Campari's® "Year of the Negroni" Campaign Wins Coveted PR News Platinum Award

SAN FRANCISCO, Sept. 20, 2012 /PRNewswire/ -- Campari®, the legendary one-of-a-kind red spirit, today announced that its "Year of the Negroni" campaign, planned and executed in cooperation with its PR agency of record, Hanna Lee Communications, Inc., has won PR News' coveted 2012 Platinum Award for the Best Branding Campaign of the Year.  The focused campaign beat out category finalists that included leading brands such as General Motors®, McDonald's® USA, Dunkin' Donuts®, DoubleTree® by Hilton, Pantone® and others.  Campari was the only spirits brand to win a Platinum Award this year across 50 award categories.

"We are honored to receive The Platinum Award and are delighted by all the recognition the 'Year of the Negroni' campaign has received to date," said Dave Karraker, director of PR and events, Campari America.  "This award is a testament to the strategic vision developed by our agency of record, Hanna Lee Communications, and our in-house PR and events team."

"Our goal with the 'Year of the Negroni' program was to reignite interest in this classic, signature cocktail with food enthusiasts and the bartending community.  Because of the ubiquitous media coverage that the campaign generated through media relations and events, the excitement around the Negroni was all but inescapable.  We succeeded beyond any of our expectations," continued Karraker.

The 2011 "Year of the Negroni" campaign included large scale consumer events, such as the Manhattan Cocktail Classic and New York City Wine & Food Festival, as well as intimate bartender and media events that focused on rewarding existing advocates and increasing awareness and trial to those new to the Campari family.  The media results from the effort were superlative, garnering coverage in such outlets as the Wall Street Journal, the New York Times, Bon Appetit, GQ and Bloomberg.

"Working hand in hand with the bartender community was really critical to our success," said Hanna Lee, president and founder, Hanna Lee Communications, Inc.  "The resurgence of classic cocktailing has been driven by this community, so gathering insights from them really set the groundwork for creative, quality-driven executions."

The Platinum Award win brings to nine the number of PR industry awards the "Year of the Negroni" campaign has received from top national and international PR organizations this year.  The recognition includes:

PR News' Platinum Awards:

• Platinum Award for Best Branding

Bulldog Media Relations Awards for Excellence in Media and Publicity Campaigns:

• Grand Prize Winner of 2012 Bulldog Media Relations Awards for Excellence in Media and Publicity Campaigns
• Gold Level Award for PR Innovation of the Year
• Gold Level Award for Best Online Newsroom - Business/Consumer
• Silver Level Award for Best Use of Personality/Celebrity

PRSA NY - Big Apple Awards:

• Winner - Events & Observances (One to Seven Days):  Business
• Honorable Mention - Integrated Communications:  Consumer Products & Services

The Communicator Awards:

• Award of Excellence for Publicity - Publicity Campaign

SABRE Awards:

• Finalist Gold SABRE Award in Food & Beverage

About Campari
Campari is a contemporary classic. Bold, passionate and completely unique, Campari makes a dry and refreshing cocktail that can be enjoyed anytime. The recipe, hand-crafted according to the same secret family recipe invented in Italy in 1860, is the base for some of the most famous cocktails around the world, including the Negroni and the Americano. Campari's unique taste is obtained through an infusion of bitter herbs, aromatic plants and fruit, creating the consummate aperitif. With its distinct red color, aroma and flavor, Campari has always been a symbol of passion.

About Campari America
Campari America is a wholly owned subsidiary of Davide Campari-Milano S.p.A. (Reuters CPRI.MI - Bloomberg CPR IM).  At the heart of Campari America are two legends in the American spirits industry.  The first, Skyy Spirits, was founded in San Francisco back in 1992 by the entrepreneur who invented iconic SKYY Vodka.  The second is the world-famous Wild Turkey Distillery in Lawrenceburg, Kentucky, where they have been making the world's finest whiskies since the 1800's.  Both companies were purchased by Davide Campari-Milano and together they form Campari America, which has built a portfolio unrivaled in its quality, innovation and style, making it a top choice among distributors, retailers and consumers.  Campari America manages Gruppo Campari's portfolio in the US with such leading brands as SKYY® Vodka, SKYY Infusions®, Campari®, Wild Turkey® Straight Kentucky Bourbon, American Honey®, Russell's Reserve®, Glen Grant® Single Malt Scotch Whisky, Cabo Wabo® Tequila, Espolon® Tequila, Ouzo 12®, X-Rated® Fusion Liqueur®, Frangelico®, Cynar®, Carolans Irish Cream®, Irish Mist® Liqueur, Sagatiba® Cachaca and Jean-Marc XO Vodka®.  Campari America is also the exclusive US distributor of Bowmore® Islay Single Malt Scotch Whisky, Auchentoshan® Lowland Single Malt Scotch Whisky, Glen Garioch® Highland Single Malt Scotch Whisky, McClelland's® Single Malt Scotch Whisky, Flor de Cana® Rum, Midori® Melon Liqueur, Hibiki® Whisky, Hakushu® Single Malt Whisky, and The Yamazaki® Single Malt Whisky.

Campari America is headquartered in San Francisco, California.  More information on the company can be found at www.campariamerica.com, www.facebook.com/campariamerica, Twitter: @CampariAmerica and www.camparigroup.com.  Please enjoy Campari America brands responsibly and in moderation.

About Gruppo Campari
Davide Campari-Milano S.p.A., together with its affiliates ("Gruppo Campari"), is a major player in the global beverage sector, trading in over 190 nations around the world with a leading position in the Italian and Brazilian markets and a strong presence in the USA and Continental Europe. The Group has an extensive portfolio that spans three business segments: spirits, wines and soft drinks. In the spirits segment its internationally renowned brands, such as Campari, Carolans, SKYY Vodka and Wild Turkey stand out. It also has leading regional brands including Aperol, Cabo Wabo, Camparisoda, Cynar, Frangelico, Glen Grant, Ouzo 12, X-Rated Fusion Liqueur, Zedda Piras and the local Brazilian brands Dreher, Old Eight and Drury's. Its wine segment boasts the global brand Cinzano, as well as important regional brands including Liebfraumilch, Mondoro, Odessa, Riccadonna, Sella&Mosca and Teruzzi&Puthod. The soft drinks segment comprises the non-alcoholic aperitif Crodino and Lemonsoda as well as its respective line extension dominating the Italian market. The Group employs over 2,200 people. The shares of the parent company,

Davide Campari-Milano S.p.A. (Reuters CPRI.MI - Bloomberg CPR IM), are listed on the Italian Stock Exchange. www.camparigroup.com

More information on the company can be found at
http://www.camparigroup.com/en/group/main.jsp 
http://www.youtube.com/campariofficial

Media images are available at http://www.camparigroup.com/en/press_media/image_gallery/campari_download.jsp

About Hanna Lee Communications, Inc.

Headquartered in New York City, Hanna Lee Communications, Inc. is an award-winning agency specialized in spirits, wine, food, travel, and lifestyle PR and event management.  The agency only represents products and companies that it is passionate about.  This outlook drives its well-acknowledged excellence. 

The agency has earned recognition from prestigious national and international organizations that include the PRWeek Awards, PRSA-NY's Big Apple Awards, The Communicator Awards, PR News' Platinum Awards, The Bulldog Awards and the SABRE Awards.  In addition, through its multi-year PR campaign for Mionetto Wines, Hanna Lee Communications contributed to developing the now popular Prosecco category in the U.S. 

Client experience includes Campari, Louis Royer Cognac, Santa Teresa Rum, Manhattan Cocktail Classic, Leblon Cachaça, Sobieski Vodka, Marie Brizard Liqueurs, Terra Andina Chilean Wines, G7 Portuguese Wine Consortium, Bortolomiol Prosecco, Quimeria Think Group (Rayuela, Macondo and Barraca), San Domenico New York (now SD26), Michael's New York, MONO+MONO, Gourmet Latino Festival and others.  For more information, please visit www.hannaleecommunications.com.  The agency can be followed on Twitter at @hannaleenyc and "liked" on Facebook at http://www.facebook.com/HannaLeeCommunications.

CONTACT: Hanna Lee, [email protected], or Jen Neugeboren, [email protected]

SOURCE Campari