[07/15/05 - 12:00 AM]
CBS Wins Nine Gold and Nine Silver Awards in Promax & Bda Competition

[via press release from CBS]


Top Honors Awarded for Launch of "CSI: NY," On-Air Spot for "The King of Queens," "Rudolph" Holiday Campaign and Promotion of the 100th Episode of "CSI: Crime Scene Investigation"

CBS was honored with 18 awards -- including nine gold -- for Outstanding Marketing and Promotion in the 2005 PROMAX & BDA Awards competition.

CBS's gold honors recognized the launch of drama CSI: NY; an on-air spot for comedy hit THE KING OF QUEENS; a RUDOLPH holiday campaign; and promotion of the 100th episode of CSI: CRIME SCENE INVESTIGATION.

The PROMAX & BDA Awards are known as the top honors for promotion and marketing professionals in the broadcast media industry. Awards are judged on three criteria: overall creativity, production quality and results in achieving marketing objectives.

CBS received gold honors in the "Program Promotion Campaign" category for its launch of the new drama, CSI: NY. The campaign was highlighted by a collection of gripping, visually appealing on-air spots, which targeted a variety of demographics. In its first season, CSI: NY topped "Law & Order," NBC's long-time leader in the Wednesday time period.

CBS also took home gold in the "Comedy Program Promotion" category for an on-air spot for THE KING OF QUEENS, which focused on the physical comedy of star Kevin James.

CBS's gold-winning RUDOLPH campaign -- which received widespread media attention -- used stop-action animation and featured the celebrated reindeer in spots along with 3-D caricatures of network personalities, including David Letterman, Charlie Sheen, Marg Helgenberger, Kevin James, William Petersen, Jeff Probst and more. The spots were designed to coincide with the 40th anniversary of television's longest-running holiday special RUDOPLH THE RED-NOSED REINDEER. Spots ran on the Network and customized versions were made available to CBS affiliates.

CBS also captured gold for its multi-faceted promotion of the 100th episode of CSI: CRIME SCENE INVESTIGATION. The campaign included a press kit designed to resemble an actual CSI: CRIME SCENE INVESTIGATION case file. And the invitations to the 100th episode special event played off of the show's forensics theme with a "blacklight" required to illuminate hidden details.

PROMAX & BDA is a global non-profit association dedicated to advancing the role and effectiveness of promotion, marketing and broadcast design professionals in the electronic media.

  [july 2005]  


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