The PRSA 2010 Silver Anvil Awards podcast series features finalists from this year's program. The Silver Anvil Award recognizes complete public relations programs incorporating measurable and sound research, planning, execution and evaluation. These four areas represent the solid criteria by which senior practitioners judge each entry to ensure it meets the highest standards of performance in the profession.
Listen in as Deb Radman, APR, PRSA Fellow, speaks with Mark Osmun, public relations director at Jackson Family Wines, about the “A Really Goode Job: Murphy-Goode Winery Creates Brand Awareness with Most Recognized Campaign in Wine Industry History” campaign.
Murphy-Goode Winery suffered from low brand-awareness and faced the challenge of rising above the throng, while establishing a unique and memorable identity among the burgeoning market of the Millennial generation. It also suffered from inadequate distribution— at a time when a severe economic recession had driven down the market for any but the lowest-priced wines. Murphy-Goode needed something big to break through the clutter and increase brand-awareness, position itself as wine industry leader, and establish connections with the Millennial generation demographic.