STEELE ROSE
COMMUNICATIONS WINS GRAND AWARD
IN 2003 INTERNATIONAL MERCURY AWARDS
-- Clever and Innovative
New Product Media Press Kit with LED Lights Wows the Judges and Gets
Publication Editors to “See the Light” --
White Plains, NY – March 1, 2004 – Steele Rose Communications
(www.steelerosecomm.com), an internationally recognized, award-winning public
agency, today announced that they have been honored with a GRAND
AWARD in
the 2003/04 International MERCURY Awards Competition, the most prestigious
competition to recognize outstanding achievement in professional communications.
Juliet Huddy, host of FOX and Friends First on FOX
News Channel and Master
of Ceremonies, presented the award to Karen Barnett, President, Steele Rose
Communications, Friday, February 27th at a black-tie gala awards ceremony
held at THE GRAND-HYATT HOTEL, in New York City.
Steele Rose Communications won both the BEST OF CATEGORY
Grand Award in
DESIGN, Various Formats, given to the individuals whose work demonstrated
the highest degree of achievement in professional communications and a Gold
Award in Design, Press Kit, for their design of a high impact dimensional
3-D media press kit launching Air Wick’s new NITE LIGHT™ SCENTED
OILS, a combination night light and air freshener. The 3-D press kit was
a very powerful solution for reaching the hard-to-reach publication editors.
“To be judged by professionals among entries from agencies worldwide
as the top work in public relations is a great compliment, especially considering
the hundreds of other fine agencies, corporations and non-profit organizations
eligible for the awards,” said Karen Barnett, President, Steele Rose
Communications. “We are honored to win both a Grand and Gold award
in such a prestigious competition.”
In order to capture the interest of hard-to-reach national magazine and
newspaper editors, Steele Rose Communications developed a high impact
dimensional media
press kit. The agency’s package design not only contains a sample of
the new product, but is also embellished with attention-getting, blinking
LED lights. When the package is opened by the recipient, the lights (representing
stars in the sky above an illustrated house) start blinking and direct attention
towards the key message, “it’s a turn on in the dark.” The
illustrated house has a hinged flap that opens to reveal a product sample
underneath.
“
Anyone who’s ever attempted to get a newspaper or magazine editor to
run an editorial story about their business or new product knows the difficulty
of communicating with busy newspaper and magazine editors,” said Barnett. “Standing
out among the scores of press releases they receive each day is a formidable
challenge and Air Wick’s innovative, first-of-its kind press kit communicates
the forward thinking and leadership position of the brand.”
This year, nearly 900 entries were received from 13 countries including
Australia, Canada, Denmark, France, Germany, Hong Kong, Italy, Japan, Korea,
Malaysia,
New Zealand, Singapore, the United Kingdom, and the United States. Judging
for the award represented a group of the most illustrious creative professionals
in the public relations industry. Over thirty five distinguished public
relations, marketing, and advertising agencies, as well as corporate communications
departments and public affairs offices participated in the judging involving
over 130 professionals from Canada, the United Kingdom, and the United
States.
Some of the elements considered in the judging process were: how effectively
the material met the stated objectives; how well the material was communicated
to the designated audience; use of imaginative and original solutions;
and the overall expression of the message. Gold, Silver, Bronze, and Honors
awards
were presented to the top 25%, based on averaged scores. Grand Awards were
then selected from the top scoring gold winners in each category.
About Steele Rose Communications
Steele Rose Communications is an independent full service marketing communications
and public relations firm with core services ranging from Brand Marketing
and New Product Launches to Beauty and Fashion and Social Issues Marketing.
Steele Rose utilizes creative strategic thinking and precision tactical
implementation to provide clients with comprehensive and quantifiable
results. Headquartered
in White Plains, NY, the agency offers branding, new product launches,
strategic marketing programs, event marketing and media training services.
Steele Rose
Communications is also renowned in the specialized field of corporate
reputation and brand protection. Karen Barnett, the President of Steele
Rose Communications,
is also the host of A.M./PR, the first and only a weekly radio show of
its kind designed for PR and Marketing Professionals and their CEOs.
For more
information on Steele Rose Communications, visit www.steelerosecomm.com
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