BUFFALO, N.Y. — The national Blue Cross and Blue Shield Association this week honored BlueCross BlueShield of Western New York, which has Eric Mower + Associates as its brand agency of record, as a “Best of Blue” for its 2015 integrated marketing campaign.
The health plan received the 2015 Integrated Marketing Award, which recognizes the Blues plan that best integrated multiple marketing and communication channels to win new business, and support brand goals and objectives.
“Authentic. Simple. Intuitive. Engaging. These are the words that guided everything our company did to position our brand for success as we take our first steps into the world of consumerism via the exchange marketplace,” said Gretchen Fierle, senior vice president, marketing and communications, BlueCross BlueShield of Western New York. “As the most recognized brand in the country and the leading community-based health plan in our region, our work is setting the standards for our evolving industry.”
BlueCross BlueShield of Western New York worked with the Eric Mower + Associates team in Buffalo and Block Club to create the multimedia campaign that showcased the benefits of choosing Blue over other health plans in the exchange marketplace.
“This award speaks volumes to not only exceptional strategic and creative work, but also the strong collaboration that took place among local agencies and our client team,” said Tom Merrick, EMA’s senior partner and executive creative director. “We’re thrilled with the outcome of the work and the well-deserved recognition it received.”
The marketing plan incorporated advertising, community relations, public relations and digital media. This included BlueCross BlueShield of Western New York’s innovative journey website, where consumers could easily compare plans, calculate premiums and subsidies, and make purchases. Also included were promotions for BlueCross BlueShield of Western New York’s unique Two For One discount program, featuring $1,000 in savings throughout the community, as well as segmented TV, print, and radio ads featuring real BlueCross BlueShield of Western New York associates and members.
A panel of senior marketing and communications professionals from Fortune 500 companies, creative agencies, and education outlets judged the Best of Blue entries. The award was one of eight announced at the 2015 Blue National Summit in Phoenix on April 23, 2015.
The award comes on the heels of last month’s PRWeek national award for the PainkillersKill campaign EMA produced with BlueCross BlueShield of Western New York. That award, for the Community Relations Campaign of the Year category, highlighted the informational and educational campaign about abuse of prescription painkillers.
BlueCross BlueShield of Western New York is one of 37 independent Blue Cross and Blue Shield licenses, all of which cover nearly 105 million Americans.