Monday, January 31, 2011
11:34 PM Admin No comments
Public Relations, a leading national marketing PR agency, has been named a finalist for two of the industry’s top awards programs that recognize the very best public relations programs annually: Public Relations Society of America’s 2010 Silver Anvil and The Holmes Report’s 2010 Silver SABRE.
The awards recognize rbb for its work on the “Flu-Free Guarantee” campaign for client AMResorts, provider of sales, marketing and brand management services for several luxury resort brands operating in Mexico and the Caribbean. The campaign was designed in direct response to the 2009 “H1N1” flu epidemic, which jeopardized tourism revenue and delivered a major blow to the Mexican economy.
In May 2009, rbb launched a multi-brand consumer program to help restore confidence in travel to AMResorts’ properties throughout Mexico. The “Flu-Free Guarantee” promised guests a refund of three-times the cost of their vacations if they contracted the H1N1 virus while staying at an AMResorts property. By June 2009, AMResorts’ occupancy levels across its eleven properties in the country increased 140 percent and Mexico’s economy was on its way to recovery.
“The strategy behind the ‘Flu-Free Guarantee’ was not to react to the crisis, but to challenge it head-on, transforming concerns into affirmative outcomes,” said Lisa Ross, president and rbb’s travel and tourism practice leader. “While others were running from the media, we encouraged our client to proactively communicate with media and trust that this was the most effective way to promote a message of confidence to its customer base.
Comprehensive media coverage and targeted communication channels created the means for AMResorts to assuage fears, increase consumer confidence, and provided a much needed boost to Mexico’s tourism economy. rbb and AMResorts’ ability to enlist several direct competitors to join in the guarantee and work cooperatively helped galvanize Mexico’s entire tourism industry to overcome the crisis. Ultimately, AMResorts’ CEO received an award from the Mexican government for the company’s revolutionary offer and work to lure tourists back to Mexico.
This year’s Silver Anvils, considered the “Oscars” of the public relations industry, included 134 finalists out of 823 total entries. The current field of SABRE Awards nominees is equally strong, with roughly 300 finalists from more than 1,600 entries. SABRE Award organizers regarded the quality of this year’s nominations among the highest received in ten years of SABRE Awards.