STEELE ROSE COMMUNICATIONS WINS GOLD
IN 2003 MERCURY EXCELLANCE AWARDS COMPETITION
-- 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 - January,
2004 – Steele Rose Communications (www.steelerosecomm.com),
an internationally recognized, award-winning public agency, today announced
that they have been honored with a Gold MERCURY Award in the 17th International
Competition honoring the world’s best in public relations and corporate
communications and are up for a BEST OF CATEGORY Award, given to the
individuals whose work demonstrated the highest degree of achievement
in professional
communications.
Steele Rose Communications won the Gold 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 around the world among entries from agencies
worldwide as the top work in public relations is a real honor, 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 a 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 1,200 entries were received from 13 countries including
Australia, Canada, China, 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 will be selected from the
top scoring gold winners in each category.
The annual MERCURY Awards competition was established in 1987 by MerComm,
Inc., based in Ossining, New York, the world’s only independent awards
organization. The awards programs were founded to promote excellence in the
various fields
of communications.
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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