The team behind the launch of Holsten in Romania has won gold at the Romanian Public Relations Awards 2005.
The Romanian PR Award 2005 was the third edition of the competition and 69 PR campaigns participated. Holsten won the gold award in the commercial category.
The jury consisted of 18 PR specialists from 6 countries. The jury appreciated the Holsten PR campaign for its unique concept, bringing the atmosphere of Hamburg in 1879 to an launch event in the middle of Bucharest in 2005.
The team behind the launch also carried out a teasing campaign in the editorial offices of the main publications in Romania. Persons dressed according to the fashion of year 1879 visited the editorial offices and gave everybody a newspaper from that period, with the main news about the opening of the Holsten Brauerei AG.
Also an important point was the evaluation of the effect of the PR campaign. It achieved a coverage of 41 news in written press, 14 on-line news, 4 TV news and radio coverage. In addition, 89% of the journalist invited to the launch event actually came, which proved that the teasing campaign was a success.