates (LE&A) was charged with raising awareness specifically for two new SNAK product launches—the new Caribbean Passion flavor of Jamba “at home” smoothies and the reformulated Boulder Canyon line of Totally Natural snack chips that includes traditional potato chips such as Red Wine Vinegar and Sea Salt & Cracked Pepper as well as blended snacks such as Adzuki Rice & Bean, Tortilla Hummus and Garden Select Vegetable crisps.

Lambert, Edwards & Associates’ objectives included encouraging grocery and convenience store distribution for Boulder and Jamba brands, drive consumer awareness of, and preference for, Jamba All-Natural “at home” smoothies and Boulder Canyon Natural Foods brands and encouraging consumer trial of new products to support sustainable sales and distribution.

The PR strategy was fairly straightforward and included developing a compelling case for media coverage by tying new product introductions to existing trends. Outgoing pitches and well-crafted press materials provided the initial dialog and timely press kit and product samples followed to advance the story.

In addition to traditional press and sample kit outreach and dissemination, New York City desksides, trade show media outreach, coordination and a unique in-kind sponsorship between Boulder Canyon and Rachael Ray (to provide snacks for the TV audience for the summer

period) added new opportunities to raise awareness for the Jamba and Boulder brands among key media and targeted consumers.

LE&A’s PR tactics on behalf of Inventure Foods’ new products in 2011 resulted in an estimated 65 million media impressions. National broadcast features included Food Network’s “Unwrapped” and “The Rachael Ray Show,” while national print features included Every Day with Rachael Ray, Good Housekeeping, Health, Men’s Health, Women’s World and Today’s Dietitian. National trade publications included a front-page feature in Baking & Snack as well as features in QSR, Progressive Grover, Natural Products Marketplace, Today’s Grocer and Supermarket News. Top daily newspapers also picked up the story, including the Arizona Republic, Detroit News, Sacramento Bee, Fort Worth Star-Telegram.

Earned media efforts in 2011 supported a record year for Inventure Foods where sales of Jamba “at home” tripled over those of the prior year and Boulder Canyon revenue grew by more than 30% in 2011.

Best New Product Launch – Consumer Silver Ogilvy Public Relations Worldwide For MaggieMoo’s “Sundae Stimulus” Tax Day Program With 142 locations, MaggieMoo’s Ice Cream & Treatery is a national ice cream chain whose competitors include Cold Stone Creamery, Marble Slab Creamery and other super-premium ice cream retailers.

Starting in 2009, MaggieMoo’s has held a giveaway on Tax Day to reward hard working, tax-paying customers with a free treat. MaggieMoo’s was the first food retailer to offer a giveaway on this day, which was developed in an effort to build brand awareness and continually build sales year after year.

This year, MaggieMoo’s and Ogilvy PR decided Tax Day would be the perfect opportunity to launch their new product—the Crumb Cake Fundae. With no other

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advertising or marketing support, the success of this year’s Tax Day giveaway, titled “MaggieMoo’s ‘Sundae Stimulus’ Program,” where a mini Crumb Cake Fundae would be given away, rested solely on Ogilvy PR. MaggieMoo commissioned the firm with developing a program to build brand and new product awareness, gain national media exposure and differentiate the brand from its competitors. Specific benchmarks included increasing in-store sales from Tax Day 2010 by 10%, securing one national media placement in one of three targets, USA Today, The Associated Press and CBS “Early Show” and building brand awareness among new consumers via promotions and media coverage, measured by website traffic.

Ogilvy PR’s media strategy was two-fold. For national media, they developed a trend story featuring larger brands participating in Tax Day and pitched all the brands to national media outlets. For local media, Ogilvy pitched MaggieMoo’s giveaway.

The PR team developed a consumer trend segment pitch aimed at national morning shows, which resulted in a mention in the April issue of Kiplinger’s Personal Finance for Tax Day. Additionally, on April 1, 2011, Cameron Huddleston of Kiplinger’s posted an online article about Tax Day and mentioned all the brands participating in 2011. Utilizing the information in Huddleston’s article, Ogilvy PR pitched a segment for CBS’s “Early Show,” utilizing Kiplinger’s editor Janet Bodnar as the spokesperson. Ogilvy also developed and pitched a larger trend story to key national media targets, including USA Today and The Associated Press, while a pitch focusing solely on MaggieMoo’s went out to mom and deal bloggers.

“MaggieMoo’s ‘Sundae Stimulus’ Program” met and exceeded objectives by increasing sales over the same day last year by 15.5%. The campaign received national and local media coverage, including three primary media targets, including USA Today, The Associated Press and a segment on the CBS “Early Show,” exceeding the goal of coverage in at least one of the primary targets. In total,

the campaign secured 289 million media impressions, including the main feature in a trend story in USA Today and The Associated Press. The Tax Day giveaway received coverage on several other national broadcast outlets, including “Headline News with Robin Meade,” “Headline News Weekend Express,” “Fox & Friends” and over 150 regional broadcast segments in target markets.

Additional print coverage highlights included Time, U.S. News & World Report and Esquire.

Best New Product Launch – Consumer Bronze GolinHarris For A Launch Fit for a Queen On October 11, 2010, Cunard Line launched its newest luxury ocean liner, Queen Elizabeth, during a regal ceremony amongst a VIP audience of more than 1,500 guests, celebrities and dignitaries in Southampton, England. Among the distinguished guests were a select group of 30 U.S. media, whose attendance was coordinated by the North American Cunard PR team and GolinHarris (GH).

The U.S. PR team faced two challenges—the first was that in late 2009, the largest cruise ship ever, from a competitor line, debuted to much fanfare in the U.S. Queen Elizabeth did not compare to that ship’s size, so would general news media be interested in yet another’s ship launch? Second, while Her Majesty The Queen was secured to name the ship, launch event activities were occurring across the Atlantic, posing potential timing and relevance issues for U.S. media, especially since Her Majesty The Queen had recently paid a visit to New York—her first in 34 years—just three months prior.

GH developed print, broadcast and online media strategies to ensure maximum coverage, working with Cunard’s U.S. PR team to identify key travel media, both print and online, to be invited to the event’s activities. They also targeted broadcast networks with London bureaus that would feed news coverage to North America.

2012 Bulldog Media Relations Awards

Working with Cunard’s internal PR and Marketing teams, GH developed messaging that would resonate with U.S. media, including how Queen Elizabeth’s Maiden Voyage sold out in 29 minutes despite the downward economy, creating a contrast to the notion that Americans were not spending money in a flat economic environment.

GH also developed specific tactics to incorporate within the week’s activities for Cunard’s social media pages, particularly Facebook and Twitter, bringing the Naming activities to the brand’s passionate online communities during the week of the event.

To entice and engage media to Queen Elizabeth and its Royal Naming Ceremony, the media pitch focused on Cunard’s 170-year brand heritage and features of the ship that define the brand and hearken old world luxury.

GH tied Queen Elizabeth’s naming to her maiden North American visit and the Cunard Royal Rendezvous in New York, where all three Cunard ships—the youngest luxury fleet at sea—would meet.

In an effort to maximize broadcast coverage, GH coordinated a two-hour satellite media tour with Cunard President Peter Shanks, while the team also reached out to the London bureaus of broadcast outlets such as CBS, CNN, Bloomberg and Reuters. The team also developed content for Cunard’s social media pages, particularly Facebook and Twitter. Utilizing Cunard’s Queen Elizabeth arrival tagline of “The World Awaits,” the team developed social media content that counted down to the festivities in Southampton by incorporating trivia and fun facts for Cunard fans each day leading up to the ship’s launch.

On the day of the Naming, a member of the PR team updated Cunard’s social media channels in real time.

Hours after the Naming, a three-minute sizzle video highlighting the day’s events including the spectacular Naming Ceremony by Her Majesty The Queen and the first video of the ship’s interior was uploaded to Cunard’s YouTube page and other social media channels for immediate viewing.

The program secured more than 84.6 million positive media impressions within North American media, with 16 national broadcast segments, including ABC “World News Now,” CNBC and CNN, who broadcast live at the Naming Ceremony with seven cut-ins on its various cable shows as well as two dedicated segments on the ship and the Naming. From the arranged satellite media tours, 256 regional segments ran across the country in key markets such as New York, Los Angeles, Chicago, Philadelphia, Washington, D.C. and Miami.

In total, 30 members of the U.S. media attended, including AOL Travel, CBS News, Robb Report and USA Today. Queen Elizabeth’s Verandah restaurant was the cover photo for the Gourmet Live iPad premier edition with a two-page story within the digital magazine, including video produced during the Naming Ceremony weekend.

During the week of the launch, social media activity helped to populate 81% of positive online brand chatter about the launch, with more than 2,246 posts about Queen Elizabeth. To date, there have been more than 41,000 views of Cunard’s Queen Elizabeth Royal Naming Ceremony videos on YouTube.

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Best Online Newsroom – Business/Consumer Gold Hanna Lee Communications For Campari’s “Year of the Negroni” Italy’s iconic red spirit—Campari—was stuck in single-digit growth mode since its popularity peaked in the United States decades ago. Despite the revival of cocktail culture, Campari’s full potential remained untapped and needed a breakthrough to vault the spirit and its cocktails to the top of awareness.

The Negroni, Campari’s signature Aperitivo cocktail, had fallen into obscurity, possibly due to the spirit’s bitter flavor profile, which clashed with an American palate preferring sweetness.

With the spirit’s 150th anniversary the previous year, no obvious news hook existed to build buzz about. At the same time, competing brands entered the market, turning up the heat on Campari to reinforce and grow its category dominance.

Not all was lost though. A select group of artisan bartenders had kept the spirit’s flame alive.

Furthermore, focus group research revealed consumers with adventurous palates, frequent international travelers and food-enthusiasts represented the leading adopters of Campari and its versatile applications, with ongoing support from artisan mixologists.

The research also confirmed drinkers viewed Campari and its cocktails, especially the Negroni, as pre-dinner Aperitivos that could also accompany dinner itself.

Directed by Hanna Lee Communications, Inc., public relations efforts included announcing the “Year of the Negroni,” popularizing the Aperitivo trend with Campari as the category leader, educating consumers about the “beautiful side of bitter” and positioning Campari and its cocktails as the choice of the foodie community.

The agency recommended Campari organize or sponsor events at the Manhattan Cocktail Classic, an annual multi-day celebration of all things cocktail related that attracts cocktail enthusiasts, and Tales of the Cocktail, the nation’s leading gathering of star bartenders and artisan mixologists.

Hanna Lee’s pitch emphasized the return of the Classic Negroni as embodying the new Aperitivo trend and the revival of classic cocktails. Messaging communicated the noble and colorful history of the drink and tied in the fact top mixologists and foodie celebrities favored it. They also used the basic recipe ratios of the Classic Negroni as the template and jump-off point for the creation of numerous new Negroni variations that kept Campari as central to the drink’s DNA. Campari, the Negroni and other Campari cocktails resided at the center of 88 stories in food/consumer media outlets, resulting in 31.7 million reader impressions, 9.6 million TV views, 7.7 million radio listeners and 433.4 million unique monthly visits. In-depth feature stories included Food Arts Magazine, Esquire.com and The Wall Street Journal. Other feature story placements included The New York Times, Bon Appetit, Food & Wine, People, Saveur, Food Network Magazine, People, Us Weekly and OK! Magazine. Broadcast and radio hits included NBC “Today Show,” CBS “The Early Show,” Bloomberg Radio and Martha Stewart Living Radio.

In addition, by working with a dozen top mixologists throughout the year, the PR team gained their loyalty.

Following the mixologists’ lead, bartenders across the U.S. embraced the Campari trend enthusiastically by introducing next-generation cocktails that experimented with techniques such as barrel aging, on-tap service and carbonation. All Campari events sold out due to pre-event publicity, while Campari achieved double-digit sales growth for the first time in decades.

2012 Bulldog Media Relations Awards

Best Online Newsroom – Business/Consumer Silver Business Wire For P&G Corporate Online Newsroom http://news.pg.com

The strategy behind the Procter & Gamble Newsroom included the creation of a central online location where journalists, bloggers and consumers could easily access news, views and multimedia, facts and figures about P&G and its affiliate brands.

The newsroom’s goal was to create a simple, clean and concise layout so that journalists on deadline could quickly locate and download P&G press materials. The newsroom also contained design elements from the P&G Corporate site so that media could safely conclude they had downloaded official news and information.

The newsroom had to be visually appealing to entice site visitors to review or download purposefully highlighted content, such as video from the latest community event or updated brand photographs and logos. The newsroom also had to be transferable to future P&G brand online newsrooms so that these brands could be readily identified as part of the P&G stable, yet still maintain their individual identity and content.

Working closely together, P&G and Business Wire set out to build a search-engine optimized P&G Newsroom that not only met the design and navigation needs, but also offered accessible and downloadable press components, including shareable press releases, media kits, logos, images, audio, video, media contacts, events, awards, company background, RSS feeds, blogs and social media integration. Content was categorized and searchable by subject matter so that media could find desired news and supplemental material swiftly.

In June 2011, the P&G Newsroom officially launched and found at www.news.pg.com.

The 2011 P&G Newsroom achieved streamlined communication between media and The Procter & Gamble Company Corporate Communication and Reputation team, along with a better user experience for both parties. Due to the success of the P&G Newsroom, continued production has ensued for a total of 50 unified brand online newsrooms.

Best Use of Personality/Celebrity Gold Hunter Public Relations For KRAFT Macaroni and Cheese Hires Man With a Golden Voice While still a favorite among kids, KRAFT Macaroni & Cheese (KMAC) had disconnected from adult consumers in recent years. In 2011, the brand’s goal was to become America’s favorite all-family food and remind adults how much they love it. To do so, the brand sought to capitalize on newsworthy popular culture moments in order to take back its iconic place at the dinner table.

KMAC was set to premiere a new TV spot to launch the next phase of their “You Know You Love It” campaign aimed at adults during the first-ever Kraft Fight Hunger Bowl, a national televised college football game that culminated Kraft Foods’ largest hunger relief campaign to-date.

A couple days prior to recording the commercial voiceovers, KMAC found itself in the unique position to leverage an incredibly newsworthy event. In January 2011, Ted Williams, a down-on-his-luck homeless man in Columbus, Ohio, stood on the side of the road with a sign touting his radio-perfect voice in the hopes of landing a job.

A local reporter asked Williams to give his best radio voice. Williams blew him away with his low tone and he rushed to post the moment on his newspaper’s website.

A day after the video posted, it went viral, catapulting Williams and his “Golden Voice” into the limelight.

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Moved by his story and amazing voice, KMAC thought his voice was perfectly suited for the “You Know You Love It” campaign. He was hired for the voiceover just two days after his now infamous video went viral. Hunter PR leveraged this newsworthy event to talk about KMAC helping those in need and in doing so, elevated awareness among its target consumers.

Hunter PR worked with the brand’s ad agency to quickly secure Williams’ first paying job with KMAC. Williams’ first TV appearance would be with “The Today Show” and Hunter made sure to ensure Williams had signed in time for him to announce his work with KMAC during the show. Following “The Today Show,” Williams went to the studio to record his voiceovers for four new “You Know You Love It” television spots.

During the voiceover session, Hunter PR filmed b-roll for a distributed social media release to announce the partnership and to be serviced to national media outlets.

Prior to the airing of Williams’ first commercial during the Kraft Fight Hunger Bowl, the agency secured an exclusive sneak peek of the new ad featuring Williams’ voice on “The Today Show.” To cap off the partnership, Kraft donated 1,300 KMAC boxes to the food bank in Columbus, OH that Williams frequented during his time living on the streets.

Best Use of Personality/Celebrity Silver Hanna Lee Communications For Campari’s “Year of the Negroni” Italy’s iconic red spirit—Campari—was stuck in single-digit growth mode since its popularity peaked in the United States decades ago. Despite the revival of cocktail culture, Campari’s full potential remained untapped and needed a breakthrough to vault the spirit and its cocktails to the top of awareness.

The Negroni, Campari’s signature Aperitivo cocktail, had fallen into obscurity, possibly due to the spirit’s bitter flavor profile, which clashed with an American palate preferring sweetness.

With the spirit’s 150th anniversary the previous year, no obvious news hook existed to build buzz about. At the same time, competing brands entered the market, turning up the heat on Campari to reinforce and grow its category dominance.

Not all was lost though. A select group of artisan bartenders had kept the spirit’s flame alive.

Furthermore, focus group research revealed consumers with adventurous palates, frequent international travelers and food-enthusiasts represented the leading adopters of Campari and its versatile applications, with ongoing support from artisan mixologists.

The research also confirmed drinkers viewed Campari and its cocktails, especially the Negroni, as pre-dinner Aperitivos that could also accompany dinner itself.

Directed by Hanna Lee Communications, Inc., public relations efforts included announcing the “Year of the Negroni,” popularizing the Aperitivo trend with Campari as the category leader, educating consumers about the “beautiful side of bitter” and positioning Campari and its cocktails as the choice of the foodie community.

The agency recommended Campari organize or sponsor events at the Manhattan Cocktail Classic, an annual multi-day celebration of all things cocktail related that attracts cocktail enthusiasts, and Tales of the Cocktail, the nation’s leading gathering of star bartenders and artisan mixologists.

Hanna Lee’s pitch emphasized the return of the Classic Negroni as embodying the new Aperitivo trend and the revival of classic cocktails. Messaging communicated the noble and colorful history of the drink and tied in the fact that top mixologists and foodie celebrities favored it. They also used the basic recipe ratios of the Classic

2012 Bulldog Media Relations Awards

Negroni as the template and jump-off point for the creation of numerous new Negroni variations that kept Campari as central to the drink’s DNA. Campari, the Negroni and other Campari cocktails resided at the center of 88 stories in food/consumer media outlets, resulting in 31.7 million reader impressions, 9.6 million TV views, 7.7 million radio listeners and 433.4 million unique monthly visits. In-depth feature stories included Food Arts Magazine, Esquire.com and The Wall Street Journal. Other feature story placements included The New York Times, Bon Appetit, Food & Wine, People, Saveur, Food Network Magazine, People, Us Weekly and OK! Magazine. Broadcast and radio hits included NBC “Today Show,” CBS “The Early Show,” Bloomberg Radio and Martha Stewart Living Radio.

In addition, by working with a dozen top mixologists throughout the year, the PR team gained their loyalty.

Following the mixologists’ lead, bartenders across the U.S. embraced the Campari trend enthusiastically by introducing next-generation cocktails that experimented with techniques such as barrel aging, on-tap service and carbonation. All Campari events sold out due to pre-event publicity, while Campari achieved double-digit sales growth for the first time in decades.

While Winkler was a high-profile author, the PR team had to overcome certain strategic challenges, including the publisher, Insight Editions, being a young, independent press based in San Rafael, California mainly known for producing illustrated books on photography, music and movies. The book’s subject also presented a niche topic of fly-fishing, while the budget was approximately $20,000.

Winkler had also only written children’s books and PTA had to determine just how far his “celebrity” would take him. Would people be interested in him only as “The Fonz” from 30 years ago or was he still relevant today?

After learning all ages today still loved Winkler, PTA decided to utilize his contacts in the entertainment world and coordinate those with contacts in the book world.

PTA partnered with media relations executives from NBC Universal to promote the book as well as Winkler’s new role on the hit cable network (TNT) show, “Royal Pains.” Launching at the beginning of June was also perfect timing for the Father’s Day pitch, tapping into the emotional aspect of the father-son dynamic and enjoying outdoor activities together like fly-fishing.

Best Use of Personality/Celebrity Bronze Media Connect For Henry Winkler National Media Tour

The campaign officially launched just before Father’s Day with a 26-city radio tour, including stations in the top markets—New York, Los Angeles, Seattle, Cleveland, Dallas, Philadelphia, Boston, Milwaukee, St. Louis, Detroit and Washington, D.C. By the end of June, the tour included appearances on national and regional TV and radio shows, such as “The Today Show,” “The Late Show with David Letterman,” and “Access Hollywood.”

Planned Television Arts (PTA) developed and executed a boutique media campaign for American TV and film icon Henry Winkler, a.k.a. “The Fonz,” in support of The New York Times bestseller, “I’ve Never Met an Idiot on the River: Reflections on Family, Photography, and FlyFishing.”

In addition, Winkler and his book received coverage in regional and national publications, including PARADE, People, The Hollywood Reporter, The New York Post, The NY Daily News, Los Angeles Magazine, Detroit Free Press, San Francisco Chronicle, Sacramento Bee and The Star-Ledger.

The campaign focused on both regional and national print and broadcast media for the June 1 publication date, with the central pitch theme being Father’s Day.

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The campaign’s top success occurred when Winkler’s book made The New York Times Best Sellers List on June 26, 2011, becoming the publisher’s first national bestseller since their inception only five years ago.

Best Use of Personality/Celebrity Honorable Mention Porter Novelli For Monster ‘Cool Jobs’ with Mario Batali Monster Worldwide Inc., parent company of Monster. com, the premier global online employment solution for more than a decade, is dedicated to inspiring people to improve their lives. In a time of 9% unemployment in the United States, Monster knew it was more important than ever to provide hope and help to job seekers by demonstrating that there are good jobs out there, and that job seekers can find the right one on Monster.com.

While No. 1 in the career services category, Monster.com has faced increasing pressure from both key competitors and social media-driven newcomers. To reinforce its point of difference, Monster developed a fleet of tools, most notable its hyper-precise 6Sense technology, which understands job titles, skills, experience level, industries, education and the hierarchy of concepts, to evaluate a candidate’s work experience like a human recruiter.

With this program leading the charge, Monster set out to motivate a growing number of insecure job seekers— those chasing a decreasing number of job openings in a down economy—to stay positive, embrace Monster.com and unite their passions with their profession by using Monster.com to find the perfect job.

Monster’s “Cool Jobs” program showed people that even in tough economic times, desirable jobs exist that can leverage your interests and likes and Monster is the destination to find them. The program also allowed Monster.com to showcase its 6Sense technology, which creates advance job searches—helping people match their desires and skill sets.

Along with Monster, Porter Novelli developed the “Cool Jobs” program with a strategy to partner with a select high profile celebrity entrepreneur interested in expanding their business or charity and who could encourage consumers competing in a crowded and insecure job market to pursue the career of their dreams.

After researching celebrity entrepreneurial talent in sports, film, television, music and lifestyle, the team partnered with renowned chef, author and TV personality Mario Batali, whose broad appeal to the target (job seekers ages 25-54) and genuine need for an employee made him an ideal partner. With a new book and talk show coming out, Batali would also be of interest to many national media outlets.

Batali happened to be in the market for a media production coordinator to help him develop and organize his digital content strategy and library. The chef also found it important to utilize the 6Sense technology offered by Monster to nail down the perfect candidate for his team.

Porter Novelli produced a series of videos featuring Batali in his New York emporium, Eataly, where he described the position, what he was looking for, and his philosophies on life, work and food. The agency also included a regular series of posts on Monster’s Facebook and Twitter pages, seeding Batali videos on Monster’s YouTube channel, a Facebook Q&A with Batali and regular updates on MonsterThinking.com, the job site’s most popular blog.

Leveraging its strong relationships with national consumer and entertainment media, Porter Novelli booked in-studio broadcast segments and in-person interviews with Batali. A media and publicity campaign included appearances by Batali to promote the position on “The Rachael Ray Show,” NBC “Today Show” and “Jimmy Fallon,” as well as interviews with Bloomberg, LA Weekly, Eater.com, GrubStreet and Business Insider.

2012 Bulldog Media Relations Awards

A media-trained Batali’s talking points positioned Monster.com as the natural partner to help find a perfect talent match for this position—a job that attracted tens of thousands of resumes.

With over one million job views and nearly 50,000 resumes in 55 days, the program proved to be one of Monster’s most successful marketing campaigns to date.

Monster presented Batali with the top 50 candidates as ranked and scored by 6Sense. Batali interviewed five finalists, ultimately selecting Drea Bernardi as his new media production coordinator.

The campaign garnered approximately 147 million media impressions, while original hits landed on highprofile outlets such as “The Today Show,” “Rachel Ray,” “Late Night With Jimmy Fallon,” Bloomberg TV and Billy Bush Radio. Leading consumer publications such as YumSugar, GrubStreet and AOL Jobs featured interviews with Batali.

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PR Innovation of the Year Gold Hanna Lee Communications For Campari’s “Year of the Negroni” Italy’s iconic red spirit—Campari—was stuck in single-digit growth mode since its popularity peaked in the United States decades ago. Despite the revival of cocktail culture, Campari’s full potential remained untapped and needed a breakthrough to vault the spirit and its cocktails to the top of awareness.

The Negroni, Campari’s signature Aperitivo cocktail, had fallen into obscurity, possibly due to the spirit’s bitter flavor profile, which clashed with an American palate preferring sweetness.

With the spirit’s 150th anniversary the previous year, no obvious news hook existed to build buzz about. At the same time, competing brands entered the market, turning up the heat on Campari to reinforce and grow its category dominance.

Not all was lost though. A select group of artisan bartenders had kept the spirit’s flame alive.

Furthermore, focus group research revealed consumers with adventurous palates, frequent international travelers and food-enthusiasts represented the leading adopters of Campari and its versatile applications, with ongoing support from artisan mixologists.

The research also confirmed drinkers viewed Campari and its cocktails, especially the Negroni, as pre-dinner Aperitivos that could also accompany dinner itself.

Directed by Hanna Lee Communications, Inc., public relations efforts included announcing the “Year of the Negroni,” popularizing the Aperitivo trend with Campari as the category leader, educating consumers about the “beautiful side of bitter” and positioning Campari and its cocktails as the choice of the foodie community.

The agency recommended Campari organize or sponsor events at the Manhattan Cocktail Classic, an annual multi-day celebration of all things cocktail related that attracts cocktail enthusiasts, and Tales of the Cocktail, the nation’s leading gathering of star bartenders and artisan mixologists.

Hanna Lee’s pitch emphasized the return of the Classic Negroni as embodying the new Aperitivo trend and the revival of classic cocktails. Messaging communicated the noble and colorful history of the drink and tied in the fact that top mixologists and foodie celebrities favored it. They also used the basic recipe ratios of the Classic Negroni as the template and jump-off point for the creation of numerous new Negroni variations that kept Campari as central to the drink’s DNA. Campari, the Negroni and other Campari cocktails resided at the center of 88 stories in food/consumer media outlets, resulting in 31.7 million reader impressions, 9.6 million TV views, 7.7 million radio listeners and 433.4 million unique monthly visits. In-depth feature stories included Food Arts Magazine, Esquire.com and The Wall Street Journal. Other feature story placements included The New York Times, Bon Appetit, Food & Wine, People, Saveur, Food Network Magazine, People, Us Weekly and OK! Magazine. Broadcast and radio hits included NBC “Today Show,” CBS “The Early Show,” Bloomberg Radio and Martha Stewart Living Radio.

In addition, by working with a dozen top mixologists throughout the year, the PR team gained their loyalty.

Following the mixologists’ lead, bartenders across the U.S. embraced the Campari trend enthusiastically by introducing next-generation cocktails that experimented with techniques such as barrel aging, on-tap service and carbonation. All Campari events sold out due to pre-event publicity, while Campari achieved double-digit sales growth for the first time in decades.

2012 Bulldog Media Relations Awards

PR Innovation of the Year Silver Mullen For The Day Baby was Born by Tommee Tippee In 2011, Tommee Tippee—Great Britain’s top baby and toddler feeding brand challenged its PR team at Mullen to develop a way to further reengage expectant United States moms, while increasing brand awareness.

At a time when the brand had been significantly outspent, Mullen developed a game-changing digital idea to engage new and expectant moms in an emotional way to drive purchase consideration and trial, while at the same time giving back to the passionate mom community that had taken Tommee Tippee from a virtually unknown brand from the other side of the pond in 2010 to one of the most mom-recommended brands in the United States.

Mullen developed and created “The Day Baby Was Born,” a web application enabling moms to create a digital storybook preserving all the precious memories from pregnancy through journal entries, pictures and news headlines from the day their baby is born.

Using Facebook Connect, the site allows moms to create and send pregnancy and birth announcements and then capture and save congratulatory messages friends can post on their Facebook wall. When their baby is born, parents can write a letter welcoming them into the world.

Parents can also choose to include the top news, sports and weather information from the day their baby entered the world. The finished product provides the new family with a glimpse of the world on the day of the baby’s birth.

What’s more, “The Day Baby Was Born” is free to use.

The Mullen team, which included mothers who relied heavily on their own personal and emotional experiences, devised the tool to connect with expectant moms before they register for baby shower gifts—the sweet spot for the newborn and infant market. The application and the

promotion of it, was centered on the emotional needs and habits of expectant mothers. An emotional video offered potential users an introduction to “The Day Baby Was Born,” helping them to understand the long-term impact of preserving the precious once-in-a-lifetime memories from pregnancy.

Modern moms share details of their pregnancy on Facebook and other social media platforms, but until “The Day Baby Was Born,” they did not have an easy way to save those congratulatory posts and interactions.

The powerful blogger community responded to “The Day Baby Was Born,” including a post by girlsgonechild.net, which has 350,000 unique monthly visitors. The post received more than 500 comments and spiked the most amount of organic traffic to “The Day Baby Was Born.”

The campaign received coverage in more than 110 online media outlets, totaling nearly 20 million impressions.

High-profile media hits included Fox News Now, People. com, Babble and The Bump.

PR Innovation of the Year Bronze Pfizer For Executive Meet the Press Program Pfizer’s “Executive Meet the Press Program” enabled the corporate communications team to engage and educate the company’s top-tier beat reporters by providing opportunities for them to hear important Pfizer stories from the senior most executives in the company globally.

Hosted primarily at Pfizer’s New York City headquarters and Washington, D.C. offices, the proactive sessions have also occurred virtually, reaching hundreds of reporters throughout the world.

The monthly in-person series attracted an audience of top-tier journalists, including representatives of The Associated Press, Bloomberg, Reuters, Dow Jones, ABC,

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NBC, CNBC, The Economist, Forbes, Politico, The New York Times, The Wall Street Journal, Financial Times and The Washington Post, among others. The program offers complete, unfiltered and “always on the record” access to Pfizer’s top leaders. Besides the in-person series, Pfizer has also hosted a number of virtual sessions with reporters from around the world participating via teleconference.

Since 2010, the Executive Meet the Press Program has played a pivotal role in helping Pfizer become the world’s most visible biopharmaceutical company. In addition to measurable improvements in the quality of media coverage and the company’s reputation, the Executive Meet the Press Program won Pfizer praise from some of its toughest critics—the news media.

Pfizer hosted more than 15 sessions of the Executive Meet the Press Program about a broad range of subjects in 2011. Among the locations for the sessions were Pfizer’s New York headquarters, its offices in Washington, D.C., and a new research facility in San Diego. Session topics included “New Treatment for Lung Cancer,” “Role of Personalized Medicine,” “Viagra Anti-Counterfeiting Campaign,” and “Lipitor’s Loss Exclusivity.” More than 12 Pfizer executives participated in Executive Meet the Press sessions during the time period.

The program received strong and sustained media participation, with attendees including national and international top-tier business, financial, health/science and policy media and many who became regulars and now participate in every session, regardless of the topic and speaker. Regulars also included 3 of the top 4 pharmaceutical industry reporters from Forbes, The Wall Street Journal and Dow Jones. Other attendees included representatives from Bloomberg, Reuters, The Associated Press, The New York Times, Washington Post, The Economist, Financial Times, Barron’s, CNBC, Politico, The Hill, Congressional Quarterly, National Journal, Pink Sheet, Kaiser Health News and Xconomy.

2012 Bulldog Media Relations Awards

Best Response to Breaking News Gold Pfizer For Simply Preposterous Two weeks before Christmas 2010 an international media crisis was not the gift Pfizer’s Global Media Relations (GMR) team hoped Santa would bring.

WikiLeaks, the international organization that publishes private, secret, and classified media from anonymous news sources, released U.S. diplomatic cables alleging that Pfizer “used dirty tricks” to avoid paying a legal settlement involving a 1996 clinical trial of meningitis drug Trovan during a disease outbreak in northern Nigeria.

The Guardian of London broke the story on December 9, reporting that according to the purported cables, Pfizer hired investigators to uncover evidence of corruption by the Nigerian attorney general as a means of pressuring the official to drop the federal lawsuits against the company. The damaging information also went out to Nigerian media.

GMR choreographed and implemented a rapid response that effectively turned the tide and tone of media coverage within a 24-hour period by characterizing the allegations as “simply preposterous,” thus minimizing further damage to Pfizer’s global reputation.

After Pfizer’s team confirmed the facts that Pfizer Nigeria had indeed made no payments to private investigators for the reasons alleged by WikiLeaks, regardless of what the cables alleged.

Having confirmed the facts, the team assigned immediate actions to take. These tactics included outreach to the Nigerian government, security for Pfizer’s Lagos office with contingency plans, and communications outreach to key audiences.

The media team aggressively rebutted allegations of impropriety in a manner that would assure inclusion of Pfizer’s response in all media coverage moving forward. GMR provided reporters with a one-page written statement in response to inquiries. They also targeted a select few top-tier media outlets—and reporters recognized for their fairness and willingness to listen— for interviews conducted on background with Pfizer’s outside counsel team for the Trovan agreement.

GMR also directed that all media calls be directed to the global media relations team, regardless of location to ensure “one voice” consistency of response. The team issued a strongly worded statement the day the story broke, posted the statement on Pfizer.com, conducted an interview with Financial Times and monitored media coverage around the clock through December to stay aware of coverage, changing circumstances such as potential additional WikiLeaks disclosures and to identify errors or omissions in coverage.

All but initial coverage of WikiLeaks allegations reflected Pfizer’s statement denying the allegations. Pfizer’s “simply preposterous” phrase appeared prominently in virtually all of the coverage. Twenty-four hours later, overall tone of coverage shifted to neutral.

Best Response to Breaking News Silver The Aerospace Corporation For UARS Reentry When the media became fascinated with the story of Upper Atmospheric Research Satellite (UARS), The Aerospace Corporation’s external media team realized the corporation had a unique opportunity to provide a new and valuable perspective on the unfolding events.

The initial media strategy was to take advantage of the fact that both NASA and the Air Force were not willing or able to contribute much to the story of the falling satellite. The area of space and orbital debris is one in

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which Aerospace is well-positioned to comment because Aerospace hosts the Center for Orbital and Reentry Debris Studies and is home to some of the world’s foremost experts on space debris. In addition, The Aerospace Corporation had been working with the Air Force to track UARS and had developed very sophisticated models predicting the satellite’s reentry.

Given that NASA and other such high-profile organizations usually reside in the spotlight where space is concerned, Aerospace’s initial media strategy was to contact approximately eight print and web reporters to offer one of its space debris experts, Dr. Bill Ailor, as an alternative subject matter expert to NASA. The media relations team targeted media outlets with which it had worked in the past. This was one of the first times in its history that Aerospace reached out to media with one of its experts. The goal was to create a positive media experience in order to open future doors to media outreach, and to raise awareness of the cutting-edge work Aerospace does in space and orbital debris.

This initial outreach resulted in three immediate responses and requests for interviews from The Los Angeles Times, Associated Press and Washington Post.

The day after giving the three interviews, the team was contacted by an ABC News producer with a request to do an onsite interview with one of the company’s experts.

The first step was a site survey by ABC, which led to a request to broadcast live for “Good Morning America.”

Allowing satellite trucks onto The Aerospace Corporation secure compound in El Segundo, California was a first for the company and had to be approved up through the president and chief executive officer as well as by the Air Force.

The story aired on “Good Morning America” the next morning. The Associated Press story ran in more than 120 outlets around the world. The AP story triggered an onslaught of media queries from around the world,

including requests from local TV crews from CBS, NBC and FOX, and requests from international media including, Japan TV and Radio Chile.

At the height of the media’s interest in UARS, Aerospace decided to again be proactive in providing information and sent out two press releases apprising the public of the evolving situation. Both were sent out via a traditional wire service and distributed to national and international audiences. The intention was both to capitalize on the momentum already generated by the great interest in the story and to ease some of the burden on the team the proactively putting information in the public sphere rather than simply responding to inquiries. Several video clips were also included with one of the press releases.

Over 100 print and online media outlets picked up both press releases.

More than 200 print and online publications carried the story. The story ran on 30 U.S. television stations, several international TV stations and 13 radio stations across the U.S. as well as a number of international radio stations. During the height of the media’s interest in the story, Aerospace hosted four news crews onsite.

Best Response to Breaking News Bronze Trainer Communications For Zazzle: “Winning!” With a Stellar Rapid Response Program Having worked with on-demand manufacturer Zazzle since March of 2009, Trainer Communications has used a variety of strategies to improve the company’s visibility, including securing top-tier business press coverage in USA Today, CNN, The Wall Street Journal and inclusion in holiday gift guides for Seventeen, Wired, MSNBC, Real Simple and Glamour.

Trainer also introduced a new program targeting the nation’s most influential mommy bloggers, which resulted in a completely new sales channel for Zazzle.

2012 Bulldog Media Relations Awards

With these influential mommy bloggers to blog about their first-hand experience making products on Zazzle, Trainer achieved over 250,000 reaches with this group every month. Zazzle cited this program as the source of a 35% growth in revenue.

With such outstanding success in 2010, Zazzle’s Board of Directors had sky-high expectations for 2011. One board member told Trainer, “We want to be the Amazon of custom product.” Needless to say, the heat was on to raise the bar even higher.

Trainer uncovered the strategy to meet the Board’s expectations in an unlikely place—the Chilean miner incident. Thirty minutes after the rescue of the first miner, illustrator Nedad Jakesevic uploaded a “VivaChile” design featuring a miner’s helmet for sale on Zazzle.com.

Spotting this, Trainer reached out to Fox News Latino with the realization that Zazzle is not just an e-commerce platform. It is another “channel” through which people can comment on current events. The next day, Fox News Latino ran a story on people taking to the Zazzle marketplace to voice their support for the miners.

Following this incident, Trainer outlined a deliberate strategy for an ongoing “Rapid Response” program.

The new program was the key to inserting Zazzle into buzz-worthy conversations and articles on whatever the Zeitgeist deemed important. The goal was to associate the company with the most talked-about events and goingson in the media, thereby elevating Zazzle on a national and in some cases, international scale and helping to move Zazzle closer to household-level recognition.

With each buzz-worthy comment or catchphrase from or about prominent figures in the news, a bumper sticker or other item would appear on Zazzle with the same comment. And with each controversial event, the team reached out to journalists, offering resources and insight on how individuals profited from the event.

Many stories resulted, including an article by Inc. magazine writer Eric Markowitz on WikiLeaks, detailing how consumers made the best of the scandal by creating Assange and state secret-themed products on Zazzle.

As new scandals and news events unfolded, Trainer regularly spoke with reporters, sharing cultural insight gleaned from the vibrant Zazzle marketplace. Reporters nationwide started to view the Zazzle marketplace as an established barometer of public sentiment. In addition, as sales fluctuated for various products, Trainer pitched Zazzle’s comments on the apparent change in public sentiment, and the team saw success and media coverage.

Results for the campaign included securing 40 pieces of coverage in response to emerging news items. Trainer landed more than 63 pieces of coverage in print, on the web, and on TV. As a result of the campaign, Trainer established Zazzle as a “go to” resource for commenting on cultural trends and perspectives on breaking news.

When major 2011 events like the death of Osama Bin Laden, the Royal Wedding, or the death of reality star Ryan Dunn occurred, the PR team fielded a surge of media inquiries, and secured waves of coverage for Zazzle and its marketplace.

Due to the surge in visibility that Trainer’s rapid response program introduced, Zazzle’s marketplace soon received an influx of celebrities setting up Zazzle storefronts through which to sell their branded merchandise.

Lil’ Wayne, KISS and Jason Mraz are just a few of the celebrities whose fans flocked to Zazzle to purchase skateboards, t-shirts, and iPhone cases branded with celebrity designs.

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Best Use of Research – Business/Consumer Gold InkHouse For Captivate Office Pulse Many people know Captivate Networks as the company behind the screens in their office elevators. Desiring to be recognized as the leader in out-of-home digital media and the company that understands the affluent whitecollar workforce better than anyone, Captive turned to InkHouse to help build its brand recognition beyond the screen to demonstrate the value of their audiences to potential advertisers.

To do this, InkHouse recommended that Captivate tap its research arm—Captivate Office Pulse—an ongoing research initiative offering timely analysis and insights to help marketers make better business decisions.

InkHouse and Captivate identified potential topics, deciding upon work-life balance. They picked this topic based on the planned timing of the survey (around Labor Day) and the fact that work-life balance is a topic frequently in the media. The two companies developed questions around work behavior, work-life balance, personal and professional priorities and general satisfaction with their situation. These questions went out to more than 4,000 white-collar workers from across North America.

As the data became analyzed, InkHouse suggested humanizing the results by using them to construct a profile of the happiest and most unhappy workers.

InkHouse mined the raw data along with Captivate and examined subsets of data, such as age, sex, profession, income, marital status, number of children, spouse’s working status, which would comprise the profile of the happiest and unhappiest workers. Digging deeper, the companies looked at additional data to understand the profiles of these workers, including the following topics: Who’s responsible for household duties? Do you take breaks at work? For how long and what do you do?

Has work-life balance affected your health? Does your employer offer work-life balance programs? What helps you achieve work-life balance?

After writing a traditional press release with the headline, “Captivate Office Pulse Survey Reveals Men are Happier than Women with their Work-Life Balance,” InkHouse used the Captivate Office Pulse research to create a visually appealing infographic to tell a story about the happiness of office workers.

InkHouse targeted the national morning shows and focused in on programs that favor discussion formats knowing the topic would draw lively commentary from the hosts. The agency focused on pitching “The Today Show With Kathie Lee & Hoda” for “The Scoop” segment where the hosts comment on hot topics. They secured the segment on the September 14, 2011 show.

The agency also pitched a variety of print and online reporters who cover the work-life issue and had written related stories in the past. In addition, the agency conducted social media outreach to amplify the reach of the media coverage and engage in conversations about work-life balance, managing an Office Pulse Twitter handle and Facebook page and posting updates and tweets based on the press release data.

The campaign resulted in nearly 150,000 media impressions and more than 5,500 reposts, retweets or references to the original Captive content. Media hits included Yahoo.com, The Huffington Post, Boston Globe, Job.com, Men’s Health, Detroit Free Press, St. Louis Today, Jezebel.com, while “The Today Show” segment represented the campaign’s top hit.

2012 Bulldog Media Relations Awards

Best Use of Research – Business/Consumer Silver Berman & Company For Affordable Care Act The Berman & Company-managed Employment Policies Institute (EPI) is a non-profit research organization dedicated to studying public policy issues surrounding employment growth. EPI focuses on issues that affect employment by sponsoring nonpartisan research conducted by independent economists at major universities around the country.

In 2010, Congress passed President Obama’s Patient Protection and Affordable Care Act and the companion Health Care and Education Reconciliation Act of 201— known collectively as the Affordable Care Act (ACA).

Proponents claim ACA will dramatically improve coverage for the uninsured while having little effect on how the currently insured receives their insurance. Critics argue that the nature of coverage for those currently insured will change as a result of ACA subsidies available outside of employer provided coverage.

In 2011, it was still unclear how the particular wording of regulations would affect employers and employees alike, leaving both sides unsure of the consequences.

In an effort to learn more about the implications of the ACA—particularly coverage effects—EPI commissioned research from recognized labor economists to quantify the cost of the ACA for taxpayers, as well as to examine the poorly understood factors surrounding subsidies in the new law and nearly-created insurance exchanges.

Berman & Company commissioned economists Richard V. Burkhauser of Cornell University and Kosali Simon of Indiana University on behalf of EPI to provide a comprehensive analysis of the health insurance coverage effects of ACA. The agency sought to educate healthcare experts, journalists and policymakers about the misunderstood

implications of the ACA, estimate the potential cost to taxpayers of these misunderstandings and jumpstart the conversation about the unclear regulations in the ACA. Messaging concentrated on the research by the economists at Cornell University and Indiana University.

Berman & Company also sought to use highly-visible media outlets—both print and broadcast—to draw attention to the unintended negative consequences and costs of taxpayers of the ACA and also provide an accessible and easy-to-understand policy brief on the study’s findings for both outlets and the public.

To spread its message, Berman & Company developed a national press release on the study’s findings, authored a media-friendly policy brief to highlight the results of the study, wrote and pitched an Op-Ed highlighting the research findings signed by the study’s authors and wrote and sent additional availabilities to media interested in speaking with the study’s authors surrounding the healthcare policy panel event and the House testimony of one of the study’s authors.

The study received widespread coverage with media hits across the country in mediums ranging from print news, blogs and television to healthcare trade and business publications. Coverage highlights included top-tier hits in major outlets and D.C.-centric publications, such as The Washington Post, Politico, CQ, The Hill, The Daily Caller and Reason. Coverage in major business and political publications included Forbes, National Review, National Affairs, The Daily Record and Newsmax. Additional coverage of the study included editorial papers such as Investor’s Business Daily, The Washington Examiner and The Virginian Pilot.

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Best Use of Research – Business/Consumer Bronze Berman & Company For Unintended Consequences of Reusable Bags In recent years, environmental activists and lawmakers have called for imposing a tax—if not an outright ban— on plastic bags across the country. These policies push consumers to purchase cheap, fabric-like polypropylene reusable bags that can contain excessive levels of lead and serve as a breeding ground, if not washed regularly, for bacteria like E. coli.

In November 2010, Senator Charles Schumer called on federal and state regulatory agencies to investigate a report that showed nearly half of all reusable bags tested contained excessive amounts of lead. By the end of 2010, several North American retailers recalled their usable bags in response to internal testing that also found the bags to contain high lead levels.

The Berman & Company-managed Center for Consumer Freedom (CCF) commissioned a poll, which found 56% of Americans unaware that their usable grocery bags may contain lead and bacteria. In an effort to increase public knowledge about the possible dangers lurking in bags, CCF performed a study that sampled 44 major retailers’ bags for toxins. Of the 44 tested, 16 contained lead in amounts greater than 100 ppm, which is the legal limit in many states.

CCF’s campaign hoped to caution lawmakers that policies intended to change consumer behavior like banning or taxing plastic bags often result in unintended consequences that can be detrimental. When polled, consumers overwhelmingly agree they should have the choice of what kind of bag they would like to use.

The campaign sought to educate the public that fabriclike polypropylene bags contain excessive amounts of lead and caution activists and lawmakers that forcing consumers to use reusable bags has negative unintended consequences.

Berman & Company researched USA Today consumer reporters to pitch the study to exclusively, developed a national press release to be distributed the day the USA Today piece ran, release CCF polling data that gauged the public’s knowledge and opinions on reusable bags, wrote several original op-ed pieces highlighting the unintended consequences of lawmakers and activists pushing for reusable bag usage.

The study received coverage by over 70 newspapers, television and blog outlets. The exclusive story ran on the front page of USA Today’s widely read Money section and shared by 135 readers on Twitter and almost 170 on Facebook. The release spurred The San Francisco Chronicle to write a front-page, above-the-fold story highlighting the study. Over 35 local NBC, ABC, CBS and CW cable stations covered the study’s results.

Major markets included Washington, D.C., Chicago, San Francisco and Seattle.

CCF’s media outreach to states considering a tax or ban on plastic bags secured media cover in top state publications such as The Hartford Courant, Boston Herald and Palm Beach Post. Since the beginning of the campaign, CCF placed 18 letters to the editor and seven op-ed pieces in top publications, including The Baltimore Sun, The Richmond Times-Dispatch, and The Seattle Post-Intelligencer.

2012 Bulldog Media Relations Awards

Best Special Event/Stunt Gold Zapwater Communications For Topshop Invades Windy City TOPSHOP/TOPMAN, the British clothing and accessory brands known for trend-driven fashion, opened their first United States flagship store in New City in 2009. Owned

by Arcadia Group, United Kingdom’s largest privately owned clothing retailer, since 2002, CEO Sir Philip Green has continued to re-brand and drive expansion.

By 2011, Green and TOPSHOP/TOPMAN sought to increase their market share and presence in the United States resulting from the overwhelming consumer and media support received after the New York opening.

Green identified Chicago as the next location for the brand’s expansion. When the former Borders building at 830 North Michigan Avenue became available, and with its size and prime real estate on the Magnificent Mile, a fall 2011 opening fell into place.

The brand retained Zapwater Communications for a six-month public relations campaign, including extensive media relations, street marketing, social media, press and influencer events and brand ambassador partnerships.

The agency looked to introduce the brand to the Chicago market and generate excitement in the months leading up to the grand opening. Zapwater identified three key target audiences—consumers, media and Chicago influencers.

Zapwater created a press event to coincide with Sir Philip’s travel to the U.S. and preview TOPSHOP/ TOPMAN’s Autumn/Winter 2011 collections. The event occurred on May 4, 2011 at the Roof at the Wit Hotel, just a few blocks from the Magnificent Mile. More than 50 members of the media attended the one-day event, including newspaper and magazine editors, broadcast producers, online bloggers and stylists. Zapwater also coordinated 18 media interviews and tours with top-tier media and the brand’s directors and CEO of the brands.

The agency also went to work on planning an influencer dinner for a select group of tastemakers in the fashion, music, art and entrepreneurial industries and media. The goal included introducing and connecting with Chicago’s who’s who. Held at Henri, one of Chicago magazine’s 2011 “Best Restaurants,” the dinner attracted more than 60 tastemakers and media.

Once summer arrived, the brand set their sights on Lollapalooza, which provided them an opportunity to reach more than 150,000 attendees in their target demographic. Zapwater created a TOPSHOP/TOPMANbranded truck from a retired ice cream truck. Six brand ambassadors, including three males and three females, completed a training session to learn the history of the brands.

Consumers who interacted with the truck had the opportunity to enter a drawing for the chance to win a $1,500 shopping spree and VIP shopping day upon the opening of the Chicago store. Brand ambassadors interacted with more than 6,000 consumers and increased awareness of the Chicago opening.

Once fall arrived, Zapwater directed its focus to the events leading up to the grand opening. The TOPSHOP/ TOPMAN truck and brand ambassadors hit the streets of Chicago for the six days leading up the grand opening (September 2-7, 2011). The brand ambassadors handed out limited edition TOPSHOP/TOPMAN canvas bags, zines and products.

Zapwater implemented a VIP shopping event on Wednesday, September 7, which included the city’s top influencers and media, who received a preview of the TOPSHOP/TOPMAN store, personal shopping services and merchandise. More than 200 tastemakers, influencers and members of the media attended the VIP event, including an appearance by the Mayor of Chicago, Rahm Emanuel. A VIP dinner followed to celebrate the opening with media, influencers and celebrities.

Celebrities Miley Cyrus, Liam Hemsworth, Brenda Song and Gerard Butler attended.

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To celebrate the grand opening on September 8, 2011, TOPSHOP/TOPMAN worked with the city of Chicago to shut down Pearson Street so the brand could host a full-scale runway show with a 20-foot state, lighting, music and live models. The event displayed twenty looks, highlighting the brand’s top trends for the season.

During the course of the six-month engagement, 100 percent of the print, online and broadcast media placements across all initiatives were positive. Time Out Chicago named the TOPSHOP/TOPMAN “The Best Store Opening” for their 2011 Shopping Awards. During the Chicago store’s first week open, sales exceeded $1 million. During the first 30 days, sales for the TOPMAN brand exceeded expectations by 50 percent.

Zapwater also secured a cover story on the opening in Women’s Wear Daily, the authority for breaking news, comprehensive business coverage and trends in the worlds of fashion, beauty and retail.

Best Special Event/Stunt Silver Euro RSCG Worldwide PR For The French Will Never Forget 9/11 When the United States came under attack on September 11, 2001, the world was shocked, angered and in mourning. After France opposed the U.S. invasion in Iraq, a standard cliché appeared in the American media that the French did not remember what the U.S. had done for them during World War I and World War II. To try to reverse this perception, four French citizens living in the U.S. formed a grassroots nonprofit in 2003 called The French Will Never Forget to help strengthen the long-standing friendship between the two countries.

With the 10th anniversary of Sept. 11 approaching, Euro RSCG Worldwide PR boarded to help spread TFWNF’s message of friendship and hope. The group decided on a meaningful symbol to honor the people lost in

the attacks—a 75-foot replica of the Twin Towers to be erected opposite the Eiffel Tower that read “The French Will Never Forget Sept. 11 and list the names of each victim.

To capture the attention of the U.S. (particularly New York City) and U.K. media, the agency needed to find a news hook. After doing some research, they found the replica Twin Towers would be the largest 9/11 tribute in the world outside of the U.S. Knowing the extensive list of special events occurring not only in New York, but also across the U.S., they would be up against some tough domestic competition for coverage.

RSCG Worldwide PR developed two press releases revealing event details and quotes of support from the U.S. and French ambassadors. Secured multiple in-person interviews for former New York City Fire Commissioner Tom Von Essen with international news outlets. They also distributed photos of the replica towers in the early stages of construction to build advance buzz and coordinated a media brunch for Parisian media to interview the co-founders of The French Will Never Forget.

The agency increased the group’s social media presence as well. They created a U.S. version of the group’s Facebook page, secured a Twitter handle and encouraged Facebook fans to share messages of sympathy. The PR team also spread TFWNF’s message to interest groups by building relationships with 9/11 support groups and linking to American-Francophile Facebook pages.

Despite the little to no budget, the media effort provided The French Will Never Forget with $9 million worth of earned media. Coverage of the event spanned the globe, resulting in more than 231 million media impressions in the first three days alone. The campaign garnered 68 print and online placements, including coverage in The New York Times, USA Today, Forbes, The Washington Post, The Boston Globe, Los Angeles Times, San Francisco Chronicle, Detroit Free Press, Yahoo.com and The Associated Press. Foreign coverage included hits in The Telegraph, Daily Mail, The Gazette, Agence

2012 Bulldog Media Relations Awards

France-Presse and Bonjour Paris. Broadcast segments appeared on CNN, ABC News, NBC, MSN, CBS News, Fox News, Europe 1, France 3, France Today, Radio France International and more.

Best Special Event/Stunt Bronze RF|Binder For BAND-AID® Brand Rescues Fashion Emergencies Long-term client, Johnson & Johnson assigned RF Binder the challenge of developing a communications platform to elevate the equity of BAND-AID as a trusted, innovative, technology-driven wound care brand and increase relevance with adult women.

In 2010, RF Binder developed and launched a public relations platform with a multi-tiered strategy that included a partnership with fashion designer Cynthia Rowley, who designed a limited-edition “dress-up” BAND-AID sold exclusively at Cynthia Rowley stores, www. cynthiarowley.com and The Smithsonian’s Cooper-Hewitt, National Design Museum.

Among the chief challenges for this retail launch, included how would RF Binder continue to drum up media and consumer interest in the designer BAND-AID concept without news products to design? RF Binder created a campaign tying the BAND-AID brand to the concept of “fashion emergencies,” a timely theme that would resonate with fashion-forward female consumers—the key target for the product line.

To activate the Fashion Emergencies or “Malfunction” theme, RF Binder created the first-ever “Glambulance” as a branded, fashion first-aid vehicle to help drive news and as a means of engaging consumers. The vehicle launched and visited fashionable locations during Fashion’s Night Out and Fashion Week for maximum awareness and visibility. A variety of stylish

fixes and services were offered to consumers, including makeovers, an onsite seamstress and fashionable firstaid supplies—all emphasizing the fashion concept.

Additional strategies included a Fashion Malfunction Story Contest, where fans had the chance to enter stories detailing their fashion mishaps for the opportunity to win a $2,500 grand prize—a styling session and shopping spree at Cynthia Rowley. The brand also served as a sponsor of celebrity stylist Robert Verdi’s Fashion Week Retreat and Lounge where it showcased the product and other elements of the campaign. To further drive online buzz, the PR team recruited 25 influential beauty and fashion bloggers to serve as campaign ambassadors, tasked with posting and tweeting about the product launch and promoting the campaign and Facebook story contest.

RF Binder kicked off the campaign by securing key coverage that promoted the “Glambulance” as a Fashion Week “must” within top-tier outlets such as The New York Times, New York Magazine’s fashion blog “The Cut,” Elle.com, The Gloss and Refinery29.com. The program’s 25 blogger ambassadors not only tapped their social media circles to drive consumers to the “Glambulance” and helped to increase participation in the Fashion Malfunction Contest, they also garnered offline buzz by wearing the bandages at Fashion Week events and generating videos of people’s fashion malfunctions.

Lastly, RF Binder leveraged the Robert Verdi Fashion Week Retreat and Lounge sponsorship as a central hub to distribute BAND-AID samples, the specially created Fashion Emergency Kits and to directly interact with celebrities, fashion industry influencers and media.

Media coverage for the retail launch of BAND-AID Brand yielded over 80 million media impressions. The partnership with 25 influential blogger ambassadors generated nearly one million online impressions, while the “Glambulance” drew approximately 95,000 pedestrians during two days of Fashion Week. Overall, the success of the launch far exceeded expectations and the creative positioning of BAND-AID as a fashionable accessory has not only become a signature campaign for BAND-AID, but

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part of the brand’s core marketing initiatives, including advertising. The designer BAND-AID platform helped the brand to redefine its value proposition, reach new groups of consumers, while increasing sales and generating 500 million total media impressions.

2012 Bulldog Media Relations Awards

Best Use of Social Media Tools – Business/ Consumer Gold Mullen For The Day Baby was Born by Tommee Tippee In 2011, Tommee Tippee—Great Britain’s top baby and toddler feeding brand challenged its PR team at Mullen to develop a way to further reengage expectant United States moms, while increasing brand awareness.

At a time when the brand had been significantly outspent, Mullen developed a game-changing digital idea to engage new and expectant moms in an emotional way to drive purchase consideration and trial, while at the same time giving back to the passionate mom community that had taken Tommee Tippee from a virtually unknown brand from the other side of the pond in 2010 to one of the most mom-recommended brands in the United States.

Mullen developed and created “The Day Baby Was Born,” a web application enabling moms to create a digital storybook preserving all the precious memories from pregnancy through journal entries, pictures and news headlines from the day their baby is born.

Using Facebook Connect, the site allows moms to create and send pregnancy and birth announcements and then capture and save congratulatory messages friends can post on their Facebook wall. When their baby is born, parents can write a letter welcoming them into the world.

Parents can also choose to include the top news, sports and weather information from the day their baby entered the world. The finished product provides the new family with a glimpse of the world on the day of the baby’s birth.

What’s more, “The Day Baby Was Born” is free to use.

The Mullen team, which included mothers who relied heavily on their own personal and emotional experiences, devised the tool to connect with expectant moms before they register for baby shower gifts—the sweet spot for

the newborn and infant market. The application and the promotion of it, was centered on the emotional needs and habits of expectant mothers. An emotional video offered potential users an introduction to “The Day Baby Was Born,” helping them to understand the long-term impact of preserving the precious once-in-a-lifetime memories from pregnancy.

Modern moms share details of their pregnancy on Facebook and other social media platforms, but until “The Day Baby Was Born,” they did not have an easy way to save those congratulatory posts and interactions.

The powerful blogger community responded to “The Day Baby Was Born,” including a post by girlsgonechild.net, which has 350,000 unique monthly visitors. The post received more than 500 comments and spiked the most amount of organic traffic to “The Day Baby Was Born.”

The campaign received coverage in more than 110 online media outlets, totaling nearly 20 million impressions.

High-profile media hits included Fox News Now, People. com, Babble and The Bump.

Best Use of Social Media Tools – Business/ Consumer Silver Ogilvy Public Relations For Mexico Tourism Board’s Fighting Fire with Fire: Resetting the Media Dialogue for Mexico For too long, the Mexico Tourism Board (MTB), the public face of the Mexican Government did not proactively speak with the media or address the key issues. They made no effort to celebrate the positive aspects of the country to counterbalance the negative coverage.

Facts on the ground told a different story—one of a robust and growing economy bolstered by a growing tourism sector. Still, the global media continued to only focus on the story of cartel drug wars.

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Ogilvy PR came aboard to proactively manage and create a communications strategy to directly address these issues—balancing the tone and substance of the media coverage and most importantly, bring tourists back to Mexico.

Ogilvy created an integrated communications campaign focused on mitigating negative sentiment and establishing a positive story for Mexico. The agency utilized a strategic mix of traditional media relations, public affairs, consumer engagement and digital communications to change the image of Mexico both within the media and amongst American consumers, influencers and policymakers.

The agency re-established Mexico as the destination of choice to travel to, invest in and endorse. The strategy involved around positioning the Mexico Tourism Board at the source for journalists seeking to write stories about Mexico.

Ogilvy devised a series of events to create significant momentum, such as The Mexico Day National Tour and the launch of Peter Greenberg’s “Mexico: The Royal Tour,” to ensure positive news flow. Ogilvy targeted leading newspapers (The Wall Street Journal), top 25 daily newspapers, Mexico City based correspondents for key media outlets and an army of social and media influencers. PR efforts also engaged the private and public sector, Expedia and the State of Texas to proactively speak to the media on behalf of Mexico.

Since March 2011, Ogilvy PR secured more than 250 interviews resulting in over two billion positive media impressions. The program positively impacted tourist numbers to Mexico. From January through September 2011, 16,736,000 international tourists traveled to Mexico, a three percent increase year on year. The composition of inbound visitors increased from “new and emerging markets” such as Russia, China, Australia, the U.K., France and Japan.

In March 2011, the Texas Government released a travel warning prior to Spring Break entitled: “DPS discourages

Spring Break travel to Mexico.” Warnings such as these have ceased and consumers are once again traveling to Mexico from Texas. The proactive media campaign also brought cruise lines back to Mexico’s shores after they made decisions to abandon Mexico as a destination hub.

Best Use of Social Media Tools – Business/ Consumer Bronze Mullen For Riceworks “Tastes Evil, But Isn’t” Shearer’s Foods approached Mullen at a time when the company wanted to increase consumer awareness for its riceworks snack crisps. The brand had a small but loyal following and wanted to grow its fan base on a national scale. But, in the absence of a robust advertising budget that would allow the brand to compete with the noise already saturating the snack food space, the company opted to rely on social media to mobilize loyalists and introduce the brand to new customers.

As a gluten-free, whole grain brown rice crisp, riceworks offers a healthy alternative to traditional chips. To stimulate consumer chatter and interest in the product, Mullen tapped into a singular consumer insight—women know the difference between healthy and indulgent snacking and feel guilty when they make the less healthy choice.

Everyone has an evil snacking secret. And from that mindset, the line “Tastes Evil, But Isn’t” was born with a campaign designed to encourage consumers to confess their snacking sins.

They positioned riceworks as the snack option that relieves the guilt—literally—with the development of a “Confess Your Snacking Sins” Facebook application. The application enabled fans to confess their snacking sins via video or text. In addition, each person was prompted to enter a pseudonym and upon recording, their voice

2012 Bulldog Media Relations Awards

and image would be distorted thus concealing their identity. Fans were then rewarded with a coupon for $1 off a bag of riceworks to help them successfully battle the next snack attack.

Given the entertaining and shareable element of the “Confess Your Snacking Sins” application, Mullen turned existing fans into brand advocates. The application reengaged core consumers and introduced new customers to the riceworks brand, significantly growing their Facebook fan base.

In analyzing the snack food category, Mullen recognized an opportunity for riceworks to own a unique platform— health and satisfaction. The slogan “Tastes Evil, But Isn’t” inspired the development of the confessions app, and meant to underscore the health benefits of riceworks, but also stress the product’s ability to serve as a satisfying snack.

Mullen recognized the importance of integrating a text confession component. They also needed to develop a plan to provide incentives for participation—not only with a $1 off coupon reward, but with the right conversational voice and tone.

Without a strong social presence, Mullen positioned riceworks as a trusted girlfriend—understanding and never preachy. When guilty sinners revealed their snacking mishaps, riceworks served as a sympathetic shoulder to cry on.

To increase brand awareness and drive trial among an influential and socially savvy audience, Mullen tied the launch of the “Confess Your Snacking Sins” application to the 7th annual BlogHer conference in San Diego, Calif.

Anticipating increased traffic to the riceworks Facebook fan page, Mullen “like-gated” the page to maximize the opportunity, requiring all fans to “like” riceworks on Facebook before being granted access to the app and the $1 off coupon reward. Mullen also pre-seeded

confessions in advance of BlogHer to create an existing community of “sinners,” allowing consumers to feel secure in their guilt-inducing snack habits.

To complement blogger efforts, Mullen incorporated a small but targeted paid media component that included online banners and Facebook engagements, all driving directly back to the riceworks Facebook page. Mullen targeted the afternoon “snacking hour” using banner ads to bring confessions to life and secured space on popular women’s sites such as WomansDay.com and MyLifetime.com.

The campaign generated more than 4,500 text confessions and nearly 250 video confessions, acquired nearly 30,000 new Facebook fans and earned more than five million media impressions from blogger outreach. In driving people to the “Confess Your Snacking Sins” app, the brand connected with their core consumers and grew awareness and appeal among new customers.

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Best Technology Campaign – Business Gold Domo For Introducing Domo The goal of the “Introducing Domo Campaign” was to put the technology startup from Utah on the national map.

Founded by Omniture co-founder and former CEO Josh James, Domo aimed to disrupt the business intelligence space, a growing and increasingly crowded market dominated by entrenched giants IBM and SAP and a flock of newcomers.

Given the cluttered space, a big enough splash needed to be created to help Domo stand out from the crowd. Domo also needed to be included in relevant conversations from the moment of launch until the time the first product would be introduced.

The campaign’s challenge was that very few product details could be shared to avoid a tipping of the hand to the competition. Additionally, Domo resides outside the tech hubs of Silicon Valley, New York City and Massachusetts.

Given this situation, the campaign’s strategy focused on messaging that would resonate with the business press, which attacked the traditional business intelligence market and played up the financial angle to the Domo story. The campaign also leveraged the resume and credibility of its founder and Silicon Valley investors.

business-oriented tech bloggers, they planned local stories that would break in advance of the launch and drive attendance to the event. Key details were withheld, including the company name and funding details to add excitement around the company and allow for a second wave of stories.

Leveraging the past success of founder, Josh James, PR positioned the company as “Josh James’ New Gig” as they knew his past record would give the new company instant clout. Public relations also played up the financial elements of the story—$43 million in Series A funding, an all-star list of investors, and a $10 billion market opportunity to reinforce their potential in this space.

Campaign results included more than 20 original features covering the contest and launch in outlets such as AllThingsD.com, CNBC “Power Lunch,” Dow Jones VentureBeat, Reuters, TechCrunch.com, Provo Daily Herald and Salt Lake Tribune. Forbes named James #1 on its “40 Under 40: Ones to Watch” list and also named Domo as one of “America’s Most Promising Companies.”

Domo also received inclusion in ongoing stories about hot startups in top-tier outlets such as AllThingsD.com, The New York Times and TechCrunch.com.

Best Technology Campaign – Business Silver Kitchen Public Relations, LLC For ThinkEco – It’s Not Easy Being Green-Tech

The PR team devised a stunt to build initial swell of anticipation around the company launch and to let the world know that James was up to his next gig. The stunt consisted of a contest with a $10,000 prize for the first person that discovered the company name by solving a puzzle/equation.

Working with and getting results for clients in the greentech/clean-energy sector and related industries for more than a decade, Kitchen Public Relations (KPR) took the reins to promote a new product by ThinkEco, Inc., a New York City-based start-up company developing easy-to-use energy efficiency solutions for homes and businesses.

To drive buzz, they targeted Utah dailies and one toptier blog, AllThingsD.com, to provide visibility in national tech circles. When pitching local, business press and

ThinkEco created the “modlet,” an intelligent wall outlet that provides a simple, low-cost and installation-free method for saving money and energy on electronic

2012 Bulldog Media Relations Awards

appliances. Impressed with what the company looked to accomplish, KPR agreed to provide its public relations services on a pro bono basis, assisting ThinkEco as an exhibitor at the CEA Line Show in New York.

KPR secured over 80 media interviews and demonstrations for ThinkEco at the two-day event, including feature stories in TWICE Magazine, Technologizer and CNET’s GreenTech site. Having proven to be a valuable resource, ThinkEco retained KPR for the commercial launch of the modlet, to be followed by a wider consumer launch when the company was ready. While the prospects for building on the trade-show performance appeared bright, the product was not available yet and only 25 prototypes existed.

How would KPR continue to get the company media attention without a product? And how to do it for a startup with very limited resources?

Even without a product or a track record of sales, KPR wagered the media would be willing to cover ThinkEco because regardless of the many changes the industry has undergone in recent years, the media is eternally drawn to the innovative and the new. The modlet held incredible potential to save both energy and money in the marketplace.

KPR concentrated its efforts on securing media placements to encourage ThinkEco’s business-tobusiness product sales. As well as targeting general green reporters about the money and energy-saving benefits of the modlet for companies, they also targeted IT, pharmaceutical and real estate trade publications and small business reporters.

The modlet received feature coverage on “The Today Show,” while CNET’s senior editor Natali Morris showcased the product in her segment “Top Tech Trends in 2011,” describing how the modlet is a great energy saving device that can help customers change their consumption habits. CNET also asked to have

ThinkEco’s CEO Jun Shimada serve on an expert panel at the Consumer Electronics Show (CES) about energy efficient appliances.

At the show, KPR connected ThinkEco with more than 100 journalists and bloggers from the U.S. and overseas.

David Pogue included ThinkEco in his CES roundup column in The New York Times “Tech Show Surprises, and the Stale.” Ed Baig of USA Today also featured the product in a piece about new green technology.

Additional highlights of the 2011 PR program for ThinkEco included being named “Best of What’s New 2011” by Popular Science and named “Top 100 Products in 2011” by This Old House magazine. Feature articles also followed in Engineering News Record, GigaOm, Sound & Vision and Reuters.

The results of the campaign showed that despite being a newcomer to the market, with very limited resources and a product still ramping up production, ThinkEco could still garner significant national media attention in a short period of time.

Best Technology Campaign – Business Bronze SHIFT Communications For Designating Bunchball as the Leader in Gamification In 2011, gamification, the process of integrating gaming mechanics into a non-gaming application was poised to become the next big trend in Internet marketing. Early on, Bunchball, the pioneer and market leader in online gamification solutions, saw an opportunity to become the leader in the space and to establish itself as a goto resource that could speak to industry news and trends. At the same time, Bunchball also wanted to help legitimize the industry, as the initial hype created a lot of skepticism around whether or not gamification could be an effective solution for businesses.

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SHIFT Communications’ strategy for Bunchball revolved around establishing credibility for both Bunchball and the gamification industry as a whole by showcasing thought leadership and displacing the competition in a growing market.

The team pitched introductory briefings with key industry influencers and analysts to initiate lasting relationships with those covering the online marketing space—even before gamification was a beat. The goal behind this tactic was to introduce reporters to a new trend and educate them on the value of gamification. Additionally, the team capitalized on partnerships Bunchball had with notable brands or media networks and showcased results to make a case for ROI of gamification.

During the times of lacking new product or customer announcements, the team leveraged Bunchball’s impressive growth as a way to highlight company and industry momentum and to help give the company an edge over its competitors. The goal was to maintain a steady drumbeat of coverage, even when little news existed to share. This strategy kept Bunchball top of mind with industry reporters and analysts and helped displace the competition.

Initially, SHIFT Communications generated a list of top reporters and analysts that would be interested in covering the budding gamification industry, based on research around their beat and past coverage. The PR team then created a momentum release highlighting industry statistics and Bunchball’s growth and impressive customer base. They also offered introductory briefings to solidify Bunchball’s relationship with those reporters.

As the industry started to generate more buzz, the team began rapid response pitching around breaking news and industry trends as a way to keep Bunchball in the conversation. To gain visibility with mainstream and business press, the team inserted Bunchball into conversations around successful online gaming companies like Zynga and how it helped drive the growth of gamification in the B2B marketplace.

To further showcase thought leadership, the team pitched contributed posts that provided tips around how to execute a successful gamification strategy. Targets included Mashable.com, Adotas and iMedia Connection.

Successful placement of bylines authored by the founder and CPO of Bunchball, Rajat Paharia, led to both him and the company becoming the face of gamification.

Between January and September 2011, SHIFT Communications secured 57 briefings and over 170 original media hits in top-tier tech and business outlets, including Forbes, Dow Jones, The New York Times, Forrester, AllThingsD.com, Information Week, The Wall Street Journal, Mashable.com, USA Today and more. As a result, Bunchball remained top of mind with reporters and increasingly mentioned in competitor coverage, increasing its share of voice from 11.5 to 40.2 percent.

Additionally, quotes featuring Rajat increased by more than 60 percent between Q1 and Q3.

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Best Technology Campaign – Consumer Gold Ogilvy Public Relations For Blurb’s Bringing Your Story to Life With the sharp decline in book sales and traditional publishing houses racing to embrace online platforms, the book industry underwent a seismic shift at the time when Ogilvy Public Relations took on Blurb, the leading online creative publishing platform as a client.

By developing a site where users can produce and if they choose to, sell via the Blurb bookstore, their own personalized photography books, novels and even notebooks, Blurb fulfilled the belief that everyone should be able to simply design, produce and sell their own bookstore-quality book—be it one copy or 1,000.

Blurb’s goal for 2011 included significantly increases book sales, but the brand had very low awareness outside of the creative community, limiting its customer base.

Blurb tasked Ogilvy PR with solidifying and continuing to enhance the brand’s profile with professional photographers in the creative community, while broadening general consumer awareness to expand its reach into new customer segments.

The target audience contained creative professionals, such as photographers, architects and graphic designers.

Through research and analysis, Ogilvy identified new opportunities to tell Blurb’s story. A new focus targeted business media and consumer tech enthusiasts, while continuing to maintain and grow relationships with the professional creative audience.

Inspired by the creativity and effort put into the books self-published on Blurb, the team set out to forge new relationships and create a broad influencer network through creative ideas and partnerships. The agency sought to position Blurb and its female founder as a thought leader in web-based companies and business innovation. Ogilvy developed positioning and powerful

storytelling that supported new product features, partners and was inclusive and relevant to current and new audiences.

Seeing the popularity of Instagram, the top-rated iPhone photography application and a new generation of documentary photographers only using their phones, Blurb responded by developing Blurb’s Instagram books.

To support this launch the PR team worked to engage with Instgram’s most influential users to raise awareness of the integration, which offers the opportunity to turn the photos they take on the go into tangible keepsakes.

The team identified the top influencers, inviting them to join in the beta testing of the integration prior to it going live. The program introduced Blurb to a powerful and quickly growing segment of photographers—the cell phone photographers.

Blurb announced several new products in 2011 in the online and mobile space including their application, Blurb Mobile, and the introduction of their e-book offering for the iPad and iPhone. Ogilvy worked to spread awareness of the rapidly moving industry and garnered media coverage for the new products, expanding awareness of the company and attracting new audiences.

The Blurbarian Summit brought together architecture, craft & design, culinary, photography, style and travel influencers to serve as a social media advisory board and brand ambassador group. The summit, a workshop held over several days at the Blurb headquarters in San Francisco, gave the group of influencers the opportunity to get up close and personal with Blurb executives, hear the Blurb story and advise on upcoming products and company strategy. They also received a sneak peek into what Blurb had on its product roadmap and the opportunity to advise Blurb’s decision makers on the best ways to leverage their products, reach new audiences and tweak existing products for a better user experience, while gaining insight into the passion behind the organization.

The campaign generated more than 300 media placements and 250 million media impressions, which

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exceeded goals by more than 100 million impressions.

Coverage expanded to consumer, technology and national outlets, including Travel + Leisure, Mashable.com, USA Today and “Good Morning American.” Blurb’s founder Eileen Gittins received coverage in nine pieces, including tech and business publications, such as Entrepreneur, Forbes, Inc., Mashable.com and Wired, totaling over 27 million impressions. The Blurbarian Summit garnered over two million impressions from the influencers that attended and blogged about their experiences.

Best Technology Campaign – Consumer Silver Ogilvy Public Relations For Minding Your Mobile Manners As the innovator behind the technology powering mobile Internet-enabled devices, Intel Corporation is on a continued quest to understand consumers’ changing mobile usage models and showcase the relationship between how we use our mobile devices and the impact it has on our lives and relationships with others.

In 2009, Intel introduced its initial “Mobile Etiquette” campaign in an effort to start a consumer conversation about how we are always connected to our mobile devices, to reflect on our pet peeves with the ways consumers use their mobile devices and to ultimately link Intel to consumer conversations about mobile device usage.

The 2009 campaign succeeded with consumers, media and influencers, as it was a timely, culturally relevant story across traditional and social media platforms, as well as international borders. The campaign inserted Intel into current conversations about mobility in a way that was less device-centric and more mobile-relevant, allowing Intel to own and drive conversations about the impact mobile technology has on society, in an entirely different way and regardless of the specific device or Intel’s technology being inside.

Several industry competitors started to replicate similar versions of the mobile etiquette campaign and Intel determined that the topic would continue to be prevalent in consumers’ lives. In 2011, Intel decided to re-ignite, evolve and expand the original campaign goals and tactics to take a deeper, more in-depth look into the ways we use our mobile devices in an effort to continue to own the leadership role on the topic of mobile device usage and mobile manners.

The primary objectives of the “2011 Intel Mobile Etiquette” campaign were to continue to drive this culturally relevant consumer conversation by positioning Intel as a thought leader on mobile technology usage and the authoring on the topic of Mobile Etiquette.

The campaign strategy included refreshing the topic in new and exciting ways that would generate sustained media coverage and consumer conversations about mobile manners throughout the year. Intel also needed to build upon the original Mobile Etiquette campaign and reach consumers at different touch points in their lives— at home, school and work—to showcase and examine the impact our mobile device usage and manners have on our relationships and a variety of different cultural and social situations.

Intel also decided to release survey data each quarter focusing on new subject areas relevant to mobile etiquette to keep the campaign content fresh and interesting. The focus areas included general mobile etiquette awareness (with benchmarks of the original 2009 study), parents and kids, education/classroom and the workplace.

In an effort to sustain momentum throughout 2011, the team developed a comprehensive program that included a customer survey with research partner Ipsos, third-party partner engagement, media and influencer outreach and launch events as well as influencer engagement and event activation.

The “Intel Mobile Etiquette” campaign achieved the primary campaign objectives of continuing to drive this culturally relevant consumer conversation, positioning

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the company as a thought leader and authority on mobile technology usage and etiquette, expanding on the 2009 campaign tactics throughout the year and securing Intel mentions in 80 percent of all campaign coverage.

In 2011 alone, the campaign generated almost 100 unique articles and 194 re-posts resulting in a total of 286 media placements. Media hits included 16 national media outlets, including ABC News, CNBC, CNN, Fast Company, Forbes, Fox Business, Los Angeles Times, MSNBC, NBC News, The New York Times, Reuters, USA Today and The Washington Post. Consumer magazine coverage included Parenting, Psychology Today, Reader’s Digest and Real Simple, while blog coverage included Babble, Geek Sugar, Gizmodo and Parenting.com.

Best Technology Campaign – Consumer Bronze Padilla Speer Beardsley For Memorex? It’s Back & Streaming Live Memorex became a household name in the 1970s with an iconic television commercial, showing a crystal goblet shattering to the sound of jazz legend Ella Fitzgerald’s high-pitched voice. Viewers were then confronted with the questions: “Is it live or is it Memorex?” That campaign drove sales for Memorex’s then-signature product—the cassette tape.

Decades later, cassettes are virtually extinct. And so, it seemed, was the Memorex brand. But, quietly, the company started selling electronics, including the iPod and Wii accessories.

Recognizing the need for a radical marketing makeover, Memorex turned to Padilla Speer Beardsley. The team positioned Memorex as the champion for “Modern Mom,” who’s always looking for new ways to enjoy family time.

Research showed that modern moms largely rely on social media for product information, so the PR team used Facebook, blogs and websites to entice them with

video contests and product giveaways. The campaign culminated with a virtual “birthday party” for Memorex’s 50th anniversary. Characters from the popular kids’ show “Yo Gabba Gabba!” hosted the event, which streamed live across America.

The campaign shattered its goals, generating 100-plus million impressions, nearly doubling “likes” for Memorex on Facebook, and directly engaging almost 30,000 participants in the contest and birthday party. Sales of two highly promoted products, PartyCube Sound System, PurePlay Portable Speaker, more than doubled during the campaign.

Padilla Speer Beardsley partnered with popular children’s show “Yo Gabba Gabba!” to promote Memorex’s 50th birthday, encouraging parents to submit videos of their children dancing to original “Yo Gabba Gabba!” songs for the chance to win Memorex prizes, including a trip to Los Angeles to attend the live UStream.com birthday party. The “virtual birthday party” went live on UStream. com with “Yo Gabba Gabba!”, the grand prize video contest winner and Memorex product giveaways. The Memorex presents the “Yo Gabba Gabba! It’s Time to Dance Birthday Party” occurred on September 16, with appearances from the cast of characters, a showcase of the winning video submission and unveiling of a sixtier, co-branded birthday cake and the distribution of wrapped PartyCube and PurePlay products to in-studio guests.

The campaign generated over 53 million impressions on blogs and other online media, over 30 million impressions via Facebook and over three million impressions via social media. The UStream.com event received 5,250 views, while Memorex’s Facebook Fan Pages received 1,130 new “likes,” a 48 percent increase in the fan base.

Daily post-views increased during the targeted media coverage, with fan interactions increasing, both post views and feedback more than doubling. The number of monthly active users increased from 876 per month on July 1 to 5,301 per month on September 16.

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Best Travel, Hospitality & Destinations Campaign Gold Ogilvy Public Relations For Mexico Tourism Board’s Getting Consumers Back to Beach - Mexico Launches Rebranding Campaign to Restore Image For too long, the Mexico Tourism Board (MTB), the public face of the Mexican Government did not proactively speak with the media or address the key issues. They made no effort to celebrate the positive aspects of the country to counterbalance the negative coverage.

Facts on the ground told a different story—one of a robust and growing economy bolstered by a growing tourism sector. Still, the global media continued to only focus on the story of cartel drug wars.

Ogilvy PR came aboard to proactively manage and create a communications strategy to directly address these issues—balancing the tone and substance of the media coverage and most importantly, bring tourists back to Mexico.

Ogilvy created an integrated communications campaign focused on mitigating negative sentiment and establishing a positive story for Mexico. The agency utilized a strategic mix of traditional media relations, public affairs, consumer engagement and digital communications to change the image of Mexico both within the media and amongst American consumers, influencers and policymakers.

leading newspapers (The Wall Street Journal), top 25 daily newspapers, Mexico City based correspondents for key media outlets and an army of social and media influencers. PR efforts also engaged the private and public sector, Expedia and the State of Texas to proactively speak to the media on behalf of Mexico.

Since March 2011, Ogilvy PR secured more than 250 interviews resulting in over two billion positive media impressions. The program positively impacted tourist numbers to Mexico. From January through September 2011, 16,736,000 international tourists traveled to Mexico, a three percent increase year on year. The composition of inbound visitors increased from “new and emerging markets” such as Russia, China, Australia, the U.K., France and Japan.

In March 2011, the Texas Government released a travel warning prior to Spring Break entitled: “DPS discourages Spring Break travel to Mexico.” Warnings such as these have ceased and consumers are once again traveling to Mexico from Texas. The proactive media campaign also brought cruise lines back to Mexico’s shores after they made decisions to abandon Mexico as a destination hub.

Best Travel, Hospitality & Destinations Campaign Silver Zapwater Communications For Andy Biggs Photo Safaris on Today

The agency re-established Mexico as the destination of choice to travel to, invest in and endorse. The strategy involved around positioning the Mexico Tourism Board at the source for journalists seeking to write stories about Mexico.

Andy Biggs (www.andybiggs.com) is the BBC’s Wildlife Photographer of the Year. He is considered one of the top wildlife photographers in the world. Through his company, Andy Biggs Photo Safaris, Andy leads twenty “photographic journeys” a year throughout Africa, as well as to other exotic locations around the globe.

Ogilvy devised a series of events to create significant momentum, such as The Mexico Day National Tour and the launch of Peter Greenberg’s “Mexico: The Royal Tour,” to ensure positive news flow. Ogilvy targeted

In an effort to better promote Biggs Photo Safaris, Zapwater Communications’ goal was to raise Biggs’ profile. This included further positioning him as a leader in the field, an educator and adventurer.

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While the intensive photography adventures offered by Andy Biggs Photo Safaris cannot guarantee anyone a foot in that career door, they can certainly teach you how to get a cover-worthy shot and give you the experience of shooting with one of the best in the world.

Best Travel, Hospitality & Destinations Campaign Bronze Murphy O’Brien Public Relations For Nicaragua for Mainstream Travelers

Early in the year, Zapwater pitched key editors on the idea of a feature on Andy’s photo safaris. They also made it known that Banana Republic had used thirteen of Biggs’ photographs as the cornerstone of their “Urban Safari” campaign and his images were seen in all 750 stores around the globe, as well as in their billboards, catalogs and annual report. As part of the pitch, Zapwater also sent key editors several large, limited edition prints of Biggs’ award-winning work. Several editors green lit articles, including Rangefinder and Outdoor Photographer and lifestyle publications such as Houston Lifestyles and H-Texas.

When Murphy O’Brien Public Relations began working the Nicaraguan Institute of Tourism (INTUR) in 2008, the agency was challenged to improve the tourism quotient for the second-poorest country in the Western Hemisphere and a country with a history of revolution, civil war and little visibility among North Americans as a tourist destination.

Prior to pitching “The Today Show,” Zapwater’s next media target, they booked Biggs on regional television around the country. They booked segments on “Good Day New Mexico,” “View By the Bay,” WGN’s “Midday Show,” and “Great Day Houston.” With the reel developed from Biggs’ broadcast appearances, Zapwater pitched a senior producer at “The Today Show,” offering a segment where Biggs would share viewer tips on how to take great family vacation photos and give his must-have camera suggestions for users for all different skill levels.

On May 24, 2011, Biggs appeared on “The Today Show with Kathie Lee and Hoda,” providing the type of national exposure that represented the campaign’s top goal. A publicist for Nikon Cameras saw the segment and reached out to Biggs about a future partnership.

Biggs has also been asked back to do similar segments around the holidays.

The government had a miniscule marketing budget for tourism development, yet in the next couple of years, the agency brought enough journalists to the country to discover its considerable charms and start getting the word out.

After securing the filming of the CBS reality TV show “Survivor-Nicaragua,” which aired for 13 weeks in the fall of 2010, the country became known to millions of Americans. Since “Survivor-Nicaragua” dealt with contestants facing hardships on Nicaragua’s deserted beaches, the TV show did not deliver the message that the country would be suitable for mainstream travelers, that it has comfortable eco-lodges and beach resorts, not to mention natural beauty and a rich culture—and that it is safe.

At the top of the agency’s wish life after “SurvivorNicaragua” aired was to garner coverage for Nicaragua and its appealing resorts in top U.S. travel and lifestyle publications.

Murphy O’Brien positioned Nicaragua as a beautiful, safe country with not just backpacker tourism options, but hotels and resorts offering unique experiences in nature, as well as good food, a rich culture and spa and wellness activities.

They developed and sent out press releases that included information about the expected impact on tourism of

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“Survivor-Nicaragua,” Nicaragua’s surf-resort packages, resort holiday packages and the increase in tourism in 2011. The agency also accompanied top journalists on group and individual press trips to Nicaragua and provided content for INTUR’s new English language website.

The group and individual press trips and press releases resulted in destination stories in target outlets, such as Conde Nast Traveler and Departures as well as The New York Post, Calgary Herald, Recommend, Miami Herald, ChicagoTribune.com, Men’s Journal and Audubon. Press releases about Nicaraguan resort and hotel packages resulted in resort and hotel placements in desired media such as Travel + Leisure, The New York Times, Delta Sky, Brides, Ocean Home, Destination Wedding, Concierge. com and Recommend.

Best Travel, Hospitality & Destinations Campaign Honorable Mention Hilton Hotels & Resorts For Hilton Huanying Conrad Hilton, the namesake of Hilton Hotels & Resorts and parent company Hilton Worldwide, believed travel and tourism possessed the power to bring the world together. That vision, paired with more than two decades of expertise in China and the increased number of Chinese citizens traveling outside their own country, inspired the brand to create Hilton Huanying.

Over the past decade, the number of Chinese citizens traveling abroad has grown from virtually zero to 55 million. Hilton Hotels & Resorts saw a business opportunity to grow its presence, revenue and favorability among Chinese travelers by providing hotel amenities and services important to them. The resulting program, “Hilton Huanying,” (“welcome” in Chinese) provided an authentic welcome for Chinese guests.

With the Hilton Huanying program in place, Hilton sought to position itself as the leading international hotel brand

for Chinese travelers, focusing on five specific objectives.

Those objectives included generating broad media coverage, showcasing a commitment to the Chinese market and outbound Chinese travelers, increasing brand awareness and guest loyalty among Chinese travelers, garnering increased business media attention to reach those who have an invested interest in the brand and further position Hilton as a leader in catering to the various cultures of the world.

The brand’s target audience is and continued to be the growing number of Chinese citizens traveling outside their own country and consumers of Chinese origin living outside of China, primarily in the U.S. With consumer travel from China still heavily regulated by the government, the public relations plan placed a strong emphasis on earning the support of travel agencies, tour operators and government officials.

The Hilton PR team successfully conducted events in key markets around the world, beginning with the global launch at Hilton San Francisco Union Square. Specific tactics included securing exclusive coverage in The Wall Street Journal as a result of its relationship with the publication, and followed with stories in leading international hospitality publications and regional outlets, including The San Francisco Chronicle, Chicago Tribune, The New York Times, South China Morning Post and Los Angeles Times.

Following the U.S. announcement, Hilton held a China media launch in Beijing and Shanghai with media, local clients, government officials, tour operators and organizations in attendance. Hilton also hosted a U.K. media-focused Chinese afternoon tea at Hilton London Park Lane and Waldorf Hilton in London. Lastly, they developed and activated the Chinese version of the Hilton Hotels & Resorts primary communication channel for media at www.hiltonglobalmediacenter.com.

Participating Hilton hotels experienced a double-digit increase in room nights booked, revenue and room rate— all from consumers requesting Hilton Huanying. Highprofile business publications, such as The Economist

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and China Economic Times reached those with a vested interest in the Hilton brand. The Hilton Huanying global launch in San Francisco attracted placements in several leading publications, including The New York Times, Los Angeles Times, San Francisco Chronicle, Hotel Business, Travel Weekly, Lodging and Hospitality and more, totaling a circulation of more than 261.2 million.

Best Travel, Hospitality & Destinations Campaign Honorable Mention Affinia Hotels and Quinn & Co. Public Relations For Travelers Crave Outdoor Space Affinia Hotels is a collection of distinct properties, each with its own personality, in New York City, Chicago and Washington, D.C. Many of the hotels have unique outdoor spaces considered a luxury in these cities. In the summer of 2011, with weather warmer, Affinia came up with initiatives to highlight the outdoor amenities and programming available at the hotels.

Quinn & Co. Public Relations came aboard to secure consumer-lifestyle press focused on the outdoor spaces not readily available in the busy, big-building cities where the hotels were located. With a record-breaking winter gone, people craved sunshine and the great outdoors.

The agency focused on the outdoor spaces at the hotels, especially after the harsh winter, needing to incorporate something from all three cities in order to make the effort a brand-wide initiative. Quinn & Co. created a Terrace Menu at Affinia Gardens in NYC, including tents and flashlights for families, seasonal items to decorate, sunscreen and towels, spa treatments and more, to be enjoyed on its first-floor Private Garden Terrace Suites.

They took the Chicago’s hotel suite and turned it into the city’s first-ever outdoor bedroom, the Inside Out Suite.

The Liaison Capitol Hill in D.C. unveiled a new rooftop bar and Dive in, Chill Out package, including a Yoga on the Roof class, “sun yourself” kit with sunscreen, lip balm and water, to be enjoyed at the rooftop pool.

Quinn & Co. developed a pitch encompassing all offerings in all three cities, focusing on the uniqueness of each individual property and the brand messaging. Photos of the outdoor space allowed journalists to truly visualize the once-in-a-lifetime experience offered by the hotels.

The agency pitched a target list of national and regional TV, print and online outlets in May. A second round of pitching followed in July, upon completion of the Inside Out Suite at Affinia Chicago hotel.

The outdoor space campaign for the hotels received coverage in more than 30 target media outlets, including a feature story in USA Today’s Money section, which covered the locations of all three Affinia Hotels. Additional coverage included The New York Times online and in print, Forbes.com, ABC News, NBC Chicago, The Dallas Morning News, Crain’s Chicago Business, JustLuxe.com, WGN-TV Chicago, Chicago Sun-Times and The Baltimore Sun. Many of these placements included stunning photos of the Inside Out Suite at Affinia Chicago.

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Best Campaign Under $100,000 Gold Porter Novelli For Mental Health Mobile Each year, nearly one in five Californians—about 4.9 million people—report the need for mental or emotional help, according to researchers at the UCLA Center from Health Policy Research. The study also found that only one in three California adults with a need for mental health assistance reported actually visiting a mental health professional for treatment.

Research commissioned by the California Association of Marriage and Family Therapists (CAMFT) found that more than one in four Californians have experienced hopelessness or depression. Yet, due to the stigma and embarrassment often associated with mental health problems many people do not get the professional help they need.

These statistics prompted CAMFT to consider what could be done to aid Californians in getting the mental health support they need. In January 2011, CAMFT launched CounselingCalifornia.com, a free service to help Californians find a marriage and family therapist in their area.

The online service provides a discreet way for consumers to begin their search for therapy. To help raise awareness for CounselingCalifornia.com and the broad range of issues marriage and family therapists threat, CAMFT collaborated with its public relations partner Porter Novelli to develop the “Mental Health Mobile” statewide tour to coincide with Mental Health Awareness Month in May. In 2011, Porter Novelli entered year three of its media relations campaign for CAMFT. Years one and two yielded excellent results, exceeding media relations goals year over year. While results were strong, the team needed a new idea to sustain media interest in year three. How would they keep the media interested in the

mental health story year after year? This was especially challenging in California’s top media markets—the San Francisco Bay Area and Los Angeles.

The agency took a fresh look at primary research conducted in 2005 to determine awareness of marriage and family therapists, barriers to seeking mental health treatment and the different ways people seek help. They used the research to create the public relations program and Mental Health Mobile concept.

CAMFT conducted new primary research in March 2011 to further inform the public relations program and develop an additional news hook for the Mental Health Mobile campaign. The key findings from the survey among 1,055 randomly selected adult California residents were integrated into media materials to further demonstrate the need for Californians to take care of their mental health.

Key findings included more than one in four Californians surveyed said they have experienced hopelessness or depression. More than one in four Californians not currently in therapy say they could benefit from receiving therapy, while Californians are generally unaware of the scope of practice of mental health professionals and what insurance typically covers for the cost of therapy.

In addition to a limited budget, one of the challenges Porter Novelli had to overcome was a significant time constraint. The Mental Health Mobile event received approval in February 2011, allowing just 60 days for planning and execution. Holding the events in May was not only important to the Mental Health Awareness Month news hook—it also allowed for the Mental Health Mobile tour to kick-off at CAMFT’s annual conference, creating an opportunity for CAMFT members to see this ambitious marketing initiative in action.

The Mental Health Mobile visited five cities over an eight-day period, employing a number of media relations tactics, including calendar announcements to get the event on the “radar” of assignment desks and editors in advance, pre-event pitching, day-of event pitching,

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media alerts and leveraging therapists knowledgeable about mental wellness, but who were approachable and experienced in talking to the media. All of these tactics were designed to reach the female audience.

Within minutes of the first pre-event pitch going out, the team saw success. Multiple outlets in San Francisco and Sacramento—the first two stops on the campaign—responded positively to the pitch. They responded so enthusiastically that they did not want to wait for the event, wanting to tell the story now. Porter Novelli responded and sent the Mental Health Mobile to the news studios, turning a one-day event story into multiple segments featuring the broad range of issues marriage and family therapists treat and highlighting the CounselingCalifornia.com website.

The Mental Health Mobile campaign on behalf of CAMFT exceeded all objectives by earning 44 media placements and all placements included CounselingCalifornia.com.

The campaign reached more than 1.6 million people through event attendance, earned media placements, radio advertising and social media, while 80 percent of the visits to CounselingCalifornia.com during the event timeframe were from new visitors.

The highlight of the campaign’s media outreach was a live segment on KRON 4 News Weekend, as the San Francisco television station reaches an audience in both San Francisco and Sacramento, the locations of the first two events. Other media hits for the Mental Health Mobile campaign included stories in the Bay Area Citizen, Capitol Morning Reporter, Fresno Bee and “Good Day Sacramento,” among others.

Best Campaign Under $100,000 Silver Coyne PR For Babycenter.com’s What’s in a Name?

BabyCenter challenged Coyne Public Relations to generate increased media attention for their 2010 Baby Names campaign. The annual Baby Names announcement has come to be something the media looks forward to every year, and in turn something that initiates copycats, so Coyne needed to come up with a unique twist on an already popular list in order to generate more coverage than ever before.

Coyne responded by developing a campaign that drove nine million page views to BabyCenter.com in one day—a 50% increase above average and the highest traffic day in the site’s 12-year history.

The primary audience for the campaign was expectant parents and specifically moms with children under eight years old.

Coyne PR and BabyCenter held numerous brainstorming sessions to discuss the most newsworthy events of 2010 and determine what would resonate with the media. They looked at everything from celebrity relationships and break-ups to sporting events and major political figures.

Nothing was off-limits.

Coyne PR also conducted extensive research into the timing for the announcement. Understanding that the media is consumed by holiday coverage during the fourth quarter, the announcement would come in early December.

To launch the campaign in a big way, Coyne PR offered the “Today Show” the chance to exclusively announce the top Baby Names, while the team secured online stories with Yahoo.com and AOL.com. Taking particular advantage of news of the day and pop culture trends

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allowed Coyne to broaden outreach to include practically every media category, including sports, entertainment, politics and parenting.

In order to sustain momentum following the “Today Show” segment and online stories on Yahoo.com and AOL.com, Coyne set up back-to-back interviews with BabyCenter’s editor-in-chief, Linda Murray during an Internet Media Tour.

Following the Top Baby Names announcement, Coyne PR continued the Baby Names momentum with a second wave of outreach to release the most/least favorite celebrity baby names list. The list’s announcement went out exclusively in US Weekly, Yahoo.com, CNN, Gawker. com and AOL’s “Parentdish” blog.

Coyne PR generated more than 650 broadcast placements, including the “Today Show,” CNN “Headline News,” and “American Morning,” CNN Radio, WCBS-AM, FOX Sports Radio and USA Radio Network as well as more than 160 local TV and radio hits in markets such as New York, Los Angeles and San Francisco.

AOL.com and Yahoo.com featured stories on their homepages, while other print and online highlights included stories on AOL’s “Parentdish” blog, AOL TV Squad, TodayShow.com, msnbc.com, CNN, Gawker. com, USA Today, The New York Times, Politico, The New York Post, New York Daily News, Entertainment Weekly, The Hollywood Reporter, Chicago Sun Times, Glamour Magazine’s “Smitten” blog and The Huffington Post, resulting in nearly 200 million media impressions.

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Best Campaign Under $50,000 Gold Zapwater Communications For TheTieBar.com Seven years ago, husband and wife Greg and Gina Shugar left legal careers to launch a men’s neck wear company in Chicago—TheTieBar.com. In January 2011, the company retained Chicago-based Zapwater Communications to elevate the brand on a national scale.

TheTieBar.com offers a stylish assortment of men’s neckties and accessories, selling them at a $15 price point. The challenge for Zapwater was to create interest and buzz for a low price point item in the national, luxury marketplace. GQ had started to feature some products, which created an interest challenge. How do you expand the relationship with GQ without alienating other equally important publications?

In turning to Zapwater Communications, TheTieBar.com wanted the agency to place the brand on celebrities and in other leading consumer publications, in particular, Esquire magazine and in its online counterpart Esquire. com. On a regional level, the online retailer wanted to establish local roots, while aiming for global reach.

To increase the “cool factor” around TheTieBar.com and wearing ties in general, Zapwater implemented a threetiered strategy to achieve short and long-term goals.

Strategies included securing national print and online media coverage by positioning TheTieBar.com as a trend-driving brand, establishing relationships with Los Angeles and New York City-based celebrity stylists and executing a signature event to elevate the brand on a local and global level.

To further generate interest, Zapwater secured in-person meetings for CEO Greg Shugar with top publications such as Nylon, Details and W. Each editor called in samples and the meetings resulted in press placements. A month

later, Shugar sat down with Esquire, his number one media target who ended up featuring TheTieBar.com on Esquire.com.

Since working with Zapwater, TheTieBar.com received feature coverage in national magazines such as Maxim, Glamour, Valet and BRIDES. TheTieBar.com also appeared in both the December 2011 and January 2012 issues of Esquire and the December cover of GQ. In addition, relationships with celebrity stylists generated red carpet requests for TheTieBar.com, including awards shows and movie premieres as well as TV shows such as “The Tonight Show,” BRAVO’s “Watch What Happens Live with Andy Cohen,” “The Office” and “E! News.”

To increase the “coolness” factor, Zapwater and TheTieBar.com collaborated to take on a global challenge—The Guinness Book of World Records. The request at an attempt for “Most Bow Ties Tied at the Same Time” was accepted as an official record attempt.

The City of Chicago allowed use of Wrigley Square at Millennium Park, a Chicago landmark destination where more than 500 guests joined TheTieBar.com on “National Bow Tie Day” on August 28, 2011 to attempt to set the record. After just three attempts, the bow tie enthusiasts succeeded in setting the record.

Revenue for TheTieBar.com grew in 2011 by 60%, while Esquire featured the company in the coveted September 2011 Fall Fashion issue.

Best Campaign Under $50,000 Silver Makovsky + Company For PixelOptics: Unveiling a New Category in Consumer Electronics Founded by Dr. Ronald Blum, PixelOptics is a start-up of 50 people based in Roanoke, Virginia. A local optometrist, Dr. Blum invented a method to incorporate liquid crystal display technology into composite lenses. After 10 years of research and development and more than $100

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million in venture capital financing, PixelOptics created emPower!, the world’s first electronic prescription eyewear.

As the biggest advancement in vision technology since Benjamin Franklin invented bifocals, the technology provides consumers with precise control over how they see the world. Unlike traditional progressive lenses, the product does not ask wearers to compromise and tolerate distortion, nausea, limited fields of vision and blurry views during their daily routines, whether working at a computer, playing golf or even as simple of a task as using an escalator.

The product is more than a combination of electronics, optics and fashion—it’s a tool that improves quality of life for more than 50 million people in the U.S. alone.

For ten years, PixelOptics had worked almost entirely in the dark and was unknown outside the vision industry.

They also had run short on time. A schedule had been established to deliver emPower! to the U.S. market by the spring of 2011. Manufacturing partners, vision labs, sales representatives and the entire emPower! supply chain counted on PixelOptics to condition the market in support of a national launch. The next round of financing to fund the product rollout depended on demonstrating interest beyond the vision industry.

In late 2010, the company asked Makovsky + Company to unveil the glasses to influential media. They relied on public relations to generate buzz and critical momentum in order to support a U.S. introduction and generate confidence for additional venture capital financing.

After conducting an in-depth interview with PixelOptics on the features, benefits and market applications of emPower!, Makovsky determined that much like the iPad, the product held tremendous potential to appeal to early adopters of consumer technology, especially those with an active lifestyle who dislike the constraints of progressive lenses.

Makovsky determined the January 2011 Consumer Electronics Show in Las Vegas presented the best media opportunity, given that emPower! contains many of the electronics found in iPhones, Droids and other devices and that it represents the first advancement in prescriptive eye glasses in more than 50 years.

Without the resources to fund a large booth presence at CES, nor a large press event, the “big splash” would have to be done on a shoestring budget. The PR agency found two media-only, off-CES events that were affordable, but presented PixelOptics with an opportunity to be seen by many of the media attending the main event.

While CES attracted more than 125,000 attendees jamming the halls, these off-campus events had an invitation-only attendance of around 1,500—all media and exhibitors. Makovsky could accomplish in a few hours what most start-up companies would hope to do in a year.

In the weeks leading up to CES, Makovsky conducted aggressive outreach to media that pre-registered for CES and the separate media events. They leveraged the fact that emPower! represented the first technological advancement in eyewear in 50 years and the first new introduction since the invention of the bifocals.

Makovsky highlighted the technology in emPower! as similar to that found in the latest mobile devices to severe eye strain. They also took advantage of the media presence, scheduling multiple interviews at the Las Vegas Convention Center as well as at the ShowStoppers and The Digital Experience events.

Over the course of three days, PixelOptics had more than 200 meetings with reporters, editors and producers at CES. By the end of March, media coverage totaled over 150 articles equating to more than 300 million media impressions. Media hits included emPower! named one of the “Must Have” gadgets of CES on a live video segment by CNBC, the Award for “Best of CES” from PC Magazine, a USA Today article by respected tech guru Ed Baig, online and video coverage from ABC “World News

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Now” and “Good Morning America,” broadcast coverage from CNN “Headline News” and positive coverage from Barron’s.

company features, inclusion in articles, segments both prior to and after the issue of the license. The agency also arranged a New York Times exclusive.

Makovsky continued to leverage relationships started at CES, which led to even bigger coverage, including USA Today, The Sunday New York Times and the “Regis and Kelly Show.”

On June 28, Spring O’Brien rolled with the news and called all national editors who had earlier responded to Insight Cuba director Tom Popper for follow-up interviews and articles. They also pitched and secured A-list press to join the August 11 inaugural tours, which would be the first to launch. Lining up national print, online and broadcast coverage of this historic policy change.

Best Campaign Under $50,000 Bronze Spring O’Brien For Launch of Insight Cuba Tours For the last 50 years, most Americans have been prohibited from traveling to Cuba. In 1999 a window opened when President Clinton posted new travel regulations allowing any U.S. citizen to visit Cuba with a licensed tour operator offering authentic in-country experiences that put travelers in direct touch with Cuban people and culture. It was then that Insight Cuba came to life, sending over 3,000 Americans to the island country until the Bush Administration reversed the policy in 2003.

On January 28, 2011, the Obama Administration announced that “People-to-People Educational Travel” to Cuba would be restored. Insight Cuba submitted its license application the same day. The company turned to Spring O’Brien in March to get out ahead of the pack and relay the news that any and all Americans could once again legally go to Cuba.

The key message the agency needed to convey was Insight Cuba as the premier, most experienced operator for travel to the country.

Spring O’Brien educated journalists about new travel opportunities to Cuba. The team researched editors who had previously covered Cuba and had niche focuses that matched itinerary themes. They pitched top-tier press on

Before the license, the agency garnered over 64 million impressions through The Associated Press and McClatchy/Tribune-syndicated articles. Insight Cuba garnered over 80% of the coverage on travel to Cuba in the first 90 days, versus all the competing companies.

From the June 28 launch through September 30, Insight Cuba news exploded with a total of over one billion impressions featuring major coverage in 17 of the top 20 newspapers. This included a second set of AP features resulting in over 109 articles and Detroit Free Press’ Ellen Creager running five feature stories and ten blog posts, which went on the McClatchy/Tribune syndicate and picked up by more than 20 large circulation newspapers.

The agency also secured a two-page New York Times exclusive, a 12-minute Arthur Frommer WOR-AM radio interview, a Washington Post article and cover stories in USA Today, Miami Herald, Orlando Sentinel, South Florida Sun-Sentinel, and Travel Weekly. Interviews with Tom Popper yielded pieces in the Chicago Tribune, FoxBusiness.com, FoxNews.com, Forbes, New York Post, Sherman’s Travel and others.

In addition to a Havana bureau Reuters feature that also ran in The New York Times, coverage of the August 11 inaugural tours included over 38 broadcast placements on CNN, MSNBC, ABC, NBC, FOX, CW and NPR affiliates.

The agency arranged for CBS “Early Show” travel editor Peter Greenberg to visit in September, which resulted in a five-minute segment.

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Best Campaign Under $25,000 Gold Domo For Introducing Domo The goal of the “Introducing Domo Campaign” was to put the technology startup from Utah on the national map.

Founded by Omniture co-founder and former CEO Josh James, Domo aimed to disrupt the business intelligence space, a growing and increasingly crowded market dominated by entrenched giants IBM and SAP and a flock of newcomers.

Given the cluttered space, a big enough splash needed to be created to help Domo stand out from the crowd. Domo also needed to be included in relevant conversations from the moment of launch until the time the first product would be introduced.

The campaign’s challenge was that very few product details could be shared to avoid a tipping of the hand to the competition. Additionally, Domo resides outside the tech hubs of Silicon Valley, New York City and Massachusetts.

Given this situation, the campaign’s strategy focused on messaging that would resonate with the business press, which attacked the traditional business intelligence market and played up the financial angle to the Domo story. The campaign also leveraged the resume and credibility of its founder and Silicon Valley investors.

The PR team devised a stunt to build initial swell of anticipation around the company launch and to let the world know that James was up to his next gig. The stunt consisted of a contest with a $10,000 prize for the first person that discovered the company name by solving a puzzle/equation.

To drive buzz, they targeted Utah dailies and one toptier blog, AllThingsD.com, to provide visibility in national tech circles. When pitching local, business press and

business-oriented tech bloggers, they planned local stories that would break in advance of the launch and drive attendance to the event. Key details were withheld, including the company name and funding details to add excitement around the company and allow for a second wave of stories.

Leveraging the past success of founder, Josh James, PR positioned the company as “Josh James’ New Gig” as they knew his past record would give the new company instant clout. Public Relations also played up the financial elements of the story—$43 million in Series A funding, an all-star list of investors, and a $10 billion market opportunity to reinforce their potential in this space.

Campaign results included more than 20 original features covering the contest and launch in outlets such as AllThingsD.com, CNBC “Power Lunch,” Dow Jones VentureBeat, Reuters, TechCrunch.com, Provo Daily Herald and Salt Lake Tribune. Forbes named James #1 on its “40 Under 40: Ones to Watch” list and also named Domo as one of “America’s Most Promising Companies.”

Domo also received inclusion in ongoing stories about hot startups in top-tier outlets such as AllThingsD.com, The New York Times and TechCrunch.com.

Best Campaign Under $25,000 Silver Media Connect For Henry Winkler National Media Tour Planned Television Arts (PTA) developed and executed a boutique media campaign for American TV and film icon Henry Winkler, a.k.a. “The Fonz,” in support of The New York Times bestseller, “I’ve Never Met an Idiot on the River: Reflections on Family, Photography, and FlyFishing.”

The campaign focused on both regional and national print and broadcast media for the June 1 publication date, with the central pitch theme being Father’s Day. While Winkler was a high-profile author, the PR team had

2012 Bulldog Media Relations Awards

to overcome certain strategic challenges, including the publisher, Insight Editions, being a young, independent press based in San Rafael, California mainly known for producing illustrated books on photography, music and movies. The book’s subject also presented a niche topic of fly-fishing, while the budget was approximately $20,000.

Winkler had also only written children’s books and PTA had to determine just how far his “celebrity” would take him. Would people be interested in him only as “The Fonz” from 30 years ago or was he still relevant today?

After learning all ages today still loved Winkler, PTA decided to utilize his contacts in the entertainment world and coordinate those with contacts in the book world.

PTA partnered with media relations executives from NBC Universal to promote the book as well as Winkler’s new role on the hit cable network (TNT) show, “Royal Pains.” Launching at the beginning of June was also perfect timing for the Father’s Day pitch, tapping into the emotional aspect of the father-son dynamic and enjoying outdoor activities together like fly-fishing.

The campaign officially launched just before Father’s Day with a 26-city radio tour, including stations in the top markets—New York, Los Angeles, Seattle, Cleveland, Dallas, Philadelphia, Boston, Milwaukee, St. Louis, Detroit and Washington, D.C. By the end of June, the tour included appearances on national and regional TV and radio shows, such as “The Today Show,” “The Late Show with David Letterman,” and “Access Hollywood.”

In addition, Winkler and his book received coverage in regional and national publications, including PARADE, People, The Hollywood Reporter, The New York Post, The New York Daily News, Los Angeles Magazine, Detroit Free Press, San Francisco Chronicle, Sacramento Bee and The Star-Ledger.

The campaign’s top success occurred when Winkler’s book made The New York Times Best Sellers List on June 26, 2011, becoming the publisher’s first national bestseller since their inception only five years ago.

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Best Campaign Under $10,000 Gold Euro RSCG Worldwide PR For The French Will Never Forget 9/11 When the United States came under attack on September 11, 2001, the world was shocked, angered and in mourning. After France opposed the U.S. invasion in Iraq, a standard cliché appeared in the American media that the French did not remember what the U.S. had done for them during World War I and World War II. To try to reverse this perception, four French citizens living in the U.S. formed a grassroots nonprofit in 2003 called The French Will Never Forget to help strengthen the long-standing friendship between the two countries.

With the 10th anniversary of Sept. 11 approaching, Euro RSCG Worldwide PR boarded to help spread TFWNF’s message of friendship and hope. The group decided on a meaningful symbol to honor the people lost in the attacks—a 75-foot replica of the Twin Towers to be erected opposite the Eiffel Tower that read “The French Will Never Forget Sept. 11 and list the names of each victim.

To capture the attention of the U.S. (particularly New York City) and U.K. media, the agency needed to find a news hook. After doing some research, they found the replica Twin Towers would be the largest 9/11 tribute in the world outside of the U.S. Knowing the extensive list of special events occurring not only in New York, but also across the U.S., they would be up against some tough domestic competition for coverage.

RSCG Worldwide PR developed two press releases revealing event details and quotes of support from the U.S. and French ambassadors. Secured multiple in-person interviews for former New York City Fire Commissioner Tom Von Essen with international news outlets. They also distributed photos of the replica towers in the early stages of construction to build advance buzz

and coordinated a media brunch for Parisian media to interview the co-founders of The French Will Never Forget.

The agency increased the group’s social media presence as well. They created a U.S. version of the group’s Facebook page, secured a Twitter handle and encouraged Facebook fans to share messages of sympathy. The PR team also spread TFWNF’s message to interest groups by building relationships with 9/11 support groups and linking to American-Francophile Facebook pages.

Despite the little to no budget, the media effort provided The French Will Never Forget with $9 million worth of earned media. Coverage of the event spanned the globe, resulting in more than 231 million media impressions in the first three days alone. The campaign garnered 68 print and online placements, including coverage in The New York Times, USA Today, Forbes, The Washington Post, The Boston Globe, Los Angeles Times, San Francisco Chronicle, Detroit Free Press, Yahoo.com and The Associated Press. Foreign coverage included hits in The Telegraph, Daily Mail, The Gazette, Agence France-Presse and Bonjour Paris. Broadcast segments appeared on CNN, ABC News, NBC, MSN, CBS News, Fox News, Europe 1, France 3, France Today, Radio France International and more.

Best Campaign Under $10,000 Silver SHIFT Communications For Appirio’s Taco Truck for Employment To capitalize on the media attention surrounding Salesforce.com’s Dreamforce as well as the pending U.S. Government jobs report, SHIFT worked with Appirio to host a “We’re Hiring” Taco Truck to bring attention to the open positions within the company and the fact that Appirio would be hiring when unemployment was at a record high.

2012 Bulldog Media Relations Awards

SHIFT selected Cloudstock, a pre-Dreamforce developer event, to host the truck as this would reach the ideal developer audience and would help Appirio rise above the noise of Dreamforce—one of the largest conferences in the tech community.

Because food trucks had reached a point of critical mass in San Francisco, Appirio knew people would swarm to get the free lunch and learn about job opportunities.

Appirio and SHIFT anticipated that the U.S. Government jobs report would show that unemployment was up and few jobs added over the last quarter. The fact that Appirio was hiring would present a counterintuitive angle and a bright spot in an otherwise gloomy report.

Appirio wanted to reach a variety of media outlets for both recruiting purposes, but to also highlight the fact that while most businesses struggled to stay afloat, they had expanded. With this message in mind, the agency strategically crafted pitches based on existing relationships, reporter beats and coverage around Dreamforce.

Broadcast and local papers quickly jumped at the visual component, eager to see the taco truck firsthand and share images with their readers and viewers. Bloomberg Businessweek used the taco truck as an anchor for a feature story on how tech companies creatively recruit new employees making Appirio part of a much larger trend.

Coverage included 8.7 million impressions and placements in Bloomberg Businessweek, The San Francisco Chronicle, The San Jose Mercury News, Palo Alto Daily News and CIO. Broadcast coverage included stories on KTVU and KGO in San Francisco. Based on media coverage and the taco truck, Appirio collected more than 50 resumes and filled 20 positions. In addition, reporters continue to mention the taco truck, including coverage in Computerworld.

Best Campaign Under $10,000 Bronze MWW Group For Bridging the Educational Challenges of Tomorrow Through Entrepreneurship Education The Network for Teaching Entrepreneurship (NFTE), a White House Startup American Alliance partner, inspires at-risk youth to pursue educational opportunities, start their own businesses and find their own path to success.

MWW Group provided strategic and creative resources to the group’s media relations initiatives during a critical time of growth for their organization.

Without exposure to entrepreneurship education, many students do not perceive free enterprise and its related professional pathways as viable career options.

MWW Group’s passion and dedication to carrying out NFTE’s mission of empowering the next generation of entrepreneurs is unconditional. NFTE provides these youth with the necessary skills that will make them competitive in any job market, while helping to further position the organization as the premier leader of entrepreneurial education initiatives.

Leveraging NFTE’s own persuasive research about the effectiveness of entrepreneurship education in motivating underperforming middle and high school students, MWW pitched a broad array of education policy, small business and philanthropy outlets. The planning was yearlong, focusing on the fall timeframe when school begins and media interest is at the highest levels. Additionally, NFTE holds its annual Entrepreneurship Challenge and hosts the World Series of Innovation in the fall, which provides multiple opportunities for local, regional and national stories about the contenders.

Finally, MWW scanned the news for strategic opportunities and leveraged education reform trends to provide context. This approach factored prominently in placements securing in The Wall Street Journal, The New York Times and local business journals around the country.

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Innovation and education remains a cluttered landscape and a significant challenge was to find ways to effectively break through and position NFTE as a unique leader in this space. MWW Group focused on positioning NFTE as the thought leader in entrepreneurship education and communicating its effectiveness through the real-life stories of students who have experienced the program.

By reaching out within NFTE’s local U.S. markets, MWW Group secured thought leadership opinion pieces and interviews regarding urban school reform issues and entrepreneurial education. MWW Group successfully landed bylined articles for President & CEO, Amy Rosen, in The Huffington Post and Forbes.com, while she attended the World Economic Forum in Davos, Switzerland, as well as a byline in Roll Call discussing the Learn to Earn Act, announcing her support and discussing why the Act is so important to organizations like NFTE. PR outreach also secured top-tier placements in The Wall Street Journal, CBS “Evening News,” The New York Times and “Anderson Cooper 360.” MWW Group also generated interest in the media in telling countless stories of NFTE students who have experienced the program, such as a Chicago-area fashion designer currently attending Northwestern University on a full scholarship and a Hurricane Katrina refugee who established his own record label.

Best Campaign Under $10,000 Honorable Mention Zapwater Communications For Andy Biggs Photo Safaris on Today Andy Biggs (www.andybiggs.com) is the BBC’s Wildlife Photographer of the Year. He is considered one of the top wildlife photographers in the world. Through his company, Andy Biggs Photo Safaris, Andy leads twenty “photographic journeys” a year throughout Africa, as well as to other exotic locations around the globe.

In an effort to better promote Biggs Photo Safaris, Zapwater Communications’ goal was to raise Biggs’ profile. This included further positioning him as a leader in the field, an educator and adventurer.

While the intensive photography adventures offered by Andy Biggs Photo Safaris cannot guarantee anyone a foot in that career door, they can certainly teach you how to get a cover-worthy shot and give you the experience of shooting with one of the best in the world.

Early in the year, Zapwater pitched key editors on the idea of a feature on Andy’s photo safaris. They also made it known that Banana Republic had used thirteen of Biggs’ photographs as the cornerstone of their “Urban Safari” campaign and his images were seen in all 750 stores around the globe, as well as in their billboards, catalogs and annual report. As part of the pitch, Zapwater also sent key editors several large, limited edition prints of Biggs’ award-winning work. Several editors green lit articles, including Rangefinder and Outdoor Photographer and lifestyle publications such as Houston Lifestyles and H-Texas.

Prior to pitching “The Today Show,” Zapwater’s next media target, they booked Biggs on regional television around the country. They booked segments on “Good Day New Mexico,” “View By the Bay,” WGN’s “Midday Show,” and “Great Day Houston.” With the reel developed from Biggs’ broadcast appearances, Zapwater pitched a senior producer at “The Today Show,” offering a segment where Biggs would share viewer tips on how to take great family vacation photos and give his must-have camera suggestions for users for all different skill levels.

On May 24, 2011, Biggs appeared on “The Today Show with Kathie Lee and Hoda,” providing the type of national exposure that represented the campaign’s top goal. A publicist for Nikon Cameras saw the segment and reached out to Biggs about a future partnership.

Biggs has also been asked back to do similar segments around the holidays.

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Best Website – Business/Consumer Gold Berman & Company For TheNewProhibition.com Ever since the repeal of Prohibition, anti-alcohol activists have tried to enact laws and policies to restrict the ability of adults to responsibly enjoy alcoholic beverages. These anti-alcohol policies include advertising bans, sales restrictions, zero tolerance for consumption, sobriety checkpoints, expanded interlock use, lower legal limits, tax increases and the mandatory placement of alcohol sensing technology in all cars.

These groups pushing a stronger anti-alcohol agenda, include the Robert Wood Johnson Foundation, Alcohol Justice, the Center for Science in the Public Interest, National Center on Addiction and Substance Abuse, Join Together, Mothers Against Drunk Driving, Center on Alcohol Marketing and Youth and a host of government activists.

TheNewProhibition.com profiles each of these organizations, highlighting some of the most prominent individual anti-alcohol activists. The site provides a history and overview of each organization, exposing their bad policies and questionable research and detailing the financial ties between many of the most prominent prohibition groups.

To combat faulty statistics and bad studies, the American Beverage Institute created TheNewProhibition.com.

The main goal of the site is to educate visitors about the many stealthy and overt campaigns conducted by prohibitionists to restrict the responsible consumption of alcohol and to counter many of the bogus claims made by activists.

The Institute targeted mainstream media as well as hospitality industry publications, developed a national press release announcing the launch of the website, reached out to food and alcohol industry press and wrote an Op-Ed piece detailing the prohibitionist movement.

The campaign secured top-tier coverage with a Huffington Post write-up of the website launch and coverage in important trade presses, including Distillery Age and the Terroirist Wine Blog. Op-Ed pieces written by the American Beverage Institute’s managing director detailing the information on the site ran in The Richmond TimesDispatch, Las Vegas Review Journal, Boston Herald and Tampa Tribune. TheNewProhibition.com has received nearly 10,000 page views.

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