SAN FRANCISCO, Sept. 20, 2012 /PRNewswire/ -- Campari®, the
legendary one-of-a-kind red spirit, today announced that its "Year
of the Negroni" campaign, planned and executed in cooperation with
its PR agency of record, Hanna Lee Communications, Inc., has won PR
News' coveted 2012 Platinum Award for the Best Branding Campaign of
the Year. The focused campaign beat out category finalists
that included leading brands such as General Motors®, McDonald's®
USA, Dunkin' Donuts®, DoubleTree®
by Hilton, Pantone® and others. Campari was the only spirits
brand to win a Platinum Award this year across 50 award
categories.
"We are honored to receive The Platinum Award and are delighted
by all the recognition the 'Year of the Negroni' campaign has
received to date," said Dave
Karraker, director of PR and events, Campari America.
"This award is a testament to the strategic vision developed by our
agency of record, Hanna Lee Communications, and our in-house PR and
events team."
"Our goal with the 'Year of the Negroni' program was to reignite
interest in this classic, signature cocktail with food enthusiasts
and the bartending community. Because of the ubiquitous media
coverage that the campaign generated through media relations and
events, the excitement around the Negroni was all but
inescapable. We succeeded beyond any of our expectations,"
continued Karraker.
The 2011 "Year of the Negroni" campaign included large scale
consumer events, such as the Manhattan Cocktail Classic and New
York City Wine & Food Festival, as well as intimate bartender
and media events that focused on rewarding existing advocates and
increasing awareness and trial to those new to the Campari
family. The media results from the effort were superlative,
garnering coverage in such outlets as the Wall Street
Journal, the New York Times, Bon
Appetit, GQ and Bloomberg.
"Working hand in hand with the bartender community was really
critical to our success," said Hanna
Lee, president and founder, Hanna Lee Communications,
Inc. "The resurgence of classic cocktailing has been driven
by this community, so gathering insights from them really set the
groundwork for creative, quality-driven executions."
The Platinum Award win brings to nine the number of PR industry
awards the "Year of the Negroni" campaign has received from top
national and international PR organizations this year. The
recognition includes:
PR News' Platinum Awards:
- Platinum Award for Best Branding
Bulldog Media Relations Awards for Excellence in Media and
Publicity Campaigns:
- Grand Prize Winner of 2012 Bulldog Media Relations Awards for
Excellence in Media and Publicity Campaigns
- Gold Level Award for PR Innovation of the Year
- Gold Level Award for Best Online Newsroom -
Business/Consumer
- Silver Level Award for Best Use of Personality/Celebrity
PRSA NY - Big Apple Awards:
- Winner - Events & Observances (One to Seven Days):
Business
- Honorable Mention - Integrated Communications: Consumer
Products & Services
The Communicator Awards:
- Award of Excellence for Publicity - Publicity Campaign
SABRE Awards:
- Finalist Gold SABRE Award in Food & Beverage
About Campari
Campari is a contemporary classic. Bold, passionate and
completely unique, Campari makes a dry and refreshing cocktail that
can be enjoyed anytime. The recipe, hand-crafted according to the
same secret family recipe invented in Italy in 1860, is the base for some of the
most famous cocktails around the world, including the Negroni and
the Americano. Campari's unique taste is obtained through an
infusion of bitter herbs, aromatic plants and fruit, creating the
consummate aperitif. With its distinct red color, aroma and flavor,
Campari has always been a symbol of passion.
About Campari America
Campari America is a wholly owned subsidiary of Davide
Campari-Milano S.p.A. (Reuters CPRI.MI - Bloomberg CPR IM).
At the heart of Campari America are two legends in the American
spirits industry. The first, Skyy Spirits, was founded in
San Francisco back in 1992 by the
entrepreneur who invented iconic SKYY Vodka. The second is
the world-famous Wild Turkey Distillery in Lawrenceburg, Kentucky, where they have been
making the world's finest whiskies since the 1800's. Both
companies were purchased by Davide Campari-Milano and together they
form Campari America, which has built a portfolio unrivaled in its
quality, innovation and style, making it a top choice among
distributors, retailers and consumers. Campari America
manages Gruppo Campari's portfolio in the US with such leading
brands as SKYY® Vodka, SKYY Infusions®, Campari®, Wild Turkey®
Straight Kentucky Bourbon, American Honey®, Russell's Reserve®,
Glen Grant® Single Malt Scotch Whisky, Cabo Wabo® Tequila, Espolon®
Tequila, Ouzo 12®, X-Rated® Fusion Liqueur®, Frangelico®, Cynar®,
Carolans Irish Cream®, Irish Mist® Liqueur, Sagatiba® Cachaca and
Jean-Marc XO Vodka®. Campari America is also the exclusive US
distributor of Bowmore® Islay Single Malt Scotch Whisky,
Auchentoshan® Lowland Single Malt Scotch Whisky, Glen Garioch®
Highland Single Malt Scotch Whisky, McClelland's® Single Malt
Scotch Whisky, Flor de Cana® Rum, Midori® Melon Liqueur, Hibiki®
Whisky, Hakushu® Single Malt Whisky, and The Yamazaki® Single Malt
Whisky.
Campari America is headquartered in San Francisco, California. More
information on the company can be found at www.campariamerica.com,
www.facebook.com/campariamerica, Twitter: @CampariAmerica and
www.camparigroup.com. Please enjoy Campari America brands
responsibly and in moderation.
About Gruppo Campari
Davide Campari-Milano S.p.A., together with its affiliates
("Gruppo Campari"), is a major player in the global beverage
sector, trading in over 190 nations around the world with a leading
position in the Italian and Brazilian markets and a strong presence
in the USA and Continental Europe.
The Group has an extensive portfolio that spans three business
segments: spirits, wines and soft drinks. In the spirits segment
its internationally renowned brands, such as Campari, Carolans,
SKYY Vodka and Wild Turkey stand out. It also has leading regional
brands including Aperol, Cabo Wabo, Camparisoda, Cynar, Frangelico,
Glen Grant, Ouzo 12, X-Rated Fusion Liqueur, Zedda Piras and the local Brazilian brands
Dreher, Old Eight and Drury's. Its wine segment boasts the global
brand Cinzano, as well as important regional brands including
Liebfraumilch, Mondoro, Odessa,
Riccadonna, Sella&Mosca and Teruzzi&Puthod. The soft drinks
segment comprises the non-alcoholic aperitif Crodino and Lemonsoda
as well as its respective line extension dominating the Italian
market. The Group employs over 2,200 people. The shares of the
parent company,
Davide Campari-Milano S.p.A. (Reuters CPRI.MI - Bloomberg CPR
IM), are listed on the Italian Stock Exchange.
www.camparigroup.com
More information on the company can be found at
http://www.camparigroup.com/en/group/main.jsp
http://www.youtube.com/campariofficial
Media images are available at
http://www.camparigroup.com/en/press_media/image_gallery/campari_download.jsp
About Hanna Lee Communications, Inc.
Headquartered in New York City,
Hanna Lee Communications, Inc. is an award-winning agency
specialized in spirits, wine, food, travel, and lifestyle PR and
event management. The agency only represents products and
companies that it is passionate about. This outlook drives
its well-acknowledged excellence.
The agency has earned recognition from prestigious national and
international organizations that include the PRWeek Awards,
PRSA-NY's Big Apple Awards, The Communicator Awards, PR News'
Platinum Awards, The Bulldog Awards and the SABRE Awards. In
addition, through its multi-year PR campaign for Mionetto Wines,
Hanna Lee Communications contributed to developing the now popular
Prosecco category in the U.S.
Client experience includes Campari, Louis Royer Cognac, Santa
Teresa Rum, Manhattan Cocktail Classic, Leblon Cachaça, Sobieski
Vodka, Marie Brizard Liqueurs, Terra Andina Chilean Wines, G7
Portuguese Wine Consortium, Bortolomiol Prosecco, Quimeria Think
Group (Rayuela, Macondo and Barraca), San Domenico New York (now
SD26), Michael's New York,
MONO+MONO, Gourmet Latino Festival and others. For more
information, please visit www.hannaleecommunications.com. The
agency can be followed on Twitter at @hannaleenyc and "liked" on
Facebook at http://www.facebook.com/HannaLeeCommunications.
CONTACT: Hanna Lee,
hanna@hannaleecommunications.com, or Jen
Neugeboren, jen@hannaleecommunications.com
SOURCE Campari