The Maryland Lottery’s efforts to promote its American Classics scratch-off ticket were recognized with an Award of Excellence at the International Association of Business Communicators (IABC/DC Metro) awards banquet on October 26th at the Hyatt Regency in Bethesda. The Lottery received the distinction of being named first runner up for Best of the Best, the competition’s top honor.
IABC/DC Metro’s Silver Inkwell Awards included 50 categories and had more than 130 high-quality entries received. Only five Awards of Excellence were presented, with The Maryland Lottery’s American Classics winning in the Communication Plans & Campaigns/External Communication or Community Relations Plan category.
IABC/DC Metro’s Silver Inkwell Awards is the premier awards program for business communicators in metropolitan Washington and Baltimore. With nearly 600 members, IABC/DC Metro is the largest IABC chapter in the United States and the second largest worldwide. The organization has a diverse membership, with professionals from such fields as corporate communications, marketing, advertising, public affairs, employee communications, media relations and shareholder relations. A Silver Inkwell award is an acknowledgement of the recipient’s mastery of the principles and practices of business communication.
To promote the American Classics ticket, the Maryland Lottery’s Communications Division with help from supporting vendors, TBC, Inc. and Barb Clapp Advertising and Marketing, brought the decade of the sock hop into the era of hip hop. By evoking the fun of the 1950’s — complete with “Elvis” serenades, poodle skirts, hula hooping and more – Maryland Lottery Communications staff garnered substantial attention and ultimately, sales of the tickets.
“It is quite an honor to receive an Award of Excellence from among such impressive competitors,” said Carole Everett, Maryland Lottery Communications Director. “The success of the American Classics promotion illustrates the power of grassroots PR efforts. I’m so proud of my team and the tremendous job that they did.”
This is the second award that the Maryland Lottery has won for its efforts on behalf of the American Classics scratch-off. In July, the agency received the top honor, Best in Show, at the 2010 Chesapeake Conference and Best in Maryland Awards sponsored by the Public Relations Society of America’s Maryland Chapter.