Kelliher Samets Volk was awarded the Yankee PRSA’s 2010 Summit Award for its successful public relations campaign utilizing social media on behalf of client Stowe Mountain Resort.
Awarded annually, the Summit Award recognizes excellence in a specific area of focus. This year, the award recognized excellence in the use of social media as the primary tool utilized in a public relations campaign.
‘We were very impressed with KSV’s execution of the campaign,’ said Martin Murray, Yankee PRSA awards committee chair and senior corporate news representative at PSNH. ‘KSV used the right tools, and used them more effectively, than many other agencies, in the opinion of the judges.’
Summit Award judges included Katie Delahaye Paine of KDPaine & Partners, Berlin, NH; and, Rich Brooks of flyte new media, Portland, ME.
KSV utilized an array of social media tools, including Twitter, Facebook, and mobile, to effectively support the business goals of Stowe Mountain Resort, including increasing the level of social media interaction between the resort and its fans. In the process, KSV was able to connect Stowe’s passionate fans with the brand.
KSV took Stowe through an integrated social media immersion, starting with a listening phase and resulting in smart implementation of social media strategy. Notably, KSV optimized Stowe’s Twitter channel, enticing brand fans with a bi-weekly ‘Get Stowked’ contest, in which participants could win various prizes, including lift tickets and dinner at the Cliff House restaurant. A mobile messaging campaign asked users to opt in to receive first-hand mountain news, exclusive offers, event details and contest information.
‘We’re thrilled to see our team honored for its talents in strategic digital planning, public relations and social media,’ said Tim Volk, president at Kelliher Samets Volk. ‘Our goal is always to integrate various media into a successful campaign that connects brands with their passionate network of believers.’
KSV’s social media campaign deepened fan affinity for Stowe and increased awareness of events and resort amenities. Additionally, the campaign leveraged the voices of Stowe advocates to help the resort grow its base of connected consumers.
Kelliher Samets Volk is a marketing group with over 30 years of experience building brands and businesses. Founded in 1977, the firm employs more than 60 people at its offices in New York City, Boston, and Burlington, Vermont.
Source: Kelliher Samets Volk 7.01.2010