Television: Self-Promo
Big M Winner: KOMO 4 TV
TITLE: Eric’s Little Heroes: Eric’s Little Heroes is a 20-year franchise on KOMO 4. It’s a weekly celebration of the everyday heroic sports efforts of local kids. From T-ball and soccer, to hockey and kid rodeos, we acknowledge that heroes come in all sizes. Our goal was to create a compelling spot that reflects the tongue-in-cheek approach of the stories, while giving some and our pint-sized participants a chance to look like heroes. Produced entirely in house, the promo ran for two weeks. The results… Eric’s Little Heroes Sunday night special became our highest rated Heroes program to date. Proof again that you don’t have to be big, to be looked up to. I hope you enjoy the spot.
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Silver M Winner: KIRO 7 TV
TITLE: May Day POP: Live team coverage – May Day violence coverage.
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Bronze M Winner: KOMO 4 TV
TITLE: Mornings “Wake Up With Us”: KIRO 7 Eyewitness News mornings 4:30-7:00am with Michelle Millman, John Knicely, Alexis Smith and Brian Monahan.
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Print: Self-promo
Big M Winner: The Seattle Times
Click on image above to view entire campaign.
TITLE: The Seattle Times Brand Campaign: The goal of The Seattle Times brand campaign was to position The Seattle Times as a news media company that provides Northwest news that matters to our readers where, when and how they want it, across print and digital platforms.
Through our creative execution we tried to establish meaningful connections by using evocative copy and visual imagery that conveys the depth and breadth of our content and how it fulfills the reader’s need to know throughout the day.
The campaign appeared in print and online in Seattle Times products, as well as on other media sites, billboards, transit, stadium signage, rack cards, and on radio.
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Silver M Winner: Paradigm Communications Group
Click artwork above to view entire contest.
TITLE: Showcase 2013 (May 2013) – Alaska Airlines Magazine and Horizon Edition Magazine: Showcase 2013 was a photo contest for readers of Alaska Airlines Magazine and Horizon Edition Magazine designed to promote images from areas in the Alaska Airlines route system: Alaska, Hawaii, the Lower 48 States, Canada and Mexico. Photo contest entries were solicited between November 2012 and mid-February 2013, with the top-10 finalist images, including the first-, second- and third-place winners, published in the May issue of Alaska Airlines Magazine and Horizon Edition Magazine. This contest resulted in thousands of entries and helped promote the destinations served by Alaska Airlines, as well as providing a touch point with the readers of the magazines. Showcase 2013 was also carried online in a digital format so that it was easily accessible all year by individuals who entered the contest, airline staff, and other airline customers as well as prospective.
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Bronze M Winner: Black Press/Sound Publishing
TITLE: Covering refrigerators all around the Sound: How do you convey that, even though Sound Publishing’s newspaper footprint around the Sound rivals that of Sasquatch, our content is relevant to each of the 43 communities our advertisers are trying to reach, without putting the reader to sleep with a long, run-on sentence? *Gasp* Here’s one attempt that ran in the Seattle Mariners’ Magazine.
CREDITS: Katie Morgan
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Print: Client-promo
Big M Winner: Paradigm Communications Group
Click on the cover above to view entire section.
TITLE: Seattle Special Section (May 2013) – Alaska Airlines Magazine and Horizon Edition Magazine: The Seattle Special Section was designed to highlight and promote the home-town region of Alaska Airlines, which operates its major hub at Seattle-Tacoma International Airport. The content of this section promoted travel to and exploration of the Puget Sound area by visitors and residents – detailing attractions, activities, sports, events, dining and lodging. In addition to being published as part of the May issue of Alaska Airlines Magazine and Horizon Edition Magazine, the Seattle Special Section was published as a stand-alone for distribution to visitors and prospective visitors throughout the entire year. The Seattle Special Section was also carried online in a digital format so that it was easily accessible all year.
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Silver M Winner: Tiger Oak Publications
Click on the cover above to view entire publication.
TITLE: Bejeweled – 2013: This glossy custom publication produced for Alvin Goldfarb Jewelers is published annually in November and distributed to their mailing list and available at the store throughout the year. Designed to match their brand, stellar service and diverse offerings, the publication is fresh, fashion forward yet approachable and personal, like the family who founded and have owned and operated the business for decades.
CLIENT: Alvin Goldfarb Jeweler
CREDITS: Tiger Oak Publications staff; AD Alicia Nammacher
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Bronze M Winner: The Seattle Times
Click image above to view sample of the web page and costume elements.
TITLE: The Nutcracker “Create the Costumes” Sweepstakes, presented by The Seattle Times and Pacific Northwest Ballet: 2013 marked an important milestone at Pacific Northwest Ballet with the 30th Anniversary of the delightful Stowell & Sendak Nutcracker. The Seattle Times has been a proud partner of PNB and its productions before, and 2013 was no different as we created a fun holiday concept to provide promotional support for such an auspicious occasion.
Much like the production itself, the annual Seattle Times Nutcracker contest is a beloved holiday tradition. We strive to engage our readers and raise client visibility each year through creative means, and last year, we did just that with the Nutcracker “Create the Costumes” Sweepstakes, presented by Pacific Northwest Ballet and The Seattle Times.
Design staff from The Seattle Times utilized art assets directly from Pacific Northwest Ballet, giving our print promotion an immediately recognizable element thanks to the iconic set and costumes designed by Maurice Sendak.
The holiday contest campaign began with a color teaser ad in the November 8th Weekend+ section of The Seattle Times. Readers were invited to win a magical Nutcracker weekend, replete with dinner and overnight accommodation, by designing a Nutcracker wardrobe for a boy and girl dancer.
Pacific Northwest Ballet hosted a special web page where readers could find and download PDF files featuring costume elements. These costume pieces could be colored, decorated, embellished, and bedazzled. For the fledgling designers of the greater Northwest, we also provided two dancer paper models as display mannequins, allowing the creation of completely unique outfits limited only by imagination.
Once the final touches were in place, the costumes pieces were cut out and set aside. Readers were instructed to search The Seattle Times Sunday on November 10th or 17th for the contest entry page.
On those two dates, full color double truck ads ran in the NWArts section. The primary feature of the ad was the Nutcracker stage and two dancers in need of wardrobe, inviting contestants to place their decorated costume pieces upon the figures and set the scene for the show. Once secured to the stage, entries were complete and could be mailed to The Seattle Times.
More than 325 completed entries arrived at our offices. Once the contest window closed, this collection of creativity was delivered to Pacific Northwest Ballet. Each work of art was carefully displayed in the lobby of McCaw Hall for the duration of the Nutcracker engagement, allowing those who entered to see their art on display for thousands of people between November 30 and December 29, 2013.
PNB provided a judging panel and 15 first-place prize winners received four tickets to a performance of the Nutcracker. Two grand prize winners received a magical Nutcracker weekend for four, with hotel accommodation at the Alexis, Dinner at Ten Mercer, tickets the Nutcracker, and a VIP backstage tour during intermission.
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Media Plan
Big M Winner: Strategic Media Alignment
D. 2013 Point Defiance Zoo Christmas Zoolights:
Objective: Drive traffic above prior year, in spite of a major competitive intrusion by competing new Zoolights Christmas lighting program in Seattle.
Strategies:
- Utilize paid television to capture the visual impact of the more than 500,000 lights.
- Utilize outdoor and transit to increase reach/frequency in key geographic areas.
Tactics:
- Develop a sponsorship relationship with the market-leading TV station, KING-TV, and obtain special pricing, bonus weight and value adds to increase budget impact three-fold and thus obtain reach/frequency levels of more than 80% of the target audience, with a net budget of less than $50,000.
Results: Point Defiance Zoo’s Zoolight traffic increased 31.7% over 2012, to 129,667. That represents one person for every .58 homes in Pierce County. The King County competitor’s traffic was 78,000, representing one person for every .10 home in King County.
CLIENT: Point Defiance Zoo
CREDITS: Dan Japhet
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Silver M Winner: Merlino Bauer Media
A. EMERALD DOWNS 2013:
Background/Challenge
How does horseracing at Emerald Downs compete for the hearts and wallets of Seattle, when competing with the Seahawks, Sounders, Mariners, Huskies, Cougars, Seattle Storm, Thunderbirds, Tacoma Rainiers, Everett Silvertips, and the ongoing chatter of the return of the Super Sonics?
Goal
The 2013 Emerald Downs business plan forecasted a decline in traffic and handle (wagers), but we knew Seattle would come to our racetrack if we got the word out about the excitement of thoroughbred horseracing and the many activities we had planned all season long.
Insight>Strategy
In previous years Emerald Down’s campaign solely used radio as a mass awareness medium with a small focus on promotional support. In 2013, however, we developed a plan driven by radio while focusing on an exciting event series at the Track designed to appeal to many different population segments, giving everyone a reason to head to Emerald Downs.
So we built a media plan that delivered an Irish happy hour, a 3 on 3 basketball tournament, wiener dog races, a brewers night series, 4th of July Fireworks, a food truck rally, a hats-n-heels contest, a live concert, an Italian Heritage celebration, all while wagering on exciting thoroughbred horse races.
Emerald Downs partnered with thirteen Seattle radio stations in an event-driven marketing campaign, focused on delivering a constant stream of new and exciting reasons to race to the track, all season long. Radio stations were challenged with constructing and supporting on-site events at Emerald Downs with station talent, contests, listener events, partner clients, and stunt events. Emerald Downs contributed food, beverages, tickets, etc. to help amp up the excitement around all the promotions. The events were a win-win because both the radio stations and Emerald Downs had great promotions to blast out to the Puget Sound area.
We met with all the stations in a share-deal based negotiation that offered a higher spend for stations who could deliver the best promotions and the most qualified audience for Emerald Downs. Station selection was based on ability to drive unique promotions that fit specifically with the station’s audience and personalities, and also reached the broader Emerald Downs target of Adults 25-54. We tiered media spend by event priority, creating the biggest bang promotions for the stations best able to deliver on action-oriented promotions for their listeners and Emerald Downs. And finally, we gave radio stations the opportunity for incremental marketing budget with a contingency fund, to incent fresh promotional opportunities.
The promotions rolled out all season long, broadening Emerald Downs appeal from horse racing to a destination event series that included food, entertainment, contesting and prizes. KJAQ kicked off Opening Day at Emerald Downs entrance gate by building a booth and a barn-decorated lockbox with winning keys delivering AmEx gift card prizes and a grand prize trip to Sun Mountain Lodge. The events continued throughout the season with Ben from KISW’s Men’s Room hosting a VIP Father’s Day event onsite where fans could enter to win upgrades to box seats along with concert tickets and CD’s. Star’s Kent and Allen gathered a rally at Fisher Plaza to encourage entries in Emerald Down’s Weiner Dog Races and then hosted the live Races at the Track. Clear Channel’s Kiss/KUBE/KJR stations sponsored Western Washington’s Premiere 3 on 3 Basketball tournament in the Emerald Downs parking lot, with team registration on the KJR website and a live KJR remote at the event, which landed 261 teams and over a thousand people participating in the tournament. KZOK’s Danny Bonaduce hosted Italian Day at the Track, playing bocce with fans, and a contest for fans to roll the “Danny Bonaduce Dice” for a chance to win a Fiat. KPLZ hosted a “Hats and Heels” girl’s day out at Emerald Downs, with a prize pack that included a catered suite, limo service, and a gift certificate to the Super Mall in Auburn to shop for hats and heels before the event. KZOK hosted our new event, “Washington Breds and Brews” with on-site music and giveaways. KIRO AM had midday host Dave Grosby announce his Emerald Downs “pick of the week” race winner weekly, April through September, and listeners could call or text in to agree/disagree, with prizes drawn for correct listener picks. KMPS-FM sponsored the 4th of July Fireworks spectacular along with a live concert stage featuring Jon Pardi, who played to a packed house. In separate events, KMPS also sponsored a Food Truck Day at the Track with a station booth and prize wheel, and “The Long Acres Mile,” that included a Horseshoe Contest for prizes. KQMV (MOViN) sponsored Irish Heritage Day with station DJ’s and staff hosting a happy hour with VIP Box seats giveaways, Irish food and beverage specials. KLCK’s (Click) DJ Megan, hosted Mother’s Day pampering on site with a salon on-site for mini-makeovers gift card and beauty basket prizes. And the list goes on.
Results
The campaign delivered in excess of $180,000 in promotional value, and our new “WA Breds and Brews” event drove a 68% increase in attendance. We exceeded our business goals, with Emerald Downs traffic up +10%, and just as important, our handle (wagering) also up significantly. Emerald Down’s Marketing Director, Sophia McKee, is looking forward to another successful season of thoroughbred horseracing in 2014 – come join the fun at our racetrack!
CLIENT: Emerald Downs
CREDITS: Janice Merlino and Teri Bauer
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Bronze M Winner: Media Plus+
Click image above to view entire plan.
G. Wedding of the Century Client: Ben Bridge Jeweler Building a Lifetime Relationship: Engaging the Soon-to-be Engaged: How do you celebrate 100 years in business? If you’re Ben Bridge Jeweler, you celebrate with a $100,000 Wedding of the Century. 2012 marked the anniversary year and the kick-off of a promotion that was made even bigger and better in 2013. For most, getting engaged is the start of a jewelry relationship that can last a lifetime and research showed that Ben Bridge was losing market share in the engagement ring category. The agency created a sweepstakes media campaign that lived on Facebook and designed to increase engagement -literally. Users were prompted to enter on the Ben Bridge Facebook page and encouraged to spread the word. Campaign was supported by digital, radio, TV and social media all targeted to the soon-to-be engaged audience. While there were lots of successes with this campaign in 2013, such as growing Facebook likes by 56%, and Hillary and David from Sunnyvale, California won some pretty nice jewelry, cash, and a honeymoon in Hawaii.
CLIENT: Ben Bridge Jeweler
CREDITS: Lauren Ramaska, Katrina Stroh, Sarah Berg, Krista Voyvodic
