Top Communication has selected the communication campaign of the II National Winter Sports Awards, carried out by Proa Comunicación, as one of the best of the year. In the Culture and Entertainment category, the campaign was developed during the months of September, October and November 2018, achieving media coverage valued at more than 100,000 euros.
The strategy proposed to achieve this objective was developed around two fundamental axes. The first was the relevance of the award winners and the second was the need to strengthen the brand and promote snow sports.
Actions implemented
- Campaign to raise awareness among clubs, resorts and the various regional federations with the aim of increasing the number of entries for the awards. Through specific institutional communication actions, the campaign was targeted at these audiences with the aim of achieving a higher number of nominations compared to the first edition of the awards.
- Institutional campaign, thanks to which María José Rienda (the first woman to preside the CSD) and representatives of the Spanish Olympic Committee attended.
- Creation of the storytelling of the event, which in 2018 acquired special notoriety due to the Olympic medal won by Regino Hernández at the Pyeongchang Winter Olympics. For this reason, the event focused on two particularly emotional moments: the tribute show on the slopes (broadcast by RTVE) in which the slalom and alpine skiing descents of Paquito Fernández Ochoa and Blanca Fernández Ochoa were emulated, and that of Regino himself in snowboarding, thus paying tribute to Spain's three Olympic medals.
- Post-event coverage focused on the award winners, with special interest in the figure of Regino Hernández.
This campaign is the second award-winning campaign of Proa Comunicación after the one carried out for DegussaThe new shop, which has managed to double the number of visits and sales in the shop, as well as the company's online sales.