Awards: 2007 PMA Reggie Winners

Contents Case Studies Image GalleryThe following is the official press release issued by the Promotion Marketing Association to announce the 2007 Reggie Award winners.NEW YORK (March 23, 2007) -- The Promotion Marketing Association (PMA) announced yesterday that KTRS-AM & the St. Louis Cardinals' "Missing Birds" campaign, conducted by Schupp Company, Inc. has been awarded the coveted Super REGGIE Award. Presented last night at a gala ceremony at the PMA Annual Conference "This Changes Everything" in Chicago, the PMA's 2007 Super REGGIE Award was bestowed along with Gold, Silver and Bronze REGGIE Awards in 14 categories, honoring the best promotion and integrated marketing campaigns conducted in 2006.The "Missing Birds" promotion, a fully integrated offline/online awareness campaign was designed to "introduce" KTRS-AM as the new, long-term flagship radio station of Major League Baseball's St. Louis Cardinals beginning in 2006. KTRS-AM initiated "The Missing Birds" campaign in which a series of billboards were altered to look as they had been "vandalized" and the Cardinal Birds had literally been ripped off. Playing up the "Stolen Cardinals" concept, KTRS-AM integrated a strong buzz marketing component by activating non-traditional media and guerilla tactics such as MySpace.com, eBay, blogs, forums and the staging of random "Cardinal Birds" sightings throughout the city for one week until the "missing birds" finally appeared back on their billboards with the slogan, "The Cardinals Have Moved to 550 KTRS". As a result of the campaign, every local television station, radio station and print outlet covered the stolen "Cardinal Birds" that were appearing all over the city. The campaign also had a significant impact on KTRS' ratings - climbing the station to the 5th position overall (from 19th). In the true spirit of the REGGIE moniker of "making the cash register ring," three weeks after the campaign was introduced, unprecedented ticket sales caused the Cardinals to stop selling season tickets for the first time ever."The true power of the award-winning "Missing Birds" promotion is that it embodies all the attributes of a powerful integrated marketing campaign: multiple platforms, fun interaction for the consumer with the brand, and measurable results," said Bonnie Carlson, president of the PMA. "Equally as important, the St. Louis Cardinals and KTRS-AM have created a promotion that successfully reinforces the essence of the brand and has equity potential to build on year after year."In addition to the Super REGGIE, KTRS-AM, the St. Louis Cardinals and the Schupp Company, Inc. were awarded a Gold REGGIE Award in the Local, Regional, Target Consumer Promotion with a Budget under $1 million category.The REGGIE Awards were chaired by Lori Leiva, EVP Management Director/Partner, B.A.R.C. Communications, Inc. and Natasha L. Collura, Director-Sales & Partnership Marketing, San Diego Zoo/Wild Animal Park. The Super REGGIE Award winner was selected by a Blue Ribbon panel of industry leaders, visionaries and promotion marketing pioneers. The REGGIE Awards were presented at a gala reception sponsored in part by Yahoo! Inc. and produced by the PMA Event Marketing Council and The Country Music Association. The award ceremony was hosted by Samantha Brown, host of The Travel Channel's "Passport Series" and featured special performances by Foreigner and Jo Dee Messina. The REGGIE Awards are presented by PMA in association with BRANDWEEK Magazine.The Gold, Silver and Bronze REGGIE Award winners in each of the 14 categories are as follows:National Consumer Promotion -- Budget over $5 million Gold: ENJOY PHOTO Campaign Client: Canon Marketing Japan, Inc. Agency: Dentsu, Inc. Silver: Sunsilk Launch Client: Unilever Agency: OgilvyAction Bronze: VERB Yellowball Client: Centers for Disease Control and Prevention (CDC) Agency: Frankel, an Arc Worldwide companyNational Consumer Promotion -- Budget between $1 million and $5 million Gold: MilkPEP: Body By Milk Client: MilkPEP Agency: DRAFT FCB Silver: Turning on the Power of Four Client: Schick Wilkinson Sword Agency: Colangelo Bronze: Modern Marvels Invent Now Challenge Client: The History Channel Agency: NMA Entertainment & MarketingNational Consumer Promotion -- Budget under $1 million Gold: Blue Moon Brewing Company- Artfully Crafted Client: CBC/Blue Moon Brewing Company Agency: Integer Group Silver: The Top Secret Launch of T.M.X. Elmo Client: Fisher-Price Agency: Eric Mower and Associates Bronze: CBS 'Egg-vertising' Laser-Coded Eggs Client: CBS Agency: CBSLocal, Regional, Target Consumer Promotion -- Budget over $1 million Gold: Ocean Spray - Bogs Across America Client: Ocean Spray Agency: Arnold Worldwide Silver: VERB YELLOWBALL Guerilla Marketing Program Client: Centers for Disease Control and Prevention (CDC) Agency: Frankel, an Arc Worldwide company & Mr. Youth Bronze: Members' Lounge Client: American Express Agency: DigitasLocal, Regional, Target Consumer Promotion -- Budget under $1 million Gold: KTRS/St. Louis Cardinals - Missing Birds Client: KTRS/St. Louis Cardinals Agency: Schupp Company, Inc. Silver: Parco P.I. New York Stunt Campaign Client: Court TV Agency: GEM Group Bronze: The Skinny Cow Ice Cream of the Crop Client: Dreyer's Grand Ice Cream, Inc. Agency: Alcone Marketing GroupMulti-Partner Promotion - Involving 3 or More Partners Gold: MilkPEP: Body By Milk Client: MilkPEP Agency: DRAFT FCB Silver: Pirates of the Caribbean: Dead Man's Chest - Multi-Brand Client: Buena Vista Pictures Agency: In-House Bronze: MasterCard Win 500 Flights Sweepstakes Client: MasterCard Worldwide Agency: McCann WorldGroup, Alan Taylor Communications, Armstrong PartnershipBusiness to Business Promotion (Includes Trade Promotion) Gold: Lipton 2006: Wal-Mart VPI Client: Pepsi Lipton Partnership Agency: TracyLocke Silver: USPS/eBay Ship It Win IT Sweepstakes Client: U.S. Postal Service Agency: DRAFTFCB Bronze: NatureWorks® Polymer Smart Care Program Client: NatureWorks LLC Agency: Campbell MithunMulti-cultural/Ethnic Promotion Gold: NYC Celebrates in Latin Style Client: The Latin Recording Academy Agency: NYC Big Events Silver: LaSalle Bank Ethnic Neighborhood Promotion Client: LaSalle Bank Agency: Flair Communications Agency Bronze: "Belleza Hecha Realidad" (Beauty Made Real) Campaign Client: Unilever Agency: PMG, IncInternational/Global Promotion Gold: Eurostar/The Da Vinci Code Client: Sony Pictures Entertainment Agency: In-House Silver: Plunder a Bag of M&M'S White Chocolate Pearls Client: Masterfoods USA Agency: Thomas J. Paul, Inc. Bronze: FIFA World Cup Trophy Tour by Coca-Cola (2006) Client: Coca-Cola Agency: ignition, Inc.Interactive/On-line/Wireless Promotion Gold: 'Halloween Horror Nights' at Universal Studios Hollywood: "Will You Make The Cut?" Client: Universal Studios Hollywood Agency: David & Goliath Silver: Proud to Be a Bed Head Client: Hampton® Hotels Agency: Hall Event Group Bronze: 2006 Pontiac Solstice GXP Launch on "Second Life" Client: Pontiac Agency: Leo Burnett & DigitasCause/Community Outreach Promotion Gold: VERB YELLOWBALL Client: Centers for Disease Control and Prevention (CDC) Agency: Frankel, an Arc Worldwide company Silver: Pedigree Dog Adoption Drive Client: M&M Mars Pet Food Agency: Catapult Marketing Bronze: Gap (PRODUCT) RED Launch Client: Gap Agency: A Squared GroupEvent Marketing Gold: The History Channel City of the Future Design Competition Client: The History Channel Agency: Civic Entertainment Group Silver: Charmin NYC Restrooms Client: Procter & Gamble Agency: Gigunda Group Bronze: Proud to Be a Bed Head Client: Hampton® Hotels Agency: Hall Event GroupAccount Specific Promotion Gold: "A Charlie Brown Christmas" at Urban Outfitters Client: Urban Outfitters Agency: United Media Silver: "Recarga Tus Sentidos" (Load Up Your Senses) Mobile Laundry Cart Client: Unilever Agency: PMG, Inc Bronze: Pedigree Dog Adoption Drive Client: M&M Mars Pet Food Agency: Catapult MarketingKids Targeted Promotion Gold: Agent Cool Blue "Brush with Adventure" Campaign Client: Pfizer Consumer Healthcare Agency: The Geppetto Group Silver: VERB YELLOWBALL Client: Centers for Disease Control and Prevention (CDC) Agency: Frankel, an Arc Worldwide company Bronze: LEGO Free the Band Client: LEGO Agency: On Board Entertainment

Awards: 2007 PMA Reggie Winners

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