The announcement of the results and the awarding of the most prestigious prizes in the PR industry took place on December 8th during a ceremonial Gala, hosted by Gabi Drzewiecka, a radio and television journalist. On behalf of Multidekor, the award was received by Grzegorz Podogrocki and Mateusz Kaczorowski.
The nominations and the awards granted to individual projects were decided by a jury of over 100 members, including representatives from business and non-governmental organizations, practitioners, and experts from the PR and media industry in Poland, as well as authorities from the academic community. The chairs of the respective jury groups were Aleksandra Chalimoniuk (OTCF), Anita Ryng (IKEA Retail), Alicja Wysocka-Świtała (Clue PR), Maciej Lasoń (Unilever), Arkadiusz Mierzwa (Jeronimo Martins Polska), and Grzegorz Szczepański (Hill Knowlton), while the entire jury was chaired by Marta Jóźwiak (Google).
The Golden Clip is above all a confirmation of the effectiveness and competence of the brand, which has been actively developing in recent years. We thank and congratulate the entire K+Group team for their professionalism and contribution to the execution of this challenging project.
The nominations and the awards granted to individual projects were decided by a jury of over 100 members, including representatives from business and non-governmental organizations, practitioners, and experts from the PR and media industry in Poland, as well as authorities from the academic community. The chairs of the respective jury groups were Aleksandra Chalimoniuk (OTCF), Anita Ryng (IKEA Retail), Alicja Wysocka-Świtała (Clue PR), Maciej Lasoń (Unilever), Arkadiusz Mierzwa (Jeronimo Martins Polska), and Grzegorz Szczepański (Hill Knowlton), while the entire jury was chaired by Marta Jóźwiak (Google).
The Golden Clip is above all a confirmation of the effectiveness and competence of the brand, which has been actively developing in recent years. We thank and congratulate the entire K+Group team for their professionalism and contribution to the execution of this challenging project.
The year 2022 brought many challenges – war, rising prices, an energy crisis, and uncertainty about the future. There were reports in the media suggesting that due to these difficulties, cities in Poland would be unable to decorate their streets with holiday illuminations, depriving residents of the Christmas magic. However, thanks to our informational campaign, based on the results of public opinion surveys among residents, we were able to convince many local governments of the importance of preserving the tradition of holiday illuminations. As a result, no city gave up this festive touch. We saved Christmas!
The main goal of our communication was to reach key local stakeholders, residents, and the media, and to position the illuminations as an essential part of the holiday atmosphere. We set the only viable path to increase the likelihood of investment.
1. Initiating a discussion in the media about the need for installing decorations on city streets.
2. Creating a friendly atmosphere through these publications that encourages conversations about holiday decorations among residents and city officials.
3. Appealing to emotions in communication with residents, evoking a sense of longing for something that might be taken away, something they have been accustomed to for years.
4. Proving that holiday installations are a social necessity, not just a consumer expense.
Our campaign reached nearly 2 million Poles through media relations efforts – within a month, we achieved close to 70 publications, with an estimated AVE of over 225,000 PLN. The survey results were discussed on the airwaves of the largest radio stations and on the websites of local television stations. We also managed to engage the Polish Press Agency, which covered the topic in its nationwide service. The materials were also featured in both national and local media, in print and online editions.
We reached 1,125 representatives of our direct target group, partly thanks to our collaboration with the PAP Samorządowy (a mailing with material on holiday illuminations was sent to local governments) and with the Portal Samorządowy (a newsletter with survey results was sent to local governments twice). During the campaign, no city opted out of holiday illuminations. The mayor of Golub-Dobrzyń, Mariusz Piątkowski, referenced the survey results on his Facebook profile, stating that his city would not forgo holiday illuminations. Our survey results were also utilized by another entity promoting shopping malls.
