NEW YORK (June 7, 2010) – CRT/tanaka, an award-winning public relations and marketing firm known for creative solutions and workplace culture, received a prestigious Silver Anvil Award and a Silver Anvil Award of Excellence from the Public Relations Society of America (PRSA). The Silver Anvil Awards, which recognize outstanding achievement in strategic public relations planning and implementation, were presented during a ceremony held June 3 in New York.

 

The agency received the Silver Anvil for its work with the Council for Responsible Nutrition’s “Life…supplemented” campaign in the reputation/brand management (associations) category. The Silver Anvil is considered to be the highest honor given by the PR industry. The second-place Silver Anvil Award of Excellence was received for CRT/tanaka’s work with Air New Zealand in the events and observances – seven or fewer days (business services) – category for its “Matchmaking Flight” campaign.

 

“As usual, winners in this year’s Silver Anvil Awards are among the very top public relations programs in our industry,” said James J. Roop, APR, Fellow PRSA, 2010 awards and honors committee chair. “The Silver Anvils continue to recognize the best practices in our field.”

 

Council for Responsible Nutrition “Life…supplemented” Campaign

“Life…supplemented” is a three-year consumer education campaign for the Council for Responsible Nutrition – the leading trade association representing the dietary supplement industry –to promote responsible use of dietary supplements as part of an ongoing health and wellness regimen. CRT/tanaka positioned supplements as one of the “three pillars” of health alongside healthy diet and exercise. The agency commissioned research, studying the behaviors and attitudes of physicians and other healthcare professionals about supplements to create “news hooks” and an authoritative message, “doctors take and recommend supplements,” to efficiently counter ongoing negative media coverage about supplements.

 

Air New Zealand “Matchmaking Flight” Campaign

During a year defined by baggage and other hidden fees, Air New Zealand put the fun back in flying and targeted a new audience segment, creating a distinctive event that highlighted the airline’s quirky brand and culture. With support of CRT/tanaka, Air New Zealand launched the first-ever, long-haul “Matchmaking Flight” offering single passengers a trip of a lifetime and a chance to find love at 30,000 feet. The initiative successfully showcased the airline’s award-winning service and quirky, Kiwi personality, generating 410 million media impressions, and contributing to a 32 percent increase in bookings from North America to the South Pacific. –

 

About CRT/tanaka

CRT/tanaka is an award-winning public relations and marketing firm known for its whatcanbeSM workplace culture and approach to business. Headquartered in Richmond, Va., and New York, with offices in Los Angeles, Washington, D.C. and Norfolk, Va., CRT/tanaka features four integrated specialties – Consumer, Health, Corporate and Interactive/Social. The agency has been recognized with more than 300 national and regional awards for its strategic counsel, creativity, workplace culture and community service. Clients include Air New Zealand, BISSELL Homecare Inc., Cambria Suites, Charles Schwab & Co., Council for Responsible Nutrition, Council of Better Business Bureaus, Federation of Quebec Maple Syrup Producers, Girl Scouts of the USA, Network Solutions, PetNovations, Sprint Nextel and Wines from Rioja (Spain). More information about CRT/tanaka is available at www.crt-tanaka.com.

 

About the Public Relations Society of America (PRSA)

With more than 31,000 members, PRSA is the largest organization of public relations professionals and students. PRSA is comprised of 111 local chapters organized into 10 geographic districts; 16 Professional Interest Sections that focus on issues, trends and research relevant to specialized practice areas, such as technology, health care, financial communications, entertainment and sports, and travel tourism; and the Public Relations Student Society of America (PRSSA), which has more than 300 chapters at colleges and universities in the United States and abroad. PRSA is headquartered in New York.

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