Bromley Communications is receiving additional accolades for its U. S. Hispanic public relations efforts surrounding the Western Union YES! global brand launch. The case study was the only campaign to win two top honors at the San Antonio chapter of Public Relations Society of America Del Oro Awards. The YES! Hispanic launch won La Plata Awards of Excellence in both the Multicultural Communications and Marketing Communications categories, the latter of which was the highest scorer among all 2010 Del Oro public relations entries.
The agency also picked up an Award of Excellence plus an Award of Merit for the Coors Light Cold Activated Can Launch in the Special Events and Multicultural La Plata categories. In total, Bromley walked away with four of the 13 La Plata trophies tonight.
The multi-award-winning national Hispanic campaign created by Bromley Communications for Western Union was designed to lift Latino consumers’ spirits and boost loyalty and brand preference during the economic crisis. “At a time when we were all facing challenging economic times, we decided to personalize our new global efforts by inviting Hispanic consumers to validate their life stories and share with us how they’d helped others reached their dreams through the power of giving,” explained Raul Duany, VP, Corporate Affairs, Western Union. “The approach involved reality-TV like consumer intercepts with on-premise interviews with Ana Maria Canseco, one of Spanish language TV’s most loved personalities.”
Additionally, the Western Union public relations case study is a silver finalist in the May 11 SABRE Awards. There were more than 1,600 entries in this year’s SABRE Awards, and according to organizer, Paul Holmes, the quality of entries was the highest seen in ten years.
Last month, the agency won a Silver Spur for the YES! campaign from the Texas Public Relations Association (TPRA). The Silver Spur is the highest honor given by TPRA and recognizes outstanding public relations programs based on sound public relations objectives, philosophy, effective research, planning, execution and evaluation. Earlier the Western Union entry won the Integrated Marketing Communications PRemio from the Hispanic Public Relations Association (HPRA). For the 25th Anniversary of HPRA, entries were judged by representatives from PRWeek, Public Relations Society of America, PR Newswire and Jack Morton Worldwide.
Western Union and Bromley Communications conducted primary and secondary research to build the PR platform that would work in harmony with Western Union’s new global identity. The core conviction for the Hispanic market which led to the campaign design stated: “We believe in people who are on the move in pursuit of their dreams.” The various agency and Brand teams worked closely to coordinate radio remotes and grassroots activities leading up to and during Canseco’s appearances. Video and still photography crews were sent to Western Union Agent locations in five markets to capture customized interviews and visuals with the same overriding look, tone and feel. Participants’ stories were then posted on a Western Union YES! branded YouTube channel.
Photo caption: Marybell Martinez holding three La Plata Awards of Excellence