PR WEEK AWARDS 2001: Campaign - Media Campaign of the Year 2001 Sponsored by Internet Wire.

WINNER 2001

WINNER 2001

WINNER 2001

Ruder Finn with Women.com 'Top Ten Bachelors of Silicon Valley'

In a nation captivated by the Internet revolution and the millionaires it has spawned, Women.com's 'Top Bachelors of Silicon Valley' had all the ingredients to entice women to the site.

Using this irresistible mix of sex and money, Ruder Finn's extensive media relations campaign more than achieved its mission, bringing consumers to the Web site's Sex & Romance Channel in droves.

For the center piece of its media initiative, Ruder Finn took a piece of news - that never-married men outnumber never-married women in every zip code in Silicon Valley - and then helped Women.com create its own list of the region's top ten bachelors. Women.com researched the potential candidates, including entrepreneurs, marketers and dealmakers, then asked the women who knew them best - their mothers - what they would be like as boyfriends.

Maximising on past success with interactive tools and quizzes, women.com determined that an online poll would be the best way to decide the winner because it would drive traffic to the site. And the PR team added a community element to the feature, to debate who the finalists should be in the Women.com chat rooms.

A press release was sent out two weeks before Valentine's Day. B-roll was prepared in anticipation of broadcast coverage. And a media advisory was sent out when the results were announced on Valentine's Day.

The story received immediate interest from local broadcast outlets and in local newspapers including, of course, the San Jose Mercury News. And after the Associated Press picked up the story, The New York Post, New York Times and The Washington Post all rolled with the item, as did Fortune magazine, which featured a one-page layout of all the bachelors.

Abroad, the story even reached The Times of India and the Irish Times.

TV credits included the Oprah Winfrey Show, complete with b-roll, and a feature on the Today show with Katie Couric, in which seven of the bachelors participated live from the New York studio.

The media was hooked and Women.com reaped the benefits. The campaign garnered 80 million impressions and 38 broadcast hits. In a crowded Internet sector including the likes of iVillage.com and Oxygen.com, you can't beat that sort of publicity.

About 25,000 visitors took part in the poll, with page views for the Sex & Romance channel jumping from 6.5 million in December 1999 to 9.1 million in January 2000. After the story aired on NBC's Today show, page views skyrocketed from a weekly average of 11,000 to 192,000 on the day of the broadcast.

Six months after the original pitch some of the bachelors remained hot property, with outlets such as Elle and People magazines continuing to feature them. Flush with the success of its campaign, Women.com plans a repeat in 2001, and readers have been asked to nominate hi-tech East Coast bachelors.



HONORABLE MENTION

OutCast Communications for Quokka Sports - The Internet Olympics

For a new sports Web site trying to compete with the official URL of the Olympic Games - owned by IBM - it might seem a bit like doing the decathlon blindfolded. But OutCast Communications managed to come through for QuokkaSports, which co-produced coverage with the NBCOlympic.com site. In less than eight weeks the PR agency helped secure nearly 600 print clips, and the site garnered mentions in The Wall Street Journal and USA Today. With nearly six million visitors, the site became the most visited online Olympic destination in the US.



HONORABLE MENTION

Stanton Crenshaw with The Weather Channel - Heating Up the Morning Show Wars

A year after winning PRWeek's Media Campaign of the Year award, Stanton Crenshaw Communications tried its hand again this year with an initiative called 'Heating Up the Morning Show Wars.' The idea was to launch a new Weather Channel show called Your Weather Today, designed to compete with the top morning TV broadcasts on other networks. Stanton Crenshaw recruited New York City Mayor Rudy Giuliani, who at the time was running for the US Senate, for an event at New York's Grand Central Station. The event, which secured 12 million print and broadcast impressions, was later duplicated in other parts of New York City.



Winner 2000: Stanton Crenshaw Communications with The Weather Channel/Weather.com: Hot Enough for Ya?

The Award

The award is open to any print, broadcast or online content provider, and recognizes achievement in the promotion and enhancement of its organization, publication or program.



Finalists 2001

- BSMG with Azteca America Incorporated - Launching a Spanish Language TV Network in the US

- Outcast Communications for Quokka Sports - The Internet Olympics

- Ruder Finn with Women.com - Top Ten Bachelors of Silicon Valley

- Stanton Crenshaw with CNBC.com - 'From Wall Street to Main Street'

- Stanton Crenshaw with The Weather Channel - Heating up the Morning Show Wars



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