Winner
Discovery Communications Planet Green: Planet Green Channel Launch
In 2007, global media and entertainment company Discovery Communications announced its decision to launch a new cable channel, Planet Green, as the first 24-hour eco-lifestyle network on TV.
With environmental awareness on the rise and no committed TV platform, Discovery sought to connect with potential viewers and build buzz for its new channel through a gradual surge strategy leading up to the June 2008 launch.
Planet Green's multiple platforms include online, VOD, mobile, and corporate initiatives. One judge commended the communications team for “leverag[ing its] assets like none other,” while another noted the “outstanding use of [these] assets.”
Tactical goals incorporated the promotion of the new platform's experts and programs, as well as directing attention to digital platforms TreeHugger.com, which it acquired in August 2007, and PlanetGreen.com. Before the major publicity push, which began in January 2008, these online venues served as a way to drive brand awareness.
Bringing media coverage “from a whisper to a buzz to a scream,” the “closely guarded” programming specifics were unveiled in exclusives with The Wall Street Journal and USA Today.
Other announcements leveraging media included Earth Day promotions with Planet Green's partners, such as the Nature Conservancy, with whom the channel teamed to “Plant a Billion Trees,” and the Green Apple Festival, an Earth Day event across eight US cities.
Consumer-facing greening efforts included PlanetGreen.com's “Detox Your Home” campaign and “random acts of greenness” giveaways in various venues, which were part of the channel's targeted approach that one judge praised.
Internally, buzz was generated among Discovery's 4,000 employees with a campaign that included events introducing executive leadership, programming, and personalities. Executives and talent were also presented to media.
In addition, global employees were provided with an opportunity to participate in the launch via Discovery's intranet, the One Discovery Portal.
In the final ramp-up before the launch, the communications team created a launch party at the Greek Theatre in Los Angeles, along with placements of talent on national broadcast morning shows and other outreach initiatives.
One notable placement was derived from a partnership with The New York Post for an Earth Day supplement showcasing the competitive reality show, Battleground Earth: Ludacris vs. Tommy Lee.
Brian Stelter of The New York Times called the Planet Green launch, “the highest-profile cable channel introduction of the year.”
The agency generated nearly 1 billion consumer impressions from January to August 2008.
“Great blocking and tackling,” one judge said of the initiative, while another lauded “[its] tremendous results and use of vehicles [and] properties.”
Honorable Mention
Hanna Lee Communications and Imperial Brands: “Truth in Vodka” Campaign for Sobieski Vodka
Imperial Brands tasked Hanna Lee Communications with the US launch of its top-ranking international vodka brand, Sobieski. In its “Truth in Vodka” campaign for fall 2007, Hanna Lee distinguished Sobieski from the hype accompanying many vodkas by unveiling a back-to-basics PR plan showcasing the Polish brand's authenticity, high quality, and affordability. A media launch was held at Rayuela Restaurant in New York City with top media attendance. Press outreach commenced with industry trades to assist with product distribution to retail outlets, followed by consumer and business press. More than 200 sample packages were distributed. Imperial Brands' president and CEO Chester Brandes was utilized as spokes-person. With more than 150 placements, Sobieski sold 200,000 cases in its first year. It also signed on as the first official vodka of Madison Square Garden. One judge called the results “amazing” given the $250,000 budget and the competitive category.
Finalists
• Discovery Communications Planet Green: Planet Green Channel Launch
• Hanna Lee Communications and Imperial Brands: “Truth in Vodka” Campaign for Sobieski Vodka
• M Booth & Associates and Tea Forté: Establishing a New Iced Tea Experience: Tea Forté Launches “Tea-Over-Ice”
• Northlich and Totes-Isotoner: You Can Stand Under Our Umbrella ‘Ella, ‘Ella, ‘Ella
• O'Malley Hansen Communications and Sara Lee Fresh Bakery: The Great Whole Grain Giveaway
Sponsor: Cramer-Krasselt offers strategically innovative communications to national consumer and corporate companies. Ranked among the top independent PR firms in the country by PRWeek, the firm employs its “Strategy Amplified” process to leverage PR capabilities and complete in-house integrated resources, including brand planning, creative design, Web, and new media to build brands.
