For its highly successful planning and execution of the “drupa 2008” PR campaign, Kodak, Eric Mower and Associates (EMA), and A.D. Communications earned three top awards in the League of American Communications Professionals’ (LACP) 2008 Magellan Awards competition. The global public relations campaign supporting Kodak’s participation at drupa, a quadrennial trade show for the printing industry, received a Platinum Award, the highest honor, in the B2B category.
The program also won “Best Return on Investment” designation across all categories of competition and placed second among the Top 50 Communications Programs of 2008, scoring 98 points out of a possible 100 and placing just behind the “NASCAR on ESPN” campaign.
“The Kodak ‘drupa 2008’ PR campaign proves to be remarkable in light of tremendous competition,” said Christine Kennedy, LACP Managing Director. “More than 400 entries were received for the 2008 Magellan Awards, comprising communications campaigns from eight countries. Overall, our belief is that the measurable results of this campaign are superb, demonstrating the success of this project in connecting with the right people and delivering a highly applicable and persuasive message.”
Partnering with Kodak and U.K.-based A.D. Communications, EMA played a critical role in developing Kodak’s overall strategy and messaging for drupa, participating in worldwide planning meetings during the 18 months leading up to the show. Kodak’s goal for the event was to position itself as a must see stand among the 19 exhibit halls and 1.8 million square feet of exhibit space. With a limited advertising budget relative to its primary competitors, Kodak relied on public relations to drive awareness and interest in its products and, ultimately, booth traffic and sales leads.
drupa is the largest global trade gathering of the graphic arts industry and takes place every four years in Dusseldorf, Germany. The event hosts more than 1800 exhibitors and draws nearly 400,000 visitors over 15 days, making it the most important event in the world for Kodak and its competitors and setting the stage for the direction of the industry in the coming years.
“Kodak is a global leader in the graphic arts industry, and drupa is the Super Bowl of trade shows for this market,” observed Brad Rye, Partner, Eric Mower and Associates. “A lot of planning and effort goes into ensuring that clients get maximum value for their investment, which means that each component of the campaign must work together and perform seamlessly to accomplish the desired goals. This recognition from the LACP is quite an honor.”
As part of the award-winning “drupa 2008” PR campaign, Kodak and EMA issued more than 50 press releases—many in multiple languages—and a dozen bylined articles that were used in print and online around the world. More than 250 media interviews were managed through the show press conference, booth appointments, and social gatherings, and Kodak enjoyed the most extensive press coverage among its competitors in the drupa Show Daily.
EMA has won several LACP awards in a variety of categories over the years for its work with Kodak. For more information on the 2008 LACP Magellan Awards, please visit www.lacp.com.