Whirlpool Brand PR Campaign Wins Coveted Bronze Anvil Award
BENTON HARBOR, Mich., June 27, 2011 – Whirlpool brand, flagship of global appliance manufacturer, Whirlpool Corporation (NYSE: WHR), has been recognized by the Public Relations Society of America (PRSA) for superior performance in the area of media relations. The coveted 2011 Bronze Anvil Award was awarded in the Media Relations – Consumer Products category based on a year-long media relations campaign around the launch of its Vantage laundry pair. The campaign was executed in partnership with Whirlpool PR agency of record, Peppercomm.
The key objectives for the launch were: drive pre-launch buzz with top-tier media coverage; demonstrate industry leadership; engage influencers and communicate key brand pillars. To generate interest and sustain steady news coverage throughout 2010, the team developed an outreach/engagement calendar that included trade shows, seasonal and research-driven pitches and strategic media events. The team’s multi-faceted approach yielded more than 400 media placements reaching a combined audience of more than 150 million.
“The Bronze Anvil Award is a coveted industry recognition that celebrates the expertise, creativity and effective communications that shine the brightest in the PR industry,” said Monica Teague, senior manager, PR & Brand Experience. “The combination of industry-leading innovation in Vantage laundry with a strategic and creative approach to media relations resulted in an award-winning campaign for Whirlpool brand.”
The Bronze Anvil Award was created by PRSA in 1969 to recognize outstanding public relations tactics – the individual items or components that contribute to the success of an overall program or campaign. Bronze Anvil Awards are possible in 65 categories and subcategories, including Media Relations, Newsletters, Web Sites, Feature Stories, Press/Media Kits, Podcasts, Word-of-Mouth and Blogs. Entries are judged by teams of PRSA members – and others who have specific category expertise – across the country. Only one Bronze Anvil Award and up to two Bronze Anvil Awards of Commendation may be earned in each category or subcategory. No Bronze Anvil is awarded in those categories where the judges feel the entries do not rise to standards set forth for the award by PRSA.