Freihofer's Run for Women PR campaign tapped by Public Relations Society of America
George Regan (left), event director for the Freihofer's Run for Women and Edward Parham, director of public relations at Rueckert Advertising & Public Relations, celebrate their win in the "integrated campaign" category in the Public Relations Society of America’s (Capital Region Chapter) inaugural "Empire Awards." The Albany-based agency has provided PR and advertising support for the 5km road race since 1996.
An integrated public relations campaign for the 2007 Freihofer's Run for Women won top honors in the Public Relations Society of America's (PRSA) inaugural "Empire Awards," a contest honoring outstanding achievement in the practice and support of public relations in New York’s Capital Region.
The campaign, executed by Albany-based Rueckert Advertising & Public Relations LLC, earned more than 30 million impressions from 258 pre- and post-event stories for the 29th edition of the Run for Women, one of the world's largest and most prestigious all-female 5 km road races. The estimated value of the print, electronic and Web coverage was $1.8 million, a substantial return on the event's $15,000 PR investment, and a 218% increase over the previous year's media coverage ($564,657).
The largest portion of the coverage came from local TV stations, which aired 110 stories. Significant regional exposure was also obtained by securing race footage on the YES Network's "Running" show, which reaches 10.3 million households in the tri-state area.
In addition to placing stories in 83 daily and weekly newspapers, articles about the Run for Women appeared in print and online in publications around the world such as Athletics Weekly (United Kingdom), Athletics Australia, The Age (Australia), Sydney Herald Sun (Australia), Sydney Morning Herald (Australia), RunningStats.com, Germanroadraces.com, Canadianrunner.com and IAAF.com.
The awards competition, which featured nine categories, was judged by PRSA’s Kansas City chapter.
This is not the first time Rueckert Advertising’s work on behalf of the legendary road race has been recognized. In 2005, the full service agency earned a gold award in the MarCom International Creative Awards, a global competition for marketing and communication professionals. In 2004, Rueckert Advertising was a finalist in American Marketing Association's (Capital Region Chapter) "Mark of Excellence" awards. That same year, the agency's public relations strategy, tactics and results were also featured in PR Week, the trade journal that covers the PR business in the United States, Europe and Asia.