Company: 5W Public Relations
Company Description: Founded in 2003 by entrepreneur Ronn Torossian, 5W PR is a full-service agency known for cutting-edge programs that engage people with businesses, issues and ideas. With more than 100 professionals serving clients in B2C and B2B Public Affairs, Crisis Communications and digital strategy, 5W is one of the 25 largest PR firms in the U.S. with revenues exceeding 16 million.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign/Program of the Year - New Product Launch

Nomination Title: Cold-EEZE® Cold Remedy Products Campaign - Cold-EEZE® Cold Remedy Plus Natural Immune Support QuickMelts® and Cold-EEZE® Cold Remedy Plus Natural Immune Support QuickMelts® with Natural Energy Product Launch

Tell the story about this nominated campaign since January 1 2013 (up to 525 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:

CAMPAIGN GENESIS & DEVELOPMENT
Tasked with executing the launch of their client Cold-EEZE®’Cold Remedy’s newest products, Cold-EEZE® Cold Remedy Plus Natural Immune Support QuickMelts® and Cold-EEZE® Cold Remedy Plus Natural Immune Support QuickMelts® with Natural Energy, 5W Public Relations developed a campaign that involved multiple elements including media relations, influencer education, consumer events, corporate social responsibility and celebrity activations. The integrated effort focused on introducing the products into the marketplace, highlighting the all-natural ingredients and showcasing their clinically proven effectiveness in reducing the duration of common cold symptoms.

CAMPAIGN EXECUTION
Tactics included:
Celebrity Partnerships & Events:
Sneak Peek Launch Event: Tying into long-lead editorial calendars for the winter and cold-season, 5W introduced key influencers to the products during a luncheon prepared by Food Network's Iron Chef star Marc Forgione, who created a menu using key ingredients from the new product line to enforce the Cold-EEZE® Cold Remedy brand messaging as an all natural cold remedy that is “so natural you could eat it”. Including a strong social media component to the luncheon resulted in more than 50 tweets, Instagram and Facebook photos with placements reaching more than 150,000 impressions.

Cold-EEZE® Cold Remedy and City Harvest Canned Food Drive: 5W partnered Cold-EEZE® Cold Remedy with Charity City Harvest for their annual canned food drive. 5W secured Jenny McCarthy, model, actress and host of The View to assist in the collection, encouraging media and consumers to attend and generate buzz for the brand and the event. Photos of the event resulted in over 274,197,825 impressions.

Satellite Media Tours (SMTs): Regional television segments including spokespersons such as nationally recognized fitness trainer Owen McKibbin, SELF Magazine Beauty Director Elaine D’Farley, and top Lifestyle Correspondent Raina Seitel. Total SMT coverage over six months resulted in over 528,875,457 impressions.

Regional Blogger Initiatives: 5W secured review and giveaway opportunities with bloggers nationwide to test the new products in exchange for a review as well as online giveaways. Additionally, 5W leveraged bloggers for regional TV morning shows to discuss the efficacy of the product for the cold/flu season.
Sampling Opportunities: 5W provided top Universities with samples of the new products to hand out to students on campus. In addition, 5W secured a sampling partnership with Hotel Chandler as part of their Sickness and Cold Season package for hotel guests.

Doctor Program: 5W secured partnerships with three leading NYC based doctors to speak to media on behalf of Cold-EEZE® Cold Remedy. The partnerships included web, print and television interviews on behalf of the new product as well as content creation to back its effectiveness.

National Product Placements: The new line of products was featured in national broadcast outlets as well as national magazines.

RESULTS TO DATE
5W has secured product placements in leading women’s interest, business, consumer, trade and celebrity publications including Health Magazine, Family Circle, Life & Style, TheStreet.com, Flourish, Natural Solutions, Vitamin Retailer, Progressive Grocer and Pharmacy Times. The products were also featured in leading national TV shows including FOX Business’ Varney & CO and the Dr. Steve Show. In total, National and regional web, print and broadcast placements for the products resulted in over 830,340,204 media impressions. Cold-EEZE® Cold Remedy products continue to outperform competitors in its category.

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Provide a brief (up to 125 words) biography about the leader(s) of the team that carried out this campaign:

Ronn Torossian is Founder and CEO of 5W PR. Under his leadership, the firm has been named PR Agency of the Year by the American Business Awards and is recognized as one of the most successful companies in the industry. His work spans global interests, corporate entities, high-profile individuals, regional businesses, government agencies and academic institutions, managing both routine public relations matters and extremely sensitive issues.

Torossian is known for his resourceful, results-focused approach as well as his close relationships with the media, influencers, and decision makers. He has been recognized as a finalist for the ABA’s PR Executive of the year and named to the "40 Under 40" lists of PR Week and Advertising Age. His book, "For Immediate Release" launched in 2011.