RICHMOND, Va. (June 19, 2012) – CRT/tanaka, an award-winning public relations and marketing firm known for its whatcanbe^SM workplace culture and approach to business, was recently awarded a prestigious Silver Anvil for integrated marketing communications and a Silver Anvil Award of Excellence for events and observances seven or fewer day by the Public Relations Society of America (PRSA).  

The Silver Anvil, considered the highest honor in the PR profession, and the Silver Anvil Award of Excellence both recognize outstanding strategic public relations planning and implementation. They were presented during a ceremony on June 7, 2012 in New York City. 

CRT/tanaka received the Silver Anvil Award for its work with Wines from Rioja (Spain) for the Consejo Regulador D.O.C.a. Rioja. The Vibrant Rioja campaign was aimed at generating awareness and interest in Rioja wines among a younger Gen-Y and X audience, who are driving wine sales growth in the U.S. Over the past six years, the multi-million dollar, integrated marketing campaign has evolved from “awareness” to “awareness and sales-generation.”

The 2011 Vibrant Rioja campaign helped to increase awareness and perception of Rioja Wines among target consumer and trade audiences as a “top red wine varietal that goes well with any food” and an “excellent wine regardless of price” (vs. the previous year’s tracking studies); the trade program component executed 1,318 sales promotions in 40 states and more than 135 cities (a 32 percent increase in promotions vs. the previous year); and shipments of wine from Rioja were up 12 percent for 2011. This was over and above the previous year’s shipment increase of 33 percent.

CRT/tanaka also received the Silver Anvil Award of Excellence for its Vibrant Rioja Grand Tasting Series. The campaign was aimed at increasing awareness of the Vibrant Rioja Trade Program through wine shows and tastings.

“I am continually impressed with the quality of work coming out of our profession, whether it is multiple winners from one of the large international PR firms or a single winner from a small non-profit with a limited budget and no outside assistance,” said James J. Roop, APR, PRSA Fellow, 2012 Awards and Honors Committee chair and president of Roop & Co. “Silver Anvil winners are making a difference in our world, in terms of creating awareness, generating sales, reinforcing a brand or furthering an organization’s objectives. The Silver Anvils continue to recognize the best practices in our field.”

The Silver Anvil Awards program has grown in scope and stature since its inception in 1946, and awards are now given in 59 categories and subcategories. In the 60-plus-year history of the Silver Anvils, many organizations have been recognized, including solo practitioners, agencies of all sizes, large and small businesses, top corporations, nonprofits, associations and government agencies.

 About CRT/tanaka
CRT/tanaka is an award-winning public relations and marketing firm known for its whatcanbe^SM workplace culture and approach to business. Headquartered in Richmond, Va. and New York, with offices in Los Angeles, Washington, D.C. and Norfolk, Va., CRT/tanaka features four integrated specialties – Food, Beverage and Nutrition; Health and Healthy Lifestyles; Consumer; and Corporate/B2B. The agency has been recognized with more than 350 national and regional awards for its strategic counsel, creativity, workplace culture and community service. Clients include Air New Zealand, Avocados from Mexico, Barnes & Noble College, BISSELL Homecare Inc., Cambria Suites (Choice Hotels International), Charles Schwab & Co., Council of Better Business Bureaus, Quebec Maple Syrup Producers, Girl Scouts of the USA, Network Solutions, Sprint Nextel, the U.S. Highbush Blueberry Council and Wines from Rioja (Spain). More information about CRT/tanaka is available at www.crt-tanaka.com.

About the Public Relations Society of America (PRSA)                   
With more than 31,000 members, PRSA is the largest organization of public relations professionals and students. PRSA is comprised of 111 local Chapters organized into 10 geographic Districts; 14 Professional Interest Sections that focus on issues, trends and research relevant to specialized practice areas, such as technology, health care, financial communications, entertainment and sports, and travel tourism, and the Public Relations Student Society of America (PRSSA), which has more than 300 Chapters at colleges and universities in the United States and abroad. PRSA is headquartered in New York.