Arnold Worldwide was presented yesterday with the 2002 Multichannel Marketing Excellence Award for the campaign it created for client Royal Carribbean. The award was presented yesterday by the Association for Interactive Marketing and the Direct Marketing Association at the net.marekting conference in New York.
Arnold Worldwide's "Get Out There" campaign used magazine, Web, on-site brochures, direct mail, e-mail, newspapers and more to change consumers' perception of cruises and to drive traffic to www.royalcarribbean.com.
As a result, brand preference improved 68% in one year, bookings increased 45% over the goal and Web traffic grew 400% more than the initial goal.
The second place award went to R/GA Partners for The Cat Chow Mentor Program, created for client Nestle Purina Cat Chow.
Broadcast and print ads were used with wireless communications to drive traffic to catchow.com to build brand awareness among cat owners.
The award, begun this year, recognizes the company that has most effectively integrated multiple marketing vehicles, methodologies and channels to drive an outstanding marketing campaign. The award is sponsored by AIM and the DMA.
