VIA's "7 World Trade Center: Open" campaign for Silverstein Properties shines among field composed of top national agencies and marketers
Portland, Maine, June 15, 2007 – VIA's "7 World Trade Center: Open," a campaign created for client Silverstein Properties, has been awarded a Silver Anvil by the Public Relations Society of America (PRSA). The campaign marked the opening of the first building to rise almost five years after the World Trade Center destruction. Following the success of VIA's 2005 "To Leaders With Vision" campaign for Silverstein, the challenge was to create a campaign that would continue to drive tenancy and highlight the building's positive impact on the surrounding neighborhoods and New York City as a whole.
VIA worked closely with Silverstein Properties to plan and produce a campaign, to highlight this milestone opening. Several events were coordinated including a concert, a park dedication, a sculpture unveiling, targeted events for brokers and prospective tenants, and a ribbon-cutting ceremony with local New York performers such as Lou Reed, Suzanne Vega and others. The campaign also included print and outdoor advertising, banners, posters, sales collateral and interactive elements. Outreach to national and international media ensured widespread coverage of the opening across the country and around the world.
The campaign was a great success. More than 1,500 people attended the ribbon-cutting ceremony. Eighteen national and local TV stations covered the opening events. The media unanimously touted the opening as a major accomplishment for the city and Silverstein. In addition, the campaign greatly increased tenant interest, with a 600,000 square foot lease being signed just four weeks later.
"We are very proud of the work that we have done for Silverstein Properties, and it is an honor to be recognized with an award of this magnitude," said John Coleman, CEO and founder of VIA. "The opening of 7 World Trade Center was a historic event befitting a campaign that effectively reached the city, the broker community and prospective tenants, the country and the world. Great clients lead to great work, and VIA has been privileged to work with Silverstein Properties in this endeavor."
About the Silver Anvil Awards
The Silver Anvil, symbolizing the forging of public opinion, is annually awarded to organizations that have successfully addressed a contemporary issue with exemplary professional skill, creativity and resourcefulness. In the more than 50 years that these citations have been made, more than 1,000 organizations have been awarded Silver Anvils for excellence in public relations.
Silver Anvil Awards recognize complete programs incorporating sound research, planning, execution and evaluation. They must meet the highest standards of performance in the profession.
About the Public Relations Society of America
The Public Relations Society of America (PRSA), based in New York City, is the world's largest organization for public relations professionals. The society has more than 28,000 professional and student members. PRSA is organized into 112 chapters nationwide, 19 professional interest sections, along with affinity groups, which represent business and industry, counseling firms, independent practitioners, military, government, associations, hospitals, schools, professional services firms and nonprofit organizations. The Public Relations Student Society of America (PRSSA) has 255 chapters at colleges and universities throughout the United States.
About VIA
Founded in 1993, VIA is an agency with a long track record of helping companies grow by solving their toughest marketing, branding and advertising problems. The bigger the challenge the happier we are. Current clients include Maidenform, TD Banknorth, HP Hood, Monster, Uno Chicago Grill, Analog Devices, Silverstein Properties, Dunkin' Donuts, and Arrow International, who are served from offices in Portland, Maine; Boston; and New York City.