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The DMA And AIM Announce Best Multichannel Marketing Campaigns
Top Award Goes to Arnold Worldwide and Client Royal Caribbean
NEW YORK, May 7, 2002 - The Direct Marketing Association (The DMA) and the Association for Interactive Marketing (AIM) today presented Arnold Worldwide, on behalf of Royal Caribbean, with its 2002 Multichannel Marketing Excellence Award. The award was given during a special presentation at the net.marketing Conference & Exhibition at the Hilton New York City.
"For the first time, The DMA and AIM are honoring marketers who utilize the power of multiple channels to better drive their brand and return on investment," said Ben Isaacson, executive director, AIM. "It is our goal that all marketers will embrace the opportunities for channel integration with their ongoing campaigns."
Arnold Worldwide’s "Get Out There" campaign used multiple media methods including magazine, Web, on-site brochures, direct mail, e-mail, newspapers, outdoor advertising, broadcast ads, and travel agents to change consumers’ perception of cruises and to drive traffic to www.royalcarribbean.com. As a result, brand preference improved 68 percent in one year, bookings increased 45 percent over their goal, and Web traffic grew 400 percent more than their initial goal.
R/GA received second place for "The Cat Chow Mentor Program" created for client Nestle Purina Cat Chow. Broadcast and print ads were used in conjunction with wireless communications to drive record traffic to catchow.com to build brand awareness among multiple cat owners. The campaign was one of the first substantial attempts at using the PDA/wireless channel to personalize and communicate with a consumer package goods company.
Finalists for this year’s awards included: RF/Binder for client Tapestria, Roska Direct for client P&G Pharmaceuticals, and Quaro for client Grupo Posadas.
"Achieving consistency and synergy across all channels is a tremendous challenge," said Jeffrey Graham, vice president, client services, Dynamic Logic, and 2002 Multichannel Marketing Excellence Award judge. "This year’s winners found success by being both creative and disciplined."
The Multichannel Marketing Excellence Award recognizes the company that has most effectively integrated multiple marketing vehicles, methodologies, and channels to drive an outstanding marketing campaign.
The DMA is the leading trade association for businesses interested in interactive and database marketing, with nearly 4,700 member companies from the United States and 53 other nations. Founded in 1917, its members include direct marketers from every business segment as well as the nonprofit and electronic marketing sectors. Included are catalogers, Internet retailers and service providers, financial services providers, book and magazine publishers, book and music clubs, retail stores, industrial manufacturers and a host of other vertical segments, including the service industries that support them. According to a DMA-commissioned study, direct and interactive marketing sales in the United States exceeded $1.86 trillion in 2001, including $118 billion in catalog sales and $30 billion in sales generated by the Internet. The DMA's Web site iswww.the-dma.org, and its consumer Web site is www.shopthenet.org.
The Association for Interactive Media (AIM) www.interactivemarketing.org is the largest trade association in the world devoted to helping companies that use the Internet and interactive media to reach their respective marketplaces with maximum effectiveness. AIM, an independent subsidiary of the Direct Marketing Association, serves diverse corporate interests from e-mail marketing, e-tailing, online marketing, content provision, e-commerce, market research, broadband access and the rollout of interactive television.
Media Contact: Christina Duffney