The campaign's phenomenal scope and incredible results - it changed opinions of China, as well as secured the Games - lifted it above tough competition from the 17 other campaign category winners.
Anheuser-Busch Adventure Parks' communications crew landed the Corporate PR Team of the Year award for the outstanding results it produced not only in terms of media coverage, but also in ticket sales.
Boeing's corporate communications team scooped the second spot in this category for the accomplished and effective way it handled the corporation's HQ move.
Ketchum landed the Agency Of The Year award, seeing off tough competition from Text 100 and Fleishman-Hillard.
The Hoffman Agency was a unanimous choice of the judges for the Mid-Size Agency of the Year award, while Buck & Pulleyn's rocketing revenues and zero staff turnover helped it land top honours in the Boutique Agency of the Year category.
His orchestration of the Beijing campaign, as well as his assisting the Federal Emergency Management Agency in the wake of 11 September, helped WS's Mike Holtzman win the PR Professional of the Year award, beating out Horn Group's Sabrina Horn.
WS's John Gans was named Junior PR Professional of the Year.
Other award winners included a Best Use of Research award for Applied Communications for its work in PR accountability.