CLEVELAND – June 9, 2017 – The integrated communication strategy that showcased Cleveland during the 2016 Republican National Convention (RNC) has received one of the most prestigious honors in the public relations industry. On June 8, 2017, the Public Relations Society of America (PRSA) presented partners in the campaign with Silver Anvil awards in two categories: Events and Observances – Seven Days or Fewer and Integrated Communications (Associations/Government/Non-profit). The integrated effort also was named a finalist for the 2016 Best of Silver Anvil Award as one of the top five public relations programs in the country for the year.
“Congratulations to our partners Destination Cleveland, Cleveland Plus and the rest of the outstanding team for developing and executing an integrated communication plan that showcased Northeast Ohio as an attractive place to live, work and do business,” said Chas Withers, chief executive officer of Dix & Eaton. “Before, during and after the convention, Clevelanders demonstrated their pride in the renewed vitality of the redeveloped downtown, neighborhoods and region, for all the world to see. We are proud of the role we have played to help transform perceptions in ways that will provide long-term value to Northeast Ohio beyond the initial economic boost of the convention.”
The awards were presented to Destination Cleveland, the region’s convention and visitor bureau, which submitted the entries in partnership with the City of Cleveland, Cuyahoga County, Cleveland Plus, Cleveland Neighborhood Progress, Jump Start, Downtown Cleveland Alliance and Greater Cleveland Partnership, as well as the five Cleveland-based marketing and communications agencies that supported the campaign – The Adcom Group, Dix & Eaton, Falls Communications, Hennes Communications and thunder::tech.
The communication program successfully leveraged the 2016 convention to shift perceptions of Cleveland and Northeast Ohio from a Rust Belt region to a vibrant area of rebirth. Almost two years of research and preparation culminated in an overall campaign strategy to educate convention delegates, guests, enthusiasts and media based on the theme, “Living, Working and Doing Business, Visiting and Playing in Cleveland.” To fully leverage the opportunity of hosting the convention, the team initiated a multi-faceted, multi-phase media relations effort focused on providing information to and establishing relationships with key journalists.
Nearly 76 percent of the community’s media coverage associated with the RNC was either positive or neutral in tone; more than 3,000 total placements, including 424 unique placements, were earned in key national media; and more than 10 billion total impressions were generated, including 6.5 billion during the month of the convention. Further measurable impact on the economy, businesses and people of the region included an increase in hotel room demand by 11.5 percent in downtown Cleveland and 2.8 percent in the metro area; and an increase in meeting and convention bookings for 2016, as well as growth in the pipeline of potential hotel room nights for meetings and conventions for the years 2017-2022.
The integrated communication program also recently received the PRSA East Central District Diamond Award, as well as other national recognitions. “We are greatly honored by the recognition that various highly respected organizations have given to this successful effort, which continues not only to generate accolades for our team, but also long-lasting benefits for our community,” Withers said.
About the Silver Anvil Award
The Silver Anvil is the public relations industry’s most prestigious award and is presented annually to organizations reaching the very highest levels of professional achievement. In the 70-plus-year history of the Silver Anvils, more than 1,000 organizations have been recognized, including solo practitioners, as well as businesses and agencies of all sizes. Exemplary professional skill, creativity and resourcefulness are reflected in each award, and no awards are given in categories where judges determine that the entries do not merit them. Beyond the Silver Anvil Awards Ceremony, Silver Anvil winners contribute to the public relations body of knowledge and become a part of the history of the profession. Summaries of winning programs are included in online case study archives and are available to help promote and share best practices among all public relations practitioners.
About Dix & Eaton
Dix & Eaton is a strategic communications consultancy specializing in investor relations, crisis communications, media relations and marketing communications. Working as trusted partners focused on driving results, Dix & Eaton combines deep experience, foresight and creativity with digital intelligence and analysis to help clients realize the full power of communication and generate greater return on investment. Founded in 1952, Dix & Eaton is 100 percent employee-owned and has twice been named the nation’s best midsized firm. For more information, visit dix-eaton.vfdevserver.com.