Auckland shopping marketing agency BTL cleaned up at the Australasian Promotional Product Excellence Awards, held this year at the Langham Auckland.
BTL (Below the Line) picked up the Platinum Award, plus three major category awards.
“These awards clearly demonstrate the absolute value promotional products bring into the marketing mix and brand equity,” said APPO ceo Steve Granland.
As one of the only forms of advertising that allows consumers to interact repeatedly with a brand on a physical level, these awards demonstrate how promotional products create a memorable brand experience.
“APPA members have shown tonight that innovative, creative and unique promotional products have a great ability to tap into individual’s emotions and build brand loyalty. Put simply, promotional products work.”
“A range of targeted promotional campaigns created a memorable presence of brand identity in a congested marketplace.”
Judge Jules Calnan (Ogilvy & Mather head of print production) said: “With multimedia channels challenging marketers every day to be able to connect with their customers in meaningful ways, the Promotional Products category allows targeted communication to directly reach the end user showing the brand personality and values.
“It is great to see such a high standard range of targeted promotional campaigns presented to us on a variety of budgets which created a memorable and effective presence of brand identity in a congested marketplace.”
The night also saw the promotional products industry recognise three individuals with APPA Life Memberships – Philip Monastra, John Withers and the APPA Young Achiever Award winner Sandy Sutherland.
The finalists
Finalists included JPS Marketing, All About Promo, Below the Line, Zinc, Boost Promotions, Challenge Marketing, AMPM Marketing, Seeit and ASAP Promo.
THE WINNERS
Platinum Award for Overall Excellence: BTL
Business to Business Programmes: All About Promo
Consumer Programmes Gift with Purchase: BTL
Distributor Self Promotion: Boost Promotions
Limited Budget: Zinc
Merchandise Programmes and Events Merchandise: AMPM Marketing
Not for Profit Promotion: Seeit
Promotional Product Innovation and Design: BTL
Sustainable/Eco-Friendly/Recycling Programmes: All About Promo
Made in New Zealand: Challenge Marketing
THE JUDGES
Jules Calnan, Head of Print Product, Ogilvy and Mather New Zealand
Trina Snow, Manager, Buy NZ Made
Mike Lee, Senior Lecturer of Marketing, University of Auckland Business School
Glenys Crawford, Membership Manager, Auckland Chamber of Commerce
Richard Brookes, Associate Professor of Marketing, University of Auckland Business School
- Full details and photographs on each award-winning entry can be found here
About APPA
The Australasian Promotional Product Association (APPA) is the only professional trade association specifically for the promotional products and promotional marketing industry in Australasia that advocates for, educates, and facilitates business in a region that turns over approximately 2 billion and employs approximately 20,000 people. APPA Members make up over 76% of the leading and most influential promotional product professionals in Australasian. APPA was established in 1986 and incorporated in 1988 to promote the development, integrity, professionalism and creativity of the advertising form dedicated to promotional products and marketing ensuring good business practices and the highest industry and community standards. APPA represents Members in Australia, New Zealand, and the Pacific Islands where each Member must follow a strict Code of Conduct to be permitted membership.
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