AYALA’S 175TH ANNIVERSARY CAMPAIGN RECEIVES BRONZE ANVIL

Never Stop Believing, Ayala’s 175th anniversary program, received the Public Relations Society of the Philippines’ second highest honor, the Bronze Anvil, at the 45th Anvil Awards held on February 26 at EDSA Shangri-La Hotel.

With emphasis on messaging and content, Ayala’s 175th anniversary program made use of multi-media platforms to reach internal and external stakeholders. These include the distinctive “Never Stop Believing” print ad campaign; internal print publications (the Ayala group newsletter Ayala Now and the Ayala at 175 special magazine); an anniversary video featuring chairman emeritus Jaime Zobel de Ayala; a special website and online timeline; animated screensavers; and below-the-line collaterals including banners and exhibits. The 175th anniversary program won an Asian Multimedia Publishing Award in 2009.

Bank of the Philippine Islands’ Herencia, a coffeetable book on its art collection and its supplement teacher’s guide, also received a Bronze Anvil. Ayala at 175, a special publication on Ayala’s history and legacy, was given an Anvil Award of Excellence.

Other Ayala companies figured prominently in the Anvils. Globe Telecom received 4 Excellence and 6 Merit awards for various corporate social responsibility programs. Manila Water received 4 Merit awards for programs in environment and disaster response. Ayala Land’s malls were recognized for unique PR programs: Excellence for Market! Market!‘s Recycliing is in the Bag, and Merit for Cebu Holdings' Think Pink! health campaign.

Manila Water, Cebu Holdings, and Ayala Foundation also received Merit awards for their annual reports.

PRSP received a total of 292 entries for the 45th Anvil Awards. Winners were selected by an independent board of jurors led by Dr. Cayetano Paderanga, Jr.