Strategic Media Campaigns Earn Boutique PR Agency
Coveted Golden and Silver Trumpet Awards
Oakbrook Terrace, Ill., May 19, 2009 – JSH&A Public Relations, a leading boutique public relations agency with a national reputation for lifestyle consumer marketing and media relations, was awarded multiple honors in the Publicity Club of Chicago’s 2009 Golden Trumpet Awards program – a prestigious industry program honoring achievement in public relations and communications. JSH&A’s innovative media campaigns, which strategically leveraged a mix of both new and traditional media, earned the agency one Golden Trumpet Award and two Silver Trumpet Awards. The honors were announced at the 50th Annual Golden Trumpet Awards Luncheon in Chicago on Thursday, May 14.
“In an ever-changing media landscape, we are proud to have our teams consistently recognized for innovative and forward-thinking programs conducted on behalf of blue-chip companies including The Hershey Company and Beam Global Spirits & Wine,” said Jonni Hegenderfer, CEO, JSH&A Public Relations. “It was an exciting year at JSH&A, with the strategic launches of (r?)1 TM whiskey and Hershey’s Bliss® Chocolate as well as the planning and execution of the highly visible ‘Cash 4 Gas’ promotion, which generated news and noise for Hershey’s long-standing brands, PayDay® Peanut Caramel Bar and SKOR® Toffee Bar.”
Hershey’s Bliss Chocolate New Product Launch
JSH&A’s integrated public relations program supporting the launch of Hershey’s Bliss Chocolate earned a Golden Trumpet Award in the highly-competitive ‘Marketing’ category. The synergistic campaign integrated word-of-mouth, social media and traditional media relations to tell the Hershey’s Bliss Chocolate story. 10,000 Hershey’s Bliss Chocolate Parties were held nationwide offering the brand’s target audience the first opportunity to experience and share Hershey’s Bliss Chocolate with friends and family. The parties created more than 150,000 invaluable brand advocates who spread rave reviews of Hershey’s Bliss Chocolate through social media and word-of-mouth. A successful traditional media outreach campaign combined with viral tactics generated more than 153.3 million impressions and an
additional 10 million impressions generated through word of mouth marketing – the most trusted source of communications among the target audience.
“Cash 4 Gas” Consumer Promotion
As 2008 gas prices soared, JSH&A generated news and noise for Hershey’s PayDay and Skor “Cash 4 Gas” promotion with a free gas giveaway event, a program which earned the agency a Silver Trumpet award in the category of ‘Special Events and Observances.’ JSH&A was challenged to create a highly visual story that would break through the crowded media environment focused on gas prices to gain media coverage for the PayDay and Skor on-pack, instant-win game giving away cash for more than 10,000 gallons of free gasoline. On June 17, 2008, the “Cash 4 Gas” promotion kicked off with a free fill-up event in Chicago, one of the highest priced gas markets in the country, capturing media headlines nationwide. Hershey’s partner, 7-Eleven, pumped over 5,100 gallons of free gas into 380 gas tanks in just under two hours. The event provided news outlets nationwide with compelling visuals that turned gas price features into stories that included PayDay and Skor brands. The campaign secured front-page and national coverage.
(r?)1 New Product Launch
JSH&A supported the debut of (r?)1 (pronounced “rye one”) from Beam Global Spirits & Wine, Inc., targeting early adopters through a strategic online media launch, earning the agency an additional Silver Trumpet in the category of ‘New Media.’ To create demand among an influential set of spirits enthusiasts and trendsetters used to ‘members-only’ lines and exclusiveness, the brand launched in the social media arena absent of splashy advertising and additional consumer marketing. JSH&A created a social media news page to educate an exclusive set of media (traditional and consumer) about the hot new product and subsequently attract influencers eager for more information. The “unaggressive” strategy was a success. Within weeks, bloggers and influencers were buzzing about (r?)1, news on the brand reached more than 75 countries, and media and consumers rushed to discover and pull the brand off shelves. Named the “Best New Spirit for 2008,” by national nightlife blog NYBarFly.com, JSH&A’s unaggressive yet highly calculated strategy positioned (r?)1 as an image brand from the start.
About JSH&A Public Relations:
JSH&A is an award-winning public relations agency known for its trademarked LIF™Style marketing approach, Social LIF™ practice and issues management expertise. Celebrating its 20th anniversary, JSH&A is redefining strategic public relations with high-impact campaigns that build brands and corporate reputations. For more information and to view the company’s social media newsroom, visit www.jsha.com.
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